The co-founder and director of new business at the Le Petit Macarons franchise chain, Roger Coelho, prefers not to give a diagnosis for the problem of labor shortages that several sectors have been facing, including retail. Without getting into political issues, he believes that the best thing to do at this moment is to find solutions to continue selling. “Either you keep crying or you find a way to sell handkerchiefs,” he says.
In his business, the path found by him and Valquiria De Marco, his partner and wife, was the implementation of vending machines, which are still in the beginning of operation, with four pieces of equipment in operation. The testing phase began in 2025.
With the recent approval of the end of the 6x1 scale, the company saw an increase in demand for macaron vending machines by franchisees. In this new scenario, the company, which currently has 28 stores and kiosks throughout Brazil, hopes to reach 30 machines this year and reach one hundred in 2027.
The company is also in negotiations to open its first store abroad next year, which will be in the USA.
Le Petit Macarons does not open its results, but says that the company's consolidated revenue (factory + stores) represented a growth of 13.08% in 2025 compared to 2024. The target for 2026 is to grow by a further 16.12% compared to 2025.
Where did the idea of selling macarons in machines come from?
We had the idea in the United States, because vending machines are much more widespread there than here. They sell cakes, cookies, brownies. There are many people who prefer to sit at a kiosk to consume our product or go to the counter and choose the flavors. But there are many who come and say: 'I want three [macarons], it doesn't matter what flavor, just put them in one package because I'm in a hurry and it's for a gift'. So, if I have this audience, why not sell it in a machine, with pre-selected flavors and the person just chooses which collection they want? And we did some tests.
Did the fact of not needing to hire employees also affect your choice?
Yes, because we are in a labor crisis. I don't want to go into the reason for the crisis. It doesn't matter. I understand that people are trying to qualify more and more to get more qualified jobs. Kiosk attendants may be the gateway to the job market, and it is increasingly difficult for me to find [these workers]. This is one of the main complaints from my franchisees. So, when we thought of this machine, it was to solve this labor problem.
How many fewer employees are hired with the machines?
The most a franchisee needs with a vending machine is to hire someone to supply all the machines, when he doesn't do it himself. To staff a kiosk you need at least three employees. If a franchisee has 10 stores, he must have 30 employees.
When vending and service machines became widespread in Brazil, there was a fear that they would steal people's jobs. What are you saying is that, now, they are actually a solution to a labor shortage problem?
Exactly, that's it. It's not a question of taking a lot of people's jobs. I don't have people to work, so I need to put the machine in several places.
And isn’t there a risk that all stores will be replaced by machines?
No. There were franchisees who were afraid that sales would decrease after we installed the vending machines and what we saw is that kiosk sales increased after the vending machine.
Why?
The customer goes to the machine and takes out a collection of fruity ones and finds one with raspberry, one with pistachio and one with blackberry. But he also wanted a bergamot one, which he tried and loved, but they don't have it in the machine. So he has to go to the kiosk. Then when he goes to the kiosk, he doesn't just buy bergamot, he also buys brownie, milk chocolate, creme brulé and several others. So, we realized that this helped a lot in selling the kiosk.
Did the discussions about the end of the 6x1 scale also contribute to the implementation of the machines?
Before having this discussion we already had a labor problem. And it's something we always say: either you cry or you find a way to sell tissues. It was something that had nothing to do with the 6x1 or 5x2 scale or political party, nothing.
But did the demand for machines increase after the change in working hours was approved?
I don't have this exactly mapped out yet, but I will tell you that I had, on average, one [franchise machine] negotiation every week. In the two weeks after approval [of the end of the 6x1 scale] five orders for machines were received for us.
Isn't the machine's profitability lower than that of a store?
It depends. Revenue is lower, for sure. Now, profitability, which is the money left over at the end, may not. Because, to have a kiosk, you have to pay at least three employees and rent, which is at least R$7,000. So, profitability is around 10%. Now, with a machine, the rent is around R$1,000 and you don't need an employee. The profitability of a machine can be between 30% and 40%. Now, in relation to money in your pocket, everything will depend on how much the kiosk and the machine will earn. Today there is a machine that puts more money in the franchisee's pocket than a kiosk.
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Roger Righi Coelho, 49
Co-founder, partner and new business director of the Le Petit Macarons chain. Specialized in commercial management from FGV (Fundação Getulio Vargas), he was previously commercial and sales manager for companies such as Ambev, until he decided to open his own business in 2012 with his wife and partner, Valquiria De Marco. The couple opened their first store in 2014.
