Discover Cake Kitchen, a new troublion in the kitchen équipé universe

Hair Clotilde Chenevoy | they | concepts

With a prix au mètre linéaire and a highly digitized course, Cake Kitchen, the new enseigne de FBD Group, the transformer vient as well as spending an equipped kitchen. Presentation.

Cake Kitchen opened on July 14 in the Westfield Parly 2 shopping center. – © Républik Retail / CC

From July 14th, visitors to the Westfield Parly 2 shopping center in Chesnay are the first to discover the new enseigne de FBD Grup: Cake Kitchen. This implantation already dismantles that the account group positions itself differently in the attractive market of the equipped kitchen, estimated at 3.5 billion euros. Un regard sur la façade, spring green color et la lecture de la promesse d’acheter sa cuisine au mètre linéaire achèvent de convaincre que FBD rompt avec les codes classiques du sector.

« Cake Kitchen apporte un nou regard et prend le contre-pied de tout ce que que cela soit en termes de magasin or de showroom, explains Cédric Hélias, Chief Operating Officer of FBD Group. L’enseigne s’address aux consommateurs qui ne fréquentent pas les cuisinistes, pour diverse raisons comme la fear du prix ou de la complexity dans la realization de leur projet. Our new enseigne apporte une vraie mixité in client parcours. Le consommateur peut choose à each stage s’il wants or non se rendre in store. Et il saura dès le départ combien son projet lui costera, ce qui is a pledge of reassurance. »

Cake Kitchen proposes a materialthèque and often computer posters for conception.  - © Republic Retail / CC
Cake Kitchen proposes a materialthèque and often computer posters for conception. – © Republic Retail / CC

A premier pilot ouvert en propre

For the best pilot, Cake Kitchen announces a price of 1000 euros per linear meter. FBD Group, which operates aussi les enseignes Ixina (170 stores), Cuisine Plus (70 stores) and Cuisine Référence (120 stores), mise sur un panier de 5000 à 6000 euro, service included. A titre de comparaison, chez Ixina, le montant moyen des projets tourne autour de 8500 euro.

In order to have a price promise and especially ses marge, FBD Group has rationalized the offer that focuses on 20/80 and has noué des partenariats with actors de l’électro-menager to obtain particular conditions. Par ailleurs, l’entreprise compte moins investir in sa communication, le choix d’une implantation en commercial center must lui apporter plus de flow.

Display a price au metro linéar of the kitchen is an insurance guarantee for potential customers.  - © Republic Retail / CC
Display a price au metro linéar of the kitchen is an insurance guarantee for potential customers. – © Republic Retail / CC

Au-delà du prix, le group aussi repensé tous les outils digitales. « We have invented a complete system to design comme to buy online as easily as possible, their manager emphasizes. From a premier brief given online, the system offers three project proposals. La productivity des équipes in magasin is improved because all the details of the project are stored in the client’s space and meeting times in the store are thus reduced for osciller between 1h and 1h30. » Cake Kitchen also plays a role as a laboratory for the three other enseignes du groupe, especially in the digitalization of clients’ courses.

A pending test a year before an international development

Ce premier pilot doit aider le groupe à affiner ses tools et son concept. A deuxième magasin sera ouvert in 2023 to increase the testing phase. The group surrounds themselves in a Cake Kitchen before proposing ses francize. Several hours and the group already estimates a potential opening of 200 points of sale in shopping centers.

Nous allons finir l’année autour de 900 à 950 million d’euros de chiffre d’affaires et nous ciblons d’ici deux ans de dépassé le milliard d’euros.

And above all, it also envisages an international deployment, especially in Spain, the United Kingdom, South America or the Middle East, where consumers are very digital. The name Cake Kitchen was thought of for development.

L’international represents a growth lever for the group that took into account to take encore to the market parts. « Il ya quatre ans, nous realizationes 500 million d’euros de chiffre d’affaires, nous allons finir l’année around de 900 à 950 million d’euros et nous ciblons d’ici deux ans de dépasser le milliard d’euros de turnover », Cédric Hélias points out.

Along the way, the client can do it in the boutique or in digital, c'est le client qui choisit, à each step.  - © Republic Retail / CC
Along the way, the client can do it in the boutique or in digital, c’est le client qui choisit, à each step. – © Republic Retail / CC

Un reinforcement des competencies comme franchisor

Among other things, FBD Group is before being a franchisor, these ambitions go through strengthening relations with franchisees and conquering new entrepreneurs. “Nou devons les aider à bien traverser la period and les accompanyer dans leur quotidien, estimates le director général opérationale. For this, we will often recruit experts to strengthen our team. »

Finally, the growth of the group is also combined with the CSR concluded by the director: « We already mention different initiatives, but we need to structure our approach to convey a vision and a project. » La feuille de route is clear, la seule inconnue reste le context économique qui rend les Français especially pessimists. More Cédric Hélias is optimistic: « Depuis deux ans am appris à nous adaptor et à rester agile. »

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