{"id":150850,"date":"2026-06-29T11:49:23","date_gmt":"2026-06-29T09:49:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150850"},"modified":"2026-06-29T11:49:30","modified_gmt":"2026-06-29T09:49:30","slug":"interview-cinquante-restaurants-dici-2029-telle-est-notre-ambition-jerome-vandermeulen-manhattns","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-cinquante-restaurants-dici-2029-telle-est-notre-ambition-jerome-vandermeulen-manhattns\/","title":{"rendered":"[Interview] \u00ab Cinquante restaurants d\u2019ici 2029, voil\u00e0 notre ambition \u00bb (J\u00e9r\u00f4me Vandermeulen, Manhattn\u2019s)"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(683 \/ 1024)\"><div class=\"wp-block-jetpack-slideshow_container swiper\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-150809\" data-id=\"150809\" data-aspect-ratio=\"683 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-48-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-48-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-48-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-48-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-48-1024x1536.jpg 1024w, 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https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-12-1-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-12-1-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-12-1-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-12-1-1365x2048.jpg 1365w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-12-1-scaled.jpg 1707w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-150811\" data-id=\"150811\" data-aspect-ratio=\"683 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-1365x2048.jpg 1365w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/manhattans_25-06-26_Wingmanagency_LukasWouters_V1-75-scaled.jpg 1707w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>La cha\u00eene de hamburgers <strong>Manhattn\u2019s<\/strong> a ouvert son dixi\u00e8me \u00e9tablissement belge \u00e0 Wijnegem ; un troisi\u00e8me restaurant ouvrira ses portes \u00e0 Paris en septembre, puis ce sera au tour des Pays-Bas, tandis que l\u2019entreprise recherche des partenaires franchis\u00e9s pour d\u2019autres march\u00e9s d\u2019Europe occidentale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une aventure familiale<\/h2>\n\n\n\n<p>\u00ab Il y a cinq ans, un emplacement au Wijnegem Shopping Center ne figurait pas imm\u00e9diatement parmi nos priorit\u00e9s. Mais ce centre commercial a \u00e9t\u00e9 enti\u00e8rement r\u00e9nov\u00e9, il est superbe, avec cette belle aire de restauration. La fr\u00e9quentation avoisine les neuf millions de visiteurs \u00bb, explique J\u00e9r\u00f4me Vandermeulen, cofondateur de Manhattn\u2019s, lors d\u2019un entretien avec RetailDetail. <\/p>\n\n\n\n<p>Le 26 juin, la dixi\u00e8me succursale belge de la cha\u00eene de hamburgers a ouvert ses portes dans le plus grand centre commercial du pays. \u00ab Pour nous, il \u00e9tait important de disposer d\u2019un acc\u00e8s depuis l\u2019ext\u00e9rieur. Nous sommes situ\u00e9s \u00e0 c\u00f4t\u00e9 de <strong>Lunch Garden<\/strong> et disposons d\u2019une terrasse de quarante places. Cela nous permet \u00e9galement d\u2019ouvrir le dimanche. Nous conservons ainsi notre identit\u00e9 propre. \u00bb<\/p>\n\n\n\n<p>C\u2019est une nouvelle \u00e9tape dans une aventure familiale qui a d\u00e9but\u00e9 en 2014. \u00ab Mon fr\u00e8re Philippe et moi dirigeons toujours Manhattn\u2019s, d\u00e9sormais avec une \u00e9quipe d\u2019une douzaine de personnes au si\u00e8ge. Il s\u2019est pass\u00e9 beaucoup de choses depuis lors. Apr\u00e8s l\u2019ouverture de notre cinqui\u00e8me restaurant en 2019, la pand\u00e9mie de Covid a \u00e9clat\u00e9, ce qui nous a oblig\u00e9s \u00e0 passer \u00e0 la livraison. Nous avons toutefois continu\u00e9 \u00e0 nous d\u00e9velopper en restant fid\u00e8les au m\u00eame concept et aux m\u00eames valeurs : des burgers de b\u0153uf grill\u00e9s \u00e0 la flamme dans l\u2019esprit new-yorkais, en mettant l\u2019accent sur l\u2019hospitalit\u00e9. Mais il faut aussi savoir se r\u00e9inventer en permanence. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ambitions internationales<\/h2>\n\n\n\n<p>L\u2019\u00e9volution la plus marquante est la diversification des canaux de vente, explique M. Vandermeulen. \u00ab Avant 2020, la livraison n\u2019existait pas. Aujourd\u2019hui, c\u2019est un canal de vente extr\u00eamement important. Au d\u00e9part, nous ne le proposions pas, pour des raisons de qualit\u00e9. L\u2019exp\u00e9rience client s\u2019en trouve alt\u00e9r\u00e9e. Mais bon, le client le demande\u2026 \u00bb<\/p>\n\n\n\n<p>Cette \u00e9volution du mix de distribution rend les choses plus complexes, mais aussi plus int\u00e9ressantes, ajoute-t-il. \u00ab Nous disposons d\u00e9sormais de diff\u00e9rents formats de restaurants : des restaurants phares comme \u00e0 Bruges, Gand ou sur la Groenplaats \u00e0 Anvers, des espaces de restauration comme au <strong>Fox Food Market<\/strong> \u00e0 Bruxelles, des restaurants d\u00e9contract\u00e9s plus petits de soixante \u00e0 soixante-dix places, et avec Wijnegem, nous ajoutons un concept de centre commercial, ce qui est certainement int\u00e9ressant pour la France, o\u00f9 les centres commerciaux sont nombreux. C\u2019est une bonne chose que nous puissions d\u2019abord tester ce mod\u00e8le en interne. \u00bb<\/p>\n\n\n\n<p>Car les ambitions de la cha\u00eene sont bel et bien internationales. \u00ab En 2024, nous avons d\u00e9cid\u00e9 de passer \u00e0 la vitesse sup\u00e9rieure. Nous avons recrut\u00e9 de nouvelles \u00e9quipes pour les op\u00e9rations, le d\u00e9veloppement et le marketing. C\u2019est important pour l\u2019avenir : nous esp\u00e9rons pouvoir nous implanter aux Pays-Bas, et un troisi\u00e8me restaurant ouvrira ses portes en septembre sur la place Saint-Michel, sur la Rive Gauche \u00e0 Paris. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c0 la recherche de partenaires franchis\u00e9s locaux<\/h2>\n\n\n\n<p>\u00ab Nous g\u00e9rons nous-m\u00eames les restaurants en Belgique, et nous ferons de m\u00eame aux Pays-Bas. Pour les grands pays, nous souhaitons nous appuyer sur des partenaires franchis\u00e9s locaux solides. C\u2019est pourquoi nous sommes en train de peaufiner le concept. Cinquante restaurants d\u2019ici 2029, voil\u00e0 notre ambition. \u00bb <\/p>\n\n\n\n<p>Y a-t-il \u00e9galement des ambitions d\u2019expansion en Belgique ? \u00ab Nous adoptons une approche tr\u00e8s opportuniste \u00e0 cet \u00e9gard. Si un emplacement de premier choix se lib\u00e8re dans une ville en laquelle nous croyons, nous nous lan\u00e7ons. Nous examinons cela au cas par cas. Nous recherchons des emplacements <em>urbains cosmopolites<\/em>, o\u00f9 se c\u00f4toient navetteurs, touristes et amateurs de shopping. Notre concept s\u2019adresse davantage au week-end et aux soir\u00e9es qu\u2019au d\u00e9jeuner. Nous n\u2019avons pas besoin de nous installer sur le Meir. \u00bb<\/p>\n\n\n\n<p>L\u2019entreprise formule ces ambitions de croissance dans un contexte \u00e9conomique difficile. \u00ab L\u2019inflation repr\u00e9sente un d\u00e9fi. Mais notre expansion nous aide en ce sens : nous pouvons acheter des produits de qualit\u00e9 \u00e0 un meilleur prix. Chez nous, les clients d\u00e9gustent un burger haut de gamme \u00e0 un prix abordable. C\u2019est ce qui nous distingue. Une brasserie qui propose un burger \u00e0 sa carte ne pourra jamais offrir le m\u00eame niveau de qualit\u00e9 en termes de pain, de sauce, de frites\u2026 \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comp\u00e9titifs gr\u00e2ce \u00e0 un produit sup\u00e9rieur<\/h2>\n\n\n\n<p>Le comportement des clients \u00e9volue toutefois : \u00ab Les gens recherchent davantage de valeur ajout\u00e9e. Sur ce plan, nous sommes bien positionn\u00e9s. Nous avons peut-\u00eatre r\u00e9ussi \u00e0 attirer des clients issus d\u2019un segment l\u00e9g\u00e8rement plus haut de gamme. L\u2019\u00e9cart de prix entre nous et les cha\u00eenes de fast-food s\u2019est \u00e9galement r\u00e9duit. Nous sommes plus comp\u00e9titifs gr\u00e2ce \u00e0 un produit de qualit\u00e9 sup\u00e9rieure. Notre structure de co\u00fbts fixes est moins \u00e9lev\u00e9e que celle des grands acteurs. Cela nous permet de rester abordables : chez nous, on peut encore manger pour 20 euros. \u00bb<\/p>\n\n\n\n<p>\u00ab Nous ne sommes pas une station-service pour l\u2019estomac, ni un fast-food \u00bb, souligne Vandermeulen. \u00ab Nous offrons cette exp\u00e9rience new-yorkaise, gr\u00e2ce \u00e0 nos produits, nos emplacements, notre d\u00e9cor, notre personnel. La relation de proximit\u00e9 avec le client a toujours \u00e9t\u00e9 cruciale pour nous, d\u00e8s le d\u00e9but. Nous sommes heureux d\u2019avoir pu pr\u00e9server notre identit\u00e9, malgr\u00e9 les modes telles que les smash burgers, par exemple. Nous sommes rest\u00e9s fid\u00e8les \u00e0 notre concept initial. Il ne nous reste plus qu\u2019\u00e0 esp\u00e9rer une am\u00e9lioration de la conjoncture. Peut-\u00eatre que les gens retrouveront un peu plus de confiance apr\u00e8s l\u2019accord avec l\u2019Iran et recommenceront \u00e0 d\u00e9penser. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cha\u00eene de hamburgers Manhattn\u2019s a ouvert son dixi\u00e8me \u00e9tablissement belge \u00e0 Wijnegem ; un troisi\u00e8me restaurant ouvrira ses portes \u00e0 Paris en septembre, puis ce sera au tour des Pays-Bas, tandis que l&rsquo;entreprise recherche des partenaires franchis\u00e9s pour d&rsquo;autres march\u00e9s d&rsquo;Europe occidentale.<\/p>\n","protected":false},"author":3,"featured_media":150851,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[302,1934,314],"people":[],"extra":[43],"company":[2063],"topic":[276,643],"region":[243],"class_list":{"0":"post-150850","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-fastfood","10":"tag-franchise","11":"tag-horeca","12":"extra-plus","13":"company-manhattns","14":"topic-expansion","15":"topic-interview","16":"region-europe"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] \u00ab Cinquante restaurants d\u2019ici 2029, voil\u00e0 notre ambition 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