Bakery café chain Paris Baguette is stepping into the ballroom this fall with a multi-layered entertainment partnership tied to Season 35 of ABC and Disney+'s "Dancing with the Stars," launching two co-branded limited-time beverages and a slate of in-show brand activations beginning September 14.
The New Menu Items
The centerpiece of the collaboration is a pair of exclusive drinks inspired by the show's iconic Len Goodman Mirrorball Trophy. The Mirrorball Croissant Iced Latte blends Lavazza espresso with buttery croissant flavor and milk over ice, while the Mirrorball Croissant Iced Matcha swaps espresso for ceremonial-grade matcha. Both are served with a mini croissant, a branded coffee sleeve, and a sparkling Mirrorball accent. The beverages are positioned as limited-time offerings, designed to drive traffic and trial during the show's live broadcast season.
"There's a shared artistry in the passion, precision, and creativity behind a beautifully crafted pastry or beverage and a captivating dance performance," said Cathy Chavanet, Chief Marketing Officer of Paris Baguette North America. "We are excited to bring that connection to life for fans of both Paris Baguette and 'Dancing with the Stars.'" The partnership was brokered through Disney Advertising and includes sponsorship of the official show podcast, live episode mentions, and custom in-show content featuring a branded dance and cake celebration moment.
Loyalty and Foot Traffic Plays
For operators watching how franchise brands convert entertainment buzz into register rings, the promotional mechanics are worth noting. On National Dance Day, Saturday, September 19, PB Rewards members can redeem a BOGO free offer on either Mirrorball beverage — a tactic designed to reward existing loyalty members while driving app downloads among new guests. First-time app sign-ups receive a free pastry with any purchase. Select locations in New York City and Los Angeles will also distribute a free limited-edition "Dancing with the Stars" collector's cup on that date, while supplies last.
The loyalty angle aligns with a broader quick-service and bakery-café trend of tying limited-time offers directly to app-gated rewards, reducing promotional cost while building first-party data. Paris Baguette's push toward 1,000 North American cafés by 2030 makes scalable loyalty activation an increasingly central part of its franchise growth story — a dynamic covered extensively in beverage industry trend analysis as café chains compete for the afternoon daypart.
What's Next
Beginning October 1, Paris Baguette will launch an Instagram sweepstakes running through October 31, offering one grand-prize winner two tickets to the Season 35 finale in Los Angeles, round-trip airfare and transportation for two, two nights of hotel accommodations, and a $100 Paris Baguette gift card. The chain will also air a custom spot featuring show talent during each live episode throughout the season. Season 35 premieres with a two-night event on September 15 and 16 at 8 p.m. ET on ABC, Disney+, and next-day on Hulu.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
