{"id":115466,"date":"2025-03-20T08:58:57","date_gmt":"2025-03-20T07:58:57","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=115466"},"modified":"2025-03-21T14:14:14","modified_gmt":"2025-03-21T13:14:14","slug":"interview-julie-vandenbrande-prego-we-zullen-ook-de-vlaamse-consument-overtuigen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/interview-julie-vandenbrande-prego-we-zullen-ook-de-vlaamse-consument-overtuigen\/","title":{"rendered":"[Interview] Julie Vandenbrande (Prego!): \u201cWe zullen ook de Vlaamse consument overtuigen\u201d"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"639\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115481\" data-id=\"115481\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/Prego-Julie-Vandenbrande-1024x639.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/Prego-Julie-Vandenbrande-1024x639.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/Prego-Julie-Vandenbrande-300x187.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/Prego-Julie-Vandenbrande-768x479.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/Prego-Julie-Vandenbrande.jpg 1435w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Julie Vandenbrande, Prego!<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"960\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115477\" data-id=\"115477\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00177-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00177-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00177-Aangepast-200x300.jpg 200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"990\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115479\" data-id=\"115479\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/IMG_3174-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/IMG_3174-Aangepast.jpg 990w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/IMG_3174-Aangepast-300x194.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/IMG_3174-Aangepast-768x496.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/IMG_3174-Aangepast-618x400.jpg 618w\" sizes=\"(max-width: 990px) 100vw, 990px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"722\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115467\" data-id=\"115467\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00119-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00119-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00119-Aangepast-266x300.jpg 266w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"960\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115475\" data-id=\"115475\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00125-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00125-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00125-Aangepast-200x300.jpg 200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"960\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115471\" data-id=\"115471\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00129-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00129-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00129-Aangepast-200x300.jpg 200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"960\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115469\" data-id=\"115469\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00165-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00165-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00165-Aangepast-200x300.jpg 200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"960\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-115473\" data-id=\"115473\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00174-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00174-Aangepast.jpg 640w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/03\/DSC00174-Aangepast-200x300.jpg 200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Met corners bij <strong>Carrefour<\/strong> en winkels in overdekte winkelcentra wil traiteurketen <strong>Prego!<\/strong> snel opschalen naar een dertigtal vestigingen. Straks openen de eerste Vlaamse locaties, midden volgend jaar wil de keten break-even draaien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De traiteur voor elke dag<\/h2>\n\n\n\n<p>Begin maart opende Prego! een stand in de Carrefour-hypermarkt van Waterloo Mont-St-Jean. Het is de tweede corner <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/traiteurketen-prego-opent-corners-bij-carrefour\/\" target=\"_blank\">na een eerste opening in Bi\u00e8rges<\/a> op 30&nbsp;januari. In de toonbank: lasagnes en verse pastabereidingen, pinsa, arancini, gevulde of gegrilde groenten, balletjes, kalfslapjes, salades, desserts\u2026 \u201cWe zijn de specialist van de authentiek Italiaanse verse pasta,\u201d vertelt medeoprichtster en CEO Julie Vandenbrande in een gesprek met RetailDetail. \u201cIn onze centrale keuken produceren we voor alle winkels en corners. In de verkooppunten doen we nog de assemblage, het versnijden, we voegen toppings toe om het huisbereide aspect te theatraliseren. Dat is voor ons essentieel: klanten moeten het kwaliteitsverschil kunnen zien.