HEC and business schools: how are they revolutionizing the restaurant industry?

20,000 restaurants open every year in France. 1 in 2 will close in less than 3 years (source: INSEE)More and more restaurateurs who have graduated from business schools are finding success.To survive in this competitive world, restaurateurs have to fight. Their weapons? An original concept, a unique offer, an atypical location, unbeatable prices... The possibilities are numerous, but you have to be able to come up with a coherent offer that stands out from the crowd - and then promote it.

Big Mamma, PNY, Dalia, Bao Family, Bien Ficelé, Daimant... No need to introduce these establishments. Each one has made a name for itself in recent years. Between them, they crystallize the commercial success of the sector, its growing evolution and the phenomenon of concept restaurants. They include specialists in Italian dishes, burgers, Mediterranean dishes, Chinese cuisine... All very different structures, but with one thing in common: launched by young entrepreneurs trained at business schools. A far cry from the traditional restaurant business. With diplomas from business schools such as HEC in hand, these young entrepreneurs bear witness to the craze for the sector. With them, the market is moving faster and faster. "Before, you had 30 years to create a brand like Bocuse. Today, you have 3 years", declared chef Thierry Marx. Restaurateurs have less and less right to make mistakes, and need to have thought through every aspect of their project precisely. Business plan, well-honed marketing and communications strategy, carefully thought-out customer experience...So, who are these inspiring entrepreneurs? What are the assets and secrets of their success? Find out in this article.

1. A detailed analysis of the sector, specific to the business school curriculum

In the face of competition, a restaurant cannot succeed without accurate analyses of the sector. Projects must be based on a logic of supply and demand. But to stand out from the crowd, you need to know what standard to set yourself against. To do this, business school courses provide indispensable keys. They enable you to understand the market in which you are entering, and to think your project in terms of demand, or even need. The founders of these successful establishments have come up with answers to some of the sector's most pressing problems. Let's take a look at Big Mamma, PNY, Daimant and Bao Family.

A. Reservation refusal, a weapon against delays and no-shows

Big Mamma. While the Big Mamma group is renowned for the quality of its dishes, its warm welcome and its atypical locations, it has also made a name for itself for the interminable queues in front of each establishment, to such an extent that they have become an integral part of the customer experience. Today, despite the possibility of reserving a table since the health crisis, queues persist in front of certain establishments, such as Popolare. While some have criticized these interminable waits, many have not hesitated to jump into the crowd for the group's burratas, pizze, pasta and tiramisu. The success was unqualified. With 12 locations across France, 3 in London and 2 in Madrid, the group continues to grow.

While their recipe for success is made up of many ingredients, refusal to book has boosted their growth and reputation. And why? Becauseit allowed them to manage no-shows and delays. It's estimated that 30 minutes late means a loss of 1/5th of the value of the table left empty, and no-shows represent a loss of almost 30% of sales. From this observation, Victor and Tigrane drew all the threads of their business plan: countering no-shows enabled them to reduce the price of their menu by 30%!

B. Upgrade a product and turn it into a quality product

PNY. While the burger used to be associated with low-quality street food, in recent years the American sandwich has been appearing on the menus of brasseries and even Michelin-starred restaurants. Rudy Guénaire and Graffi Rathamohan - both HEC graduates - have decided to ride this wave . Their objective with PNY was to offer a premium burger and differentiate themselves from their fast-food competitors. They achieved this by relying on 2 major assets: table service + demanding sourcing. In this way, they have succeeded in classifying PNY as a restaurant and moving their offer to the "premium" side. PNY also stands out for the unbeatable quality of its meat. Quality local products, which recently earned them an Ecotable label! PNY becomes the 1st burger chain to be awarded the Ecable label.

