{"id":290266,"date":"2016-02-12T18:06:00","date_gmt":"2016-02-12T17:06:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-cedric-giacinti-country-manager-france-et-belgique-de-la-franchise-subway-9978"},"modified":"2016-02-12T18:06:00","modified_gmt":"2016-02-12T17:06:00","slug":"interview-de-cedric-giacinti-country-manager-france-et-belgique-de-la-franchise-subway-9978","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-cedric-giacinti-country-manager-france-et-belgique-de-la-franchise-subway-9978","title":{"rendered":"Interview de C\u00e9dric Giacinti, Country Manager France et Belgique de la franchise Subway"},"content":{"rendered":"
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C\u00e9dric GIACINTI Country manager France et Belgique <\/div>\n<\/p><\/div>\n
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AC Franchise : Vous \u00e9tiez franchis\u00e9 Subway avant de devenir Countr Manager. Quel a \u00e9t\u00e9 votre parcours professionnel avant Subway ?<\/h3>\n
C\u00e9dric GIACINTI : <\/b>Ma carri\u00e8re s\u2019est d\u00e9roul\u00e9e quasiment exclusivement dans les r\u00e9seaux de distribution ind\u00e9pendants (Intermarch\u00e9, Bricomarch\u00e9, Sport 2000, \u2026) dans lesquels j\u2019ai occup\u00e9 au d\u00e9part des fonctions de responsable financier \u00e0 tous les niveaux, pour finir directeur de r\u00e9seau. <\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Pr\u00e9sentez-nous le concept Subway et ses particularit\u00e9s ?<\/h3>\n
CG<\/b> : Le concept de la franchise Subway<\/a> est d\u2019origine am\u00e9ricaine<\/b> et a \u00e9t\u00e9 cr\u00e9\u00e9 il y a 50 ans. Il permet aux clients de composer de A \u00e0 Z leur sandwich, salade ou wrap, ainsi que leur menu. L\u2019\u00e9l\u00e9ment principal est pr\u00e9par\u00e9 sous les yeux du client qui d\u00e9cide de la composition de son sandwich (par exemple) avec l\u2019aide d\u2019une \u00e9quipe qui lui est compl\u00e8tement d\u00e9di\u00e9e. On parle de cousu main et de Sandwich Artists pour nos \u00e9quipiers !<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Quelle est la gamme des produits Subway ?<\/h3>\n
CG<\/b> : Les restaurants Subway proposent une large gamme qui permet de r\u00e9aliser jusqu\u2019\u00e0 2.000.000 de combinaisons<\/b>. Le client peut choisir selon ses go\u00fbts parmi une offre de poulet, de b\u0153uf, de charcuterie, de poisson ou encore de produits v\u00e9g\u00e9tariens.
Les l\u00e9gumes sont \u00e0 volont\u00e9. Les desserts et les boissons, eux aussi vari\u00e9s et personnalisables, notamment  gr\u00e2ce une offre yaourt \u00e0 composer soi-m\u00eame. Concernant les services, les principaux sont : le traiteur, la livraison, le programme de fid\u00e9lit\u00e9 ou encore l\u2019offre \u00e9tudiante. Certains restaurants ont \u00e9galement un Drive.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Quelle est votre cible ?<\/h3>\n
CG <\/b>: Tous ! La customisation permet de r\u00e9pondre \u00e0 tous les clients, quelle que soit leur \u00e2ge ou leur activit\u00e9. Les services comme le traiteur sont tr\u00e8s pris\u00e9s par les entreprises, les familles ou les associations. Mais notre meilleur service est l\u2019accueil et l\u2019accompagnement de nos clients tout au long de leur exp\u00e9rience.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : En quoi avez-vous \u00e9volu\u00e9 depuis vos d\u00e9buts en France?<\/h3>\n
CG<\/b> : En 2010 nous avons lanc\u00e9 notre premi\u00e8re campagne T\u00e9l\u00e9 et atteint 246 restaurants fin 2011. Quatre ans plus tard nous avons presque doubl\u00e9 le nombre de restaurants en France. Des restaurants pilotes avec des drives ont commenc\u00e9s il y a 3 ans en France<\/b>. Et puis notre d\u00e9cor a \u00e9galement \u00e9volu\u00e9 selon la demande des clients fran\u00e7ais du Tuscany II \u00e0 Metro d\u00e9cor qui est plus chaleureux et cosy?<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Est-il vrai que le march\u00e9 de la restauration a \u00e9t\u00e9 plus tendu ces derniers temps ?<\/h3>\n
CG<\/b> : Comme tous les march\u00e9s, la restauration rapide a \u00e9t\u00e9 bouscul\u00e9e par la conjoncture \u00e9conomique<\/b> et sociale sur l\u2019ann\u00e9e 2015 et auparavant. Cette tendance impacte tout aussi bien la restauration dite traditionnelle que la restauration rapide, qui est historiquement le \u00ab moteur \u00bb de la cat\u00e9gorie.
