A concept that is never set in stone: the key to sustainability
For Arnaud Larrieu, development director at Arthur Bonnet, evolution is inherente to any concept: “By definition, a concept is never fixed. It must be constantly evolved, depending on the consumer, consumer tastes, and the new products that we release. This concept, its strength, is to make it evolve, but without us noticing. »
So, l’innovation continue allows you toadjust the offer and customer experience without losing the initial identity of the concept.
Modernity as a strategic priority
At Jeff de Bruges, modernization is obvious. Florian Jambon, development manager, emphasizes: “The concept is obviously fundamental in commerce. The concept is the store window. This is what will, in the first place, instantly attract or not attract a customer. We are convinced that we must be modern. »
This is also what emerges from the testimony of Philippe Pelerin, director of the Beauty Success Institute network, who recommends an overhaul every three to four years to respond to societal developments. For him, no mystery, to meet customer expectations, networks must agree to move the lines. “The world has changed, the customer has changed purchasing behavior, which has forced all brands to review their concept at different levels, whether architectural, in terms of commercial policy or communication. »
Integrate feedback from franchisees and customers
And when we talk aboutevolution of a conceptit is important to keep in mind that this is not based solely on the vision of the franchisor. Mickaël Cohen, CEO of DometVie, describes a collaborative approachwhich allows the group to take into account feedback from its franchisees: “We have just launched satisfaction surveys in different branches to capture feedback from our franchisees and to constantly evolve our concept. »
At Nework’In, the team also plays a driving role, as explained by Meddy Diakite and Coralie Carbel, general manager and president respectively. “Our franchise is evolving not just because of us, but because of the entire team. Everyone participates in the evolution of the franchise. »
These initiatives reinforce the franchisees’ sense of belonging and guarantee a concept aligned with the needs of the field. Who better placed than a franchisee to know exactly what customers want on a daily basis and what could be done to improve the situation on the ground?
Develop your franchise concept is clearly not an option, but a necessity if you want to succeed and make your franchisees successful! This makes it possible to meet consumer expectations, adapt to market developments and strengthen the internal dynamics of the network.
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Investing in research and development: a guarantee of differentiation
For certain networks, innovation requires significant investments in research and development. This is particularly the case at Myotec, whose president, Sophien Boustani, states: “It is absolutely essential, even vital, to constantly evolve your concept. This is why, for example, we invest 30% of our turnover in research and development. »
Léo Bouyssou and Clément Carrere, co-founders of easyvirtual.tours, share this conviction: “Our concept must necessarily follow technological developments, so it is very important for us to make it evolve. We are committed to monitoring, research and development, and it is really a very important part of our brand. »
A response to customer and competitive expectations
Consumers, ever more demanding, require constant adaptation, whatever the sector of activity. In fast food, Pierre Grandgerard, manager of Miss Cookies Coffee, is for example well placed to testify to the rapidity of the changes that have occurred in less than a decade: “Ten years ago, we didn’t order from an order strip. Wraps were not known, nor were bagels. The loyalty card was not virtual… The market evolves very quickly, and therefore it is important to constantly evolve its concept. » It’s impossible to miss out on all these new features, as a franchisor, and take the risk of losing part of your customer base to other, more responsive chains!
For his part, Régis Aubry, network director of La Compagnie des Débouchers, recalls that this approach is essential to remain competitive: “Developing your concept is THE key! As a franchisor, this is essential to adapt to competition and customer expectations. »
A strong message for current and future franchisees
Finally, the regular evolution of a concept strengthens the confidence of franchisees and attracts new candidates. Damien Pacouil, founder of the Prelys Courtage network, highlights this advantage: “Constantly evolving your concept also means sending out a strong image and dynamic to existing franchisees and future franchisees. »
Develop your franchise concept is clearly not an option, but a necessity if you want to succeed and make your franchisees successful! This makes it possible to meet consumer expectations, adapt to market developments and strengthen the internal dynamics of the network. So, don’t wait to look into the matter!
