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The growing appetite of DelArte

The brand maintains its Italian roots and continues to develop on the market of the restoration theme. Even with 177 restaurants, DelArte, created in 1985 by t

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The growing appetite of DelArte

The brand maintains its Italian roots and continues to develop on the market of the restoration theme.

Even with 177 restaurants, DelArte, created in 1985 by the Accor group, "still has a great potential for development," believes Nicolas Guilbert, head of development and recruitment of franchisees. "We open an average of 15 to 20 restaurants every year, and we expect to surpass the 220 institutions by 2020", he says. "We have not had to suffer a downturn. In particular, because we do not just pizza (they represent less than 50 % of the dishes served within our network) and we offer a catering offer a lot more large plates of cold cuts, pasta, meat recipes, ice cream..."

The network fell in 1995 in the moneybag of the group breton Le Duff (Brioche Dorée, La Madeleine, Le Fournil de Pierre), which has merged with the restaurants Pizzeria Lucio already in his possession. Financially independent (100% of the capital belongs to Louis Le Duff, the group has a long-term vision, long-term and secure. DelArte develops into a franchise since 2002, and 90% of its ristoranti today are operated by franchisees, which are located in the periphery (on a surface of 450 square meters on average). They are aimed at both a clientele of workers and families "with a positioning of affordable price" (the average amounts to 17 euros).

Trattorias design

To join the network, the franchisees formed within the branches, must be ready to invest a minimum of 900000 euros (200 000 euros of own funds). It is necessary to have a "soul trader". The "simple" investors are not welcome: the franchisee must be an operator, who puts the hand to the dough. He has strong coaching throughout his career. First of all by training: ten weeks, two of which are theoretical at the training centre. At the opening, it is also accompanied by three experienced colleagues from the network for fifteen days.

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To speed up its development and expand its customer base, the group Le Duff eyeing already on new segments of the market. Recently, he developed a new concept of trattorias design, located in the city centre, where guests can also taste a pizza as a breakfast or antipasto with a glass of wine. The first trattoria DelArte has been launched in Rennes in 2015; the other two units just opened in Paris (XIVe and XVe arrondissement). The company has also acquired, in early July of 2017, of 33 restaurants Tablapizza (of which 11 units franchised) owned by Groupe Flo. His ambition is to complete its mesh national and strengthen its leading position in France in the restoration Italian style". "But, says Nicolas Guilbert, we do not know, for the time being, if these restaurants will join the network DelArte, or if they will continue their journey under their name."

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