Cassandre Elimas is development director of the ETLB group, which also includes the Côté Sushi brand. She agreed to answer questions from Tout la Franchise about the ambitions of the network specializing in Nikkei cuisine.
Nikkei from Peru
Côté Sushi is France’s N°1 for delivery, takeout and on-site Nikkei dishes (Japanese Peruvian fusion cuisine). Catering for individuals and companies.
In a nutshell, what is the concept of Côté Sushi and how does it stand out from the competition?
Côté Sushi has adopted a unique positioning around Nikkei cuisine, bringing real differentiation and allowing it to stand out from the existing competition through several elements:
- A real diversity of products: classic Japanese assortment (makis, sushi, chirashi, etc.) in addition to Nikkei products (ceviche, tiradito, Nikkei rolls, raw fish tacos)
- Refined and creative recipes: Our R&D team and our executive chef pay a lot of attention to sourcing ingredients to offer surprising combinations of flavors.
- A seasonal animation of our product ranges thanks to the creation of quarterly capsule collections that often take the form of collaborations:
- With young star chefs or renowned pastry chefs: examples: Enrique Casarrubias (OXTE), David Wesmaël (Best polar bear in France, La GLACERIE), Christophe Adam (ECLAIR DE GENIE)
- With artists: Yoshu
- With young and dynamic brands like ours: Chic des Plantes, La Cevicheria
How was 2021 in terms of development and activity?
Our turnover at the end of 2021 was €42 million for a growth of +47% and +25% at constant scope. The number of points of sale was 40, of which 30 are integrated and 10 franchised, not to mention an opening in Luxembourg, our first foreign country.
How do you deal with business recovery after Covid?
The Covid did not impact the business as much as the brand was already a pioneer in the delivery market, mainly thanks to our strong presence on delivery platforms and our digital Poke brand (Maison Poke).
The Covid has created or strengthened new consumption habits that have significantly increased our sales in the delivery channel.
So we invest a lot in our strong brand image, but also in our awareness and visibility on the platforms thanks to our very powerful digital marketing plan (commercial action plan, promotional offers, box highlights, ongoing offer, etc.). We also benefit greatly from our trading website, which has more than 650,000 customers.
Finally, we are very active on the social networks Instagram (45,827 followers) and Tiktok (15,000 followers).
What are your development ambitions for 2022? And in the longer term?
Our development plan for 2022 foresees the opening of 20 new restaurants and further development in Europe. We also want to deploy in large and medium-sized spaces, we already have a booth open.
We have an omnichannel strategy with development on several distribution channels:
- Restaurants in the city center (on site, collection and delivery via our own scooter fleet)
- shopping park
- B2B delivery (via lab)
- Travel retail (train station and airports)
New fast casual brands are planned after the 2021 launch of the “Piperno” brand, Neapolitan pizzerias: two are open and eight will follow. The launch of one of these new brands is planned for sometime in 2022.
What are your implementation priorities?
These are the franchise areas available for Côté Sushi and Piperno:
IDF: Antony, Boulogne-Billancourt, Cergy, Issy les Moulineaux, Sèvres, Sceaux, Puteaux, Saint Quentin, Poissy, Vélizy
EAST: Annemasse, Besançon, Bron, Chambery, Tassin-la-Demi-Lune, Thionville, Venissieux, Villefranche-sur-Saône, Villeurbanne, Chalon sur Saône
SOUTH: Arles, Alès, Béziers, Cagnes-sur-Mer, Clermont-Ferrand, Colomiers, Fréjus, Hyères, La Seyne-sur-Mer, Limoges, Montauban, Portet-sur-Garonne, Perpignan, Six fours beaches, Tournefeuille, Tours , Valencia,
WEST: Bègles, Caen, Le Mans, Lorient, Vannes, Nantes, Niort, Pessac, La Rochelle, La Roche-sur-Yon Libourne, Rouen, Saint Malo, Talence, Cholet
NORTH: Le Havre, Villeneuve-d’Ascq, Evreux
Belgium: Antwerp, Bruges, Brussels, Charleroi, Ghent, Liège, Leuven, Namur
Switzerland: Geneva, Lausanne, Montreux, Nyon, Morges
Which candidate profile are you looking for?
We are looking for people with an operational profile and experience in the hospitality industry (restaurant owner, manager, assistant manager, chef, operations director / retail OR team management / multi-brand franchisee)
What advice could you give an entrepreneur who is reluctant to start in the current context?
We are a growing brand with a very strong reputation in a fast developing group with a portfolio of brands and new distribution channels.
Côté Sushi is a successful concept that has already proven itself in more than 40 restaurants in France, for which we offer turnkey projects with personal guidance. There are many development prospects and opportunities for the future, including the opportunity to become a multi-franchisee under different brands and on different distribution channels.
Read more about the development of Côté Sushi.