{"id":103516,"date":"2024-08-13T10:30:00","date_gmt":"2024-08-13T08:30:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=103516"},"modified":"2024-08-13T10:30:01","modified_gmt":"2024-08-13T08:30:01","slug":"linvestissement-dans-les-plats-prepares-est-payant-pour-hellofresh","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/linvestissement-dans-les-plats-prepares-est-payant-pour-hellofresh\/","title":{"rendered":"L’investissement dans les plats pr\u00e9par\u00e9s est payant pour HelloFresh"},"content":{"rendered":"\n

Alors que les ventes de bo\u00eetes repas continuent de baisser, HelloFresh<\/strong> parvient \u00e0 vendre beaucoup plus de plats pr\u00e9par\u00e9s. L’entreprise attire moins de nouveaux clients, mais les clients existants d\u00e9pensent davantage.<\/p>\n\n\n\n

Deux vitesses<\/h2>\n\n\n\n

HelloFresh a r\u00e9alis\u00e9 un chiffre d’affaires de 1,95 milliard d’euros au deuxi\u00e8me trimestre de cette ann\u00e9e, soit une l\u00e9g\u00e8re hausse de 0,9 %. Derri\u00e8re ce chiffre se cache une \u00e9volution \u00e0 deux vitesses. Les ventes de kits repas ont rapport\u00e9 \u00e0 l’entreprise 1,4 milliard d’euros – en baisse de 9,3 % – tandis que les plats cuisin\u00e9s ont repr\u00e9sent\u00e9 un chiffre d’affaires de 519 millions d’euros, soit une augmentation de 45 %. Les investissements r\u00e9alis\u00e9s dans cette nouvelle division portent leurs fruits, affirme Dominik Richter, CEO de l’entreprise.<\/p>\n\n\n\n

L’entreprise a livr\u00e9 pr\u00e8s de 244 millions de repas, soit une baisse de 3,9 %. Le nombre de commandes a diminu\u00e9 de 3,6 % pour atteindre 28,9 millions, mais la valeur moyenne par commande a augment\u00e9 de 5,6 % pour atteindre 67,10 euros par commande. Cette \u00e9volution est conforme \u00e0 la strat\u00e9gie du groupe, qui met davantage l’accent sur les clients \u00e0 forte valeur ajout\u00e9e : les nouveaux clients sont moins nombreux, mais les clients existants d\u00e9pensent davantage.<\/p>\n\n\n\n

Surveillance des marges<\/h2>\n\n\n\n

L’EBITDA ajust\u00e9 est pass\u00e9 de 192 millions d’euros \u00e0 146 millions d’euros en raison de la hausse des co\u00fbts de production due au d\u00e9marrage de nouveaux sites de production, mais ce n’est que temporaire. HelloFresh optimise sa structure de co\u00fbts et accorde moins de remises sur les prix afin de pr\u00e9server les marges.<\/p>\n\n\n\n

Avec une marge de 7,5 %, le groupe fait un peu mieux que pr\u00e9vu. Les kits de repas traditionnels donnent \u00e0 l’entreprise une marge de 12,2 %, tandis que les plats pr\u00e9par\u00e9s ont une marge de 4,0 %, ce qui n’est pas illogique \u00e9tant donn\u00e9 son investissement dans la poursuite de la croissance de cette cat\u00e9gorie.<\/p>\n\n\n\n

HelloFresh reste persuad\u00e9 que les ventes de l’ann\u00e9e enti\u00e8re augmenteront de 2 \u00e0 8 % et que l’EBITDA ajust\u00e9 se situera entre 350 et 400 millions d’euros.<\/p>\n","protected":false},"excerpt":{"rendered":"

Alors que les ventes de bo\u00eetes repas continuent de baisser, HelloFresh parvient \u00e0 vendre beaucoup plus de plats pr\u00e9par\u00e9s. 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