{"id":61657,"date":"2022-08-26T10:22:46","date_gmt":"2022-08-26T08:22:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61657"},"modified":"2022-08-26T11:19:58","modified_gmt":"2022-08-26T09:19:58","slug":"izy-coffee-de-belgische-koffiemarkt-is-onderontwikkeld","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/izy-coffee-de-belgische-koffiemarkt-is-onderontwikkeld\/","title":{"rendered":"Izy Coffee: \u201cDe Belgische koffiemarkt is onderontwikkeld\u201d"},"content":{"rendered":"\n<p><strong>Izy Coffee<\/strong> wil in \u201cno time\u201d de grootste koffieketen in West-Europa worden. Groter zelfs dan <strong>Starbucks<\/strong> en <strong>Costa<\/strong>. Daar is de Izegemse start-up van overtuigd: \u201cEr zijn nog zo ontzettend veel opportuniteiten in de markt.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cWaar geen Belgische koffiebar zich waagt\u201d<\/h2>\n\n\n\n<p>Het is een grove misvatting dat de Belgische koffiemarkt verzadigd is, steekt Bart Buyse, oprichter van Izy Coffee, van wal. Meer zelfs, de Belgische markt is onderontwikkeld. Belgen zijn de achtste grootste koffiedrinkers ter wereld, maar het aantal koffiezaken per capita is blijven steken op het niveau van Moldavi\u00eb. \u201cEr zijn echt zoveel kansen in die markt\u201d, besefte Buyse op wereldreis met zijn gezin.<\/p>\n\n\n\n<p>Bart Buyse klinkt niet als een typische West-Vlaamse ondernemer. De bebaarde barista (baardista?) ziet er ook zo niet uit. \u201cIk houd wel van een beetje choqueren. Toen ik startte met een koffietruck aan het station van Izegem, voor de weinige pendelaars, vertelde ik ook al aan iedereen over mijn plannen om de grootste koffieketen van West-Europa te worden.\u201d Toch was dat meteen het idee: de voormalige internationale topmanager bij Lufthansa stelde een business- en financieringsplan op met het oog op marktdominantie, zonder ooit een kop koffie te hebben gedronken.<\/p>\n\n\n\n<p>Zo overtuigd van het potentieel, volgde hij een opleiding tot barista en nog geen vier jaar na de start met 50.000&nbsp;euro heeft Izy Coffee nu tien shops in Vlaanderen. \u201cOp locaties waar geen Belgische koffiebar zich aan durft wagen: naast de Starbucksen en <strong>Dunkin (Donuts)<\/strong>\u201d, merkt Buyse op. Wie de keten zo bereikt, hangt af van de locatie. In Antwerpen komen ruwweg de helft toeristen en de helft shoppers. Ook bij 15- tot 25-jarigen, die erg gevoelig zijn voor sociale media, is de keten in trek.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cJe hebt een ecosysteem nodig\u201d<\/h2>\n\n\n\n<p>Ook ongewoon is het marketingbudget: nul euro. De locaties zijn een uithangbord op zich, sociale media was vooral in het begin belangrijk en nu gaat Izy Coffee steeds meer lucratieve samenwerkingen aan met \u201clokale merken uit de start-upsc\u00e8ne\u201d. \u201cHet is geen &#8216;rocket science&#8217;: je zal me nooit horen zeggen dat ik het wiel uitvind, maar voor de foodservicebranche is het een nieuwe aanpak\u201d, zegt Buyse.<\/p>\n\n\n\n<p>De koffieketen is een grote klant voor frisdrankmerk <strong>Ritchie<\/strong>, maar er zijn ook samenwerkingen met verschillende veganistische patisseriebakkers. \u201cPartnerships zijn de toekomst, je hebt een ecosysteem nodig. Zij groeien in onze slipstream, terwijl de partners voor ons een extra bron van inkomsten vormen. Elke dag ontdekken we nog nieuwe inkomstenbronnen, ons businessmodel evolueert iedere dag.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Elke maand tien openingen<\/h2>\n\n\n\n<p>Tegen het eind van dit jaar krijgt Izy Coffee er nog zes shops bij. Dan is er een goeie Vlaamse vertegenwoordiging en trekt de koffieketen volgend jaar naar Brussel, Walloni\u00eb en wellicht zelfs Frankrijk. \u201cDe helft van de klanten in Kortrijk in het weekend komt nu al uit Rijsel. Als een olievlek dein je dan uit naar Maastricht, Luxemburg, en zo verder. Als er tractie is in Luxemburg, komt Duitsland in zicht. Begin 2024 willen we maandelijks tien openingen.\u201d<\/p>\n\n\n\n<p>Geografische spreiding is op dit moment de marketingstrategie van Izy Coffee, maar vanaf een bepaalde grootte moet daar wel formele marketing bij komen. \u201cIk wil de eerste in foodservice zijn die op TV reclame maakt. Als West-Europese speler hebben we een voordeel op de Europese markt. Alle Starbucksmedewerkers in Gent hebben bijvoorbeeld al bij ons gesolliciteerd.\u201d<\/p>\n\n\n\n<p>Op de <strong>RetailDetail Day<\/strong> op 22 september, de jaarlijkse afspraak voor alle marketingmanagers uit de retailwereld, deelt Bart Buyse het podium met Karl Lechat (<strong>Lucien<\/strong>), Geert Coolman (<strong>Lab9<\/strong>), Sofie Geyskens en David Winkels (<strong>Maasmechelen Village<\/strong>) en vele anderen.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background\" href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/retaildetail-day-2022\/\">Klik hier voor meer info en tickets.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Izy Coffee wil in \u201cno time\u201d de grootste koffieketen in West-Europa worden. Groter zelfs dan Starbucks en Costa, daar is de Izegemse start-up van overtuigd. \u201cEr zijn nog zo ontzettend veel opportuniteiten in de markt.\u201d<\/p>\n","protected":false},"author":5,"featured_media":61658,"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":[18],"tags":[314,315],"people":[],"extra":[],"company":[797],"topic":[643,774],"region":[182],"class_list":["post-61657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-horeca","tag-koffie","company-izy-coffee","topic-interview","topic-retaildetail-day","region-west-vlaanderen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Izy Coffee: \u201cDe Belgische koffiemarkt is onderontwikkeld\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Izy Coffee wil de grootste koffieketen in West-Europa worden. 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