{"id":295485,"date":"2010-04-15T02:00:00","date_gmt":"2010-04-15T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/choisir-sa-franchise-les-formules-en-plein-boom"},"modified":"2010-04-15T02:00:00","modified_gmt":"2010-04-15T01:00:00","slug":"choisir-sa-franchise-les-formules-en-plein-boom","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/choisir-sa-franchise-les-formules-en-plein-boom","title":{"rendered":"Choisir sa Franchise : Les formules en plein boom"},"content":{"rendered":"
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Comme nous le faisons parfois, voici un article paru dans la presse (ici l’Express) il y a plus de 10 ans et entre parenth\u00e8ses et en italique nos commentaires d’aujourd’hui le 15 avril 2010.<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00ab\u00a0Moins ch\u00e8res et moins s\u00e9lectives que les \u00abmajors\u00bb de la franchise, elles offrent un bon compromis entre s\u00e9curit\u00e9 et rentabilit\u00e9. Pour Jeff de Bruges, Comtesse du Barry ou La Compagnie des petits, la motivation est un crit\u00e8re essentiel. Epicerie fine, v\u00eatements pour enfants, arts de la table, lunetterie… Autant de m\u00e9tiers qui ne sont pas franchement nouveaux mais qui sont aujourd’hui en pleine expansion. (Note de AC Franchise : Dix ans plus tard, Jeff de Bruges et\u00a0Comtesse du Barry sont toujours l\u00e0 y compris\u00a0La Compagnie des petits qui a chang\u00e9 d’actionnaires dans l’intervalle.)<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Exemples:
Les D\u00e9m\u00e9nageurs bretons. Ce franchiseur sp\u00e9cialiste du d\u00e9m\u00e9nagement et du transport conna\u00eet une progression de son chiffre d’affaires de 15% par an! Et il n’est pas le seul.
En \u00e9picerie fine, Comtesse du Barry r\u00e9alise aussi de bons r\u00e9sultats. \u00abNous sommes en pleine croissance et nous voulons rapidement nous implanter dans une vingtaine de villes, dont Lyon, Nice et Marseille\u00bb, indique Gilles Boehringer, directeur de la franchise. (Note de AC Franchise : Ce r\u00e9seau est d\u00e9j\u00e0 ancien et exp\u00e9riment\u00e9. Sa croissance n’est pas tr\u00e8s rapide cependant.)
<\/em>M\u00eame credo chez le chocolatier Jeff de Bruges, qui compte ouvrir l’an prochain une douzaine de magasins. Avis aux gourmets!(Note de AC Franchise : le concept architectural actuel, chocolat et turquoise a impressionn\u00e9 tout le monde lors de sa cr\u00e9ation et t\u00e9moigne de la capacit\u00e9 de r\u00e9flexion et de remise en cause de cette enseigne. Jeff de Bruges et un franchiseur imit\u00e9 qui innove et recherche les moyens d’am\u00e9liorer le CA moyen des franchis\u00e9s dans le m\u00e9tier du chocolat que l’on consid\u00e9rait parfois peu performant dans le pass\u00e9.)<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00abCes enseignes, qui regroupent plus d’une cinquantaine de points de vente, repr\u00e9sentent un bon compromis entre s\u00e9curit\u00e9 et rentabilit\u00e9, explique Jean Samper, directeur du cabinet de conseil AC Franchise. Ces franchiseurs ont eu le temps de poser des bases solides pour l’extension de leur r\u00e9seau, offrent encore de bons emplacements et ne sont g\u00e9n\u00e9ralement pas trop gourmands en droit d’entr\u00e9e et en redevance.\u00bb
Moins chers que les majors de la franchise, ils sont aussi moins s\u00e9lectifs quant au recrutement des candidats. (Note de AC Franchise : Nous ne sommes pas convaincus du tout que les enseignes cit\u00e9es soient moins s\u00e9lectives. Si elles sont encore au sommet, c’est qu’elles sont capables d’attirer, de s\u00e9lectionner et de fid\u00e9liser de bons franchis\u00e9s.)<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A La Fromenterie, le r\u00e9seau de boulangeries-p\u00e2tisseries, l’essentiel est d’avoir envie de mettre la main \u00e0 la p\u00e2te. \u00abNotre principal crit\u00e8re de recrutement: la motivation\u00bb, affirme J\u00e9r\u00f4me Boissi\u00e8re, responsable de l’enseigne. Mieux vaut \u00eatre aussi un commer\u00e7ant dou\u00e9. \u00abNous rencontrons beaucoup d’anciens de la vente en reconversion. Toutefois, un bon commercial ne fait pas forc\u00e9ment un bon commer\u00e7ant\u00bb, pr\u00e9vient Lo\u00efc Guillaume, directeur du d\u00e9veloppement du chocolatier Jeff de Bruges. Les qualit\u00e9s n\u00e9cessaires: \u00eatre \u00e0 l’aise dans le relationnel comme dans la gestion, \u00eatre cr\u00e9atif et concret. \u00abIl faut aimer jouer \u00e0 la marchande\u00bb, r\u00e9sume Lo\u00efc Guillaume. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Autre condition essentielle: adh\u00e9rer \u00e0 la logique de la franchise. Car l’un des principaux avantages de ces r\u00e9seaux est qu’ils ont acquis une forte exp\u00e9rience de leur m\u00e9tier et un savoir-faire dans le domaine de l’animation. Dans son Manuel des normes commerciales, une bible de 100 pages, La Compagnie des petits explique concr\u00e8tement comment am\u00e9nager une vitrine attrayante: les mannequins doivent pr\u00e9senter au moins trois articles, la vitrine de gauche est r\u00e9serv\u00e9e aux v\u00eatements pour b\u00e9b\u00e9, celle de droite aux enfants plus \u00e2g\u00e9s… Pour r\u00e9veiller ses vitrines, Jeff de Bruges propose tous les quinze jours des animations commerciales de saison. Le franchiseur n’oublie pas non plus la motivation des \u00e9quipes et offre r\u00e9guli\u00e8rement des voyages au franchis\u00e9 qui a le mieux agenc\u00e9 sa vitrine ou qui a le mieux vendu. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une pr\u00e9caution cependant. \u00abAvant de vous lancer, v\u00e9rifiez que le concept du franchiseur n’est pas vieillissant\u00bb, conseille Jean Samper. Depuis deux ans, l’enseigne d’arts de la table Genevi\u00e8ve Lethu r\u00e9am\u00e9nage ses magasins et rajeunit son concept. \u00abNotre enseigne s’\u00e9tait embourgeois\u00e9e. Aujourd’hui, nous revenons \u00e0 notre concept originel: des articles au design et aux couleurs plus audacieux\u00bb, explique Jean-Pierre Gousseau, pr\u00e9sident du directoire. Op\u00e9ration r\u00e9ussie, puisque le r\u00e9seau compte ouvrir 15 nouvelles franchises l’an prochain <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Par Yvernault V\u00e9ronique, publi\u00e9 le 21\/10\/1999 dans l’Express.
(Les notes d’AC Franchise sont de 2010. Remarquons que cet article est toujours d’actualit\u00e9.)<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Comme nous le faisons parfois, voici un article paru dans la presse (ici l’Express) il y a plus de 10 ans et entre parenth\u00e8ses et en italique nos commentaires d’aujourd’hui le 15 avril 2010. \u00ab\u00a0Moins ch\u00e8res et moins s\u00e9lectives que les \u00abmajors\u00bb de la franchise, elles offrent un bon compromis entre s\u00e9curit\u00e9 et rentabilit\u00e9. Pour 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