On le voit partout à la télévision, sur les réseaux sociaux et dans les médias, mais c’est quoi au juste Quitoque ?
Quitoque propose des paniers repas à livrer. Le concept est simple, le consommateur sélectionne les recettes qu’il souhaite manger pour la semaine parmi une sélection et Quitoque livre le colis avec tous les ingrédients nécessaires pour réaliser les recettes chez soi. Il est possible de choisir ses préférences alimentaires (végétariens, sans porc, etc.) et le nombre de personne à nourrir.
Fonctionnement de Quitoque
HISTORIQUE
Quitoque est créé par trois jeunes en école de commerce en 2014. Le principe est le même : livrer des paniers repas à domicile. Les 3 jeunes font les courses en supermarché eux-mêmes et conçoivent les recettes. La start-up commence à décoller et à se rapprocher de producteurs de Rungis pour développer une relation de confiance.
En 2015, l’équipe s’agrandit pour arriver à 15 personnes. Ils ont recruté pour tous les secteurs de l’entreprise pour améliorer le service. Ils font plusieurs levées de fonds (au total 5,5 millions d’€ levés), servant à l’investissement publicitaire et au recrutement notamment.
Puis forte de son succès, le géant de distribution Carrefour rachète la startup en 2018. L’entreprise est aujourd’hui leader sur son marché avec environ 60 employés et quelques millions d’euros de chiffre d’affaires. Elle doit son succès à sa formule et sa communication.
LA FORMULE QUITOQUE
Dans une société de consommation où les boxes ont beaucoup de succès, Quitoque a joué sur cette tendance pour proposer une alternative aux courses dans les supermarchés. Le panier repas contient tous les ingrédients pour préparer les plats du quotidien ainsi que la fiche pour faire cette recette. Les recettes proposées sont réalisables en 30 minutes environ. Un repas vite fait, bien fait, quoi de mieux ?
L’avantage de cette offre est la diversité des recettes proposées. Il est possible toute les semaines de choisir parmi les 14 recettes ce que l’on souhaite manger, donc de quoi bien varier son alimentation. En plus, tous les produits sont de saison, frais, souvent bio et d’origine française. De quoi manger équilibrer et varier ses repas.
En gros, Quitoque, c’est cuisiner sans stress et manger sainement, le tout en évitant la case supermarché puisque le panier est livré à domicile.
Leur ambition : « révolutionner les courses du quotidien »
Bonus : la livraison est gratuite et partout en France !
La start-up va même plus loin dans son offre en proposant aux clients d’ajouter au panier des « indispensables du quotidien » comme du vin, du fromage, des desserts, etc.
L’offre fonctionne par abonnement, flexible et sans engagement. Il est donc possible de vous abonner pour 3 semaines puis de le suspendre.
Une offre qui a séduit beaucoup de français, pour cela Quitoque a mis le paquet sur la communication.
LA COMMUNICATION
Affichage
Pour devenir leader, Quitoque a mis les moyens en communication. La start-up a lancé une campagne d’affichage avec Little Corner sur des panneaux interactifs à Paris. La campagne avait pour but de faire connaitre Quitoque et d’inciter à tester grâce à un code promo. Une campagne d’affichage dans le métro parisien a également été mise en place en 2016.
Télévision
L’entreprise va plus loin dans sa démarche, en achetant des créneaux de publicités à la TV en 2017 pendant 1 mois avec plus de 1000 spots sur 14 chaines nationales. L’objectif de la pub à la TV est d’intégrer la marque dans le foyer en s’adressant directement à eux. La couverture géographique étant nationale, Quitoque a pour but de donner envie et renforcer leur image de marque.
Digitale
Cette campagne a été accompagnée par une communication digitale sur les réseaux sociaux. Sur leurs comptes, il propose des recettes de toute sorte, ce qui rassemble environ 80 000 internautes que sur Instagram !
La start-up a compris la nécessité d’être présente sur les réseaux sociaux, surtout en se positionnant sur la cuisine et donc les recettes. On trouve des plats mis en scène qui donnent envie et des vidéos courtes pour cuisiner facilement.
Quitoque a développé différent partenariat d’influence pour proposer des codes promo sur le premier achat et de profiter de la renommer des influenceurs.
Partenariat
Quitoque s’est également encré sur le marché grâce à son positionnement au moment de la célèbre émission de cuisine « Top Chef » et sa campagne original « Ne devenez pas un papate ! ». La marque adopte une mécanique de « problèmes – solutions » qui permet de comprendre parfaitement le concept, de façon humoristique.
En tant que Pureplayers, Quitoque a soigné son site internet, tient un blog sur la cuisine en général et a également une stratégie SEA et SEO.
Pour couronner cette stratégie à 360°, ils ont également de très bonne retombées presse, de quoi être crédible aux yeux de tous et faire trembler ses concurrents !
Quitoque a fait de sa recette une réussite et continue de s’implanter sur le territoire français ! Cerise sur le gâteau : en pleine crise sanitaire où tout le monde est confiné, Quitoque en profite pour faire sa promotion de livraison à domicile ! L’entreprise enregistre une augmentation de 187% depuis le début du confinement.
Mais ce succès est-il durable ou juste un produit dans l’ère du temps ?
Retrouvez plus d’article sur les nouveaux modes de consommation ici !
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