Eight years after the disappearance of 300 of his restaurants, the boss of the brand of Belgian origin has announced several dozen openings in 2023.
By ThePoint.fr
© EMMANUEL DUNAND / AFP
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Utwenty new Quick in 2023, a hundred in 2028… Eight years after having disappeared massively from French cities, the fast-food brand Quick, of Belgian origin, announces its return to France. “We want to open around twenty restaurants in 2023, with the aim of doubling the number within five years”, even suggests the boss of the brand, Frédéric Levacher, to the Parisianthis Thursday, February 16.
For many years, Quick was the only real competitor to the American juggernaut McDonald’s. However, in 2015, 300 restaurants of the Quick brand had become Burger King, after the takeover of the brand by the Bertrand group. This change of management comes two years after the arrival in the capital of the French branch of the brand of the American investment fund HIG Capital, in August 2021. To date, only 117 restaurants bearing the Quick brand still exist in France. “The next opening will take place in Béthune (Pas-de-Calais) in March, before an acceleration phase during the summer”, assures the CEO of the sign, to our colleagues.
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If the entrepreneur claims to be convinced that the “French are historically attached” to his chain of restaurants, the fact remains that the market is much more competitive than in the 1980s: Burger King, KFC, Five Guys , etc. Frédéric Levacher highlights a 25% growth in turnover in 2022 to justify such a rise in power. Especially since, unlike most of its competitors, the brand serves mostly halal meats. “A historic choice which favors access to the greatest number”, justifies the boss with our colleagues.
Before the wave of openings announced by management, the fast food brand has already taken over the small screen for several days. In order to surf on nostalgia, also present in the decoration of new restaurants, the chain called on the duo Éric and Ramzy… 25 years after a previous appearance for the same brand.
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