{"id":45211,"date":"2020-12-04T11:31:47","date_gmt":"2020-12-04T11:31:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/mcdonalds-sagrandit-malgre-une-annee-potentiellement-deficitaire-2\/"},"modified":"2020-12-04T11:31:47","modified_gmt":"2020-12-04T11:31:47","slug":"mcdonalds-sagrandit-malgre-une-annee-potentiellement-deficitaire-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/mcdonalds-sagrandit-malgre-une-annee-potentiellement-deficitaire-2\/","title":{"rendered":"McDonald&#039;s s&#039;agrandit malgr\u00e9 une ann\u00e9e potentiellement d\u00e9ficitaire"},"content":{"rendered":"<p><span style=\"background-color:white\">\u00a0<strong>McDonald&rsquo;s\u00a0<\/strong>continue de s\u2019agrandir en Belgique : huit nouveaux restaurants rejoindront son r\u00e9seau en d\u00e9cembre. Et ce malgr\u00e9 une ann\u00e9e difficile : les chiffres d&rsquo;affaires ont baiss\u00e9 d&rsquo;au moins 20% par restaurant.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Les ventes \u00e0 emporter ne suffisent pas<\/span><\/h2>\n<p><span style=\"background-color:white\">McDonald&rsquo;s poursuit son parcours d&rsquo;expansion : m\u00eame si elles ne peuvent pas ouvrir, hormis pour la vente \u00e0 emporter ou les livraisons, huit nouvelles succursales rejoindront le r\u00e9seau de l\u2019enseigne en d\u00e9cembre. Des restaurants de la cha\u00eene de hamburgers seront install\u00e9s notamment \u00e0 Ostende et Lanaken, ce qui repr\u00e9sentera un total de 350 emplois suppl\u00e9mentaires. C&rsquo;est ce qu\u2019a d\u00e9clar\u00e9 le responsable belge Stephan de Brouwer \u00e0 HLN.<\/span><\/p>\n<p><span style=\"background-color:white\">Cependant, cette ann\u00e9e n\u2019a pas \u00e9t\u00e9 facile pour la cha\u00eene de restauration rapide. Au niveau mondial, le chiffre d\u2019affaires n&rsquo;a baiss\u00e9 que de 2% au troisi\u00e8me trimestre, mais McDonald&rsquo;s a \u00e9t\u00e9 nettement plus touch\u00e9 en Belgique. M\u00eame les meilleurs restaurants\u00a0<a href=\"https:\/\/www.hln.be\/binnenland\/interview-mcdonald-s-baas-stephan-de-brouwer-over-het-crisisjaar-onze-grootste-concurrent-is-niet-onze-buur-maar-uw-frigo-thuis~a75d8891\/\" target=\"_blank\" rel=\"noopener\">ont enregistr\u00e9 une baisse de 20% du chiffre d&rsquo;affaires<\/a>, tandis que certains ont \u00e0 peine conserv\u00e9 un cinqui\u00e8me de leurs ventes. C\u2019est principalement dans les grandes villes que la situation est \u00ab\u00a0particuli\u00e8rement difficile\u00a0\u00bb, et les restaurants des centres commerciaux, comme \u00e0 Wijnegem et \u00e0 Bergen, n&rsquo;ont rouvert que cette semaine car les lieux \u00e9taient d\u00e9serts.\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">La vente \u00e0 emporter (drive-in) et la livraison \u00e0 domicile (McDelivery) ont permis de sauver une partie du chiffre d&rsquo;affaires, mais \u00e7a n\u2019a pas \u00e9t\u00e9 une partie de plaisir pour autant. Lors du premier confinement, par exemple, les restaurants sont rest\u00e9s ferm\u00e9s pendant une longue p\u00e9riode, le temps de mettre au point une toute nouvelle proc\u00e9dure garantissant des conditions de travail s\u00fbres et la bonne distanciation sociale dans les cuisines. En outre, la croissance gr\u00e2ce \u00e0 McDrive s&rsquo;est av\u00e9r\u00e9e \u00ab\u00a0non explosive\u00a0\u00bb. McDelivery a connu une progression rapide, mais les distances et les partenaires de livraison supposent une limite : \u00ab\u00a0Nous limitons ce service \u00e0 un rayon de livraison de dix minutes autour du restaurant pour garantir la qualit\u00e9.\u00a0\u00bb<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Sous le seuil de rentabilit\u00e9<\/span><\/h2>\n<p><span style=\"background-color:white\">Selon De Brouwer, McDonald&rsquo;s Belgique n&rsquo;atteindra peut-\u00eatre m\u00eame pas le seuil de rentabilit\u00e9 cette ann\u00e9e, en raison de la forte baisse de la fr\u00e9quentation et des co\u00fbts beaucoup plus \u00e9lev\u00e9s : \u00ab\u00a0En 2019, nous avons accueilli 52,5 millions de visiteurs en Belgique, mais d\u00e9sormais ce nombre sera nettement inf\u00e9rieur.\u00a0\u00bb En raison du r\u00e9gime de ch\u00f4mage partiel, les co\u00fbts salariaux n&rsquo;\u00e9taient heureusement pas trop \u00e9lev\u00e9s, car la Belgique est un pays cher \u00e0 cet \u00e9gard. Selon le PDG, cela explique pourquoi les hamburgers sont l\u00e9g\u00e8rement plus chers que dans les pays voisins. \u00ab\u00a0Nous prenons moins de marges sur nos hamburgers en Belgique que dans d&rsquo;autres pays europ\u00e9ens o\u00f9 ils sont moins chers\u00a0\u00bb, explique-t-il.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">N\u00e9anmoins, De Brouwer se dit positif pour l&rsquo;ann\u00e9e prochaine. La cha\u00eene de hamburgers comptera bient\u00f4t pr\u00e8s de cent restaurants en Belgique et le nombre de clients a augment\u00e9 ces derni\u00e8res ann\u00e9es. La concurrence accrue, avec notamment l&rsquo;arriv\u00e9e de KFC, Burger King et de formules de hamburgers gourmets, alimente sans cesse la dynamique du march\u00e9. \u00ab\u00a0L\u2019horeca sera plus que jamais au premier plan. Parce que c\u2019est un secteur qui manque \u00e9norm\u00e9ment aux consommateurs.\u00a0\u00bb<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0McDonald&rsquo;s\u00a0continue de s\u2019agrandir en Belgique : huit nouveaux restaurants rejoindront son r\u00e9seau en d\u00e9cembre. Et ce malgr\u00e9 une ann\u00e9e difficile : les chiffres d&rsquo;affaires ont baiss\u00e9 d&rsquo;au moins 20% par restaurant. \u00a0 Les ventes \u00e0 emporter ne suffisent pas McDonald&rsquo;s poursuit son parcours d&rsquo;expansion : m\u00eame si elles ne peuvent pas ouvrir, hormis pour la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45208,"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":[],"topic":[],"region":[],"class_list":["post-45211","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>McDonald&#039;s s&#039;agrandit malgr\u00e9 une ann\u00e9e potentiellement d\u00e9ficitaire - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u00a0McDonald&#039;s\u00a0continue de s\u2019agrandir en Belgique : 8 nouveaux restaurants rejoindront son r\u00e9seau en d\u00e9cembre. 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