After burgers, Big Fernand launches into local dishes

Big Fernand is no longer just about high-end burgers. The brand, which has around sixty restaurants and recorded a turnover of 60.5 million euros in 2021 (compared to 57 million before the Covid in 2019), has just launched a new brand. Called “Maison Fernand”, it is dedicated to local cuisine.

Its specificity: surfing on new trends, it is only virtual. Orders are made exclusively on Deliveroo. And the menu is short, with, this season, a recipe for chicken “in the heart of the Mediterranean”, marinated beef and Dauphiné ravioli. Because it must be possible to make it in the usual restaurants, in addition to burgers.

Same supply

“In delivery, the offers of small dishes are lacking. Table catering players occupy the field. We therefore have a place to take,” says Maurizio Biondi, CEO of Big Fernand, a brand that is celebrating its tenth anniversary this year. The group relies on innovative cardboard packaging that retains heat over time.

This new offer is being tested. For the moment, it is reserved for the Paris region with three establishments involved as well as one of the three “dark kitchens” of the group. But if the test proves conclusive, the objective is rapid deployment everywhere.

Beyond the creation of a “daughter” brand using the same springs as its parent company – that is to say only fresh products and a maximum of ingredients from short circuits -, it is a question of capitalize on the delivery and take-out boom.

The company, which has been part of the Bluegem fund since 2017, is also exploring other avenues to attract new consumers. Last spring, it put on the menu of its main brand a formula at 9 euros – while its entry ticket is normally 16 to 17 euros and its average ticket from 27 to 28 euros. The “smash burger”, with a crushed and crispy steak, a trend of the moment, is made with Limousin or French Charolais beef, with a raw milk raclette. But it displays a smaller size than the classic versions.

“With this menu, which democratizes quality and constitutes one of the answers to the problem of inflation, our teams are seeing new customers arrive. We are reaching audiences that we did not have before, in particular among students or working people with meal tickets. It’s a success, with 10 to 15% catches,” notes Maurizio Biondi. Initially planned to be an ephemeral offer, it will become permanent.

Develop the network

Big Fernand intends to continue its deployment, estimating that it still has cities to cover and planning to reach a hundred points of sale within three to four years. The brand is also beginning to test table service, which it has not practiced until now, unlike a player like McDonald’s. “The boundaries between the different market segments are becoming more blurred,” said the leader.

Three restaurants are currently affected. Before a generalization planned by January, when, for on-site consumption, fast food will have to provide reusable containers. For the first step, the order is made at the checkout. In a second step, it is planned to also be able to pass it from his place.