Breakfasts, working lunches, afterwork… it is not always easy to eat well at professional events. On June 20, Bordeaux Business was invited to the co-working W’in space, 30 aisles from Tourny to Bordeaux to discover the spring/summer menu of Wandoleen, a new generation business caterer who cares about the local and the well-eating. This sustainable trend towards eating well has an impact on brands and players in the restaurant sector, particularly caterers. Indeed, they can no longer be content with a standardized communication plan, they must now adopt and convey a discourse of truth and transparency.
Wandoleen revolutionizes the lunch tray in business
Wandoleen’s goal is to bring professional cooking to corporate offices. Indeed, the reduction of break time encourages professionals to look beyond the simple working lunch. The meal tray thus becomes an attractive product as it meets the requirements of flexibility, variety and quality. Companies in the sector, whose turnover is increasing by an average of 6% per year, are investing in the high-end, while making sure to remain cheap compared to the business meal. This is the perspective taken by Wandoleen, resulting from a meeting between 20 regional and independent caterers. In Bordeaux, Wandoleen has enlisted the help of Capdevielle Traiteur, whose laboratory is located in Bruges.
A true charm and excellence asset, Wandoleen teamed up with Jeremy Moscovici, finalist in season 6 of Top Chef. Since then, Jeremy Moscovici has made his way into the world of gastronomy: private chef in London, Tokyo, for the Arnault family and Xavier Niel, far from the company, a medium he admits to ignoring, accustomed him to kitchens and large tables. He now collaborates with the twenty or so caterers in the Wandoleen network. He is currently working on the autumn map, surrounded by the know-how of Arnaud Vanhamme, france’s best worker since 2011. An exception, there are only thirteen in France for the category “Fish and shellfish”.
This paid partnership with prestigious chefs is established in a logic of horizontal communication. Present at the W’in space, Jeremy Moscovici and Arnaud Vanhamme prepared shrimp and bar glasses combined with fresh products such as radish, pomegranate and passion fruit to the delight of our taste buds. This kitchen “open” to future B2B consumers to appreciate and see how their meal trays are designed. Behind the idea of establishing horizontal communication, Wandoleen works on CSR and eco-citizen projects. For example, for the choice of shrimp, Jeremy Moscovici chose shrimp labelled Organic Agriculture of the company OSO in Madagascar whose profits are reinvested locally, proving that CSR is a powerful lever for development.
Wandoleen has also decided to adapt its menu to the rhythm of the seasons by emphasizing the following watchwords: short circuit, culinary signature, balance and beautiful products. Here no unknown products, everything is identifiable in the plate. This approach to simplicity is very relevant in the current climate of distrust of mass distribution. On the plate, what counts is “the product, just the product,” recalls Jeremy Moscovici. Finally, Wandoleen attaches great importance to the aesthetics of the packaging of meal trays, far from their unattractive and aesthetic image of the dishes delivered. The cutlery and table set are made of bamboo, for example, the dishes are kept in glass boxes, reusable. Plastic input and waste are limited to the maximum, a true ecological black spot in the delivery sector.
The caterer at the service of your corporate culture
Traders and market participants need to implement a hybrid strategy: minimize and rationalize costs while improving quality. Consumers are no longer the same as they used to be, they want to know what they are consuming. Especially in business, the lunch break is a crucial time and sometimes the only real break of the day. According to Xerfi, the plant catering segment is in a very dynamic direction with an average growth of 25% per year to reach 130 million euros in 2020. The new food uses of the French confirm this trend. According to a study by Harris Interactive, French consumers are increasingly concerned about their food. They are anxious to eat in a reasoned way. Given that from a food point of view, only 8% of French people trust brands, “homemade” is once again a safe and appreciated source for consumers. In addition, food practices are constantly updated in the face of accessible, practical and reassuring “product innovations”: plus 20% would be attracted to mini-products, portionable products (individual rather than family format), fresh cut fruit. Wandoleen is the very example of this attention to changing food trends. Since 65% employees eat lunch with their colleagues, company caterers propose solutions to increase the cohesion of the teams. It is from this perspective that it can be said that B2B caterers are becoming professions at the heart of the corporate culture. For example, Meal Trays designed by Wandoleen are easily exchangeable and shareable. Business accelerator, this is also the vision of the business caterer that Chefing wants to convey, the Parisian caterer 2.0 focused solely on companies.
The company caterer therefore corresponds to well-identified expectations: more product-friendly, locavore and affordable, the lunch break once again becomes an opportunity to improve team cohesion and employee productivity. Foodtech’ thus invests spaces that it has long neglected: the offices of a company, enough to modernize the image of the meal tray, healthy and practical.
“Today’s and Tomorrow’s Food Practices: Looking for The Best Eating and Buying,” Harris Interactive, 2016.
Forward-looking study on tomorrow’s food behaviours and development of a mechanism to track key consumer trends for food industry companies, BLEZAT Consulting, Crédoc and Deloitte Sustainable Development, January 2017
Annual Health and Employee Welfare Study, Malakoff Médéric 2016.
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