Place Charles-Gruet, in Bordeaux, the first surprise is to note that despite the new sign affixed to the restored facade, the Central Garage will not reopen. Six years after the fire which completely destroyed the emblematic establishment, founded in 1898, from the small square at the start of rue Fondaudège, Olivier Charron has resigned himself. “It's heartbreaking but it was not possible to leave,” laments the owner of the Citroën garage since 1990. If the accidental origin of the fire has been established, the owner of the the entire building explains “not having been compensated” for all of its professional equipment. Add “the evolution of the neighborhood”, the man said to himself “not sure that I would have been authorized to reopen such an activity”, given the flow of vehicles that the garage was draining.
So when Carrefour contacted him, Olivier Charron seized the opportunity to rent his business. On Wednesday, December 4, a new “City” from the national mass retail brand will deploy its offering over nearly 400 m². Under the renovated glass roof, the GHP franchisee, Guillaume Halley Participation (1), intends to “develop its local offering”. As it happens almost everywhere else in Bordeaux. “And complete the service offering with a wider range of hours,” adds Joseph Gautherin, the group’s marketing manager. Open from 7 a.m. to 10 p.m., the store will offer “a premium offering, around food and everyday needs”, but also “the promotion of local partners”, particularly in the bakery department entrusted to the P' tite Boulangerie which will also develop a sandwich range.
Feared competition
On the other side of rue Fondaudège, Maison Perrin, established in this sector of activity, does not wish to comment on this establishment of the brand. Conversely, Jacques Le Lann does not mince his words. “It’s disgusting to let big brands develop like this in the face of small traders,” laments this long-time resident of the neighborhood. He believes that there was “room for a complementary and non-competing offer”.
Thierry Collado, one of the butchers on rue Fondaudège, is not worried about his business, but he is not keen on the establishment of a new mass distribution brand.
A. M.-R.
“The catchment areas are now within 200 to 300 meters”
Employees fear this competition at the Petit Casino, located just 300 meters away on the same thoroughfare. “Four mini-markets in the neighborhood are starting to be a lot,” observes one of them. Because 150 meters further, a Carrefour Market is already positioned with, between the two, an organic specialist. For Thierry Collado, this territorial network strategy “is simply pathetic”. If he is not too worried about the activity of his butcher shop – “we are not dealing with the same quality of products” – the professional says he “doesn’t just think about [lui] when we already have everything in the neighborhood.”
Stand out for quality
His neighbor and colleague still can’t believe it, having “at first thought it was a joke”. But for Christian Rousseau, reality “is going to hurt us a little more”. The butcher-delicatessen declares himself “disgusted”, who is “desperately seeking to sell” while consumer habits have changed his activity and his turnover.
Axelle Maquin-Roy
Chafika Saioud wants to believe in its selective offering to face possible competition from mass distribution.
“A Carrefour at each end of the street, obviously, that appeals to me. » Chafika Saioud, “a little shaken by this announcement”, nevertheless wants to believe in her “selective and differentiating offer” at Temps des fruits. For twenty-five years that she has been in place, the fruit and vegetable seller – and vice-president of French futures – has campaigned for “fresh, quality products selected from small producers” and has never stopped to innovate to meet the expectations of an ever more demanding clientele. She therefore counts on “their ability to make a difference”, even if “in a general economic context, it becomes difficult” for independent commerce.
Mariane Blambert, for her part, does not see “a dim view” of the opening of the City. With its raw milk cheeses made by small producers, it does not fear competition from a general food brand. “On the contrary, it will bring new customers,” hopes the young woman who opened Mimi creamery last summer. This is indeed GHP’s ambition: “Create a center of attraction and a flow that is profitable for everyone”, affirms Joseph Gautherin. The franchisee's marketing manager assures that “the catchment areas are now within 200 to 300 meters”.
(1) The group is also at the head of the Carrefour Market Caudéran-Ferry in Bordeaux and Montesquieu in Mérignac as well as the Quatre Pavillons hypermarket in Lormont.
