Bert's - The Well-Being Moment (Made in France)

Interesting newcomer for a contemporary 'French' sandwich shop, Bert's. The chain is big in Paris, started in 2002 - now having more than 30 locations locally and internationally (Dubai, UK, Belgium, Bangkok! and etc). It calls itself a 'contemporary cafe', selling variety of breakfast, lunch, snack to drinks.

Interestingly, it's actually French but has an English name. And the reason is "The English sounding name is intended to bestow an aura of cosmopolitan smartness". If you know (well, I know you know) Au Bon Pain, or Hagen Daz - they are not French but have French names just because of that same reason?!?

The review I read also said "the Bert's-type cafe, imposing a self-consciously youthful style for a well-heeled target market, is flourishing." Is it just a trend?