The quality of the products selected by the group also drives up the price of the burger, which is around €13, compared with €8 at the fast-food giants. But this has only sustained the associates' model. "In France, we don't have a problem with price heights, but with price justification. Consumers are ready to pay 5 to 10% more if they know the product is excellent," explains the Managing Director of Gira Conseil, to Les Echos. And it works! The group now has 9 establishments in France

C. Commitment to consumer trends

Daimant Collective. For a number of years now, there has been a clear shift in attitudes. Aware of the impact of their food on the environment, 1 in 2 French people want to reduce their meat consumption. The vegetarian trend has also risen by 24% over the past 5 years. A CHD Expert study shows that 46% This was the starting point for Alice and Christian, young entrepreneurs who also graduated from the HEC business school. Their aim is to combine a commitment to the environment with the consumer desires of the French.

Passionate about gastronomy and vegetarian for many years, Alice and her partner wanted to offer a place where vegans, vegetarians, flexitarians and carnivores could meet and enjoy each other's company. With the health crisis, the project took another immediate path, and thus gave life to Plan D. Daimant Collective's first baby. The idea: to offer 100% vegetarian street food that's just as tasty as meat. Meticulously sourced products, an offer that changes with availability and seasonality.

D. Modernizing crops to bring them up to date

Bao Family. Asian cuisine is booming among French consumers. In 2019, 2 out of 3 French people claim to eat Asian cuisine at least once a month, and 1 out of 4 every week! But it's hard to find an intermediary between the very affordable Chinese caterer, the cross-fertilization of several gourmet restaurants, and the palatial Asian restaurants. "I wanted to restore the reputation of Chinese cuisine, because I felt the existing offer was limited." Celine Chung, founder of the Bao Family group.

And Céline has hit the nail on the head: every day, queues form in front of Petit Bao, the capital's first delicious, trendy and affordable Chinese restaurant. Based on the observation that this culture is gaining in popularity in France, but that its richness is not 100% highlighted, Céline decided to recreate the world and menu of Chinese canteens in a breathtaking setting. With recipes that take you to the 4 corners of the country. You thought you knew Chinese cuisine, but you didn't until you walked through the door of a Bao Family establishment. The group now has 3 establishments in Paris and has no intention of stopping there!BMK Paris - Bamako. Fousseyni Djikine left his job as a consultant to embark on a project that was close to his heart: BMK. BMK - Paris Bamako aims to raise the profile of African cuisine, which is still under-exploited and under-appreciated. BMK's mission is to help people discover the richness of this culture and travel the world of taste. The young entrepreneur Fousseyni has succeeded in his project. The 2 BMK restaurants have been fully booked since opening.

2. Establishments with a well-developed communications strategy

Young restaurant entrepreneurs don't leave their communications to chance. They think about and invest in their marketing strategy even before they open. Because they know that creating a place for themselves in a competitive market depends in part on a strong brand image. And to achieve this, they need to: create a brand image, convey it on Instagram and spread it through influencers and press relations. To ensure optimum visibility on social media and in the media, these new restaurants are equipping themselves with a definite asset: the restaurant's location and decor! To go viral on the relevant channels, they accompany their tempting photos with words that highlight the strong personality of the place. After all, what sets these restaurants apart is the uniqueness of their concept. No two are alike. And to prove it, the owners of these projects work precisely on their storytelling, which then feeds into all communication channels.

A. Instagrammable places: these new post-business school restaurateurs have figured it out

Big Mamma. from the shop window to the tableware, everything is designed to inspire customers to take photos and post them on social media. The establishments are more than worth the detour. La Felicità, for example, covers more than 4,500m². Colorful carpets, glass roofs, climbing plants, tagged wagons, scattered furniture... The tableware in Big Mamma restaurants is also an Instagrammable element in its own right.

Thehashtags (#bigmamma, #popolare, #pinkmamma...) are multiplying, and since the very first day, we've seen a surge of Instagram publications in theDalia brand's colors. Before you even know what Dalia's menu is, you want to get in and settle in. Why should you? The eye is drawn to the bay window, a few meters long and high, which rises completely in summer to open up the room to the outside. Then you enter and discover the restaurant's universe. 300m2 of floor-to-ceiling terracotta and pink tones, rattan furniture, copper details and one of the longest bars in the capital.

