In the heart of Saint-Malo-de-Guersac, the restaurant Le Malouin has transformed its fortunes thanks to a recent episode of the popular French television show, Cauchemar en cuisine. After struggling under the management of Myriam Hachelaf, who took over the former crêperie just a year prior, the establishment has seen a remarkable turnaround since chef Philippe Etchebest's intervention in February 2025.
Despite the challenges, the atmosphere at Le Malouin is lively and welcoming. Regular patrons can be found chatting over coffee, reluctant to return to their daily routines. Myriam Hachelaf, the restaurant's manager, along with Sophia Deniaud, a waitress who has taken on kitchen duties, describes the place as a family-oriented, worker-friendly environment. "Le Malouin, we feel good here. It’s very family, the worker spirit," they explain.
However, the restaurant faced significant difficulties prior to the show’s filming. Myriam, who had a background in event management, found herself overwhelmed after taking over the restaurant. "I was at my wit's end," she admits, recalling how the restaurant was in the red. The situation prompted her to reach out for help, leading to the involvement of the Cauchemar en cuisine team, contacted by a friend after a bet.
Upon arriving at the restaurant, Etchebest was initially taken aback, reportedly saying to his team, "What am I doing here?" The renowned chef's first move was to challenge the quality of the food, famously sending back a fish dish he deemed overcooked. Myriam, however, insists this was merely for show. "It was bluffing for the cameras," she claims, though she acknowledges that the experience was intense. "They put me in the kitchen and sent orders for two tables of six at once. I was in the thick of it!"
Prior to the intervention, the restaurant was spending €500 daily on food supplies. However, thanks to the guidance provided by the show, this amount has drastically reduced to €500 weekly, allowing for more sustainable operations. Changes were also made to portion sizes, which had previously been overly generous.
One of the most significant changes was the renovation of the restaurant, which now boasts a more modern look. Sophia, who has 25 years of experience in the restaurant industry, took on more responsibilities in the kitchen, whipping up crowd-pleasing dishes like homemade lasagna and seafood casseroles. "He called us the little deer!" Myriam recalls fondly of Etchebest, who has continued to check in on them weekly.
The positive exposure from the show has led to an influx of visitors. Both the Petit Futé and the Guide du Routard have reached out, and even a TikTok influencer with two million followers came to film a video at the restaurant. Now, Le Malouin has resumed its regular activities, including concert evenings, karaoke, and a barbecue and pétanque day every third Sunday of the month.
In stark contrast, another restaurateur featured on Cauchemar en cuisine, Alexandre Bravi, has voiced his disappointment following the airing of his episode on April 18, 2025. Bravi, who owns the restaurant Jardin des 4 saisons, claims he lost €12,000 as a result of the filming, which he attributes to a temporary closure of his establishment during and after the shoot.
Bravi expressed frustration in an interview with Télé Loisirs, stating, "The filming took place on a day when the restaurant is normally closed. It was expected to be empty. For the big evening service when they filled my restaurant, I had only one hour to prepare, whereas I normally need four." He believes these conditions distorted the public’s perception of his restaurant.
The restaurateur also criticized Etchebest's culinary feedback, noting that online reviews did not align with the chef's critiques. "Philippe Etchebest criticizes my cooking, but the reviews on Google say otherwise," he remarked. Furthermore, he emphasized the financial repercussions of the filming, stating, "It cost me €12,000 in lost revenue during the 15 days following the shoot."
In response to Bravi's claims, M6, the network behind Cauchemar en cuisine, defended its practices. The channel stated that restaurateurs are informed in advance about potential closures necessary for filming. M6 confirmed that the restaurant was officially closed for four to five days as planned, and any additional closure time was attributed to the restaurateur's choice. Interestingly, M6 noted that Bravi had initially sought out the show’s help, rather than the other way around.
While Bravi expressed dissatisfaction, he had previously mentioned the surge in interest following the episode's airing, stating, "The phone hasn't stopped ringing, and I've received plenty of messages." This contradiction highlights the complex nature of reality television and its impact on small businesses.
As the stories of Le Malouin and Jardin des 4 saisons unfold, they reflect the diverse experiences of restaurateurs navigating the challenges of the food industry, with some finding success and others grappling with disappointment. In a world where the stakes are high, the outcomes of such televised interventions can vary widely, leaving both hope and heartache in their wake.
