Par Maxim T’sjoen
Published on
Reunions. This is the theme of the communication campaign des fast-foods Quick, the kick-off of a vast plan to relaunch Franco-Belgian brands in France with, as in 1998, Éric and Ramzy starring in spots. In 2015, however, that seemed to be the end.
Acquired by the Bertrand group, also owner of Burger Kingthe latter intended to set up American fast-food restaurants instead of 400 restaurants que Quick counted before the takeover.
Fans of the Giant burger can be reassured: six years later, the chain intends to return to the forefront of the fast-food scene. And it has already started.
A takeover to relaunch
If the company wants to become imposing again, it’s because that hits the mark. “At the time of the strategy to transform Quick into Burger King, the remaining restaurants had a double-digit growthindicates the fast-food chain contacted by actu.fr.
Of the 400 restaurants, 107 have indeed remained under the Franco-Belgian brand since 2015. On the strength of these figures and this success, Quick was bought by an American group, HIG Capital, which wants to change course and “redeploy the network”.
A desire confirmed by the CEO of the firm, Frédéric Levacher, guest of BFM Business.
We are in a recovery plan in 2023 with the desire to return to certain territories.
Fan “love”
If, as with any business, it is the results that can predict trends in terms of opening and closing, the chain also assures us that, “on social networks, there has been a surge of love with Internet users who demanded the opening of restaurants”.
This is one of the reasons why the communication campaign played on the nostalgic chord of Giant and Quick N’ Toast aficionados.
The idea is to remember the good times with Éric and Ramzy, but also Cauet earlier. We aim to return to the contemporary with personalities like Joyca.
Double the number of restaurants
For this “redeployment” of restaurants, HIG Capital has provided a costed plan. “The goal is to double the number of restaurants in 2026“, specifies Quick.
This will involve 10 to 20 store openings each year. 10 new Quick have already opened in 2022.
On the job side, 800 hires are planned by the brand which currently has 4,500 employees.
Inwards
But for a fast-food brand, the sinews of war, it’s the burger. And in the kitchen, the chain does not intend to copy its direct competitors which are McDonald’s, Burger King or even KFC.
We are going to stand out from the competition, with a French-style fast-food, strong in our Franco-Belgian DNA.
“You have to resemble the expectations of consumers who expect different burgers, with distinct tastes”, assures Quick. “The taste of reunion”?
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