Une plus grande diversification du secteur avec de nouveaux entrants tels que les GMS et les ind\u00e9pendants innovants anime \u00e9galement le march\u00e9.
<\/b>Le tout am\u00e8ne l\u2019ensemble du secteur \u00e0 modifier son approche de communication. Les menus petits prix et les offres promotionnelles diverses sont plus pr\u00e9sents. Dans ce contexte, notre enseigne r\u00e9ussit \u00e0 stabiliser son trafic et son attractivit\u00e9 en employant des messages et des offres qui ont \u00e9t\u00e9 adapt\u00e9s aux attentes et \u00e9volutions du comportement de nos clients. Notre strat\u00e9gie de communication a ainsi \u00e9t\u00e9 revue aussi bien au niveau des contenus que des canaux de diffusion pour r\u00e9pondre au mieux \u00e0 ces changements de fond.  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Quelle place a votre enseigne sur le march\u00e9 ?<\/h3>\n
CG<\/b> : Subway fait partie du top 5 de la restauration rapide<\/b>, mais son positionnement est tr\u00e8s diff\u00e9rent de nos coll\u00e8gues.  La personnalisation permet de faire de nos restaurants de v\u00e9ritables commerces de proximit\u00e9. De fait, la singularit\u00e9 de notre concept ne nous permet pas de nous classer dans une cat\u00e9gorie plus qu\u2019une autre (\u00e0 mi-chemin entre le fastfood et la boulangerie).<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Parlez-nous du d\u00e9veloppement du r\u00e9seau jusque maintenant et de la r\u00e9ussite de vos franchis\u00e9s existants ?<\/h3>\n
CG : <\/b>Un jeune r\u00e9seau connait toujours un cycle qui suit les \u00e9tapes suivantes : cr\u00e9ation, croissance externe, consolidation, croissance interne et \u00e0 nouveau croissance externe. Nous sommes donc en phase de consolidation avec un r\u00e9seau significatif de 500 restaurants<\/b>. Cette phase passe donc par un accompagnement individuel de chaque entrepreneur qui a investi avec nous afin d\u2019optimiser encore plus son outil de travail. <\/p>\n

Cela se fait tout en accueillant les nouveaux candidats en leur offrant l\u2019alternative de la reprise ou de la cr\u00e9ation.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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ACF : Quels sont les axes de travail pour l\u2019ann\u00e9e \u00e0 venir ?<\/h3>\n
CG <\/b>: Il y a 4 axes : d\u00e9velopper la notori\u00e9t\u00e9 de l\u2019enseigne, recentrer les \u00e9nergies en restaurant sur l\u2019exp\u00e9rience client, faire monter nos franchis\u00e9s en comp\u00e9tences pour aller chercher<\/b> plus de rentabilit\u00e9, et enfin organiser un d\u00e9veloppement rentable et p\u00e9renne.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : Quels sont les avantages sp\u00e9cifiques de votre r\u00e9seau pour un franchis\u00e9 ? Quel support lui offrez-vous ? Comment ?<\/h3>\n
CG<\/b> : Il y en a \u00e9norm\u00e9ment ! D\u2019abord, un jeune franchis\u00e9 b\u00e9n\u00e9ficie de formation constante<\/b>, avant et apr\u00e8s l\u2019ouverture de son restaurant. Il a \u00e9galement \u00e0 disposition des \u00e9quipes sur le terrain, pr\u00e9sentes une fois par mois au minimum pour l\u2019aider \u00e0 appliquer des process efficaces et tr\u00e8s pr\u00e9cis, riches de 50 ans d\u2019exp\u00e9rience.
