The first Tasty Crousty in Belgium: "Behind its young and cool image lies a very well-thought-out concept"

IN THE PRESS - The newspaper L'Echo examined the QSR (Quick Service Restaurant) phenomenon with a contribution from Gondola Foodservice. Excerpts.

The French brand Tasty Crousty set up shop in Brussels in mid-February, and the newspaper L'Echo has shrewdly analyzed this fast-food phenomenon that is driving Gen Z wild. For this analysis, Amaury Marescaux, CEO of Gondola Foodservice, shared his observations:

• On strategy: "Behind its young and cool appearance, it is actually a very well-thought-out concept – following in the footsteps of American chains like Wingstop, which recently expanded into the Netherlands."

  
  

  "Its creators hit the bullseye, notably thanks to a 'social-first' strategy, perfectly aligned with Gen Z codes. Their communication is primarily based on humor – spontaneous and very authentic."

• On the business model: "The restaurant industry represents 8.5 billion euros in Belgium, but profit margins are, on average, very low. Some concepts do very well, others much less so. If we take the example of Tasty Crousty, in terms of its 'business model,' it’s a 'killer.'"

  
  

  A simple menu, quick to prepare – between 40 and 45 seconds, according to the creator of the crousty – based on four ingredients "on which they will be able to capitalize as much as possible and, eventually, achieve economies of scale."

  
  

• On virality vs. loyalty: "Nothing will ever replace the product."

  
  

  "In the past, there have been many concepts built around a marketing foundation that eventually became more about marketing than food. As a result, they proved to be less sustainable."

  
  

• "A brand can attract a consumer, but to build loyalty, it must offer a product that stands out. And above all, a good product. Not to mention, efficient commercial management."