{"id":114924,"date":"2025-03-11T10:15:18","date_gmt":"2025-03-11T09:15:18","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114924"},"modified":"2025-03-11T10:15:19","modified_gmt":"2025-03-11T09:15:19","slug":"hellofresh-compte-sur-une-hausse-des-benefices-apres-la-chute-des-ventes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/hellofresh-compte-sur-une-hausse-des-benefices-apres-la-chute-des-ventes\/","title":{"rendered":"HelloFresh compte sur une hausse des b\u00e9n\u00e9fices apr\u00e8s la chute des ventes"},"content":{"rendered":"\n<p>Apr\u00e8s des chiffres d\u00e9cevants, <strong>HelloFresh<\/strong> s&rsquo;attend \u00e0 une forte augmentation de ses b\u00e9n\u00e9fices cette ann\u00e9e. Le sp\u00e9cialiste des repas voit les premiers r\u00e9sultats positifs d&rsquo;une nouvelle strat\u00e9gie qui \u00e9conomise les investissements en marketing et se concentre sur les gains de productivit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une \u00ab remise \u00e0 z\u00e9ro de l&rsquo;efficacit\u00e9 \u00bb<\/h2>\n\n\n\n<p>Si le chiffre d&rsquo;affaires 2024 de HelloFresh a encore connu une croissance modeste de 0,9 % \u00e0 7,66 milliards d&rsquo;euros, le b\u00e9n\u00e9fice d&rsquo;exploitation ajust\u00e9 a chut\u00e9 de 11 % \u00e0 399 millions d&rsquo;euros, ce qui, il est vrai, reste sup\u00e9rieur aux attentes. Cette ann\u00e9e, le r\u00e9sultat augmentera fortement pour atteindre 450 \u00e0 500 millions d&rsquo;euros, pr\u00e9voit l&rsquo;entreprise. Le chiffre d&rsquo;affaires, quant \u00e0 lui, diminuera de 3 \u00e0 8 %.<\/p>\n\n\n\n<p>En effet, apr\u00e8s cinq ann\u00e9es de croissance, HelloFresh est entr\u00e9 dans une nouvelle phase au milieu de l&rsquo;ann\u00e9e derni\u00e8re, la rentabilit\u00e9 prenant le pas sur la croissance. Le sp\u00e9cialiste des kits repas et des plats pr\u00e9par\u00e9s vise des clients moins nombreux mais de grande valeur, qui passent des commandes moyennes plus \u00e9lev\u00e9es. Ce faisant, l&rsquo;entreprise accepte une baisse des volumes. L&rsquo;accent est mis sur l&rsquo;am\u00e9lioration de l&rsquo;efficacit\u00e9 et de la productivit\u00e9. Le PDG et cofondateur Dominik Richter parle d&rsquo;une \u00ab remise \u00e0 z\u00e9ro de l&rsquo;efficacit\u00e9 \u00bb.<\/p>\n\n\n\n<p>Les premiers r\u00e9sultats tangibles de cette approche sont apparus au quatri\u00e8me trimestre : les d\u00e9penses de marketing sont tomb\u00e9es \u00e0 16 % du chiffre d&rsquo;affaires, contre 19,1 % un an plus t\u00f4t. Alors que la marge annuelle est tomb\u00e9e \u00e0 25,8 %, elle s&rsquo;est redress\u00e9e \u00e0 27,1 % au quatri\u00e8me trimestre. Le chiffre d&rsquo;affaires a baiss\u00e9 de 3 % au cours de ce m\u00eame trimestre.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s des chiffres d\u00e9cevants, HelloFresh s&rsquo;attend \u00e0 une forte augmentation de ses b\u00e9n\u00e9fices cette ann\u00e9e. Le sp\u00e9cialiste des repas voit les premiers r\u00e9sultats positifs d&rsquo;une nouvelle strat\u00e9gie qui \u00e9conomise les investissements en marketing et se concentre sur les gains de productivit\u00e9. <\/p>\n","protected":false},"author":3,"featured_media":82309,"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":[],"company":[254],"topic":[198,266],"region":[],"class_list":["post-114924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-hellofresh","topic-e-commerce","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HelloFresh compte sur une hausse des b\u00e9n\u00e9fices 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