One of the PartDieu to refine our settings

Meeting with Pierre-Yves Bertrand, responsible for developing West Express, June 2010 Pierre-Yves Bertrand, responsible development West Express

2 units-pilot

Seven months ago, Western Express opened a second establishment in Part-Dieu, on a terrace of the lyonnais Mall long left to the abandonment and recovery by 4 restaurants. This high concept of range, launched early 2008 by Paul Bocuse, has first been tested successfully in the Vaise industry business district: 2.3 million euros of turnover in 2009, an increase of 20 this year with a non-negligible VAT reduction effect. All procedures, simple crew to the Director just be codified in a manual operational 800 to 900 slides, accessible via an Intranet. With this support, a manager can be formed in 3 to 4 months.

Improvement of the work station

"Restaurant Vaise has allowed us to move from theory to practice, to show that could be the volume in fast food, while remaining on fundamental quality." One of the Part-Dieu to refine our settings. For example, we have improved the workstation. We have reduced the surface of the kitchen, from 55 to 35 m2, retaining the same equipment, running faster work with fewer people. "The restaurant at the Part-Dieu truly departed last month", explains Pierre-Yves Bertrand, responsible for development of West Express.

Attention to codes

After having validated the profitability of the concept, a real work on the mark began. "We have all the ingredients of quality, but not always orchestrated in the correct order." There is a difference of perception between the desired positioning and perceived by the client. For example, we are rethinking our presentation of menu above the counter, today too close fast food codes, so that it reflects the authenticity of the products while offering a better view of the offer. "In the same idea, we think about in new packaging, valuing the product by the container," stresses Pierre-Yves Bertrand.

The first phase

A new opening early 2011, probably on the peninsula of Lyon, is preparing to test a new typology of market. "This third West Express will be created in the downtown, in a shopping environment / leisure." It will include several spaces of consumption as of eat-standing in a central position, adapted to the desires of each, with the objective of giving time to the customer in a comfortable place. It will be close to the ideal model, and serve as the basis for more rapid development. "He will conclude the first phase of development," said Pierre-Yves Bertrand.

Franchise and fears of drift

Free passage is not the order of the day. "Our concept for locations of 400 m2, requires one million euros of investment turnkey, including computer science, the right to the lease and development work.". Beyond the question of funding, we are concerned, through the recruitment of independent contractors, a qualitative drift of the sign, whose name is worn by Paul Bocuse. However, we might consider the master franchise, with a particular concrete framework contract. We would like to see how this concept can live far from its bases. We have already been approached by structures developing in airport or railway stations. In such a stressful context, people need cues and hence marks. Then why not such an initiative in another city than Lyon, on the horizon of two or three years ", adds Pierre-Yves Bertrand.

Interview with Pierre - Yves Bertrand, responsible development West Express, in June 2009 the will of Paul Bocuse was to invest in an original concept for fast service restoration.

Definition of your concept

We went to an observation: the consumer is more and more pressed while wishing to control their meal time, he wants to preserve its purchasing power and have a solution of simple character restoration authentic. He refused to compromise on the quality of the products. The will of Paul Bocuse was to invest in an original concept for fast service restoration. West Express was thus born as, thirteen years ago, the Northern Breweries, South, East and West have marked an evolution of its restaurant gastronomic 3 stars Michelin, the Inn of the Coullonges bridge. If it focuses on the cooked know-how, West Express remains accessible to the general public, offering a good ratio price/quality - with a meal for 9.90- and a range of products very broad in our universe characterized by the simplicity of the revenue - hot meals, sandwiches, etc.-. 95 of the desserts are homemade and the bread is cooked every two hours at the facility. The quality is all also present in the raw products in the home and the environment facility - design, architecture, 12 metres long desk. Contrary to practice often in fast food, the kitchen team is distinct from that of the service. It was formed by a leader who has long worked in the Paul Bocuse breweries.

Reasons for your success in Lyon

The first settlement West Express opened on January 15, 2008 in the 9th arrondissement, in the business district Vaise industry, near a cinema complex. This location is strategic, because this restaurant fast is not a place of destination as a brasserie Paul Bocuse, but a place of opportunity. The first Western Express is now 550 to 600 customers per day, with an average ticket around 12 euros. After 6 to 8 months of difficulties in the launch, he demonstrated the ability to achieve a turnover near one of the major operators of the market, while distinguished by its overall quality. We will open early October a second institution West Express on the esplanade of the Part-Dieu shopping centre.

Why develop your franchise concept

Our type of concept is not an effect of mode. It corresponds to a movement of substance, several chefs as Alain Ducasse, Guy Martin du Grand Véfour or Marc Veyrat, is being also interested in fast food. It makes accessible a certain cuisine and a certain universe to people who do not have the means to do so otherwise. It also allows people to take their time when a meal, in a place where to be. The franchise is a development mode that allows to share our values with rigorously selected independent contractors, and to exploit our potential in large cities. The Western Express concept works certainly in Lyon, historic stronghold of Paul Bocuse more than fifty years. But we want to make our development step by step, even if the reputation of Paul Bocuse is guarantor of quality in the France. We have already asked to export our concept, particularly in the Middle East.

How you build your development

We will first seek to control the local market with institutions held in own, with a third West Express implementation, expected next year. To test the concept, which benefits branch facilitated recruitment and an economy of scale for administrative management. We started to materialize our know-how into an operational manual and use resources Intranet for training, with the assistance of a specialized consultant, Gilbert Mellinger, Epac International Cabinet. But first we want to build our brand and our reputation in the quick service dining, make tangible our know-how. Embed our roots in the soil will enable us to serenely real choice in our future development, to have the willingness to delegate and culturally changing to another mode of operation without notion of permanent control.