{"id":154747,"date":"2026-09-04T15:27:42","date_gmt":"2026-09-04T13:27:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154747"},"modified":"2026-09-04T15:58:59","modified_gmt":"2026-09-04T13:58:59","slug":"filet-pur-blabla","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-blabla\/","title":{"rendered":"[Filet Pur] Blabla"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Si les temp\u00e9ratures baissent \u00e0 nouveau, c\u2019est la surchauffe qui pointe sur le front des promotions \u2013 bien que les comparaisons de prix se contredisent plus que jamais. Filet Pur constate \u00e9galement qu\u2019un leader impatient opte r\u00e9solument pour une strat\u00e9gie du fait accompli.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Petits pains<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 notre grande surprise, l\u2019article le plus lu de la semaine derni\u00e8re \u2013 et de loin \u2013 concernait la <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-plus-grande-chaine-de-boulangeries-flamande-serait-a-vendre\/\">vente possible de la plus grande cha\u00eene de boulangeries de Flandre<\/a>&nbsp;: <strong>Aernoudt. <\/strong>Si aucun marketeer ni copywriter ne s\u2019est manifestement pench\u00e9 sur la d\u00e9nomination du groupe, on parle quand m\u00eame de cinquante points de vente et de deux ateliers. Qui \u00e9coulent ainsi quelque 15.000 pains, 30.000 viennoiseries et 9.500 tartelettes les bons jours, le tout gr\u00e2ce \u00e0 un outil IA qui pr\u00e9dit ce que chaque magasin vendra le lendemain. Fort. Mais les propri\u00e9taires s\u2019en sont lass\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oui, les Flamands raffolent de leurs tartines le midi et de leurs pistolets du dimanche, mais le boulanger ind\u00e9pendant a fait son beurre et d\u00e9sire \u00e0 pr\u00e9sent vendre \u00e0 la premi\u00e8re offre raisonnable faite d\u2019un investisseur qui pense pouvoir r\u00e9aliser des \u00e9conomies d\u2019\u00e9chelle. Les r\u00e9sultats de <strong>Jules Destrooper <\/strong>en attestent&nbsp;: il est \u00e9galement possible de gagner de l\u2019argent en fabriquant des biscuits. M\u00eame si cela n\u2019a pas \u00e9t\u00e9 sans mal puisqu\u2019<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/premiere-victoire-en-six-ans-pour-jules-destrooper\/\">il a fallu six ans d\u2019efforts pour remettre l\u2019entreprise d\u2019aplomb<\/a>. Mais tout va \u00e0 nouveau pour le mieux dans le meilleur des mondes \u00e0 Lo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les choses se passent moins bien du c\u00f4t\u00e9 de la bi\u00e8re&nbsp;: la production est en baisse dans toute l\u2019Europe (parce que la consommation diminue \u00e9galement, bien vu Sherlock) <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-belgique-ne-figure-plus-parmi-les-cinq-premiers-producteurs-de-biere-lespagne-connait-une-forte-croissance\/\">et la Belgique a c\u00e9d\u00e9 sa cinqui\u00e8me place \u00e0 la France<\/a>. Non pas que le d\u00e9clin du secteur soit si marqu\u00e9, mais \u00ab&nbsp;quelqu\u2019un&nbsp;\u00bb (qui donc&nbsp;?) a oubli\u00e9 de transmettre \u00e0 Eurostat les chiffres relatifs au segment en pleine croissance des bi\u00e8res sans alcool. Bon, s\u2019ils le disent&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Danger\u00a0<strong>!<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il est toujours possible de faire mieux. Surtout dans la course aux promotions. 1+1 gratuit, c\u2019est sympa&nbsp;; mille fois 1+1, c\u2019est encore plus sympa. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-pourquoi-jumbo-propose-mille-offres-gratuites-en-belgique-et-aux-pays-bas\/\">Mille fois plus sympa, pour \u00eatre pr\u00e9cis<\/a>. Donc, pour ceux qui en douteraient encore&nbsp;: <strong>Jumbo <\/strong>entre dans la danse. Mais les m\u00eames prix bas tous les jours, c\u2019est d\u00e9pass\u00e9. Et surtout terriblement ennuyeux. On l\u2019avait d\u00e9j\u00e0 compris \u00e0 Hal, et voil\u00e0 que Veghel suit le mouvement. Apr\u00e8s plusieurs \u00ab&nbsp;temp\u00eates de prix&nbsp;\u00bb, il \u00e9tait clair que le P\u00e9ril jaune voulait vraiment redevenir dangereux. Jesper H\u00f8jer l\u2019avait annonc\u00e9 et il tient parole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce fameux d\u00e9pliant a d\u2019ailleurs \u00e9t\u00e9 publi\u00e9 en une version flamande et une version n\u00e9erlandaise. Avec \u00e9norm\u00e9ment de similitudes \u00e0 premi\u00e8re vue, mais aussi des diff\u00e9rences notables d\u00e8s que l\u2019on prend la peine d\u2019y regarder de plus pr\u00e8s. En termes d\u2019offre, par exemple (parce qu\u2019on n\u2019attire pas les N\u00e9erlandais avec des chipolatas roul\u00e9es), mais aussi en termes de prix, alors que les produits sont pourtant identiques. Et m\u00eame pour des produits Jumbo. Comme les lasagnes \u00e0 la bolognaise, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-promotion-dans-le-prospectus-de-jumbo-met-en-evidence-les-differences-de-prix-les-lasagnes-sont-30-moins-cheres-en-belgique\/\">qui sont jusqu\u2019\u00e0 30 % moins ch\u00e8res chez nous<\/a>. Eh bien&nbsp;! Quand on pense que les retailers ne cessent de se plaindre des restrictions territoriales impos\u00e9es par ces vilaines grandes marques. Tsss.