Alexandra Perron
Le Soleil
In Paris, They Wash the “Parquet,” Not the “Plancher”. With a “serpillière” and a “seau”—not a “moppe” and a “chaudière,” as they might call it elsewhere.
When Adèle’s president, Gaétan Migneault, first conducted training sessions in France, he saw incredulous looks on people’s faces as he explained the procedures. The Québec-based franchisor, specializing in residential cleaning services, had to adapt its vocabulary to make its entry into the French market.
A “commercial” is not a TV ad, but a job title. Meanwhile, “Comment voulez-vous communiquer la marque?” in Québec translates more like “Comment allez-vous déployer votre publicité?”
“When you’re a tourist, you don’t notice these things. But in business, you need to establish your communication foundations quickly,” says M. Migneault, grateful for the help of local partners.
Adèle, founded in Québec in 1994, plans to sell about fifteen master franchises in France, each of which could develop a network of 50 to 70 franchises. All efforts are focused on achieving this goal within five to seven years. To date, one franchise operates in Paris, and another in Vannes, Brittany.
M. Migneault and his right-hand partner, Julie Bergevin, vice-president of the Québec group, are taking a measured approach with Adèle France, in which they are majority shareholders. “We need a trial period. When we open more franchises, we want the adaptation phase behind us,” says M. Migneault.
For example, Adèle conducted extensive research on cleaning products in France to meet its quality standards. This is a point of pride for the company. “We do real cleaning. Surfaces must remain intact and stay clean as long as possible. We have fully tested everything to prevent issues upfront rather than just clean afterward.” After an Adèle visit, water beads on the bathtub and dirt doesn’t stick, M. Migneault explains.
A small addition in France, notes Ms. Bergevin, is that “companies like ours must include ironing—it’s non-negotiable.” She adds that transportation methods were also adapted. “In Québec, franchisees drive cars. In France, we had to design caddies and ergonomic carts that allow staff to climb stairs in the metro and take the bus. They are very familiar with that.”
Ms. Bergevin and M. Migneault are proud to have entered “one of the most challenging markets,” France. They had to adjust to hierarchical rules and navigate longer, more complex processes.
Beyond these adjustments, the Adèle formula remains the same. The company operates with flat-rate pricing. “Currently, we’re setting an example in France, where everyone charges by the hour.” For M. Migneault, this hourly billing method—common in Québec—is absurd and a holdover from the shadow economy. “A cleaner cannot just work three hours on a property. If the floor isn’t finished, they won’t leave.”
Adèle franchisees have access to a very structured and precise pricing method. Once set, the price is always the same, clients know what to expect, and all products are included, says M. Migneault.
Adèle also focuses on turnkey franchises, which include incorporation, uniforms, working capital, initial advertising, as well as ongoing guidance and support.
Franchisees pay a percentage of their revenue as royalties. M. Migneault insists that all income must be declared at all times. He does not believe in monthly fixed fees to the franchisor, which can allow all sorts of practices.
Looking Toward India?
Looking ahead, Adèle is in discussions in British Columbia, and potentially Saskatchewan and Alberta. The company already has about one hundred franchises in Québec and twenty in Ontario.
India is also on the radar, as Adèle was identified by the BDC as a high-potential growth company with possible expansion there. A turnkey project is already on the table.
“But we want to first consolidate Canada and France, where we already operate,” concludes Ms. Bergevin.
Who Is Adèle?
Founder and president Gaétan Migneault explains that the company’s name comes from his mother. When he started his business in the 1990s, she suggested naming the company Adèle, after an old 1960s TV series featuring the misadventures of the Baxter family and their maid of the same name.
Company Profile
- Company Name: Adèle
- Founded: 1994
- President: Gaétan Migneault. Julie Bergevin is vice-president and co-founder of the Adèle franchise network
- Sector: Residential cleaning services
- Operating Areas: Québec, Ontario, France
- Revenue in Québec: Approximately CAD 10 million
- Employees: About 400 in Québec and Ontario
- Headquarters: Québec
- Website: www.adeleplus.com