la Madeleine Toasts France’s Bastille Day Match in Dallas

<p>Calendars do not usually cooperate this neatly. On July 14, France plays Spain at Dallas Stadium in Arlington for a place in the World Cup final, a 2 p.m. kickoff between the tournament’s two top-ranked teams. It is also Bastille Day, the day France marks its own founding with fireworks and flags rather than soccer.

That the fixture landed in the city hosting it, on the one afternoon of the year France is already inclined to celebrate itself, is not the kind of coincidence la Madeleine was going to let pass without comment. The Dallas-founded bakery chain is marking the day across its Dallas-Fort Worth cafés with discounted pastry, a sweepstakes, and a few television sets tuned to the right channel.

The chain has standing here. Patrick Esquerré, a Loire Valley native, opened the first la Madeleine on Mockingbird Lane near Southern Methodist University in 1983, with backing from retail magnate Stanley Marcus and recipes from his mother’s kitchen. More than four decades later the company is still headquartered in Dallas, now under Groupe Le Duff, the Rennes-based hospitality group that also owns Brioche Dorée and Bridor, with close to two dozen cafés scattered across the metroplex. A World Cup semifinal between France and Spain, staged a short drive from where the brand’s oldest location still bakes bread daily, is close enough to a home game that la Madeleine can be forgiven for acting like it.

The mechanics are simple. Through July 14, participating cafés are selling croissants dyed blue, white, and red for a dollar apiece, alongside dollar mimosas by the glass, the kind of pricing that turns a coffee stop into an occasion. Select locations are opening their televisions to the match itself. And should France advance, guests get 48 hours after each win to claim a complimentary Chicken Caesar Salad Stuffed Croissant with purchase, a running reward that ties the café’s fortunes to the team’s for as long as Les Bleus keep winning.

There is also a trip on the table. The la Madeleine French Getaway Sweepstakes opened for entries at 11 a.m. on July 10 and closes at 11:59 p.m. on July 14, open to Texas residents 21 and older, one entry per person, no purchase required. The prize is a trip for two to the championship match at MetLife Stadium in New Jersey on July 19, airfare from Dallas and two nights’ hotel included, should France reach that far. Full rules are posted at lamadeleine.com/win-le-match.

“Our cafés have always been a place where guests gather over great food, warm hospitality and a taste of France,” said John Dillon, president and CEO of la Madeleine, framing the promotion as an extension of what the brand has been doing since Esquerré first opened his doors.

Win or lose on July 14, Dallas gets a version of Bastille Day it does not usually get: a French bakery chain built here, still headquartered here, using a World Cup semifinal as an excuse to remind the city where its tomato basil soup came from.

Frequently Asked Questions

What is la Madeleine offering for the France vs. Spain World Cup semifinal?

Through July 14, participating Dallas-Fort Worth cafés are selling $1 Blue, White, and Red croissants and $1 mimosas by the glass, with a complimentary Chicken Caesar Salad Stuffed Croissant available with purchase for 48 hours after each France win in the tournament.

When is the France vs. Spain World Cup semifinal in Dallas?

The match kicks off at 2 p.m. CT on Tuesday, July 14, 2026, at Dallas Stadium in Arlington, which also falls on Bastille Day, France’s national holiday.

How do I enter the la Madeleine French Getaway Sweepstakes?

Entries opened online at 11 a.m. on July 10 and close at 11:59 p.m. on July 14. Entry is limited to one per person, no purchase is necessary, and entrants must be Texas residents at least 21 years old. Complete rules are available at lamadeleine.com/win-le-match.

What is the sweepstakes prize?

The winner receives a trip for two to the World Cup final at MetLife Stadium in New Jersey on July 19, including round-trip airfare from Dallas and a two-night hotel stay, contingent on France advancing to the championship match.

Which la Madeleine locations are participating, and do they have parking?

Participating cafés span la Madeleine’s roughly two dozen Dallas-Fort Worth locations, most of which offer on-site parking as part of shopping center or retail settings. Guests should call ahead or check lamadeleine.com to confirm participation, hours, and parking at their nearest café.