{"id":292064,"date":"2014-03-28T17:24:00","date_gmt":"2014-03-28T16:24:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-demmanuel-aublet-directeur-general-subway-pour-la-france-et-la-belgique"},"modified":"2014-03-28T17:24:00","modified_gmt":"2014-03-28T16:24:00","slug":"interview-demmanuel-aublet-directeur-general-subway-pour-la-france-et-la-belgique","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-demmanuel-aublet-directeur-general-subway-pour-la-france-et-la-belgique","title":{"rendered":"Interview d’Emmanuel AUBLET Directeur G\u00e9n\u00e9ral SUBWAY\u00ae pour la France et la Belgique"},"content":{"rendered":"
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AC Franchise : \u00a0\u00bb Pr\u00e9sentez-nous l’\u00e9tendue des produits et\/ou services que propose votre enseigne ?
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Emmanuel Aublet : Plusieurs points sont \u00e0 \u00e9voquer : 

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– C\u00f4t\u00e9 produit, nous venons de lancer un nouveau pain plat, le FLATBREAD, plus b\u00e9n\u00e9fique que le wrap <\/b>d’un point de vue nutritionnel. Le FLATBREAD a d\u00e9finitivement remplac\u00e9 cette galette de bl\u00e9 dans nos restaurants. Le FLATBREAD constitue une alternative pour varier les recettes de sandwichs et vient enrichir la gamme des 5 pains existants : Blanc, Origan, Avoine et Miel, Complet, Italien.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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– C\u00f4t\u00e9 restaurant, <\/p>\n
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un nouveau concept de d\u00e9cor a vu le jour en 2013 : le \u00ab\u00a0METROPOLITAN\u00a0\u00bb,<\/a> un habillage r\u00e9solument moderne, qui cr\u00e9\u00e9 une ambiance chaleureuse et cosy dans nos restaurants.<\/b> Il a \u00e9t\u00e9 d\u00e9clin\u00e9 sur les 3\/4 des ouvertures r\u00e9alis\u00e9es en 2013, soit environ 60 \u00e0 70 restaurants. Le mobilier du nouveau d\u00e9cor permet de jouer avec les assises pour g\u00e9n\u00e9rer diff\u00e9rents espaces : des coins salons gr\u00e2ce aux fauteuils club, des coins repas conviviaux gr\u00e2ce aux tables communes, ou plus intimes gr\u00e2ce aux mange-debout, sans oublier les terrasses\u2026Ce d\u00e9cor qualitatif <\/b>pla\u00eet aux clients.<\/div>\n<\/div>\n<\/div>\n

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– C\u00f4t\u00e9 d\u00e9veloppement, notre nouvelle strat\u00e9gie consiste \u00e0 capitaliser sur des formats \u00e0 fort potentiel comme le Drive.<\/b> En s’implantant sur des zones p\u00e9riph\u00e9riques \u00e0 forte circulation, nous donnons \u00e0 nos restaurants l’opportunit\u00e9 de capter encore plus de flux <\/b>; gr\u00e2ce notamment au service au volant, compl\u00e9mentaire de l’offre en salle. Nous constatons par ailleurs que 20% \u00e0 30% du C.A de ces restaurant sont g\u00e9n\u00e9r\u00e9s par le Drive.<\/b><\/div>\n<\/div>\n<\/div>\n

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Apr\u00e8s l’ouverture de 3 restaurants Drive en France, dont celui de Mont-de-Marsan en mars, nous pr\u00e9voyons d’inaugurer 3 ou 4 nouveaux points de vente cette ann\u00e9e.<\/div>\n<\/div>\n<\/div>\n

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– Autres axes de d\u00e9veloppement : les univers conc\u00e9d\u00e9s.<\/b><\/div>\n<\/div>\n<\/div>\n

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-> 2 restaurants ont ouvert en 2013 sur autoroutes, le premier sur l’A89 sur Lyon avec le groupe AVIA, le second sur l’A10 au nord de Tours avec Elior. Un autre est pr\u00e9vu avec Elior sur l’A7 pour fin d’\u00e9t\u00e9 2014.
-> des ouvertures en gare et terminaux de transports : une ouverture est pr\u00e9vue en gare Lille Flandres avec le groupe Lagard\u00e8re Services pour fin d’\u00e9t\u00e9 2014.<\/span><\/div>\n<\/div>\n<\/div>\n

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– Autre axe de d\u00e9veloppement : des points de ventes plus petits<\/b> pour lesquels on constate une facilit\u00e9 \u00e0 capter et \u00e0 fid\u00e9liser la client\u00e8le<\/b> (restaurants satellites [d\u00e9pendant d’un restaurant nourricier pour la stockage et la cuisson du pain]); Kiosques\/\u00eelots; etc.) <\/p>\n

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ACF : Comment se porte le march\u00e9 actuellement et quelle place occupe votre enseigne sur celui-ci ?
<\/b>E.A : Malgr\u00e9 un climat \u00e9conomique quelque peu d\u00e9grad\u00e9, nous avons constat\u00e9 une reprise de l’activit\u00e9 et du traffic<\/b> de mani\u00e8re g\u00e9n\u00e9rale depuis octobre, novembre 2013.
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De son c\u00f4t\u00e9 l’enseigne reste sur une belle ann\u00e9e 2013 avec 89 restaurants ouverts et plus de 700 emplois cr\u00e9\u00e9s.<\/b> En 2014, un certain nombre de leviers ont \u00e9t\u00e9 actionn\u00e9s : nous avons modifi\u00e9 la strat\u00e9gie prix et menu afin que notre offre soit plus claire pour la client\u00e8le.Nous avons mis en place une strat\u00e9gie de marketing efficace et avons soign\u00e9 l’accueil dans nos points de vente.<\/p>\n

