{"id":285699,"date":"2017-06-27T06:18:00","date_gmt":"2017-06-27T05:18:00","guid":{"rendered":"https:\/\/ac-franchise.be\/pourquoi-exki-a-ferme-ses-deux-magasins-a-new-york-6332"},"modified":"2017-06-27T06:18:00","modified_gmt":"2019-03-07T16:01:11","slug":"pourquoi-exki-a-ferme-ses-deux-magasins-a-new-york-6332","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/pourquoi-exki-a-ferme-ses-deux-magasins-a-new-york-6332","title":{"rendered":"Pourquoi Exki a ferm\u00e9 ses deux magasins \u00e0 New-York ?"},"content":{"rendered":"
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L’enseigne\u00a0Exki, d\u2019origine belge, est un r\u00e9seau de restauration rapide qui surfe sur la tendance du bio<\/b> et des produits naturels. Apr\u00e8s un d\u00e9veloppement en France et en Belgique, l\u2019enseigne tente l\u2019aventure am\u00e9ricaine en s\u2019implantant en 2013 outre-atlantique, \u00e0 New-York. Mais tout ne se passe pas comme pr\u00e9vu pour les dirigeants qui d\u00e9cident de quitter le pays sans toutefois renoncer \u00e0 y retourner un jour.\u00a0<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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D'apr\u00e8s un article vu dans Trends.Levif <\/div>\n<\/p><\/div>\n
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Retour sur l\u2019implantation d\u2019Exki \u00e0 New-York !<\/h3>\n
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Le premier restaurant Exki voit le jour en 2013 \u00e0 New-York<\/b>. Les dirigeants, Fr\u00e9d\u00e9ric Rouvez et Nicolas Steisel d\u00e9cident de traverser l\u2019Atlantique pour faire connaitre cette enseigne fran\u00e7ais de restauration rapide bio et saine aux am\u00e9ricains. Ils pr\u00e9f\u00e8rent alors ouvrir en propre. Tout d\u00e9bute par une \u00e9tude de march\u00e9 en 2008 et d\u2019une discussion sp\u00e9cifique \u00e0 propos du march\u00e9 avec le dirigeant de la franchise Pain Quotidien qui a ouvert 44 points de vente aux Etats-Unis<\/b>. Avant son lancement \u00e0 New-York,\u00a0Exki avait \u00e9tudi\u00e9 deux points importants : le sourcing local des produits afin de proposer des produits ultrafrais et la zone de chalandise qui devait \u00eatre adapt\u00e9e puisque le coeur de cible de\u00a0\u00a0l\u2019enseigne sont les\u00a0femmes actives. C\u2019est ainsi qu\u2019Exki prend la d\u00e9cision de s\u2019implanter dans de grandes villes entour\u00e9es de bassins agricoles.\u00a0<\/b>Le premier restaurant voit le jour en Juin 2013 et le 2nd en d\u00e9cembre de la m\u00eame ann\u00e9e. D’autres restaurants devaient voir le jour mais l’enseigne de restauration rapide s’est vite vue confront\u00e9e \u00e0 des probl\u00e8mes qu’elle n’avait pas pris en compte.<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les obstacles au bon d\u00e9veloppement ! <\/h3>\n
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Apr\u00e8s ces deux premi\u00e8res ouvertures, les ennuis commen\u00e7aient pour les dirigeants<\/b> :<\/p><\/div>\n
–\tUn \u00e9chafaudage s\u2019installe sur tout l\u2019immeuble o\u00f9 est implant\u00e9 le 1er restaurant pendant 18 mois. La visibilit\u00e9 en a \u00e9t\u00e9 affect\u00e9e et les chiffres n\u2019\u00e9taient pas au rendez-vous.<\/p><\/div>\n
–\tLe personnel de qualit\u00e9 ne trouve pas son bonheur dans un restaurant sans service de table \u00e0 l\u2019instar d\u2019Exki<\/b>. Dans cette ville am\u00e9ricaine o\u00f9 le pourboire est presque obligatoire (18%) dans les restaurants avec service \u00e0 table, le personnel de qualit\u00e9 ne touchait pas de pourboire. Il quittait donc Exki pour se diriger vers des enseignes de restauration avec service \u00e0 table.<\/b> <\/div>\n
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–\tDes probl\u00e8mes avec les \u00a0fournisseurs \u00e0 cause de la \u00ab faiblesse \u00bb d\u2019achat d\u2019Exki qui comptait seulement 2 unit\u00e9s. Ces derniers augmentaient leurs prix sans pr\u00e9venir et fournissaient des produits qui manquaient de fra\u00eecheur d\u2019apr\u00e8s les dirigeants. \u00a0Ainsi deux nouvelles d\u00e9cisions s\u2019imposaient \u00e0 l’\u00e9poque : se tourner vers des fermiers locaux et ouvrir une cuisine \u00a0compl\u00e8te et \u00e9quip\u00e9e.\u00a0<\/div>\n
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–\tLes habitudes de consommation des New-Yorkais ont \u00ab\u00a0peut-\u00eatre\u00a0\u00bb \u00e9t\u00e9 mal prises en compte. En effet les am\u00e9ricains consomment en g\u00e9n\u00e9ral des plats \u00e0 emporter avec un budget moyen de 10 dollars. Or Le panier moyen chez Exki d\u00e9passait ce prix.\u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quelles le\u00e7ons a en tirer pour l’enseigne ?<\/h3>\n
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Les dirigeants d’Exki reviennent sur leur exp\u00e9rience et en tirent quelques le\u00e7ons<\/b>. Ils pensent que l\u2019exp\u00e9rience aurait pu fonctionner s\u2019ils avaient ouverts plusieurs autres restaurants qui auraient pu s\u2019appuyer sur la cuisine \u00e9quip\u00e9e. Les emplacements auraient pu \u00eatre meilleurs aussi.\u00a0 <\/div>\n
Malgr\u00e9 cet \u00e9chec outre atlantique, Exki ne perd pas de vu un retour aux Etats-Unis mais cette fois-ci en s\u2019alliant avec un partenaire franchis\u00e9<\/b>. En effet pour les dirigeants, recourir \u00e0 la franchise ou master franchise permettrait de r\u00e9duire les risques avec un partenaire local qui conna\u00eetrait le march\u00e9, les fournisseurs et qui pourrait avoir un acc\u00e8s plus simple \u00e0 la location. Aujourd\u2019hui Exki recentre son d\u00e9veloppement en Europe o\u00f9 des march\u00e9s sont encore \u00e0 prendre.\u00a0<\/b> <\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Exki, d\u2019origine belge, est un r\u00e9seau de restauration rapide qui surfe sur la tendance du bio et des produits naturels. Apr\u00e8s un d\u00e9veloppement en France et en Belgique, l\u2019enseigne tente l\u2019aventure am\u00e9ricaine en s\u2019implantant en 2013 outre-atlantique, \u00e0 New-York. Mais l\u2019aventure ne se passe pas comme pr\u00e9vue pour les dirigeants qui d\u00e9cident de quitter le pays.<\/p>\n","protected":false},"author":48,"featured_media":285697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[2],"tags":[],"class_list":["post-285699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nPourquoi Exki a ferm\u00e9 ses deux magasins \u00e0 New-York ?<\/title>\n<meta name=\"description\" content=\"Exki, d\u2019origine belge, est un r\u00e9seau de restauration rapide qui surfe sur la tendance du bio et des produits naturels. 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