{"id":291254,"date":"2015-03-31T15:19:00","date_gmt":"2015-03-31T14:19:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-herve-poirier-directeur-des-operations-steakn-shake-4934"},"modified":"2015-03-31T15:19:00","modified_gmt":"2015-03-31T14:19:00","slug":"interview-herve-poirier-directeur-des-operations-steakn-shake-4934","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-herve-poirier-directeur-des-operations-steakn-shake-4934","title":{"rendered":"Interview Herv\u00e9 Poirier, directeur des op\u00e9rations Steak’n Shake"},"content":{"rendered":"
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Herv\u00e9 Poirier, directeur des op\u00e9rations Steak’n Shake nous d\u00e9peint le profil du franchis\u00e9 de l\u2019enseigne et nous donne des indications sur l\u2019investissement n\u00e9cessaire et la rentabilit\u00e9 du projet.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le concept Steak’n Shake<\/h3>\n
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La franchise Steak’n Shake <\/a>est implant\u00e9e en France depuis 2014. L\u2019enseigne compte d\u00e9sormais acc\u00e9l\u00e9rer le rythme de son d\u00e9veloppement comme nous l\u2019explique Herv\u00e9 Poirier, son directeur des op\u00e9rations.<\/b> <\/div>\n
Herv\u00e9 Poirier<\/b> : \u00ab Notre premi\u00e8re ouverture en France a \u00e9t\u00e9 en mai 2014 \u00e0 Cannes. Pour revenir un peu sur l\u2019histoire de notre enseigne, Steak’n Shake est une enseigne de burgers premium qui est n\u00e9e en 1934 aux Etats-Unis. Gus Belt, quant il a cr\u00e9\u00e9 ce concept, avait une v\u00e9ritable envie d\u2019apporter quelque chose de diff\u00e9rent, un burger de qualit\u00e9, fait avec des produits frais et surtout \u00e0 la vue du client donc pas de pr\u00e9paration en amont, toujours fait \u00e0 la commande. C\u2019est ce que nous faisons depuis 80 ans. Ce concept \u00e0 la vocation de rassurer les clients, de montrer ce que nous faisons et surtout de pr\u00e9parer le produit au moment o\u00f9 le client le commande et que le client puisse v\u00e9rifier ce que nous faisons. \u00bb<\/i> <\/div>\n
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ACF : Steak’n Shake a connu un v\u00e9ritable tournant dans son d\u00e9veloppement en2008, pouvez-vous nous en dire plus ? <\/h3>\n
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Herv\u00e9 Poirier <\/b>: \u00ab Entre le lancement du concept et 2008 un certains nombre d\u2019\u00e9tablissements, quelques centaines ont ouvert. Monsieur Biglari a repris cette entreprise en 2008 avec \u00a0de r\u00e9elles ambitions. A ce moment-l\u00e0 tout le monde a connu cette crise \u00e9conomique qui a touch\u00e9 les Etats-Unis mais pas seulement. Il a fallu soit se d\u00e9fendre, soit attaquer cette p\u00e9riode difficile, Monsieur Biglari a d\u00e9cid\u00e9 de repositionner l\u2019entreprise en offrant une qualit\u00e9 encore plus exigeante et d\u2019attaquer le march\u00e9 avec une politique agressive. Telle a \u00e9t\u00e9 la strat\u00e9gie de l\u2019entreprise et \u00e0 la sortie de la crise nous \u00e9tions une des entreprises qui se portaient le mieux et qui avait pu d\u00e9velopper le nombre de ses clients de 33%.<\/i> <\/div>\n

A l\u2019issu de ce succ\u00e8s, il paraissait logique \u00e0 l\u2019entreprise de se tourner vers l\u2019international. Premi\u00e8rement, nous proposons un produit qui est tr\u00e8s au-del\u00e0 des standards de qualit\u00e9 du burger premium et en plus, nous avons pu d\u00e9velopper un savoir-faire diff\u00e9renciant par rapport aux autres enseignes, c\u2019est que ce que nous faisons, nous le faisons au meilleur prix possible et \u00e7a aujourd\u2019hui sur le march\u00e9 personne d\u2019autre ne peut le faire.<\/i>\u00bb<\/i> <\/div>\n
