{"id":61689,"date":"2022-08-26T13:33:10","date_gmt":"2022-08-26T11:33:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61689"},"modified":"2022-08-26T14:22:58","modified_gmt":"2022-08-26T12:22:58","slug":"izy-coffee-le-marche-belge-du-cafe-est-sous-developpe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/izy-coffee-le-marche-belge-du-cafe-est-sous-developpe\/","title":{"rendered":"Izy Coffee : \u00ab Le march\u00e9 belge du caf\u00e9 est sous-d\u00e9velopp\u00e9 \u00bb"},"content":{"rendered":"\n

Izy Coffee<\/strong> veut devenir \u00ab rapidement \u00bb la plus grande cha\u00eene de caf\u00e9s d\u2019Europe occidentale. D\u00e9passer Starbucks <\/strong>et Costa<\/strong> ? La start-up d\u2019Izegem a foi en ses capacit\u00e9s. \u00ab Il reste tellement d\u2019opportunit\u00e9s sur le march\u00e9 \u00bb<\/p>\n\n\n\n

\u00ab\u00a0O\u00f9 aucun cafetier belge n\u2019ose s\u2019aventurer\u00a0\u00bb<\/h2>\n\n\n\n

C\u2019est une grossi\u00e8re erreur de croire que le march\u00e9 belge du caf\u00e9 est satur\u00e9, explique Bart Buyse, fondateur d\u2019Izy Coffee. Plus encore : selon lui, le march\u00e9 belge est sous-d\u00e9velopp\u00e9. Les Belges sont les huiti\u00e8mes consommateurs de caf\u00e9 au monde, mais le nombre d\u2019\u00e9tablissements sp\u00e9cialis\u00e9s par habitant est rest\u00e9 au niveau de la Moldavie. \u00ab Ce march\u00e9 rec\u00e8le encore de nombreuses opportunit\u00e9s \u00bb, a conclu Bart Buyse d\u2019un tour du monde en famille.<\/p>\n\n\n\n

Le discours de Bart Buyse n\u2019est pas celui de l\u2019entrepreneur flandrien typique. Et m\u00eame physiquement, le barista barbu (barbista ?) d\u00e9tone. \u00ab\u00a0J\u2019aime bien choquer de temps \u00e0 autre. Quand j\u2019ai ouvert un coffee-truck pour ces quelques navetteurs devant la gare d\u2019Izegem, je parlais d\u00e9j\u00e0 \u00e0 tout le monde de mon projet de devenir la plus grande cha\u00eene de caf\u00e9s d\u2019Europe occidentale.\u00a0\u00bb Car c\u2019\u00e9tait vraiment l\u2019ambition de d\u00e9part\u00a0: l\u2019ancien top-manager international chez Lufthansa <\/strong>a \u00e9labor\u00e9 un business-plan et un plan financier en vue de dominer le march\u00e9 sans jamais avoir bu la moindre tasse de caf\u00e9.<\/p>\n\n\n\n

Convaincu du potentiel de son id\u00e9e, il a suivi un cours de barista et moins de quatre ans apr\u00e8s avoir cr\u00e9\u00e9 son entreprise avec 50 000 euros, Izy Coffee compte d\u00e9sormais dix \u00e9tablissements en Flandre. \u00ab Dans des endroits o\u00f9 aucun cafetier belge n\u2019ose s\u2019aventurer : \u00e0 c\u00f4t\u00e9 des Starbuck et autres Dunkin Donuts<\/strong> \u00bb, note encore Bart Buyse. La client\u00e8le de la cha\u00eene d\u00e9pend de l\u2019emplacement. Dans nos flagship stores comme \u00e0 Anvers, nous avons environ 50 % de touristes et 50 % d\u2019amateurs de shopping. L\u2019enseigne est \u00e9galement tr\u00e8s populaire aupr\u00e8s des 15-25 ans, tr\u00e8s sensibles aux m\u00e9dias sociaux.<\/p>\n\n\n\n

Besoin d’\u00e9cosyst\u00e8me<\/h2>\n\n\n\n

Le budget marketing est \u00e9galement inhabituel : 0 euro. Les emplacements sont un support publicitaire en soi, les m\u00e9dias sociaux ont \u00e9t\u00e9 surtout importants au d\u00e9but et Izy Coffee conclut d\u00e9sormais des partenariats de plus en plus lucratifs avec des \u00ab marques locales de la sc\u00e8ne start-up \u00bb. \u00ab Cela n\u2019a rien de compliqu\u00e9, vous ne m\u2019entendrez jamais dire que j\u2019invente la roue, mais pour le food-service, c\u2019est une approche novatrice \u00bb, commente Bart Buyse.<\/p>\n\n\n\n

