Dijon. With one kilo offered for one bought, this chocolatier is a hit in the run-up to Christmas

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The Chocolaterie de Bourgogne, managed by René Loquet, knows a resounding success “with a queue all the way to the parking lot” during this end-of-year period. The queues are always full, and fans of chocolate sweets flock en masse into the 300 square meter boutique located Krakow street in Dijon.

An irresistible offer before Christmas

To respond to a surplus of stock, the company launched an exceptional offer with discounts of up to 50%. “With this offer 1 kilo purchased = 1 kilo free” (valid until December 20, Editor’s note) we thought we would have people, but not to this extent. In general, we do promotions after the holidays which allows us to put our chocolates on the Christmas tables“, explains René Loquet, between two tasks. This enthusiasm, however, caused a shortage of stock on some flagship productslike the papillotes.

Since mid-November, the chocolate factory has entered its “ very high season » where activity is at its peak. “Christmas represents 50 to 60% of our annual turnover“, confides the manager. For comparison, Easter generates around 13 to 15% of turnover. To meet demand, 30 employees work tirelesslywith no leave planned before Christmas “and with 0 absentees, quite the contrary, It’s all hands on deck!«

A family and local SME

Based on values ​​of proximityof friendliness et accessibilitythe Chocolaterie de Bourgogne attracts a varied clientele, from working people to retirees. René Loquet, originally from Dijon, insists on the importance of this relationship of proximity and trust : “What we are really selling is a piece of heritagea local product that embodies sharing and family conviviality. And this is what I explain to my colleagues, and they agree: it is much more than a simple gourmet chocolate, it is a Madeleine by Proustit is a symbol as strong as gingerbread or mustard! »

This family SME also makes a point of involve your employees in strategic decisions. “Although I am the only shareholder, the main directions are shared with the team. This reflects our values ​​of solidarity and simplicity,” explains the manager.

Sustained growth and ambitious projects

With annual growth of 20% every year, the chocolate factory is investing to diversify its activities. It collaborates with brands such as Carrefour, Système U and Gamm Vert, while developing its digital offering. The objective: to attract a new generation of consumers, in particular via an online store and products adapted to social networks, such as spread in stoneware pots, designed to be “instagramable”. A 3D printer to create custom molds and a 3D printer for chocolate should also be operational before Easter.

Another key project is the construction of a new factory at the Ecoparc Dijon Bourgogne, in Saint-Apollinaire near Dijon. Work should begin soon on a 6,000 square meter plot of land, with an extension planned in five to six years. ” It is a strategic project which will include offices, storage and packaging. This represents a milestone for the future of the chocolate factory,” rejoices René Loquet.

Unique know-how

In addition to its modern production lines, the chocolate factory relies on its artisanal expertise to differentiate itself. “Few artisans make the chocolate they sell in stores themselves. We do it, and that makes all the difference”, affirms the manager, he continues “Which does not prevent us from entrust certain things to partners, such as packaging. Why diversify into a field that is not mine? That would be stupid! You might as well trust those who know, and vice versa! it’s win-win ! ».

As Christmas approaches, the Chocolaterie de Bourgogne perfectly embodies the holiday spirit, combining “tradition, sharing and innovation”. A local success story that continues to delight gourmets and shine well beyond the region: “I saw our chocolates in the United States, South Africa… in Dubai ! I am proud to bring a little of us and a little of Burgundy to the four corners of the world.”

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