At a time when an increasing part of French renounces the exit to the restaurant, Flunch, an iconic brand of popular catering, reveals a new positioning committed to defend a fundamental right: that of enjoying a good meal in the restaurant, more often, without guilt. A territory imagined with the Belle Agency, which restores its place to conviviality, to eat well, and to accessible gluttony.
A popular culinary heritage!
Created in 1971 in Lille by Gérard Mulliez, Flunch has revolutionized catering with his concept of self-service: a complete, varied and balanced meal, for less than an hour of minimum wage, in a warm and practical setting. Very quickly, the brand stands out as an institution. His promise? An unbeatable value for money, a great freedom of choice and a signature that has become cult: “We are going to flood”. In 2024, Flunch remained the most famous fourth chain of restaurants among 18-64 year olds. A true Madeleine de Proust, each Frenchman has a childhood memory attached to the brand.
A context that calls for commitment
For 10 years, the catering market has experienced a deep change: powerful development of fast foods, booming new uses such as telework and home delivery, and decrease in frequentation strongly linked to a purchasing power. In just over 20 years, the share of French people who never go to the restaurant went from 8% to 25% and, that of those who often frequent this type of establishments dropped from 19% to 8%.
An unacceptable decline in the homeland of good food and large tables, against which the famous restoration brand decided to take a stand via its new mission: to fight every day so that nothing prevents the French from going to the restaurant. Neither the distance nor their schedule, even less their budget. Because the restaurant is much more than the restaurant: it is a moment of sharing, conviviality, discovery and learning that deserves to be sacred and preserved.
“Yes to the restaurant more often”
In order to give body to this committed vision, the brand adopts with the Agency Belle a new signature reviving with its original accessibility promise which promised a complete and balanced meal for an hour of minimum wage: “Yes to the restaurant more often!” “A watchword that expresses both consumer benefit (satisfaction of being able to grant this essential pleasure), reaffirms the place of Flunch as a real popular” restaurant “in the face of offensive competition from fast food and reposition the lead brand of a” gourmet militant “movement.
“In a country where the restaurant exit is more than important, and is an integral part of its culture, more and more French, unfortunately, give up going there for lack of money, time, or even welcoming places for an unexpected meal or large tables. With our new watchword “Yes to the restaurant more often”, Flunch becomes the first defender of accessibility to the restaurant and embodies a brand on the side of the French, the only brand that fights every day to make a pleasure to go to the restaurant a right for all. »» Declares Baptiste Bayart, CEO of Flunch.
A historical promise, updated
The new positioning “yes to the restaurant more often” takes root both in its historical DNA and lives thanks to new experience markers: Culinary show in restaurants, French tradition revisited by a better worker in France, varied menus with vegetables at will at the service of eating well, so much bad by junk food; While offering a healthy, gourmet and accessible “restaurant” offer at the cost of a fastfood.
The renewal of the brand is also accompanied by a movement to deploy the franchise. Carried by a tone of connive and impaired voice, the new communication territory reaffirms the culinary know-how of Flunch and gives pride of place to generosity on the plate, while highlighting its historic argument, its low prices with: a new “flat/vegetables and fries and fries” formula “at only 9 € 95, entries at less than € 3, desserts at € 2 and a children’s menu With the loyalty offer.
This new territory “Yes to the Resto more often” is revealed on Wednesday, April 16, both in advertising (radio, print, social, digital) and in the 135 Flunch restaurants, and will be expressed throughout the year in the deployment of its commercial action plan.
“We are very proud to support Flunch, an iconic brand of catering, in its renewal. Faced with a certain burger weariness and in the current climate, generosity, accessibility and eating offered by Flunch with in particular its gourmet recipes at low prices and its vegetables at will, are major assets. It’s up to us to stage them to proudly reinvy Flunch at the Table of the French! »» Indicates Solène Madec, CEO and founder of the Belle Agency.