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ACF : Quelle est l’originalit\u00e9 de votre concept ?
<\/b>E.A. : Le concept <\/span>SUBWAY\u00ae dispose d’une place originale sur le march\u00e9 puisqu’il est le seul \u00e0 donner une telle libert\u00e9 aux clients dans la conception de leurs sandwichs et de leurs salades. <\/b> Ils ont en effet le choix entre diff\u00e9rentes tailles de sandwichs (15 ou 30 cm), diff\u00e9rents pains (5); prot\u00e9ines, l\u00e9gumes et sauces. Ils peuvent ainsi s’approprier le concept et constituer LEUR propre recette, personnalis\u00e9e en fonction de leurs <\/b>go\u00fbts et de leurs envies du moment.<\/b>
Le concept <\/span>SUBWAY\u00ae a cette capacit\u00e9 \u00e0 servir et s’adapter \u00e0 tous les types de clients, de ceux qui souhaitent manger \u00e9quilibr\u00e9 \u00e0 ceux qui souhaitent trouver de la g\u00e9n\u00e9rosit\u00e9 et de l’originalit\u00e9 dans leur menu.<\/p>\n
ACF : Parlez-nous de votre d\u00e9veloppement jusqu’\u00e0 maintenant et de la r\u00e9ussite de vos franchis\u00e9s existants.<\/b>
E.A. : Il faut savoir que <\/span>SUBWAY\u00ae se d\u00e9veloppe 100 % en franchise et cela dans le monde entier depuis 1974. Certains de nos franchis\u00e9s sont en plus de leur activit\u00e9 des agents de d\u00e9veloppement de l’enseigne dans leur r\u00e9gion. Ils constituent et managent toute une \u00e9quipe pour le recrutement et le suivi des nouveaux franchis\u00e9s. <\/div>\n
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Nous observons de belles r\u00e9ussites dans les grandes villes et dans les plus petites qui ne ne sont pas en reste, comme Epinal o\u00f9 notre franchis\u00e9 SUBWAY\u00ae a ouvert 2 restaurants dans la m\u00eame ville. Certains de nos franchis\u00e9s font le choix d’ouvrir plusieurs restaurants, d’autres en rach\u00e8tent et les optimisent. \u00c0 travers tous nos exemples de r\u00e9ussite, nous retrouvons le m\u00eame type de profil : entrepreneurs, managers et commer\u00e7ants.<\/p>\n<\/div>\n
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ACF : Quels sont vos objectifs \u00e0 court et moyen terme et quels moyens allez-vous engager pour y parvenir ?<\/b>
E.A. : <\/span>Nous allons poursuivre le d\u00e9veloppement tel que nous l’avons \u00e9voqu\u00e9, en capitalisant sur la mise en avant de notre concept original, la lisibilit\u00e9 de notre offre aupr\u00e8s de nos clients et l‘optimisation du service en restaurant.<\/b> <\/b>Nous disposons pour cela de 3 outils :
– un outil de gestion <\/b><\/span>on-line <\/b>pour optimiser le d\u00e9veloppement du CA <\/b>: nos clients pourrons notamment donner leur avis sur un site internet, ce qui contribuera \u00e0 encore am\u00e9liorer les services dans nos restaurants,
– un outil de formation <\/b><\/span>on-line<\/b>, qui dispense des formations destin\u00e9es aux \u00e9quipiers, aux managers, aux franchis\u00e9s afin de les aider \u00e0 fid\u00e9liser leur client\u00e8le en am\u00e9liorant les services propos\u00e9s dans les restaurants,
– un outil de mesure de l’activit\u00e9<\/b> qui permet de<\/span> conna\u00eetre en temps r\u00e9el les ventes de chaque restaurant.<\/b> Nos franchis\u00e9s disposent ainsi d’une base de donn\u00e9es leur permettant de contr\u00f4ler et des g\u00e9rer les op\u00e9rations marketing qu’ils ont pu mettre en place et d’en mesurer concr\u00e8tement les retomb\u00e9es et l’efficacit\u00e9.<\/b><\/p>\n<\/div>\n
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ACF : En \u00e9change, quels efforts demandez-vous \u00e0 un franchis\u00e9 ?<\/b>
E.A. : Nous demandons \u00e0 nos franchis\u00e9s de respecter la bible op\u00e9rationnelle <\/b>qui regroupe les fondamentaux de notre m\u00e9tier, soit 48 ann\u00e9es de savoir-faire de la franchise. C’est le gage de leur r\u00e9ussite…<\/b><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n

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AC Franchise : \u00a0\u00bb Pr\u00e9sentez-nous l’\u00e9tendue des produits et\/ou services que propose votre enseigne ? Emmanuel Aublet : Plusieurs points sont \u00e0 \u00e9voquer :  – C\u00f4t\u00e9 produit, nous venons de lancer un nouveau pain plat, le FLATBREAD, plus b\u00e9n\u00e9fique que le wrap d’un point de vue nutritionnel. Le FLATBREAD a d\u00e9finitivement remplac\u00e9 cette galette de […]<\/p>\n","protected":false},"author":37,"featured_media":292062,"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-292064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview 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