Another restaurant will be open in Gare du Nord in 2017 …
After many rumors and speculation , we now know the first French localization of the US giant hamburger. The brand will open its doors in fact Cour Saint-Emilion (Bercy Village) in the 12th district this summer in an area of 310 m2. A deployment that will include monitoring of another Gare du Nord restaurant in 2017. The group which has been eyeing the hexagon for over two years is welcomed.
“We have the weapons to succeed in a buoyant French market with high demand and ideal locations to be presented in the best way possible,” explains Maxime Lestringant, head of Five Guys France.
The burger “grandmother” to Barack Obama
Specializes in custom burger with a variety of free extras, Five Guys opened its first restaurant in 1986 in Virginia in the eastern United States , under the leadership of the Murrell family. “Their idea was to reproduce the burger of their grandmother,” says thirty years later, Maxime Lestringant. Therefore, Five Guys is developing in the country, opens to the franchise, and has in 2009, an unprecedented advertising.
“These are the best burgers in the world,” says the president of the United States, Barack Obama, passing in one of the restaurants of Washington. Today, the group has 1,300 restaurants and 40,000 employees across the US, Canada and the UK. And therefore when it arrives in France is leaving nothing to chance. “The French market has been in the viewfinder since 2014. It represents a transition between England and Europe,” the French official who rewinds right ahead and already targets such as Spain and Germany. Five Guys but he will know the same success as Burger King on his return to France in 2013?
“The Americans felt that the French were able to eat burgers”
“We are not in the same category. In the history of the burger in France, we had Mc Donald’s, Quick Burger King and the explosion of premium burgers (table) as Big Fernand “, analyzes Bernard Boutboul, CEO of the firm Gira Conseil , market specialist food consumption. “In the excitement of seeing the French face this latest offering, while rejecting more and more traditional offerings, Five Guys Americans felt that the French were able to eat good burgers. And arrive in the country by saying “you will see what a real burger,” says the specialist.
“France needs a player in the premium and we do not anticipate much competition in this sector. But we remain very American. With us, no blue cheese in the burger, “laughs one that aims 40 restaurant openings in the hexagon in the next three years.
According to Bernard Boutboul, “This is good news for the restoration in France but we nevertheless see how the customer reacts to Paris burger equation which is made fresh but with a higher price than what is done currently. Normal price is 15 euros on average. “
