“The place is an old pizzeria, located in one of the main arteries of the city center. We have reworked it to bring it back to Domino’s Pizza standard. It was a great opportunity, and the wisest choice,” says Tilak Anandout, marketing manager at Domino’s Pizza.
On June 15, the American international franchise, created in 1960, will open a store, rue Nationale, in Saint-Amand-Montrond. The ninth restaurant for franchisee Antony Anandout. He adds :
“This will be the fourth store that we will open in Cher. We already have two in Bourges, and one in Vierzon. Saint-Amand-Montrond was the logical continuation. »
Five electric scooters for delivery
This is the first time that the Cher sub-prefecture, of 9,400 inhabitants, has hosted this kind of business. “It was our desire to settle in a city like this,” says the marketing manager. It has always been our policy, that of revitalizing the city centers of these municipalities, which are struggling with the outskirts. There were no actors like us in Saint-Amand-Montrond. We hope to move the lines. »
For the rest, the brand will do the usual: a service seven days a week with, explains Tilak Anandout, “two sales channels, namely take-out and delivery for which our know-how is recognized since we has our own vehicles and our own delivery people. »
Menus, market studies, health protocol… The students of the Jacques-Coeur high school in Bourges had to create their fictitious company
He continues: “We will offer delivery in Saint-Amand-Montrond and Orval, with a fleet of five electric scooters. We are opting for electric for reasons that are both economic, of course, and ecological, in order to avoid any noise pollution for local residents. As we are in the city center, we want to be discreet. Electricity is the solution. »
A total of fifteen people will be employed in the brand. “With different contracts. Ranging from half-time to 35 hours a week, for managers,” adds Tilak Anandout.
In the municipality, between caution and good news, the arrival of the American franchise is experienced differently by the restaurateurs concerned. “It’s an open window, I welcome it with great pleasure,” smiles the manager of the Oasis Kitchen by Cosy, a restaurant also located on rue Nationale, opposite the window of the old Massilia.
It develops :
“I prefer to see an open window than a constantly closed curtain. I’m happy to see an international brand come to this street where there are currently only two restaurants: mine and La Gourmandise. It will bring value to the street. I perceive, therefore, this installation with a good eye. And then Domino’s Pizza will create jobs. »
And if his restaurant has been offering pizzas à la carte for four years, the restaurant manager specifies: “It is not the same offer. Domino’s makes American pizza. At Cosy, we offer Italian pizzas. »
Further in Saint-Amand-Montrond, Romuald Laudat, owner of La Casa, a pizzeria that has been open for twenty years, and whose premises are located on avenue Jean-Jaurès, prefers to wait to position himself. “According to my supplier who works with pizzerias in Guéret (Creuse), the first month following the opening of Domino’s Pizza (June 16, 2021, editor’s note), was very complicated for the competition, explains the boss. However, the clientele has since stabilized. »
“I prefer to see an open window than a closed curtain”, underlines a restaurateur
In twenty years, Romuald Laudat has seen other pizzerias open in Saint-Amand-Montrond.
“The effects of competition, I have already felt them in the past. I’m just afraid for my workers. We are three, including two employees. I know I could always part ways with one of them, but it would bother me to do so. »
The one who “prefers to wait”, nevertheless expresses some fears, in relation to the activity of the sign, on weekdays. “With its offerings that appeal to young people, during the week, Domino’s Pizza can hurt. The other pizzerias may be out of step, and the weekends will not be enough to fill this gap. »