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ACF : quel type de clients ciblent les restaurants Steak’n Shake ?<\/h3>\n
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Herv\u00e9 Poirier\u00a0<\/b>:\u00a0\u00ab\u00a0Nous avons un mix de client tr\u00e8s vari\u00e9, des clients issus des demandes type fast-food et une client\u00e8le qui vient plut\u00f4t du service \u00e0 table, brasserie. Nous pouvons toucher une client\u00e8le extr\u00eamement large car nous proposons un prix tr\u00e8s raisonnable et une qualit\u00e9 qui \u00e9tait recherch\u00e9e dans les restaurants plus traditionnels.\u00bb<\/i> <\/div>\n
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ACF : quels sont vos objectifs de d\u00e9veloppement ?<\/h3>\n
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Herv\u00e9 Poirier\u00a0<\/b>:\u00a0\u00ab\u00a0Nous avons une ambition extr\u00eamement ambitieuse, nous avons bien entendu le souhait de nous d\u00e9velopper. Mais au-del\u00e0 d\u2019\u00eatre un franchiseur, nous sommes un partenaire. Chacun de nos \u00e9tablissements doit ouvrir dans de bonnes conditions, nous passons du temps en amont \u00e0 dessiner le restaurant, \u00e0 suivre les travaux \u00e0 s\u2019assurer de la bonne formation des \u00e9quipes mais surtout \u00e0 nous assurer de la rentabilit\u00e9 des exploitations. C’est-\u00e0-dire qu\u2019au-del\u00e0 \u00a0notre ambition d\u2019ouvrir plein de restaurants, notre ambition est de faire en sorte que notre franchis\u00e9 gagne de l\u2019argent, ait envie d\u2019en ouvrir un autre, mais surtout qu\u2019aucune de nos exploitations ne se retrouve en difficult\u00e9 et ait besoin de fermer.\u00bb<\/i> <\/div>\n
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ACF : A qui s\u2019adresse la franchise Steak’n Shake ? <\/h3>\n
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Herv\u00e9 Poirier\u00a0<\/b>:\u00a0\u00ab\u00a0<\/i>Notre premier franchis\u00e9 est quelqu\u2019un qui avait une tr\u00e8s bonne situation professionnelle, cadre sup\u00e9rieur avec un niveau de r\u00e9mun\u00e9ration extr\u00eamement satisfaisant et qui a eu envie de se r\u00e9aliser soi-m\u00eame et de se lancer dans un projet de restauration mais qui ne ressemble pas aux autres. Son profil est celui d\u2019un entrepreneur, exigeant, il op\u00e8re dans son restaurant en tant que patron avec l\u2019ambition bien s\u00fbr dans un deuxi\u00e8me temps de pouvoir en ouvrir un deuxi\u00e8me et peut \u00eatre un troisi\u00e8me. <\/div>\n
Nous avons dans notre pipe de d\u00e9veloppement d\u2019autres profils de franchis\u00e9s qui sont plus investisseurs et qui vont mettre en place une structure qui va ouvrir le restaurant. Nous les accompagnons exactement de la m\u00eame mani\u00e8re.<\/div>\n
Le point commun entre les deux profils est d\u2019\u00eatre entrepreneur, d\u2019avoir envie de lancer un projet et une forme de restauration qui ne ressemble pas aux autres et ne pas vouloir faire comme les autres.<\/div>\n
L\u2019apport demand\u00e9 est de 250000 ou 300000 pour pouvoir lever un investissement de 700000 \u00e0 900000 euros. Nous sommes sur un \u00e9tablissement qui a une capacit\u00e9 d\u2019une centaine de places assises et qui va g\u00e9n\u00e9rer un chiffre d\u2019affaires de 1,5 million \u00e0 2 millions d\u2019euros.\u00bb<\/i> <\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Herv\u00e9 Poirier, directeur des op\u00e9rations Steak’n Shake nous d\u00e9peint le profil du franchis\u00e9 de l\u2019enseigne et nous donne des indications sur l\u2019investissement n\u00e9cessaire et la rentabilit\u00e9 du 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