Premium boulangerie and restaurant chain Le Pain Quotidien has appointed Richmond Towers Communications to assist in the opening of a raft of new London locations in 2012.

Kicking off with two new sites in the heart of the capital, in Kendal Street and Wardour Street, Richmond Towers is implementing a PR and marketing plan to help drive footfall, engage with local communities and generate local media coverage.

Another Le Pain Quotidien is set to open in Chiswick later this month, followed by new restaurants around the capital later in the year. Richmond Towers will be spearheading the communications process for all new stores, along with implementing a wider global marketing strategy for the brand.

Belgium’s leading global casual dine chain was founded by Alain Coumont in Brussels in 1990. The chain boasts more than 170 restaurants in 26 cities and 16 countries. The Kendal Street and Wardour Street sites bring the total number of restaurants in London to 20.

Michael Aldridge, senior director of global brand strategy and marketing for Le Pain Quotidien, says: “We are delighted to have Richmond Towers raising the profile of our new London restaurants. They are already helping to drive footfall and generate some great community relations around our Kendal Street and Wardour Street sites, and we are looking forward to working with the team on the wider image and feel for the brand.”