TOTAL’s Role in La Croissanterie’s Launch in Africa
Curious to understand how La Croissanterie entered the African market, we searched and found a highly positive article published on December 21, 2017 in Jeune Afrique, the key highlights of which are presented below.
The Moroccan boutique of the Riviera. © La Croissanterie
Under the leadership of TOTAL, La Croissanterie has accelerated its expansion in West Africa. Already present in seven African countries, the French sandwich and fast-food chain is planning to open new outlets in Togo, Niger, Burkina Faso, the DRC, and Ghana. This ambitious development is largely based on a strategic partnership with the oil company TOTAL.
Just three years after its launch on the African continent, La Croissanterie has opened 48 outlets in Africa. Jean-Luc Bret, founder and former CEO of La Croissanterie, explains: “For the past eight years, we have had a partnership with TOTAL to set up our outlets within their service stations along highways and major roads. Three years ago, TOTAL proposed expanding this partnership in Africa, which marked the beginning of our expansion on the continent.”
The first outlet opened in Senegal, along the highway connecting Dakar to the Petite Côte. Since then, the chain has expanded with more than ten outlets in Cameroon, seven in Morocco, five in Mali and Senegal, as well as locations in Congo, Côte d’Ivoire, and Gabon.
Jean-Luc Bret specified that development projects do not stop there: “We plan to open an outlet in Guinea in January 2018, in Togo in March, in Niger in July, and in Burkina Faso, the DRC, and Ghana by the end of the year. Each new opening requires an investment of around €150,000.”
The concept remains the same as in France, with notable local adaptation. “We apply the same concept everywhere while offering a range adapted to local tastes. Around 70% of our supplies are locally sourced,” he explains.
Each outlet employs six to eight people recruited locally. The chain has also implemented training programs and internships for its African employees. An architectural and commercial team has been established in Côte d’Ivoire to support the expansion of La Croissanterie in Africa.
The success of La Croissanterie on the continent also benefits TOTAL. During periods of low oil prices, the presence of restaurants in service stations has helped increase fuel sales. Momar Nguer, then Managing Director Africa of TOTAL’s downstream division, estimated in October 2015 that the presence of food services increased fuel sales by 10%. “We bring life and give people another reason to stop,” concludes Jean-Luc Bret.
Thus, the partnership between TOTAL and La Croissanterie proves to be a win-win alliance, strengthening both the brand’s presence in Africa and TOTAL’s revenues.