France: Picard to open 20 ‘new concept’ stores in 2023

French frozen food retailer Picard has announced plans to open 20 new franchise stores in 2023, incorporating the “Bienvenue en cuisine” (“Welcome to the kitchen”) concept unveiled by the retailer at the end of 2022.

Picard’s “Bienvenue en cuisine” format is described as featuring a new reception and “entertainment island”, focusing not only on frozen products, but also other bulk products and kitchen accessories, and more diverse product lines encompassing both food and non-food lines. Colour coding will also guide customers to dedicated areas for seafood, bakery and pizza.

The aim of the new design is to make the shop floor more welcoming and to improve customer service, through the use of display cases and upright freezers which are intended to allow the space to be lighter and better ventilated, according to sources.

Commenting on the move, Picard CEO Cathy Collart Geiger said: “We believe that franchising is the best model for us to continue promoting our values of local and accessible products in the heart of the regions”.

Picard currently operates 44 franchise stores.

Source: Lineaires / Cuisine Actuelle