{"id":125330,"date":"2025-08-14T12:04:32","date_gmt":"2025-08-14T10:04:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=125330"},"modified":"2025-08-14T12:04:34","modified_gmt":"2025-08-14T10:04:34","slug":"la-croissance-des-plats-prepares-est-a-la-traine-chez-hellofresh","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-croissance-des-plats-prepares-est-a-la-traine-chez-hellofresh\/","title":{"rendered":"La croissance des plats pr\u00e9par\u00e9s est \u00e0 la tra\u00eene chez HelloFresh"},"content":{"rendered":"\n<p>Malgr\u00e9 des attentes \u00e9lev\u00e9es, la division des plats pr\u00e9par\u00e9s de <strong>HelloFresh<\/strong> n&rsquo;enregistre pas encore la croissance escompt\u00e9e. L&rsquo;entreprise voit ses ventes s&rsquo;\u00e9roder davantage en raison de l&rsquo;attention port\u00e9e \u00e0 des clients moins nombreux mais meilleurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de commandes, plus de b\u00e9n\u00e9fices<\/h2>\n\n\n\n<p>C&rsquo;est la strat\u00e9gie marketing de l&rsquo;entreprise de bo\u00eetes repas depuis un certain temps d\u00e9j\u00e0 : moins de nouveaux clients, mais des clients existants qui d\u00e9pensent plus. En d&rsquo;autres termes, l&rsquo;entreprise mise davantage sur les clients \u00e0 forte valeur ajout\u00e9e. Certes, cela s&rsquo;est traduit par une nouvelle contraction au deuxi\u00e8me trimestre : le chiffre d&rsquo;affaires a chut\u00e9 de 9,5 %, passant de 1,9 milliard d&rsquo;euros \u00e0 1,7 milliard d&rsquo;euros. Mais les marges se sont am\u00e9lior\u00e9es, de sorte que le b\u00e9n\u00e9fice brut ajust\u00e9 (ebitda) a augment\u00e9 de 8,1 % pour atteindre 158,5 millions d&rsquo;euros. Le nombre de commandes a diminu\u00e9, le montant moyen par commande a augment\u00e9.<\/p>\n\n\n\n<p>HelloFresh fonde de grands espoirs sur Factor, sa division de plats cuisin\u00e9s, mais avec une croissance de seulement 3,6 % au premier semestre, les ventes n&rsquo;ont pas pu compenser la baisse des ventes de kits de repas (-14,2 %). Un ambitieux programme \u00ab\u00a0ReFresh\u00a0\u00bb aux \u00c9tats-Unis, qui am\u00e9liorera la qualit\u00e9, le choix et la personnalisation des options de repas, devrait revitaliser les kits de repas. Dans le m\u00eame temps, l&rsquo;entreprise revoit \u00e0 la baisse ses pr\u00e9visions de b\u00e9n\u00e9fices, en raison de taux de change d\u00e9favorables.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Malgr\u00e9 des attentes \u00e9lev\u00e9es, la division des plats pr\u00e9par\u00e9s de HelloFresh n&rsquo;enregistre pas encore la croissance escompt\u00e9e. L&rsquo;entreprise voit ses ventes s&rsquo;\u00e9roder davantage en raison de l&rsquo;accent mis sur des clients moins nombreux mais meilleurs. <\/p>\n","protected":false},"author":3,"featured_media":125331,"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":[18,24],"tags":[],"people":[],"extra":[],"company":[254],"topic":[266],"region":[],"class_list":{"0":"post-125330","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"company-hellofresh","10":"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>La croissance des plats pr\u00e9par\u00e9s est \u00e0 la tra\u00eene chez HelloFresh - RetailDetail 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