Exki is being rejuvenated and focuses on its core business: with smaller takeaways and outlets in businesses, stations and airports, CEO Stan Monheim aims to get the Belgian restaurant chain back on track.
Closer to the customer
“We are rejuvenating the brand and bringing it up-to-date in an environment that has changed, while keeping the good things. We are going to do less, but better, and thoroughly, before returning to sustainable growth across Europe“, Monheim told La Libre. The former European director of Autogrill (now Avolta) became CEO of the Belgian restaurant chain in March. He had his work cut out for him, as the chain last year accounted for 118.6 million euros in turnover – but also carried 23 million euros in debts and was loss-making.
Despite that dire financial situation, he sees the potential in the chain: Exki offers healthy food and has a sustainable image. “The turnover figures per restaurant remain very good, but there is undeniably more competition today.” With more small outlets, the chain aims to get closer to customers. Those outlets will be more focused on takeaway and serve customers faster with order terminals or QR codes.
Travel retail
The pandemic really hurt Exki: the chain had to close its restaurants in Italy and Spain and underwent a legal reorganisation in France. Today, the chain has 75 restaurants, including 38 in Belgium (19 franchised), 31 in France (24 franchised), four in Luxembourg, one in the Netherlands and – since the beginning of June – one at Rome’s largest train station, Termini.
“We are concentrating on our core business: restaurants in cities and airports”, Monheim explains. The smart Exki Fridges are no longer a priority. Meanwhile, the chain did open ten outlets in French companies, including LVMH. It added restaurants at travel retail locations in the Auvergne region, at the Gare de l’Est in Paris and at Marseilles airport. Soon, Exki will also open at Orly airport and in Basel, Switzerland. Openings in Belgium are not planned for the time being, but: “there are only three restaurants in Flanders, there is potential…”