The photogenic decor invites everyone to share their Dalia experience on social media. To express his desire to kick-start the customer experience from outside the restaurant, founder Benjamin Cohen called in studio MurMur Architectes. And to showcase their world on social media, they invested in high-quality photography by the talented Patrick Sater @thetravelbuds. And it worked: since day 1, the restaurant has been packed.Cali Sisters. Capucine and Juliette, two sisters who graduated from the best schools in the world, decided to recreate California in the center of Paris. And they've succeeded! Cali Sisters, their first address, was an immediate success. Photos of the place have invaded the media and social media. And with good reason. A palm tree stands in the middle of the restaurant, and every element of the decor has been carefully chosen. The result: an Instagrammable restaurant. A veritable oasis of sunshine.

Of course, we could also mention the decorations for PNY, Bao Family establishments, Plan D's facade by Daimant... but we'll let you find out for yourself if you haven't already. Why is it so important to share your world on social media ? How do you go about it? What are the do's and don'ts? We explain it all in this article.

B. A strong identity... and highly developed storytelling

Pizzou. 819 million pizzas consumed in France every year! A highly competitive market. But Pizzou has a strong concept: pizzeria, yes, but 100% French! The founders, the duo Rémy Bougenaux and Vivien Mathieu, both graduates of business schools (ESSEC and EDHEC), put this at the heart of their communication strategy. Because the 1st promise made to customers: rediscover a product they think they know by heart.

They differentiate themselves by the quality of their offer, based on local sourcing of products. So when it comes to presenting, tagging and talking about the producers alongside them, the duo have understood: Instagram is the ideal place. PNY's goal? To offer a premium burger, far removed from Macdo, Burger King... But to achieve this, the creators had to devote a great deal of work to conveying the right message. And they succeeded! Rudy and Graffi have won the trust of their customers. But how? By playing on transparency! They integrate the origin of their meat into the heart of their communication. Texts, photos and videos support their statements, making them credible and accessible.

Cali Sisters. After spending several years in California, the two sisters behind Cali Sisters wanted to convey their love for the country through their 2 restaurants. To achieve this, they not only relied on the décor, but also on strong storytelling. They manage to convey these Californian vibes through their Instagram page, Mama Nissa. A restaurant founded on the origins and traditions of family and culture. Hanane, the founder, aims to convey Mama Nissa 's values through her Instagram page. She refers to her country in every post and shares anecdotes about Algerian specialties.

C. Long-term work with influencers and journalists

Maison Pinsa. Another establishment born of the reconversion of Jean Christophe and Mathieu, now 2 young entrepreneurs. They launched Maison Pinsa almost 1 year ago, having understood the challenges of social media better than anyone from the very first day of opening, and even before! Because anyone who followed Maison Pinsa before the opening could follow the work, the decisions, the challenges... from start to finish, thanks to the Instagram stories on their page. From the outset, Maison Pinsa's Instagram page has proved impeccable! But that's not enough to get the word out about the restaurant!

Jean Christophe and Mathieu already knew this. As soon as the restaurant opened, they introduced many content creators to the house specialty, Pinsas. Since then, they have continued to invite new influencers, while others return, greatly boosting the restaurant's notoriety. Well put together. The founders - all ESSEC graduates - nurtured a press relations strategy throughout the first year of Bien Ficelé, which specializes in grilled meats. From the very first months, they worked to introduce their culinary proposition to journalists and relevant influencers. But a few months after opening, the novelty had worn off: the media had all been talking about this new player offering top-quality cuts of meat. Press coverage and visits were becoming less frequent.

Dimitri Aboulker, Thibault Eurin and Arthur Lecomte - the three founders - saw that their media coverage was running out of steam, so they came up with a solution: they gave life to their terrace, planted with trees and tastefully decorated. We then worked with them to promote this novelty to the relevant media. Bingo! Press coverage continued to pour in, just as it had in the early days, enabling the restaurant to continue to enjoy its reputation as a "trendy place" and win over an ever-growing clientele.

