{"id":117858,"date":"2025-04-30T15:43:56","date_gmt":"2025-04-30T13:43:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117858"},"modified":"2025-04-30T15:43:58","modified_gmt":"2025-04-30T13:43:58","slug":"baisse-des-ventes-hausse-des-benefices-pour-hellofresh","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/baisse-des-ventes-hausse-des-benefices-pour-hellofresh\/","title":{"rendered":"Baisse des ventes, hausse des b\u00e9n\u00e9fices pour HelloFresh"},"content":{"rendered":"\n

L’accent mis sur la r\u00e9duction des co\u00fbts et la productivit\u00e9 porte ses fruits pour HelloFresh<\/strong> : malgr\u00e9 la baisse des ventes, la rentabilit\u00e9 a augment\u00e9. Factor, la division des plats pr\u00e9par\u00e9s, a \u00e9galement enregistr\u00e9 de bons r\u00e9sultats.<\/p>\n\n\n\n

L’efficacit\u00e9 avant la croissance<\/h2>\n\n\n\n

Au premier trimestre, les ventes de HelloFresh ont chut\u00e9 de 8,3 % pour atteindre 1,9 milliard d’euros, et le nombre de commandes a baiss\u00e9 de pr\u00e8s de 12 %. Le fournisseur de kits-repas est n\u00e9anmoins satisfait : l’EBITDA ajust\u00e9 est pass\u00e9 de 16,8 millions d’euros l’ann\u00e9e derni\u00e8re \u00e0 58,1 millions d’euros. Les ventes de la division des plats pr\u00e9par\u00e9s sous la marque Factor ont augment\u00e9 de 10,5 % pour atteindre 94,3 millions d’euros.<\/p>\n\n\n\n

La hausse des b\u00e9n\u00e9fices est due \u00e0 une nouvelle strat\u00e9gie qui met l’accent sur l’am\u00e9lioration de l’efficacit\u00e9 plut\u00f4t que sur la croissance. L’entreprise a r\u00e9duit les investissements en marketing et les frais g\u00e9n\u00e9raux, diminu\u00e9 le nombre de sites de production et am\u00e9lior\u00e9 la productivit\u00e9 de la main-d’\u0153uvre, en particulier en Am\u00e9rique du Nord. L’entreprise recrute moins de nouveaux clients, mais les commandes des clients existants restent en bonne voie.<\/p>\n\n\n\n

Des options plus saines<\/h2>\n\n\n\n

\u00ab Nous sommes obs\u00e9d\u00e9s par nos clients et nous investissons consid\u00e9rablement dans nos produits et services en fonction de leurs commentaires \u00bb, d\u00e9clare Dominik Richter, fondateur et PDG de l’entreprise. \u00ab Au Royaume-Uni, par exemple, nous avons r\u00e9cemment inclus de plus grandes portions de fruits et l\u00e9gumes dans nos recettes, une plus grande proportion de repas \u00e0 base de poisson dans nos menus hebdomadaires et introduit une nouvelle glaci\u00e8re recyclable pour que nos ingr\u00e9dients restent frais plus longtemps. \u00bb L’entreprise pr\u00e9voit de lancer ces initiatives et d’autres similaires sur d’autres march\u00e9s.<\/p>\n\n\n\n

Dans la cat\u00e9gorie des produits pr\u00eats \u00e0 consommer, HelloFresh a exp\u00e9riment\u00e9 l’offre de nouveaux repas GLP-1 aux \u00c9tats-Unis, qui sont des recettes personnalis\u00e9es pour les patients ob\u00e8ses prenant des m\u00e9dicaments contre le diab\u00e8te tels qu’Ozempic. L’entreprise pr\u00e9voit d’\u00e9largir consid\u00e9rablement le choix de recettes pour les plats cuisin\u00e9s afin d’offrir aux clients des options plus saines \u00e0 la moiti\u00e9 du prix des plats \u00e0 emporter.<\/p>\n","protected":false},"excerpt":{"rendered":"

L’accent mis sur la r\u00e9duction des co\u00fbts et la productivit\u00e9 porte ses fruits pour HelloFresh : malgr\u00e9 la baisse des ventes, la rentabilit\u00e9 a augment\u00e9. Factor, la division des plats pr\u00e9par\u00e9s, a \u00e9galement enregistr\u00e9 de bons r\u00e9sultats. <\/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":[43],"company":[254],"topic":[266],"region":[],"class_list":["post-117858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-hellofresh","topic-resultats-financiers"],"acf":[],"yoast_head":"\nBaisse des ventes, hausse des b\u00e9n\u00e9fices pour HelloFresh - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'accent mis sur la r\u00e9duction des co\u00fbts et la productivit\u00e9 porte ses fruits pour HelloFresh : malgr\u00e9 la baisse des ventes, la rentabilit\u00e9 a 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