La Madeleine franchisee bringing French bakery to Texas markets

La Madeleine, a French-inspired bakery and cafe franchise, has cooked up a plan for the Houston and College Station, Texas markets.

Under a new signed franchise agreement with SM Franchise LLC, three new locations are in development. SM Franchise LLC is owned and operated by Sultan Mahmood, a multi-unit franchise operator with nearly 25 years of experience in restaurant franchising.

Mahmood began his journey in the industry with Denny’s in 2003 and has since built a portfolio that features six locations in Texas along with a team of more than 200 employees. He plans to open his first la Madeleine location by the end of 2025 in College Station, followed by an additional cafe in College Station and one in the Houston DMA in 2026.

“I wanted to expand my portfolio with la Madeleine because I’m inspired by how the brand blends French tradition with American tastes in such a creative and inviting way. It’s not just about culinary excellence — it’s about innovation and the meaningful connection la Madeleine has built with its guests,” said Mahmood. “La Madeleine offers a cozy blend of charm and comfort, warm hospitality and high-quality, handcrafted meals to create something truly special in the fast-casual space.”

The menu at la Madeleine includes all-day breakfast, brunch, soups, salads, sandwiches, pastas, coffees and entrées. Additionally, the cafe hosts a traditional French bakery display featuring fresh bread and pastries.

La Madeleine currently operates nearly 100 corporate and franchise locations in multiple U.S. states and one international café. The brand was founded in 1983 and is owned by bakery, pastry and catering operator Groupe Le Duff, with locations in over 100 countries.

Franchise leadership says the cafe franchise is currently seeking franchisees with restaurant industry experience to expand the brand’s presence throughout the United States.

“Our unit economics, unique positioning and proven systems have been successful in attracting restaurateurs who bring significant experience to the la Madeleine brand, while also providing current franchisees with opportunities for expansion,” said John Dillon, la Madeleine CEO. “With several initiatives underway to strengthen our brand and position the company for long-term success, this is an ideal time for growth-oriented, multi-unit operators to join our franchise system.”