{"id":292911,"date":"2013-03-17T01:00:00","date_gmt":"2013-03-17T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-10-conseils-pour-une-etude-de-marche-reussie-dans-le-secteur-de-la-restauration"},"modified":"2013-03-17T01:00:00","modified_gmt":"2013-03-17T00:00:00","slug":"les-10-conseils-pour-une-etude-de-marche-reussie-dans-le-secteur-de-la-restauration","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-10-conseils-pour-une-etude-de-marche-reussie-dans-le-secteur-de-la-restauration","title":{"rendered":"Les 10 conseils pour une \u00e9tude de march\u00e9 r\u00e9ussie dans le secteur de la restauration"},"content":{"rendered":"
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Dans le num\u00e9ro de mai de B.R.A. Tendances Restauration<\/a>, Laurent Pailh\u00e8s, coach sp\u00e9cialis\u00e9 en restauration au sein du cabinet NEO Engineering nous livre ses conseils pour r\u00e9ussir l’implantation d’un \u00e9tablissement qu’il soit en ind\u00e9pendant ou dans le cadre d’une franchise de restauration. Le premier \u00e9l\u00e9ment cl\u00e9 est l’\u00e9tude de march\u00e9. Une \u00e9tape essentielle pour mener \u00e0 bien son projet en termes de financement, de pr\u00e9visionnel et de potentiel commercial.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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LE ROLE D’UNE ETUDE DE MARCHE DANS LA RESTAURATION<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’id\u00e9e et l’envie seules ne suffisent pas. Faut-il encore que le projet est un avenir et un potentiel suffisants pour justifier les investissements en temps et argent n\u00e9cessaires. L’\u00e9tude de march\u00e9 est l\u00e0 pour amener l’entrepreneur \u00e0 \u00e9valuer, modifier et affiner son projet au fur et \u00e0 mesure de son \u00e9tude<\/strong>. La synth\u00e8se doit\u00a0l’avoir confort\u00e9 dans sa prise de d\u00e9cision et avoir balis\u00e9 les fondamentaux du projet. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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LES POINTS SPECIFIQUES D’UNE ETUDE DE MARCHE EN RESTAURATION<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Chaque secteur d’activit\u00e9 a ses sp\u00e9cificit\u00e9s et ses crit\u00e8res qui lui sont propres<\/strong>. Il est donc n\u00e9cessaire de ne pas omettre de les int\u00e9grer dans l’\u00e9tude pr\u00e9alable. Aussi \u00e9videntes soient-elles, elles sont indispensables dans le processus de cr\u00e9ation de l’\u00e9tablissement, la recherche de financement et d’emplacement. Laurent Pailh\u00e8s liste les quatre fondamentaux<\/strong> : <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u27a2 \u00a0D\u00e9finir et \u00e9valuer le potentiel client<\/strong>
\u27a2 \u00a0\u00c9valuer le potentiel de r\u00e9currence<\/strong> : l’\u00e9tablissement peut-il s’appuyer sur une client\u00e8le, qui, satisfaite va \u00a0 \u00a0 \u00a0 revenir plusieurs fois dans l’\u00e9tablissement.
\u27a2 \u00a0R\u00e9ussir un mix produit-services-ambiance<\/strong> pr\u00e9dominant dans la restauration actuelle.
\u27a2 \u00a0Qualifier la concurrence ou l’absence de concurrence<\/strong> : Etre le seul n’est pas forc\u00e9ment une bonne chose, \u00eatre dans un environnement ultra concurrenc\u00e9 demande une approche du concept diff\u00e9renciante et attentive. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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LES 10 CONSEILS POUR REALISER UNE BONNE ETUDE DE MARCHE<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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1- Commencer par \u00e9laborer la carte, les formules, les services<\/strong> annexes en fonction de ce qu’on a envie de faire, des clients cibl\u00e9s et du concept envisag\u00e9.