\u201d<\/p>\n\n\n\n<p>Bij Carrefour vind je immers al lasagnes vanaf twee euro, bij Prego! is dat 8,95&nbsp;euro. Volgens Vandenbrande een uitstekende prijs-kwaliteitverhouding: \u201cWij bieden een zeer competitieve prijs voor een huisbereide kwaliteit. We willen de traiteur voor elke dag zijn. De traditionele traiteurs zijn er eerder voor bijzondere gelegenheden: ze zijn duurder, je kan niet online bestellen\u2026 Mensen hebben almaar minder tijd om te koken, maar ze hebben ook minder geld over voor maaltijdoplossingen. Tegelijk zijn ze zich meer bewust van het belang van goed eten. In industri\u00eble bereide maaltijden zitten vaak bewaarmiddelen. Wij voegen geen additieven toe.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Succesvol in shoppingcenters<\/h2>\n\n\n\n<p>De keten heeft naast de twee corners momenteel vier \u201cvolwaardige\u201d eigen vestigingen: in Elsene, Sint-Pieters-Woluwe, L\u2019Esplanade in Louvain-La-Neuve en Belle-Ile in Luik. \u201cWe hadden ook een winkel in de Baljuwstraat in Elsene, maar die hebben we weer gesloten. We merken dat stadslocaties moeilijker zijn, omdat er geen parkeerplaats is. Mensen die na het werk iets te eten willen halen, willen kunnen parkeren. Wat w\u00e9l goed werkt, zijn locaties in shoppingcenters.\u201d<\/p>\n\n\n\n<p>Daar zet de keten dan ook sterker op in: \u201cIn april openen we in Ville2 in Charleroi en in Waasland Shopping in Sint-Niklaas, en in juni in Wijnegem Shop Eat Enjoy. Eind juni komt er ook een nieuwe winkel in het centrum van Waterloo, aan de Brusselsesteenweg. Dankzij de corners bij Carrefour kunnen we onze expansie nog versnellen met lagere investeringen. De eerste resultaten zijn positief: het omzetcijfer is boven verwachting. Ook voor Carrefour is het een meerwaarde. We bestuderen bijkomende dossiers.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tien bijkomende vestigingen<\/h2>\n\n\n\n<p>Deze expansieprojecten brengen Prego! nu dus ook naar Vlaanderen. Veel van oorsprong Franstalige retailconcepten hebben moeite om in het noorden door te breken, weet Vandenbrande. Ze verwijst naar spelers als <strong>Exki<\/strong> en <strong>Delitraiteur<\/strong> die een francofoon imago hebben en eerder duur zijn naar Vlaamse normen. \u201cDe Vlaamse consument let veel sterker op de prijs, maar wij hebben een goede prijs-kwaliteitverhouding en we komen als echte Vlamingen naar Vlaanderen, met een Vlaamse districtmanager. En de Italiaanse keuken is universeel. Ik ben overtuigd dat het even goed zal werken als in Walloni\u00eb. Daarna hopen we ook corners te openen in Vlaamse hypermarkten van Carrefour.\u201d<\/p>\n\n\n\n<p>Alles bij elkaar wil de traiteur dit jaar tien bijkomende vestigingen openen: zes winkels en vier corners. Snel groeien is immers een noodzaak, om de gedane investeringen te rentabiliseren. Prego! heeft zijn centrale keuken in Charleroi al vergroot van 1.000&nbsp;naar 2.000&nbsp;m\u00b2. \u201cDat atelier is opgezet om dertig winkels te beleveren. Hoe meer tijd het kost om dat aantal te bereiken, hoe meer geld we verbranden. We schatten in dat we operationeel break-even kunnen draaien vanaf achttien verkooppunten. Dat zou in het midden van volgend jaar moeten gebeuren.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Op zoek naar geld<\/h2>\n\n\n\n<p>De grote uitdaging is nu om financiering vinden te vinden voor die expansieplannen. \u201cDat is niet makkelijk in Belgi\u00eb\u201d, zegt Vandenbrande. \u201cDe huidige aandeelhouders en investeerders zijn grotendeels dezelfden als die achter <strong>Medi-Market<\/strong>. Zij hebben al meer dan tien miljoen euro ge\u00efnvesteerd. Maar als scale-up verbranden we cash. Nu moeten we bijkomende bankfinanciering en investeerders vinden om te groeien. We zijn nog te klein om de interesse te wekken van investeringsfondsen, en familiale investeerders houden niet van risico\u2019s.\u201d<\/p>\n\n\n\n<p>Prego! is tegelijk producent en retailer, wat twee verschillende vakken zijn, maar kan bouwen op de complementaire expertise van de vier medeoprichters. De marketing- en retailkennis komt van Vandenbrande, die twintig jaar bij retailadviseur Carr\u00e9 Associates werkte. Daar was Carrefour \u00e9\u00e9n van de grootste klanten. Jean-Pierre De Rycke, die onder andere een verleden heeft bij <strong>Viangros<\/strong>, heeft ruime ervaring in voedingsindustrie. Bart Vanhove, verantwoordelijk voor de operaties, deed horeca-ervaring op bij <strong>Lunch Garden<\/strong>. Yvan Verougstraete, oprichter van Medi-Market, is sinds de start van zijn politieke loopbaan niet meer actief betrokken in het project, maar nog altijd investeerder.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Met corners bij Carrefour en winkels in shoppingcentra wil traiteurketen Prego! snel opschalen naar zo\u2019n dertig vestigingen. Straks openen de eerste Vlaamse locaties, midden volgend jaar wil de keten break-even draaien. <\/p>\n","protected":false},"author":3,"featured_media":115481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[87,1631],"topic":[197],"region":[90],"class_list":["post-115466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-carrefour","company-prego","topic-expansie","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] Julie Vandenbrande (Prego!): \u201cWe zullen ook de Vlaamse consument overtuigen\u201d - RetailDetail BE<\/title>\n<meta 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