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Paralysie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Oui, je l\u2019ai d\u00e9j\u00e0 \u00e9crit \u00e0 moult reprises&nbsp;: le prix est un instrument marketing, un des fameux \u00ab&nbsp;quatre P&nbsp;\u00bb dont on rab\u00e2che les oreilles de tous les \u00e9tudiants de premi\u00e8re ann\u00e9e de vente. Le reste, c\u2019est du blabla. On remarquera \u00e9galement que Jumbo se niche parmi les supermarch\u00e9s les moins chers de Flandre, dans le sillage de <strong>Colruyt <\/strong>et juste devant <strong>Albert Heijn<\/strong>. Du moins selon <a href=\"https:\/\/www.nieuwsblad.be\/economie\/geld\/winkelmandje-goedkoper-dan-begin-dit-jaar-en-een-supermarkt-is-plots-de-tweede-goedkoopste\/160543324.html\">une r\u00e9cente comparaison des prix<\/a> publi\u00e9e par Het Nieuwsblad, une \u00e9tude qui a par ailleurs constat\u00e9 une nouvelle baisse des prix dans pratiquement tous les rayons. Ce n\u2019\u00e9tait pas le cas chez HLN le week-end dernier, qui <a href=\"https:\/\/www.hln.be\/mijn-geld\/exclusief-spannendste-periode-sinds-covid-supermarkten-zetten-rem-op-prijsverlagingen-zo-zit-het-in-jouw-favoriete-winkel~ab0e551f\/\">concluait que la baisse avait pris fin<\/a> et maintenait Jumbo \u00e0 sa cinqui\u00e8me place. Deux r\u00e9sultats qui reposent sur un \u00e9chantillon de trente (30&nbsp;!) et trente-cinq (35&nbsp;!) produits respectivement. Ce qui explique cela.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais personne n\u2019est dupe&nbsp;: ces promotions ont surtout pour but de d\u00e9tourner l\u2019attention des hausses de prix des mois \u00e0 venir, in\u00e9vitables cons\u00e9quences des exploits de Khamenei, Trump et Poutine conjugu\u00e9s aux r\u00e9centes vagues de chaleur. Mais dans quelle mesure la concurrence doit-elle d\u00e9sormais s\u2019inqui\u00e9ter de cette cinquantaine de magasins jaunes&nbsp;? Je doute que Colruyt ait d\u00fb ajuster beaucoup de prix. En marge, une autre nouvelle semble plut\u00f4t rassurante&nbsp;: la cha\u00eene de supermarch\u00e9s n\u00e9erlandaise va connecter ses points de vente \u00e0 un nouveau syst\u00e8me SAP. Demandez donc \u00e0 <strong>Sligro <\/strong>ce que cela signifie&nbsp;: ils se retrouveront compl\u00e8tement paralys\u00e9s pour le reste de l\u2019ann\u00e9e. Et l\u2019ann\u00e9e suivante. Stefan Goethaert peut dormir sur ses deux oreilles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ruines<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ce n\u2019est pas que je le soup\u00e7onne de l\u00e9thargie, bien au contraire. Car la patience n\u2019est pas une vertu \u00e0 Hal. Si vous devez attendre que des fonctionnaires provinciaux se prononcent sur la destination de quelques locaux commerciaux inoccup\u00e9s \u00e0 des emplacements int\u00e9ressants et d\u2019un gigantesque parking qui s\u2019\u00e9tend en outre sur deux communes, vous en aurez pour des ann\u00e9es \u2013 sans compter le risque suppl\u00e9mentaire de voir ce niveau de pouvoir supprim\u00e9 dans l\u2019intervalle, ce qui vous mettrait compl\u00e8tement dans l\u2019impasse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pas question, et ce neuvi\u00e8me <strong>Colruyt Professionals<\/strong> <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-professionals-ouvre-ses-portes-sur-le-site-makro-de-deurne\/\">va donc ouvrir ses portes<\/a> sur l\u2019ancien site <strong>Makro<\/strong> \u00e0 Deurne. Apr\u00e8s tout, ils ont pay\u00e9 ces terrains et les ruines qui s\u2019y trouvent au prix fort, pas vrai&nbsp;? Il est en revanche assez surprenant qu\u2019ils l\u2019aient annonc\u00e9 en catimini sur leur cha\u00eene YouTube habituellement r\u00e9serv\u00e9e \u00e0 des conseils pour d\u2019\u00e9conomies et \u00e0 des informations sur des produits. R\u00e9sultat&nbsp;: ils auront bient\u00f4t atteint leur objectif de dix \u00e9tablissements B2B. Mais s\u2019arr\u00eateront-ils l\u00e0&nbsp;? N\u2019y a-t-il donc pas de night-shops en Flandre occidentale et dans le Limbourg&nbsp;? \u00c0 la semaine prochaine&nbsp;!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/fr\/newsletters\/\">L&rsquo;actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d&rsquo;information ici !<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si les temp\u00e9ratures baissent \u00e0 nouveau, c\u2019est la surchauffe qui pointe sur le front des promotions \u2013 bien que les comparaisons de prix se contredisent plus que jamais. Filet Pur constate \u00e9galement qu\u2019un leader impatient opte r\u00e9solument pour une strat\u00e9gie du fait accompli.<\/p>\n","protected":false},"author":3,"featured_media":154746,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[123,2108,201,1866,402,107],"topic":[205,386],"region":[],"class_list":["post-154747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-albert-heijn","company-bakkerij-aernoudt","company-colruyt","company-jules-destrooper","company-makro","company-sligro","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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