2- Approfondir l’\u00e9tude lorsque le concept est novateur.<\/strong> Un nouveau format commercial, une nouvelle offre va demander une validation plus fouill\u00e9e, plus exigeante. L’absence de r\u00e9f\u00e9rents existants doit inciter l’entrepreneur \u00e0 apporter encore davantage de soin \u00e0 son \u00e9tude.
3- Bien \u00e9tudier la valeur de son emplacement<\/strong> : la concurrence, la typologie client\u00e8le, les donn\u00e9es saisonni\u00e8res etc. Au-del\u00e0 du potentiel intrins\u00e8que, l’emplacement est-il compatible avec le concept de restauration qu’on veut y implanter.
4- S’appuyer sur l’activit\u00e9, les bilans de la concurrence <\/strong>proche en termes de concept de votre projet pour \u00e9valuer la qualit\u00e9 du potentiel commercial existant. Des \u00e9tablissements alentour en difficult\u00e9 ou au contraire en bonne sant\u00e9 sont de bons indicateurs sur le choix du lieu et du type de restauration compatible.
5- Prendre en compte l’ad\u00e9quation entre le projet et les r\u00e9sultats de l’\u00e9tude<\/strong> quant \u00e0 l’emplacement : si les deux donn\u00e9es sont difficilement compatibles, soit l’entrepreneur modifie son concept et recommence son \u00e9tude \u00e0 partir des nouveaux param\u00e8tres, soit il \u00e9largit son champ de recherche d’emplacement.
6- Qualifier la typologie de client\u00e8le<\/strong> : est-elle locale, touristique, d’affaire ?
7- Traduire la carte en fiches techniques<\/strong> : les fiches permettent de valider l’offre dans sa faisabilit\u00e9, son co\u00fbt, ses process.
8- Conna\u00eetre son seuil de rentabilit\u00e9<\/strong> : mettre en perspective le besoin en recette minimum par rapport au nombre de couvert esp\u00e9r\u00e9s. Ce seuil est un des indicateurs majeurs pour valider si les objectifs sont r\u00e9alistes ou pas.
9- En compl\u00e9ment du point pr\u00e9c\u00e9dent, calculer ses charges d’exploitation et investissements initiaux<\/strong> en les mettant en corr\u00e9lation avec le nombre de couverts escompt\u00e9s et n\u00e9cessaires.
10- R\u00e9diger un business plan<\/strong> qui va s’appuyer sur les r\u00e9sultats de l’\u00e9tude mais aussi pr\u00e9senter le projet, son environnement commercial, ses acteurs, ses ressources et son cr\u00e9ateur. Ce document \u00e0 destination de partenaires et financiers est la touche finale \u00e0 l’\u00e9tude. Sa r\u00e9daction, mise en forme, sont partie prenante de la cr\u00e9dibilit\u00e9 du projet et du porteur de projet<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lire \u00e9galement :<\/i>
Pourquoi r\u00e9aliser une \u00e9tude de march\u00e9<\/a> ?<\/i>
L’\u00e9tude de march\u00e9 : le passage oblig\u00e9 en franchise aussi<\/a><\/i><\/p>\n

Article mis en ligne par Isabelle, R\u00e9dactrice AC Franchise <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans le num\u00e9ro de mai de B.R.A. Tendances Restauration, Laurent Pailh\u00e8s, coach sp\u00e9cialis\u00e9 en restauration au sein du cabinet NEO Engineering nous livre ses conseils pour r\u00e9ussir l’implantation d’un \u00e9tablissement qu’il soit en ind\u00e9pendant ou dans le cadre d’une franchise de restauration. Le premier \u00e9l\u00e9ment cl\u00e9 est l’\u00e9tude de march\u00e9. Une \u00e9tape essentielle pour mener \u00e0 […]<\/p>\n","protected":false},"author":1,"featured_media":292912,"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":[3],"tags":[137],"class_list":["post-292911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLes 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