Il y \u00e9galement une centrale d\u2019achats tr\u00e8s puissante qui permet d\u2019acc\u00e9der en un seul point de commande et une seule livraison \u00e0 des prix imbattables par rapport \u00e0 ce que peut trouver un ind\u00e9pendant sans enseigne. Que ce soit pour les produits ou les services.
Nous avons aussi une batterie de technologies et de supports informatiques<\/b> qui permettent de tout analyser, pr\u00e9voir, simuler, qu\u2019on soit dans le restaurant ou n\u2019importe o\u00f9 ailleurs.
Enfin, la marque elle-m\u00eame est un avantage en termes de s\u00e9rieux vis-\u00e0-vis de nos clients (nos proc\u00e9dures d\u2019hygi\u00e8ne sont souvent plus contraignantes que la loi elle-m\u00eame), de notori\u00e9t\u00e9, gr\u00e2ce \u00e0 une centralisation des budgets qui nous permet d\u2019\u00eatre pr\u00e9sents sur de grands m\u00e9dias nationaux.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF : En \u00e9change, quels efforts demandez-vous \u00e0 un franchis\u00e9 ?<\/h3>\n
CG<\/b> : D\u2019appliquer des proc\u00e8s qui n\u2019ont plus besoin de d\u00e9montrer leur efficacit\u00e9. De devenir un acteur \u00e9conomique et social, local exemplaire. Mais surtout d\u2019accueillir leurs clients comme s\u2019il s\u2019agissait de leurs amis.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Emmanuel Cossart, un des pionniers de la franchise Subway en France <\/div>\n<\/p><\/div>\n
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ACF : Quel type de candidat recherchez-vous et dans quelles zones ?<\/h3>\n
CG<\/b> : Des candidats franchis\u00e9s qui ont foi dans le concept<\/b>. On ne prend pas une franchise si on pense pouvoir la r\u00e9inventer \u00e0 sa fa\u00e7on.
– Des candidats qui aiment les gens \u2026 \u00c7a peut parai\u00eere idiot, mais notre m\u00e9tier c\u2019est de servir des gens et de leur apporter du plaisir.
– Des candidats ayant le potentiel de devenir des chefs d\u2019entreprise commer\u00e7ants.
– Ce qui veut dire une capacit\u00e9 \u00e0 regrouper 3 qualit\u00e9s : commer\u00e7ant, gestionnaire et manager.<\/p>\n

 Il n\u2019y a pas de zones g\u00e9ographiques prioritaires, mais je crois beaucoup aussi dans le d\u00e9veloppement \u00e0 l\u2019ext\u00e9rieur des grandes m\u00e9tropoles, en p\u00e9riph\u00e9rie de villes plus modestes (\u00e0 partir de 10.000 habitants) avec des locaux spacieux.
Mais il y a encore \u00e9norm\u00e9ment de possibilit\u00e9s dans les centres commerciaux, galeries marchandes et centre villes.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

C\u00e9dric GIACINTI Country manager France et Belgique AC Franchise : Vous \u00e9tiez franchis\u00e9 Subway avant de devenir Countr Manager. Quel a \u00e9t\u00e9 votre parcours professionnel avant Subway ? C\u00e9dric GIACINTI : Ma carri\u00e8re s\u2019est d\u00e9roul\u00e9e quasiment exclusivement dans les r\u00e9seaux de distribution ind\u00e9pendants (Intermarch\u00e9, Bricomarch\u00e9, Sport 2000, \u2026) dans lesquels j\u2019ai occup\u00e9 au d\u00e9part des […]<\/p>\n","protected":false},"author":48,"featured_media":290263,"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":[586],"tags":[],"class_list":["post-290266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview de C\u00e9dric Giacinti, Country Manager France et Belgique de la franchise Subway<\/title>\n<meta name=\"description\" content=\"C\u00e9dric GIACINTI Country manager France et Belgique AC Franchise : Vous \u00e9tiez franchis\u00e9 Subway avant de devenir Countr Manager. 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