[BFM/Le JDE] Les 3 Brasseurs: “We are opening 20 franchise restaurants to connect the South” – Le Journal des Entreprises
Founded in 1986 with a first restaurant in the heart of Lille, opposite Lille Flandres train station, the restaurant chain Les 3 Brasseurs continues to expand. Owned by the AFM (Mulliez Family Association), through the Agapes Restauration group, the brand has 90 restaurants, in France and abroad. It announces the opening of around twenty other franchise establishments in France over the next two years. “The objective is to network the territory, in particular in the South region. We are very established in the North and for a few years in big cities like Toulouse, Bordeaux and Marseilles…”, indicates Jonathan Habib, general manager of operations France.
25% growth expected
These twenty restaurants to come should lead to a growth in turnover of around 25%, knowing that the latter currently stands at 200 million euros. Each restaurant opening represents the hiring of 35 to 40 employees. The brand bases its development on the craze for “Craft beer” (artisanal beers), an area which should record a growth of 15% in the coming years. Each restaurant has a full-time salaried brewer who regularly develops original recipes.
If these beers are mainly consumed on site, some integrate the take-out circuit. To cope with the soaring price of glass, Les 3 Brasseurs are betting on cans as their flagship container and are working on the opening this summer of a canning workshop in Strasbourg (Grand Est). Finally, if attendance is a little down at lunchtime, due to inflation, the brand’s restaurants can count on maintaining other niches: happy hour (aperitif), afterwork (drinks exchanged between colleagues after a day’s work) and dinners.
In addition to these openings in France, the Les 3 Brasseurs brand wants to step up internationally. Of its 90 current establishments, 70 are located in France. The brand is already very present in Canada, as well as established in Brazil with “two establishments and five in the pipeline”. New destinations are already scheduled: “We are soon going to open two countries in Europe and we also want to extend our development to North America”, specifies Jonathan Habib.