Inaugurated last May, on the outskirts of Melun, in Seine et Marne, the new food court Place To Eat welcomes 6 street food brands including the new Gürme, focused on premium kebabs. Also on the menu, franchises or branches New School Tacos, Pokithaya, Daily Chicken, Smash Smash, Indian Factory. Launched by the two partners Romain Scuotto and Ramzi Laib, the concept, like the shared kitchens, which will eventually have about fifteen partner brands in its portfolio, counts on 7 openings in 12-18 months, of which 5 are franchises.
Located on the outskirts of Melun, this new temple of street food has occupied a location of over 700 m². The venue, inaugurated on 25 April, aims to be a place of change of scenery and experience for everyone, from young people to families, including the customers of the offices in the Vert-Saint Denis business area. Already, on the façade, the “Place to Eat” sign, soon flanked by the 6 logos of the partner brands, sets the tone! And for once, when you step into this vast space with its elegant and singular street art décor, it’s really the waooh effect! A vast space of 730 square meters that revolves around a superb sprawling table d’hôtes, with variable geometry topped by a colored false ceiling (one could almost guess Mickey’s ears there) and in its periphery, 6 themed food stands. On the right, as soon as you enter, a row of 6 interactive order terminals (Splash360), one per concept, indicates that the customer journey is, like the hamburger giants, above all digital. But not only because you can also order from one of the 6 thematic kiosks distributed online, in the 300-seat hall. Common point between each cell of about 45 square meters, they are of identical size, with their own production area, “rented” by selected catering brands (positioned on halal street food), and represented by a franchisee or a branch. Each island, equipped and decorated by each of the brands, creates its own story by integrating into the site codes (position of the logos, customer control screen to know the progress of the order, etc.).
We have selected high potential brands that, like us, focus on quality to offer visitors not only diversity but a real experience “, Romain Scuotto, co-founder
A selective approach
” We wanted, on each of the themes represented, to select brands that focus on quality, innovation and originality, signatures of Place To Eat “, explains Fodil Korichi, director of operations. This restaurant and retail sales expert, who wore the colors of the Le Duff group in Africa and the Middle East before continuing into catering and distribution, firmly believes in these plural living spaces capable of meeting all customer profiles, through a decisive choice of brands that will be adapted to the targeted catchment areas. In this pilot plant, these are the themes french, thai, poké, smash burger, braised chicken, indian and kebab tacos which have been maintained through the brands New School Tacos, Pokithaya, Smash Smash, Daily Chicken, Indian Factory and Gürme. ” With the exception of the brand new Gürme brand, positioned on the premium kebab with homemade bread and daily whipped skewers, which has relied on us to open its first address, all the others have already opened and found in this food court, a new means of expression adds Fodil. For Sarah Yadallee, the Smash Smash franchisee (Pitaya group), the adventure is interesting and the beginnings are very promising, as for Bilel Jaouadi, the New School Tacos franchisee who opens her 3And restaurant in Échirolles It is an unprecedented adventure for our brand to open a store in a food court with a new marketing and communication system. Our goals remain ambitious and, at a minimum, we aim to exceed € 600,000 in turnover in the first year “. It must be said that after almost two months of opening Place To Eat is already at 70% of its attendance targets with peaks, on the best services, at more than 1,000 day tickets, for a TM of 13 €.
Still great potential
As with any driver, the concept is called to mature, continues Fodil. On the customer journey as on the terminals. Likewise, the “Games” children’s / youth area, now equipped with a wake-up table and 4 interactive play terminals, should host slides and other playful and fun activities for the little ones. Evolutions are also coming to the next ones Place to eat Expected to open in the coming months on surfaces ranging from 700 to 1,000 m², they will have as a basis, regardless of the brands chosen (up to 8), a multi-product “sweet” home concept with hot drinks. “While each brand has come up with their dessert offering quite well, we will be installing our brand to reinforce the notion of destination, any time of the day outside of main meals. adds the site manager. Place To Eat, which hasn’t massively communicated yet, still has some under its feet. All the more so as there is still a lot to do around the delivery as each of the brands that also operate, in a dark kitchen style, already welcomes, in the rear, via a sash window or door, delivery workers to avoid the crossing of the streams also at the restaurant.
Place to Eat, which has received a warm welcome since opening, is delighted with the great feedback and diverse mix of customers. Which corresponds, for its founders, to a real guarantee of future success, everywhere in France, in all the big cities. With almost one million euros of initial investment for future franchisees (for an expected turnover of 3 to 3.5 M € for the pilot in the 1st year), this new food court model, intended for suburbs, shopping centers and urban centers, already has 7 projects in the pipeline, including 5 franchises in Ile-de-France, in the North, in Hérault and in Brittany.
Photo PF / Snack