{"id":82311,"date":"2023-08-10T09:40:52","date_gmt":"2023-08-10T07:40:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=82311"},"modified":"2023-08-10T09:40:54","modified_gmt":"2023-08-10T07:40:54","slug":"hellofresh-perd-des-clients-mais-voit-ses-marges-augmenter","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/hellofresh-perd-des-clients-mais-voit-ses-marges-augmenter\/","title":{"rendered":"HelloFresh perd des clients mais voit ses marges augmenter"},"content":{"rendered":"\n<p><strong>HelloFresh<\/strong> livre moins de repas \u00e0 moins de clients, mais gagne beaucoup plus. La croissance des b\u00e9n\u00e9fices est la priorit\u00e9 absolue du fournisseur de bo\u00eetes-repas, selon Dominik Richter, l&rsquo;un des principaux dirigeants de l&rsquo;entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Augmentation des marges<\/h2>\n\n\n\n<p>Les chiffres que HelloFresh vient de publier ne sont pas tr\u00e8s r\u00e9jouissants : au dernier trimestre, l&rsquo;entreprise de livraison de repas comptait encore 7,3 millions de clients actifs, contre 8 millions il y a un an. Le nombre de commandes a baiss\u00e9 de 7 %, passant de 32 millions \u00e0 30 millions. L&rsquo;entreprise a livr\u00e9 253 millions de repas, soit une baisse de 6 % par rapport aux 270 millions livr\u00e9s au deuxi\u00e8me trimestre 2022. La valeur moyenne des commandes a augment\u00e9 de 8,4 %, passant de 60,4 euros \u00e0 63,6 euros.<\/p>\n\n\n\n<p>En cons\u00e9quence, le chiffre d&rsquo;affaires a baiss\u00e9 de 2 % au deuxi\u00e8me trimestre pour atteindre 1,92 milliard d&rsquo;euros (\u00e0 taux de change constants, il y a eu une augmentation de 0,8 %). HelloFresh a n\u00e9anmoins atteint son EBITDA ajust\u00e9 le plus \u00e9lev\u00e9 : 191,9 millions d&rsquo;euros, soit une hausse de pr\u00e8s de 32 % par rapport aux 145,9 millions d&rsquo;euros enregistr\u00e9s un an plus t\u00f4t. L&rsquo;entreprise doit cette croissance des marges \u00e0 des am\u00e9liorations op\u00e9rationnelles dans les domaines de l&rsquo;approvisionnement et de la distribution. Le distributeur de bo\u00eetes repas a \u00e9galement \u00e9conomis\u00e9 sur le marketing, allouant une plus grande partie de son budget \u00e0 l&rsquo;importante p\u00e9riode automnale qui s&rsquo;annonce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plats pr\u00e9par\u00e9s<\/h2>\n\n\n\n<p>Les chiffres confirment des tendances qui se dessinent depuis un certain temps. Apr\u00e8s la pand\u00e9mie, le comportement des consommateurs se normalise \u00e0 nouveau, ce qui a mis fin \u00e0 la croissance effr\u00e9n\u00e9e des soci\u00e9t\u00e9s de livraison de repas. Chez HelloFresh, l&rsquo;accent n&rsquo;est plus mis sur la croissance, mais sur la marge : \u00ab&nbsp;La croissance rentable reste notre priorit\u00e9 absolue, \u00e9galement en 2024, et nous comptons saisir les opportunit\u00e9s d\u00e8s qu&rsquo;elles se pr\u00e9senteront&nbsp;\u00bb, d\u00e9clare Dominik Richter, directeur g\u00e9n\u00e9ral et cofondateur de l&rsquo;entreprise.<\/p>\n\n\n\n<p>Il pr\u00e9voit notamment de se concentrer davantage sur la division des plats pr\u00e9par\u00e9s, dont les capacit\u00e9s sont en cours d&rsquo;extension. L&rsquo;entreprise s&rsquo;attend \u00e0 ce que la croissance s&rsquo;acc\u00e9l\u00e8re \u00e0 nouveau au second semestre 2023 et pr\u00e9voit une croissance du chiffre d&rsquo;affaires comprise entre 2 % et 8 % pour l&rsquo;ensemble de l&rsquo;exercice. L&rsquo;EBITDA ajust\u00e9 se situera entre 470 et 540 millions d&rsquo;euros.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>HelloFresh livre moins de repas \u00e0 moins de clients, mais gagne beaucoup plus. La croissance des b\u00e9n\u00e9fices est la priorit\u00e9 absolue du fournisseur de bo\u00eetes-repas, selon Dominik Richter, l&rsquo;un des principaux dirigeants de l&rsquo;entreprise. <\/p>\n","protected":false},"author":3,"featured_media":82309,"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":[254],"topic":[266],"region":[],"class_list":["post-82311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-hellofresh","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>HelloFresh perd des clients mais voit ses marges augmenter - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"HelloFresh livre moins de repas \u00e0 moins de clients, mais gagne beaucoup plus. 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