3. But to open a restaurant, you need more than a business school diploma: you need experience in the field.

There's no doubt that business school training gives young entrepreneurs invaluable weapons for the restaurant business: financial analysis, rigor, knowledge of the sector, understanding of marketing and communication issues... But a restaurant is not the same as a start-up! Many of them opt for training or initial experience in the dining room or kitchen. Others turn to a more specific concept: restaurant incubators.

A. Practical training to complement the business school curriculum: essential for restaurant success

Ombeline Choupin, another business school graduate (HEC) and founder of Rainettes, the capital's first frog legs bar, tells us. Ombeline had "a very scalable idea" that everyone believed in. But Rainettes failed to find its clientele and, like many restaurants, didn't survive its second year. "One of my main mistakes was the choice of my business base," she explains. "It was right in the Marais, in a trendy, lively district. On paper, it was ideally located... But the premises were unsuitable: we didn't have a terrace, whereas all our competitors around us did; a whole section of our seats was located in a cellar in which customers never wanted to be placed. It's a mistake I'd never have made if I'd been in the business for a while". And that's not the only difficulty the young lady had to face.

B. Training at successful restaurants

Daimant Collective. The founders of Daimant Collective took the time to train in the kitchen - for Alice - and in the dining room - for Christian. And they didn't choose their establishments at random. Alice decided to learn her trade in a semi-gastronomic restaurant, while Christian spent several weeks in various Big Mamma establishments.

Pizzou. It's the same story: after touring the best French producers and comparing different product qualities, Vivien, one of the founders, trained as a pizza maker. This enabled him to see the operational difficulties before he set off, but also to imagine a pizza dough unique to Pizzou.Big Mamma. At Big Mamma, Tigrane Seydoux, one of the two founders, rubbed shoulders with the restaurant business before launching his company. After graduating from HEC, he worked as right-hand man to businessman Stéphane Courbit in his LOV Hôtel Collection group (Les Airelles in Courchevel, La Bastide de Gordes). He's had plenty of time to get to grips with the challenges and difficulties of the industry.

Mama Nissa. Hanane, after studying at HEC and working in the insurance sector, decided to change careers. But before pursuing her dream, Hanane took the time to prepare well, without going too fast. She then trained at Ferrandi.

C. Restaurant incubators to complement business training

Opening your own restaurant when you graduate from a business school such as HEC is proving to be "in", but the training is still focused on business, not the restaurant business. To meet this need, incubators such as La Frégate, Service Compris or Emergence Concepts have been launched. They fill the gap in restaurant-specific field knowledge that business school training courses can lack, and help restaurateurs get started. And it works!

After a spell at La Frégate, Jean-Christophe and Mathieu launched Maison Pinsa. A unique pinsa concept with exemplary communication, and a sold-out venue! Service Compris has supported the successful projects of Petit Bao (Bao Family), Plan D (Daimant Collective), Panda Panda and Superbao.

Thoughtful, carefully crafted post-business school success stories

Business school-style training enables young graduates to take a fresh, precise look at the restaurant business. With no formal training in catering, these young entrepreneurs are able to provide concrete, coherent solutions to a sector from which they do not originate. Big Mamma, Dalia, PNY, Pizzou, Bien Ficelé and Daimant are the talk of the media, and the talk of the town. The new ways in which they work are hailed everywhere and reproduced. We also admire their sense of communication and marketing. Because a concept, no matter how strong, can't stand on its own. social media We take care of everything: influencer relations, press relations, storytelling... nothing is left to chance. However, these courses don't provide all the solutions, and they don't (yet?) enable you to overcome all the obstacles in the battle to open a business. The working conditions specific to the sector, the particularities and other difficulties of this environment... so many details that can only be acquired with experience and time. That's why many of them train in the restaurant business before embarking on their adventure, and supplement their theoretical training with indispensable practical training. Others turn to brand-new players who have emerged to fill these gaps: restaurant incubators.