{"id":111662,"date":"2025-01-21T17:23:17","date_gmt":"2025-01-21T16:23:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=111662"},"modified":"2025-01-21T17:31:31","modified_gmt":"2025-01-21T16:31:31","slug":"lunch-garden-que-faire-apres-le-vol-au-vent-a-999-euros","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/lunch-garden-que-faire-apres-le-vol-au-vent-a-999-euros\/","title":{"rendered":"Lunch Garden : que faire apr\u00e8s le vol-au-vent \u00e0 9,99 euros ?"},"content":{"rendered":"\n

Lunch Garden<\/strong> est sur le point de red\u00e9marrer sous l’\u00e9gide du fonds d’investissement anversois CIM Capital<\/strong>. Mais y a-t-il encore quelque chose \u00e0 sauver pour cette cha\u00eene de restaurants ? Comment ce classique belge peut-il se r\u00e9inventer ?<\/p>\n\n\n\n

\u00ab La base est corrig\u00e9e \u00bb<\/h2>\n\n\n\n

\u00ab L\u2019entreprise, qui semblait progressivement p\u00e9ricliter avec ses clients \u2013 des personnes \u00e2g\u00e9es retrait\u00e9es qui aiment sortir d\u00eener mais ne disposent pas de gros budgets \u2013 semblait vou\u00e9e \u00e0 l\u2019\u00e9chec \u00bb, \u00e9crivait RetailDetail. Mais aujourd’hui, \u00ab la base est corrig\u00e9e \u00bb : Lunch Garden a modernis\u00e9 ses restaurants, r\u00e9duit ses co\u00fbts salariaux et propos\u00e9 une offre \u00e0 la fois plus qualitative et coh\u00e9rente. \u00ab Nous avons engag\u00e9 le dialogue avec nos clients existants et potentiels \u00bb, d\u00e9clarait le PDG.<\/p>\n\n\n\n

Cela semble-t-il une projection vers 2030 ? Pas du tout, c\u2019est un retour en arri\u00e8re : nous \u00e9crivions cela en… novembre 2019. \u00ab Aujourd\u2019hui, la transformation vers une entreprise pr\u00eate pour l\u2019avenir est presque achev\u00e9e \u00bb, pouvait-on lire. Et ce, quelques mois avant que la pand\u00e9mie d\u00e9vastatrice de Covid-19 ne frappe. Quelques mois aussi avant que la famille C&A Brenninkmeijer se retire de la cha\u00eene de restaurants et que le fonds d\u2019investissement Freshstream \u00e9vince la PDG Annick Van Overstraeten.<\/p>\n\n\n\n

La pand\u00e9mie a aussit\u00f4t frapp\u00e9 la formule horeca de plein fouet. Des \u00e9conomies drastiques ont \u00e9t\u00e9 n\u00e9cessaires : un emploi sur dix a disparu, bien que cette restructuration \u00e9tait d\u00e9j\u00e0 pr\u00e9vue avant la pand\u00e9mie, selon l\u2019ancienne PDG. En 2021, la cha\u00eene de restaurants est finalement tomb\u00e9e entre les mains du cr\u00e9ancier Intermediate Capital Group<\/strong>, qui devait alors encore r\u00e9gler une facture de 77 millions d\u2019euros. Malheureusement, la montagne de dettes n\u2019a fait que cro\u00eetre ces derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n

Plus de ventes et plus de pertes<\/h2>\n\n\n\n

La nouvelle PDG, Ann Biebuyck, a mis\u00e9 sur un rajeunissement du public cible : les jeunes familles devaient venir pour des classiques flamands, du vol-au-vent au carbonnade, \u00e0 petit prix. Les plats \u00e0 emporter, une collaboration avec Deliveroo et \u00e9galement la digitalisation en coulisses devaient moderniser la formule horeca vieille de 60 ans. Une centralisation accrue, moins de gaspillage et plus de franchises ont par ailleurs permis de r\u00e9duire les co\u00fbts.<\/p>\n\n\n\n

Cependant, les b\u00e9n\u00e9fices n\u2019ont pas suivi : apr\u00e8s un modeste EBITDA de 200 000 euros en 2022, malgr\u00e9 un doublement du chiffre d\u2019affaires, Lunch Garden a replong\u00e9 dans le rouge en 2023 avec une perte de 5,4 millions d\u2019euros. Les co\u00fbts ont augment\u00e9 de 15 % pour atteindre 108 millions d\u2019euros, en raison de la hausse des prix des denr\u00e9es alimentaires, des salaires, des loyers et des factures \u00e9nerg\u00e9tiques. <\/p>\n\n\n\n

