{"id":137137,"date":"2006-12-31T01:00:00","date_gmt":"2006-12-31T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/la-livraison-de-pizzas"},"modified":"2020-02-17T14:39:41","modified_gmt":"2020-02-17T13:39:41","slug":"la-livraison-de-pizzas","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/la-livraison-de-pizzas","title":{"rendered":"La livraison de pizzas"},"content":{"rendered":"

Les r\u00e9sultats des livreurs de pizzas se sont une fois de plus envol\u00e9s en\u00a0\u00e9t\u00e9 2006 avec la Coupe du Monde de football. Quatre acteurs sont au coude \u00e0 coude et continuent d’afficher leur foi dans le march\u00e9 fran\u00e7ais.<\/p>\n

La coupe du monde a apport\u00e9 entre 30 et 100 % de ventes suppl\u00e9mentaires selon les enseignes et les matchs jou\u00e9s. Mais une comp\u00e9tition tous les quatre ans ne suffit pas \u00e0 faire vivre un march\u00e9.<\/em><\/strong> Et celui de la livraison de pizzas n’est pas florissant. M\u00eame s’il repr\u00e9sente 80 % du march\u00e9 total de la livraison \u00e0 domicile qui s’\u00e9levait \u00e0 300 millions d’euros en 2003, il ne progresse pas et \u00e0 m\u00eame tendance \u00e0 stagner. <\/p>\n

L’Am\u00e9ricain Pizza Hut, filiale de la multinationale Yum Brands qui poss\u00e8de \u00e9galement l’enseigne de restauration rapide KFC, domine le march\u00e9 en France comme \u00e0 l’international. Pizza Hut revendique d’ailleurs 35 % de part de march\u00e9 sur le segment de la livraison. Son chiffre d’affaires national avoisine les 115 millions d’euros en 2005. Mais seule la moiti\u00e9 de ses ventes sont imputables \u00e0 la livraison et \u00e0 la vente \u00e0 emporter, le solde \u00e9tant r\u00e9alis\u00e9 par la restauration sur place. De m\u00eame, sur ses quelque 110 points de vente, seuls 88 sont uniquement consacr\u00e9s \u00e0 la vente \u00e0 emporter et \u00e0 la livraison. <\/p>\n

Deux poursuivants sont au coude \u00e0 coude. Le premier est \u00e9galement une enseigne am\u00e9ricaine, arriv\u00e9e sur le sol fran\u00e7ais \u00e0 la fin des ann\u00e9es 80 :\u00a0Domino’s pizza. Elle a enregistr\u00e9 en 2005 un chiffre d’affaires de 44,2 millions d’euros gr\u00e2ce \u00e0 ses 92 magasins. Le second, Speed Rabbit Pizza, est une entreprise fran\u00e7aise, cr\u00e9\u00e9e en 1991 en r\u00e9gion parisienne et cot\u00e9e au march\u00e9 libre de la bourse de Paris depuis 1996. Avec un chiffre d’affaires de 30 millions d’euros, elle se classe troisi\u00e8me du march\u00e9, m\u00eame si elle devance l\u00e9g\u00e8rement Domino’s Pizza en nombres de points de vente. <\/p>\n

Derri\u00e8re ces trois cha\u00eenes, un outsider est \u00e0 l’aff\u00fbt : l’enseigne toulousaine La Bo\u00eete \u00e0 Pizza.<\/a> Fond\u00e9 en 1986, le Fran\u00e7ais a progressivement \u00e9tendu son aire d’influence, se renforce \u00e0 Paris et en r\u00e9gion parisienne et exporte m\u00eame son concept en Chine depuis 2006. Avec 26 millions d’euros de chiffre d’affaires en 2005 et 68 points de vente, l’enseigne revendique la meilleure marge b\u00e9n\u00e9ficiaire du secteur. Elle vient d’ailleurs d’\u00eatre s\u00e9lectionn\u00e9e pour le Programme Gazelle r\u00e9compensant les PME les plus performantes.\u00a0 A suivre des tr\u00e8s pr\u00e8s.<\/em><\/strong><\/p>\n

Si\u00a0le march\u00e9 n’est pas florissant, on peut donner comme explication de ces difficult\u00e9s financi\u00e8res et commerciales la mauvaise prise en compte des sp\u00e9cificit\u00e9s du march\u00e9 fran\u00e7ais<\/em><\/strong>. Ainsi, les cha\u00eenes, tout particuli\u00e8rement les Am\u00e9ricaines, n’ont pas suffisamment adapt\u00e9 leur offre au march\u00e9 et aux go\u00fbts fran\u00e7ais. En arrivant, Pizza Hut a essay\u00e9 d’imposer les pizzas \u00e0 p\u00e2te \u00e9paisse pl\u00e9biscit\u00e9es par les consommateurs am\u00e9ricains, quand les Fran\u00e7ais \u00e9taient plut\u00f4t friands de p\u00e2te fine. Les acteurs hexagonaux comme Speed Rabbit ont alors commis la m\u00eame erreur, laissant ainsi de la marge aux pizzerias ind\u00e9pendantes et \u00e0 la grande distribution qui restaient cibl\u00e9s sur la p\u00e2te fine. <\/p>\n

D’un point de vue commercial, l’offre des acteurs est uniforme <\/em><\/strong>: le principe d’une pizza achet\u00e9e une pizza offerte s’est g\u00e9n\u00e9ralis\u00e9 au point de ne plus \u00eatre un crit\u00e8re de diff\u00e9renciation. De m\u00eame pour la gratuit\u00e9 de la boisson \u00e0 un certain niveau de commande. Le consommateur est amen\u00e9 \u00e0 faire son choix sur autre chose que la proximit\u00e9 des enseignes. Au centre du probl\u00e8me reste la question de la sur\u00e9valuation du march\u00e9. Avec 10 kg de pizzas par an et par personne, nous consommons un tiers de moins que les Am\u00e9ricains. <\/p>\n

Au-del\u00e0 de la consommation globale, le probl\u00e8me est essentiellement culturel : la livraison de pizzas \u00e0 domicile est consid\u00e9r\u00e9e par les Fran\u00e7ais comme un d\u00e9pannage luxueux<\/em><\/strong>. Aux Etats-Unis, le livreur est un peu consid\u00e9r\u00e9 comme un ami de la famille alors qu’en France, il est pri\u00e9 de repartir au plus vite. <\/p>\n

Dominique Deslandes<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Les r\u00e9sultats des livreurs de pizzas se sont une fois de plus envol\u00e9s en\u00a0\u00e9t\u00e9 2006 avec la Coupe du Monde de football. Quatre acteurs sont au coude \u00e0 coude et continuent d’afficher leur foi dans le march\u00e9 fran\u00e7ais. La coupe du monde a apport\u00e9 entre 30 et 100 % de ventes suppl\u00e9mentaires selon les enseignes […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[],"class_list":["post-137137","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","entry"],"acf":[],"yoast_head":"\nLa livraison de pizzas<\/title>\n<meta name=\"description\" content=\"Les r\u00e9sultats des livreurs de pizzas se sont une fois de plus envol\u00e9s en\u00a0\u00e9t\u00e9 2006 avec la Coupe du Monde de football. 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