Belgium and Sweden prime
expansion targets
Picard had previously opened a store in Brasschaat and is planning another addition in
Mortsel (both near Antwerp). Within 5 years, the chain hopes to have sixty Belgian stores, employing 200 additional
people. “We believe the Belgian audience in large part has the same gastronomical
appetite as the French”, CEO PhilippePauze told Belgian newspaper De Morgen. “Belgians
expect both innovation and high quality and we can offer that.”
Picard Surgelés will be selling
part of the French array of products, but if the Belgian strategy is deemed
successful, managing director Frédéric Bobée aims to manufacture local products as well. Along with Sweden, Belgium is the chain’s new prime target, after a successful launch in Italy. Picard is a well-known franchise in France, with currently 910
stores, adding some 20 stores every year.