Bien que les restaurants aient attir\u00e9 plus de visiteurs et que le chiffre d\u2019affaires ait augment\u00e9 de pr\u00e8s de 20 %, le propri\u00e9taire ICG a resserr\u00e9 les cordons de la bourse en \u00e9change d\u2019une restructuration de la dette. La nomination de Stephan Brouwers, directeur financier, au poste de PDG a confirm\u00e9 le s\u00e9rieux de la situation.<\/p>\n\n\n\n

Un plat de riz \u00e0 3 euros ?<\/h2>\n\n\n\n

CIM Capital peut-il inverser la tendance ? Le fonds d\u2019investissement, fond\u00e9 par Marc Van Hool, a d\u00e9j\u00e0 plusieurs succ\u00e8s \u00e0 son actif, notamment celui de l\u2019autre classique belge, Veritas<\/strong>. Pourtant, le fait que l\u2019histoire semble se r\u00e9p\u00e9ter \u00e0 l\u2019identique chez Lunch Garden soul\u00e8ve des questions : comment la cha\u00eene de restaurants peut-elle surmonter le vieillissement de son public et se moderniser suffisamment pour attirer un consommateur diversifi\u00e9 ?<\/p>\n\n\n\n

La tendance du \u00ab fast casual \u00bb fait fureur : des hamburgers aux pok\u00e9 bowls, les formules horeca proposant une restauration rapide \u00ab de qualit\u00e9 \u00bb ou \u00ab plus saine \u00bb se multiplient. Rapide et abordable, mais aussi Instagrammable ou adapt\u00e9 \u00e0 TikTok \u2013 ce qui manque chez Lunch Garden. M\u00eame Ikea <\/strong>r\u00e9ussit \u00e0 rester une destination attrayante pour manger, avec des promotions agressives mais aussi en restant \u00e0 l\u2019\u00e9coute des tendances alimentaires. Au menu : \u00ab steak \u00bb v\u00e9g\u00e9tal, plantdogs et \u2013 tenez-vous bien \u2013 en janvier, un \u00ab plat de riz avec m\u00e9lange de l\u00e9gumes et \u00e9pices orientales \u00bb pour seulement 2,95 (!) euros. Le plat du jour de Lunch Garden co\u00fbtait 9,99 euros.<\/p>\n\n\n\n

Tout est une question de r\u00e9seau<\/h2>\n\n\n\n

Bien s\u00fbr, Lunch Garden ne dispose pas des moyens financiers colossaux d\u2019Ikea, mais pourquoi ne pas \u00e9tablir des partenariats pour davantage de vari\u00e9t\u00e9, d\u2019inspiration et de diversit\u00e9 ? Le chef t\u00e9l\u00e9vis\u00e9 Wim Ballieu a encore d\u00e9plor\u00e9 dans un communiqu\u00e9 de presse que son concept Balls & Glory<\/strong> n\u2019ait jamais eu l\u2019occasion de collaborer avec la cha\u00eene, alors que cela semblait un partenariat id\u00e9al. Consid\u00e9rez cela comme une candidature libre.<\/p>\n\n\n\n

Les cuisines sont en tout cas suffisamment grandes pour d\u00e9velopper les options de plats \u00e0 emporter et de livraison \u2013 un axe d\u00e9j\u00e0 explor\u00e9 par Biebuyck apr\u00e8s la pand\u00e9mie. En collaborant avec des services de livraison comme Deliveroo et en investissant dans des repas pr\u00e9emball\u00e9s, Lunch Garden visait d\u00e9j\u00e0 \u00e0 attirer un public plus jeune et urbain.<\/p>\n\n\n\n

CIM Capital poss\u00e8de un flair av\u00e9r\u00e9 pour attirer des PDG comp\u00e9tents et sait comment rendre les entreprises rentables \u00e0 nouveau. L\u2019investisseur dispose non seulement d\u2019une expertise, mais \u00e9galement d\u2019un r\u00e9seau impressionnant. Des noms connus tels que Marc Coucke, Tom Waes et la famille De Clerck investissent dans le fonds. En termes de puissance financi\u00e8re et de vision strat\u00e9gique, le fonds semble donc bien positionn\u00e9 pour insuffler une nouvelle vie \u00e0 Lunch Garden.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lunch Garden est sur le point de red\u00e9marrer sous l’\u00e9gide du fonds d’investissement anversois CIM Capital. Mais y a-t-il encore quelque chose \u00e0 sauver pour cette cha\u00eene de restaurants ? Comment ce classique belge peut-il se r\u00e9inventer ?<\/p>\n","protected":false},"author":5,"featured_media":111574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[1284],"topic":[275],"region":[226],"class_list":["post-111662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-lunch-garden","topic-analyse","region-belgique"],"acf":[],"yoast_head":"\nLunch Garden : que faire apr\u00e8s le vol-au-vent \u00e0 9,99 euros ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lunch Garden est sur le point de red\u00e9marrer. 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