Created in 1997 by Olivier Bertrand, Groupe Bertrand is the leading independent catering group in France. More than ever, it intends to make franchising and franchisees the levers of its future development projects, as mentioned by Naoual Merhfour, Franchise Development Director of the group.
Diversity is clearly what best characterizes the Groupe Bertrand franchise network?
Groupe Bertrand, since its creation, has focused its development around a synergy between several catering concepts: fast food with Burger King, chain catering with brands such as Au Bureau Pub & Brasserie, Hippopotamus Steak House à la Française, Léon Fish Brasserie and Volfoni Trattoria 100% Italian. Great brasseries that cultivate their unique identity while sharing the art of hospitality. The group also includes the tea room brand Angelina, which exports its know-how internationally. Finally, the group is present in the high-end hotel market. A strategic diversification that attracts many franchise candidates every year.
In March 2020, the group launched Bertrand Franchise. What was his ambition?
Further structure our franchise network to better anticipate the successes of tomorrow. Beyond that, it was also the idea of offering our franchisees the comfort of developing in a given geographical area in order to allow it to be at the heart of its activity, to be able to act as quickly as possible in the event of hazards of daily life, to maximize its profitability and to reduce the time spent on the road. Behind Bertrand Franchise, it is the opportunity for our franchise candidates to take advantage of a unique and unprecedented offer, embodied by our four identity and complementary brands. Initially, the group had only 1% of multi-brand franchisees, today this percentage has risen to more than 18% (i.e. 170 partners). Next year, Groupe Bertrand should have 35% multi-brand franchisees. This shows the number of opportunities for future franchise candidates.
What are the profiles of your franchisees and how do you support them?
Of course, they have to have an affinity with our brands, an entrepreneurial spirit, share our values around healthy, quality catering, and the desire to satisfy our customers. They must be managers at heart, fine managers and good traders. We are here to pass on our know-how to them. With Bertrand Expansion and La Foncière, they have premium locations to get started. Our multi-brand strategy then allows them to develop. With 150 restaurant openings per year, the momentum is underway! During their recruitment process, candidates have the opportunity to do an immersion in a restaurant. This allows them to meet the teams, discover the life of a restaurant where they can project themselves. During this journey, they are free to ask all the questions they want. We respond to them with complete transparency.
What are your long-term ambitions?
The obvious adherence of existing partners, the strong solicitations of external candidates, the enthusiastic welcome of financial partners confirm our desire to accelerate the deployment of our strategy.
Some numbers
1is independent catering group in France
1000 restaurants
5000 jobs created per year
150 new restaurants per year
30,000 employees
100% French and independent capital
2 billion euros of turnover under brands