‘Everyone is a winner with multi-franchising’, according to Thierry Amichaud (Waffle Factory, Columbus Café)

As the Franchise Expo exhibition to be held at Paris-Porte de Versailles from March 20 to 23 approaches, France Snacking has gone to meet 10 emblematic multi-franchisees developing their brands in their territories. At the head of 7 Waffle Factory and a Columbus Café in the Paris region, Thierry Amichaud is one of those who has built his success, step by step, alongside his wife for fifteen years now. The opportunity to look back on this beautiful journey, sometimes strewn with doubts, but above all with great successes.

A graduate of the École Ferrandi, Thierry Amichaud dreamed of becoming a restaurateur since childhood before moving towards a career in sales at the Mistral biscuit factory, founded by his grandfather. The desire to manage his own business will nevertheless be stronger and in 2007, he approaches the Belgian brand Waffle Factory, which then had only 7 units in France headed by a master franchisee. And it is at the Forum des Halles, in Paris, that he inaugurates his first unit just before Christmas. ” After the tidal wave of the beginnings, this 1st year has been difficult to find our cruising speed and gradually evacuate doubts “, he recalls. At the start, the ambition was not to open several but one challenge leading to the other… It was in 2013 that the turning point took place when he convinced a partner to create a real holding company with the ambition of open 5 new units and create a network in Île-de-France. These additional resources give it real credibility with landlords and allow it to be responsive in seizing new locations such as Val de Fontenay or Évry II. Especially since the parent company, which has taken over control of French development, then operates a real modernization of the concept and that his wife, an accountant by training, fully joins him in the entrepreneurial adventure. ” She played an absolutely decisive role in the success of the multi-franchise project which then had to be structured in order to gradually learn to delegate “. The couple also decided at the end of 2016 to regain their financial autonomy by buying out the partner’s shares to found the Kristy holding company, going from 25 to 100 employees in one year! Offices, accounting, back office, network facilitators, everything is to be set up in parallel with the openings of Carré Sénart and Créteil Soleil.

Have multiple bow strings

Better armed, they then plan to diversify their portfolio, driven by an opportunity for location and the desire to offer themselves a new challenge. ” Columbus Café is a reference brand, capable of responding to all consumption moments, which is essential in the commercial universe. However, it was no longer conceivable for me to be absent for several weeks to follow a traditional training course. It was a real milestone to pass because these trainings were delegated to a point of sale manager who now manages the establishment. “. Thierry Amichaud says he derives a real benefit from this multi-franchise which has allowed him to discover a new corporate culture, to acquire new know-how but also to set up new processes for tomorrow to consider duplicating. “These are two great experiences. On the one hand, we have accompanied the emergence of Waffle Factory, which we have seen grow and for which we necessarily have a very strong affect. On the other, we arrived in an extremely structured brand, which already had more than 160 units, and where we were extremely well supported”. He also insists on the “loyalty” of the multi-franchisee, who must know how to balance his time and his energy between the brands. ” But franchisors, franchisees, banks… Everyone wins with multi-franchising! “. If the Covid crisis did not facilitate the launch of the Columbus de Carré Sénart, he wishes to continue the adventure with a brand in which he strongly believes. Moving the point of sale to a place in the center that is more popular at lunchtime would be a possibility. In the meantime, his next Waffle Factory opening could also bring him to intramural Paris while he remains attentive to new brands. But always step by step…

In numbers

• THAT : € 6.5 million in turnover (2019)
• 8 units. 7 Waffle Factory, 1 Columbus Café.

Find this article in our survey on multi-franchises, published in the latest issue of France Snacking FS 65 which has just been published, free to browse online today and in subscribers’ mailboxes in a few days.