Courtepaille tests the youth cure to find lost clients. A few months after being acquired by the Angevin group La Boucherie, the restaurant chain is renewing its dishes and menus, the first step in its recovery program. A new menu will be offered starting Friday, November 10, according to Le Parisien. A real challenge: we must change the image of the well-maintained and outdated thatched-roof restaurants, without destabilizing the foundations of Courtepaille.
Meat, the star of Courtepaille, continues to occupy most of the menu. Entrecôte, Toulouse sausage, pork ribs… To remember the good memories of regular customers, the new owner relies on the fireplace located in the center of the room, an icon of the brand, where the cuts of meat are roasted. But to also respond to new habits, “we have also worked on comforting cuisine, with a touch of modernity”, explains to BFM Business Marlène Velé, director of operations at Courtepaille, citing the casserole dishes or the walnut velouté.
“We stretched the price offer”
The prices, above all, have been revised by the new owner. The price of the complete starter-dish-dessert-drink formula has dropped to 24.90 euros, after having increased from 23.50 euros to 28.90 euros between the summer of 2022 and the summer of 2023. “The complete menu understood, it must be aggressive in terms of price,” Alexandre Baudaire, deputy general manager of La Boucherie, tells BFM Business. The offer is divided between inexpensive products, the starter at 2.70 euros for example, and more expensive ones, such as the beef tomahawk at 65 euros to share between two or three people.
The objective is to recover families (a “teen menu has been created”) and workers during their lunch break. To optimize costs, a large part of the meat is currently supplied by the La Boucherie group, through its cutting and maturation workshop in Brive-la-Gaillarde. Also a way “to improve the quality of the products on the plates,” says Alexandre Baudaire. For the rest of the meats, Courtepaille also works with the usual suppliers of the La Boucherie group. “But they are not the same products,” the manager emphasizes.
Currently, 78 Courtepaille restaurants are open to customers. Others should reopen in the coming weeks or at the beginning of next year, says the La Boucherie group, which is preparing a remodeling of the restaurants’ decoration for 2024.
Source: BFM TV
