The Bchef catering brand, which celebrates its ten years of existence, begins a radical transformation. After having conquered more than three million annual customers through its 60 restaurants in France, the brand is reinventing itself and announces a new card, a new concept and a complete rebranding.
The objective? Affirm your position on the burgers market by offering a quality culinary and friendly experience.
New card and new vision for customers lovers of burgers
Innovation does not stop at the visual elements: BCHEF intends to redefine the codes of the burger with a 70 %revised card. In collaboration with its French butcher’s partner Beauvallet, the brand is betting on minced meat of superior quality, fresh and coming from selected farms. Each burger is accompanied by an artisanal baker from the Thierry bakery, and a house signature sauce, prepared in a restaurant.
The prices remain affordable: the burgers are offered from € 6.30 per unit, and the menus start at € 9.90. A “SMASH” format is added to satisfy lovers of new gastronomic sensations. Bchef also clarifies its offer of desserts with a range of pastries, including homemade brownies and muffins every day from raw ingredients, mainly from French producers. Ice and cookies, also produced in France, are guaranteed without additives or preservatives.
Rebranding: a new visual identity for the restaurant chain
Bchef’s transformation is accompanied by a new visual identity, designed to offer a “user -friendly burger”. This slogan embodies the brand’s desire to stand out by offering more than a simple meal: a memorable experience. The new logo, representing a playful fox, evokes the shape of the buns and symbolizes conviviality, the central value of the brand. The palette of colors, ranging from deep blue to clay orange, brings a warm and welcoming atmosphere.
For Vianney Bourgois, director of the Nash & Young agency, at the origin of rebranding: “The objective was to make the concept more readable, while remaining simple and in line with the expectations of modern customers. This new identity is also found in restaurants, which are now equipped with natural wood and textiles to strengthen a warm and intimate atmosphere.
Customer experience: rethink the moment burger in warm restaurants
The customer route has been completely redesigned to clearly separate the ordering areas and those dedicated to on -site consumption. Customers will be able to take full advantage of the moment, without rushing. To strengthen this user -friendliness experience, a table service will be deployed in the majority of network restaurants in 2025.
As Julien Perret explains, “we wanted to break the borders that separate the fast food from traditional catering places, by offering a space that encourages to take his time. »»
Ambitious development and Drive restaurants on the horizon
Bchef does not intend to stop on such a good path. The first restaurant in the colors of this new concept will open in Le Havre during the week of April 21, 2025. Throughout the year, the entire network will pass in revisited format, and three new establishments in Drive format will be born. These openings are added to an ambitious development project for the brand, which is positioned as an essential alternative to traditional fast food chains.
Our summary in 5 key points by the Express Connect IA
(Verified by our editorial staff)
Here is a summary in five key points of the article on the subject: Bchef has a new image for its 10 years of existence.
New reinvented card: Bchef transforms its 70%card, emphasizing quality ingredients, with upper French minced meat and craft bread. New “Smash” formats are offered to diversify the offer, and homemade desserts complete the culinary experience.
Rebranding complet : The brand adopts a new visual identity, symbolized by a logo representing a fox, embodying conviviality. The colors and the design aim to create a warm and welcoming atmosphere, both in restaurants and on communication equipment.
A redesigned customer experience: BCHEF restaurants now offer a more fluid customer route, separating control and consumption areas. In 2025, a table service will be deployed to strengthen the experience of conviviality.
Ambitious expansion: The first restaurant with the new concept will open in Le Havre in April 2025, followed by transformations throughout the network. Three new Drive format establishments will also be launched this year.
Positioning on the market: Bchef asserts itself as a high-end alternative to traditional fast-food chains, focusing on product quality and more user-friendly and authentic experience for its customers.
