Because the market is now organizing itself

On Wednesday, a store halal generation will open its doors next to the station RER Nanterre town (Hauts-de-Seine). With products and codes far traditional butchers, which represent France 80 of sales in this market. Its goal: reach a young and active customer that does not in the current offer. "The challenge is to combine modern food and halal tradition." Must be able to buy dishes prepared meat and sweets without gelatine. "However the ranges available in large surface are often short," said Rachid Bakhalq, President of Hal'Shop.

"Our generation has the same desire to eat veal blanquette to couscous.". "And does not necessarily have time to Cook," he said.

With its concept, Rachid Bakhalq account surfer on the return to grace of trade in proximity. And weight taken by the sector. According to the new Institute Xerfi, spend a study in the market for halal products by 2012, France overall sales are estimated at around 4 billion euros and progress of more than 10 per year. A pace that he should keep.

To make the referencing of the some 1,000 products different present in-store, Rachid Bakhalq relied heavily on its past of Director of purchasing. It provides both carrots with cumin and foie gras Labeyrie, sauces for stew prepared Indian dishes such as chicken byriani and employment. Without effective guarantees without gelatin sweets 27 references.

Space tasting

And it retained that 20 of audited slaughterhouses. A message on his selection policy that pass through a cartoon aired in shop on the big screen. But also to allow consumers and staff able to tell the story of the products. "The client has need to be reassured." "In Europe, there is a multitude of agencies of traceability", says the creator of the company. He was in kept only four.

The break with existing supply is also a space of lunch on the go located near the entrance. And a tasting area must be interested in the range. "It's a way to return to the merchant to the former doing taste its products", note Rachid Bakhalq.

Because it is a broad clientele. In addition to the "beurgeois", hopefully well satisfy lovers of Mediterranean cuisine to push the door of the store to find, for example, a hundred of spices. Signs of this opening, the name Hal'Shop can do, according to the interlocutor, reference to the halal, or in a Hall. And the logo is as a basket or a stylized Arabic letter.

Beyond the point of sale, Hal'Shop was indeed the ambition to become a brand. And it is given the means. Ensign appealed to Market Value design agency, subsidiary specialized in sale of Team creative points. "The break from the traditional codes passes by the green instead of Red butcher shops, by the absence of Arabesque." The graphical registry is modern, with a vocabulary specific to the distribution. "The transparency of Windows immediately gives an overview of the different experiences that will be inside", details of Philippe Mareilhac, CEO of Market Value. A mascot, Hal'boy, was created to establish the personality of the sign and "create a closeness to the customer.

If it were a well-defined concept, it is to the duplicate. Rachid Bakhalq are is, indeed, very quickly move up a gear. If the store driver Nanterre holds its promises, the next will be in Créteil, before an arrival in Paris. In 2011, this table on the existence of three to five sites.

It must quickly take a position. Because the market is now organizing itself. Casino, which had been delayed, put overdrive and recently released Wassila, distributor of halal brand. Of Fleury Michon to Maggi, passing through specialists such as Isla delight, increasingly more than industrial build their offer. Even though a few players have sometimes been back machine to certain reactions. The current controversy about Quick and its test of a full halal offer in eight of its restaurants shows how the subject can be complex in France.