When the pandemic started, Le Pain Quotidien operated 98 locations across the United States. According to USA Today, 56% of the company’s sales came from New York City, an area especially hit by the COVID-19 pandemic and its related shutdowns. During this time, the New York City area was described as the epicenter for the COVID-19 pandemic.
Prior to the pandemic, the chain was struggling financially and started plans to restructure its operations through bankruptcy. Because of the challenging conditions of the pandemic and the increased competition, it faced significant financial difficulties. As a result, Le Pain Quotidien filed Chapter 11 Bankruptcy in 2020 and all of its locations closed with that action.
According to Forbes, a new owner, Aurify Brands, is trying to relaunch 52 locations to keep the brand alive. It bought the Le Pain Quotidien for $5 million along with the 11 locations of the bakery chain Maison Kayser for $3 million. Aurify Brands launched the Le Pain Quotidien mobile app and reopened the Maison Kayer stores as Le Pain Quotidien locations in 2021.