The mission of L'Atelier Des Chefs is to invent new ways to cook, that can be accessible for all who love cooking and have passion for it. For individual customers and professionals too, cooking classes are taught by top chef of famous French restaurants, and adapted at their level. Indeed, with an adapted rhythm for each, L'atelier Des Chefs set up and provides cooking lessons, through a huge range of courses and a “a la carte” service to answer to the expectations of all customers.
We can distinguish our customers in two categories:
-The business customers: these clients can privatize the workshops during the day or the evening. Companies are looking through these events to strengthen the team spirit in a conviviality environment. Moreover, after discovering the concept with their company, they can come-back with their friends or family. It's a double advantage.
-The spare-time customers: unlike the business clientele, which is very homogeneous, there are different types of profile depending on the schedules. Even if they propose several courses focus on international cook, they do not target at all the foreign tourist group.
[...] In 2010, L'Atelier Des Chefs has increased its number of workshop and consequently its capabilities to receive a higher number of potential customers. At March 1st 2011, L'Atelier des chefs counts 17 workshops including 4 franchises, with 6 in Paris regional and 2 abroad (London and Dubaï) This year openings are scheduled between spring and autumn, in response to a strong demand expresses by local customers: 3 workshops in own : Marseille, Rennes and a second Workshop in London 2 franchise workshops : Grenoble and Clermont-Ferrand The company has also been strengthening its presence in the medias, and on Internet with a new website, more interactive and with a lot of menus which propose online recipes for instance. [...]
[...] Worn by a dynamic environment, l'Atelier Des Chefs aims to double its turnover in 5 years and multiply it by 5 in 2020 to reach 100m through two main strategic directions : Strengthening its network in Europe and open places on other continents, primarily the United States and the Japan Development of new products and services to the Brand l'Atelier Des Chefs as cookbooks to find recipes or learn new ones, a fine groceries to find all the products which have been used during the lessons, and a high quality and professional material, not found elsewhere to help the new II/ External Analysis: The identification of Opportunities and Threats 1. [...]
[...] Its strong and speed development strategy make a competitive advantage in front of new comers. The second one is the bargaining power of suppliers which is low in this industry. Key suppliers are food and kitchenware sellers. In this industry, the power of suppliers relies on the availability of raw materials and components. Nevertheless, it is easy to switch to another. We have to take into account the number of supplies needed : raw food, kitchenware, utensils . to evaluate the bargaining power of suppliers. [...]
[...] Values (L'Atelier Des Chefs towards customers): - Accessibility That's to say an entire availability for the customers, and a place where all people can share advices and experiences during the courses but also after, during the tasting of their “production”. - Expertise Talent and expertise, it's what the 20 top chefs of L'Atelier Des Chefs bring to the customers. They mastered all the techniques and all the different kinds of world cuisines. - Pleasure This is one of the most important objective of L'Atelier des Chefs. [...]
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