Posted Sep 30, 2022 5:05 PM
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Grand Frais has built its reputation on the model of the Sunday markets on the village square. While that of the hypermarket tires the French even if inflation could bring them back with their attractive prices. Grand Frais has so far developed on the outskirts of cities but now wants to play its card in their center. For them, he deploys a fresh warehouse strategy for online sales with the first locations in Paris, nestled in particular in car parks whose square meters are beginning to be vacant facing cars.
The ranges are the same as in the Grand Frais stores and the products are delivered on time to customers’ homes. Based on the model of a grouping of different companies that share the operating costs, each ensures, on the other hand, its range of seafood products, fruits and vegetables or meat in particular. It was Denis Dumont, a wholesaler of early vegetables from Lyon, who founded Grand Frais with this idea of a covered market where you go from corner to corner rather than along traditional shelves.
Growing despite inflation
The products offered take into account local tastes and different communities to diversify the offer. And it works in a country that continues to push fees. The brand’s market share has increased from year to year by 0.2 to 0.3 points. Grand Frais again conquered 160,000 new households in France between May and June last on a fresh market, all brands combined, which nevertheless fell by 7.5% under the influence of inflation. A winning model that competitors are beginning to copy.
La Story is a podcast from Les Echos presented by Pierrick Fay. This episode was recorded in September 2022. Editor-in-chief: Clémence Lemaistre. Guest: Florence Bauchard (journalist at “Echos Week-end”). Directed by: Willy Ganne. Production and publishing manager: Michèle Warnet. Music: Théo Boulenger. Graphic identity: Upian. Photo: Bruno Amsellem/Divergence for Les Echos Week-End. Sons: Véronique Gallo, Odors “In the supermarkets” (1983), Zene Szeder “Song of the market” (2018), Asterix Le Gaulois (1967), Grand Frais “The best market”, Hot Chocolate “You Sexy Thing” (1975 ), Kool & The Gang “Fresh” (1984), .
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