La cha\u00eene de caf\u00e9s est un gros client de la marque de sodas Ritchie<\/strong>, mais elle a \u00e9galement conclu des partenariats avec plusieurs grands p\u00e2tissiers v\u00e9g\u00e9taliens. \u00ab Les partenariats sont l\u2019avenir, il faut cr\u00e9er un \u00e9cosyst\u00e8me. Nos partenaires se d\u00e9veloppent dans notre sillage tout en constituant une source de revenus suppl\u00e9mentaire pour nous. Nous d\u00e9couvrons d\u2019ailleurs de nouvelles sources de revenus chaque jour, notre mod\u00e8le \u00e9conomique \u00e9volue sans cesse. \u00bb<\/p>\n\n\n\n

Dix ouvertures par mois en 2024<\/h2>\n\n\n\n

Izy Coffee aura ajout\u00e9 six \u00e9tablissements suppl\u00e9mentaires d\u2019ici la fin de l\u2019ann\u00e9e. L\u2019enseigne sera alors bien repr\u00e9sent\u00e9e en Flandre et pourra commencer \u00e0 \u00e9tendre ses activit\u00e9s \u00e0 Bruxelles, en Wallonie et peut-\u00eatre m\u00eame en France d\u00e8s l\u2019ann\u00e9e prochaine. \u00ab Le week-end, la moiti\u00e9 des clients de notre \u00e9tablissement de Courtrai viennent d\u00e9j\u00e0 de Lille. Nous pourrons ensuite faire tache d\u2019huile \u00e0 Maastricht, \u00e0 Luxembourg… Et le Luxembourg, c\u2019est \u00e0 son tour un marchepied vers l\u2019Allemagne. Nous ouvrir dix \u00e9tablissements par mois d\u2019ici le d\u00e9but de l\u2019ann\u00e9e 2024. \u00bb<\/p>\n\n\n\n

Si l\u2019expansion g\u00e9ographique est actuellement la strat\u00e9gie marketing d\u2019Izy Coffee, du pur marketing devient indispensable au-del\u00e0 d\u2019une certaine taille. \u00ab Je veux \u00eatre la premi\u00e8re entreprise de food-service \u00e0 faire de la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision. En tant qu\u2019entreprise d\u2019Europe occidentale, nous avons un avantage sur le march\u00e9 europ\u00e9en. Par exemple, tous les employ\u00e9s du Starbucks de Gand ont d\u00e9j\u00e0 pos\u00e9 leur candidature chez nous. \u00bb<\/p>\n\n\n\n

Bart Buyse partagera la sc\u00e8ne avec Karl Lechat(Lucien<\/strong>), Geert Coolman(Lab9<\/strong>), Sofie Geyskens et David Winkels(Maasmechelen Village<\/strong>) et bien d\u2019autres invit\u00e9s de renom lors du\u00a0RetailDetail Day<\/strong>\u00a0du 22\/09, le rendez-vous annuel de tous les marketing managers de l\u2019univers du retail.<\/p>\n\n\n\n

\n
Cliquez ici pour r\u00e9server votre ticket et plus d’informations<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Izy Coffee\u00a0veut devenir la plus grande cha\u00eene de caf\u00e9s d\u2019Europe occidentale. D\u00e9passer\u00a0Starbucks\u00a0et\u00a0Costa ? La start-up d\u2019Izegem a foi en ses capacit\u00e9s. \u00ab\u00a0Il reste tellement d\u2019opportunit\u00e9s sur le march\u00e9\u00a0\u00bb<\/p>\n","protected":false},"author":5,"featured_media":61659,"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":[797],"topic":[643,774],"region":[226],"class_list":["post-61689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-izy-coffee","topic-interview","topic-retaildetail-day","region-belgique"],"acf":[],"yoast_head":"\nIzy Coffee : \u00ab Le march\u00e9 belge du caf\u00e9 est sous-d\u00e9velopp\u00e9 \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Izy Coffee\u00a0veut devenir la plus grande cha\u00eene de caf\u00e9s d\u2019Europe occidentale. 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