The brand of “French steaks” Hippopotamus has turned the page on Covid and now seeks to rejuvenate its clientele, betting on vegetable substitutes that now rub shoulders with the T-bone steak and prime rib on its menu.
“Business is off to a good start: in 2022, our turnover increased 6.8% like-for-like and our attendance increased 4.3% compared to 2019, a very good performance compared to the market average,” he added. Philippe Héry. , general manager of Hippopotamus and Leon Fish Brasserie at Groupe Bertrand, on Thursday during a meeting with the press. Hippopotamus reaches an annual turnover of 195 million euros and has 100 restaurants in the territory.
Six new stores in 2023
Acquired with all of Groupe Flo in 2017 by Groupe Bertrand (Burger King, Léon, Volfoni, Au Bureau, Angelina, Maison Plisson but also large breweries such as La Coupole, Bofinger…), the second largest restaurant group in France, Hippopotamus It has repositioned 75 of its franchised restaurants on a new concept with an improved offer (meat of French origin, labeled, grilled, etc.) and everything will be “in 2024”.
But the brand born 55 years ago – “now prosperous” after having been “almost bankrupt” when it was absorbed in 2017, according to Héry – did not opt for a “reduction in quality” or “weights”, to absorb the rebound in inflation in recent months. In 2022, 14 restaurants were opened and 6 more will be created by the end of 2023.
A culinary experience
To rejuvenate his clientele, Hippopotamus has introduced “gourmet” minced steaks to his menu, but also, for 2 euros more, a vegetable offer. The steak in the burger is replaced by “new meat”, a “steak” made from soybeans, coconut, beet juice and blueberries, produced by the Israeli company Redefine Meat.
This vegetable fillet “offers a culinary experience comparable to that of beef, in terms of flavor, flavor and texture”, says Mr. Héry and represents since its launch in April “3% of the burgers” sold by Hippopotamus . But at the same time, Hippopotamus will put the accent, starting in October, on its range of 100% French entrecote to “support the breeders” tricolors, he says, whose price “has gone up 11% in two and a half years” .
Source: BFM TV
