Buffalo Grill, a cherished French dining establishment for over 40 years, is renowned for its hearty meat dishes and generous portions. Recently named the ‘Favorite Brand of the French in Table Service’ for the ninth consecutive year, the chain is modernizing its decor to attract new customers. Founded by Christian Picart, who drew inspiration from American steakhouses, Buffalo Grill has expanded rapidly since its inception in 1980 and remains a key player in France’s culinary landscape despite facing challenges like the mad cow crisis.
Buffalo Grill: A French Culinary Icon
For over four decades, Buffalo Grill has captured the hearts and appetites of the French, showcasing a delightful mix of abundant meats and generous servings. This beloved brand was recently honored as the ‘Favorite Brand of the French in Table Service’ for the 9th consecutive year in 2024. To maintain its loyal customer base and attract new patrons, the chain, which boasts 325 locations across France, has embarked on a modernization journey, updating its interiors with a fresh decor inspired by American travel.
A Vision Born from Passion
Christian Picart, the visionary founder of Buffalo Grill, shared the story behind the brand’s name. While brainstorming with his wife, Annie, their western theme inclination led to the suggestion of ‘Buffalo Bill’. Christian responded with ‘Buffalo Grill’, marking the inception of an iconic dining experience.
The signature restaurants, characterized by their striking red roofs and bison horn embellishments, are steeped in American culture. Christian’s journey began in the 1960s when he ventured to California at just 25. His goal was not sightseeing but earning a living, working tirelessly in three restaurants daily, always making at least 100 dollars. During his time in San Francisco, he discovered the thriving steakhouse concept and was inspired to bring that model back to France. Upon his return, he was determined to open a steakhouse, and thus, Buffalo Grill was born.
The first establishment launched in 1980 along the RN20 in Avrainville (Essonne), featuring a select menu of around ten types of meat. The concept resonated well with diners, leading Christian to expand rapidly, opening two new locations each month from Saint-Brieuc to Colmar. An innovative marketing strategy involved using the restaurant roofs as billboards, overcoming limitations imposed on traditional roadside advertising.
Christian also formed a strategic partnership with Total, the oil giant, to secure prime locations at gas stations that were shutting down due to competition from larger retailers. This collaboration led to the establishment of 286 restaurants at one point, with Total serving as a long-term shareholder until they distanced themselves from the brand in 1998.
However, the brand faced challenges during the mad cow crisis, which led to suspicions about the importation of British beef. In 2005, Christian sold his company to an American investment fund for 200 million euros, despite the eventual legal exoneration regarding the allegations. The recovery process for Buffalo Grill restaurants took several years, but the brand’s legacy endures as a staple in the French dining scene.