{"id":83892,"date":"2023-09-13T17:02:07","date_gmt":"2023-09-13T15:02:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=83892"},"modified":"2023-09-13T17:02:10","modified_gmt":"2023-09-13T15:02:10","slug":"comment-lunch-garden-seduit-les-jeunes-familles","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-lunch-garden-seduit-les-jeunes-familles\/","title":{"rendered":"Comment Lunch Garden s\u00e9duit les jeunes familles"},"content":{"rendered":"\n

L’op\u00e9ration de rajeunissement de Lunch Garden<\/strong> est en bonne voie : les ventes de la cha\u00eene de restaurants d\u00e9passent \u00e0 nouveau les niveaux d’avant la pand\u00e9mie. C’est pourquoi la CEO Ann Biebuyck n’h\u00e9site pas \u00e0 fixer des objectifs ambitieux.<\/p>\n\n\n\n

50 000 jeunes familles<\/h2>\n\n\n\n

Cet \u00e9t\u00e9, les moules s’envolent en masse du comptoir de Lunch Garden : \u00ab En juillet, nous avons pu d\u00e9passer pour la premi\u00e8re fois le chiffre d’affaires de 2019. C’\u00e9tait une \u00e9tape importante. Un client sur trois vient chercher les moules pendant la p\u00e9riode estivale. Nous allons passer \u00e0 800 tonnes pour cette saison \u00bb, explique la CEO Ann Biebuyck, qui proc\u00e8de \u00e0 un rajeunissement indispensable de l’entreprise, dont elle parlera plus en d\u00e9tail lors du Retail Marketing Day de RetailDetail, le 21 septembre.<\/p>\n\n\n\n

\u00ab Lunch Garden jouit d’une grande notori\u00e9t\u00e9, mais nous avons d\u00e9couvert apr\u00e8s Covid que toute une g\u00e9n\u00e9ration nous connaissait \u00e0 peine. La majorit\u00e9 de notre client\u00e8le avait plus de 47 ans. Nous nous sommes donc fix\u00e9 un objectif audacieux : d’ici 2025, nous voulons attirer 50 000 jeunes familles chez nous. \u00bb Un d\u00e9fi de taille, mais r\u00e9alisable selon M. Biebuyck : malgr\u00e9 des d\u00e9fis tels que Covid, la guerre en Ukraine, les probl\u00e8mes climatiques et la p\u00e9nurie de personnel dans le secteur de l’h\u00f4tellerie, la cha\u00eene de restaurants \u00e9volue lentement mais s\u00fbrement dans la bonne direction.<\/p>\n\n\n\n

Des moments d’\u00e9vasion<\/h2>\n\n\n\n

\u00ab Nous devons entrer dans les consid\u00e9rations des jeunes familles, avec une alimentation saine et vari\u00e9e, toujours accessible, abordable et amusante. \u00bb La campagne radio men\u00e9e pendant les vacances de P\u00e2ques, avec le message original \u00ab les prix sont en vacances, les enfants mangent gratuitement \u00bb, en est une excellente illustration. Cette campagne a entra\u00een\u00e9 une augmentation de 40 % des repas pour enfants. \u00ab Nous n’avions pas fait de spots radio depuis longtemps. Ce m\u00e9dia a de toute fa\u00e7on un impact. \u00bb<\/p>\n\n\n\n

70 % des mill\u00e9niaux aiment se faire livrer de la nourriture. Ce n’est pas imm\u00e9diatement le point fort de Lunch Garden, mais la cha\u00eene de restaurants collabore avec Deliveroo : \u00ab Le client moyen de Deliveroo est plus jeune et plus \u00e9duqu\u00e9, nous touchons donc un groupe cible suppl\u00e9mentaire. Nous devons viser les moments d’\u00e9vasion, lorsque les gens veulent se divertir \u00e0 un prix abordable. Nous pouvons jouer ce r\u00f4le : nos produits sont de bonne qualit\u00e9, nos prix ont moins augment\u00e9 que dans une brasserie moyenne. Les Belges aiment manger au restaurant. Nous sommes convaincus qu’il y a de la place pour tout le monde. \u00bb<\/p>\n\n\n\n

Surprendre les clients<\/h2>\n\n\n\n

Lunch Garden s’oriente vers un mod\u00e8le \u00e0 l’\u00e9preuve du temps sur plusieurs fronts. L’entreprise investit dans des \u00e9quipes engag\u00e9es qui veillent \u00e0 ce que les clients se sentent bien accueillis dans ses restaurants. La cha\u00eene prend \u00e9galement des mesures en faveur de la num\u00e9risation et de la durabilit\u00e9 – avec le recyclage des coquilles de moules vides, par exemple – et construit un \u00e9cosyst\u00e8me avec ses fournisseurs.<\/p>\n\n\n\n

Que nous r\u00e9serve l’automne ? La traditionnelle saison de la chasse revient, mais Lunch Garden veut aussi surprendre : \u00ab\u00a0Nous allons revendiquer une nouvelle saison !\u00a0\u00bb Quelle saison ? Ann Biebuyck le dira peut-\u00eatre lors de sa pr\u00e9sentation au Retail Marketing le 21 septembre \u00e0 Anvers. Ce jour-l\u00e0, des orateurs d’Impermo, Kruidvat, Jacob’s Conceptstore, Standaard Boekhandel, Club, Microsoft, Voyado et Deloitte seront \u00e9galement pr\u00e9sents. R\u00e9servez rapidement votre billet via le lien ci-dessous.<\/p>\n\n\n\n

\n
Oui, je participe au Retail Marketing Day le 21 septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

L’op\u00e9ration de rajeunissement de Lunch Garden est en bonne voie : les ventes de la cha\u00eene de restaurants d\u00e9passent \u00e0 nouveau les niveaux d’avant la pand\u00e9mie. C’est pourquoi la CEO Ann Biebuyck n’h\u00e9site pas \u00e0 fixer des objectifs ambitieux. <\/p>\n","protected":false},"author":3,"featured_media":83886,"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":[1284],"topic":[488,774],"region":[],"class_list":["post-83892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-lunch-garden","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"\nComment Lunch Garden s\u00e9duit les jeunes familles - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'op\u00e9ration de rajeunissement de Lunch Garden est en bonne voie : les ventes d\u00e9passent \u00e0 nouveau les niveaux d'avant la pand\u00e9mie.\" \/>\n<meta name=\"robots\" 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