The bakery-café chain is offering a trip for two to the championship game if France advances, with in-store celebrations tied to the Dallas semifinal.
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la Madeleine is betting that France's run in the World Cup will draw customers to its Dallas-Fort Worth cafés. The bakery-café chain launched a sweepstakes on July 10 that offers a trip for two to the final match in New York if France advances, plus round-trip airfare from Dallas and a two-night hotel stay.
The promotion runs through July 14. Eligible guests can enter once online at laMadeleine.com/win-le-match. The contest is open to Texas residents 21 and older.
Participating Dallas-Fort Worth locations will add French-themed décor and limited-time menu items. The chain is also planning match-day celebrations at its cafés.
"Our cafés have always been a place where guests gather over great food, warm hospitality and a taste of France," said John Dillon, president and CEO of la Madeleine. "With one of the world's biggest sporting events taking place in North Texas, and the French team playing here for the chance to return to the final, we're excited to create an experience that celebrates our roots."
The sweepstakes is the latest marketing push from la Madeleine, which operates nearly 90 corporate and franchise locations across the U.S. The chain is owned by Groupe Le Duff, the French bakery and catering company that also runs Brioche Dorée and Del Arte.
France plays its semifinal match in Dallas. If the team wins, the sweepstakes winner would attend the final in New York.
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