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Changement d'identité visuelle d'Alinéa & d'Alinéa Resto

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Présentation d'Alinéa, d'Alinéa Resto (rappel activité, chiffres, implantation...) et de ses activités de restauration et de restauration rapide.
Focus sur le changement d'identité visuelle de l'enseigne et d'Alinéa Resto.

Published in: Marketing
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Changement d'identité visuelle d'Alinéa & d'Alinéa Resto

  1. 1. AOUT 2014
  2. 2. SOMMAIRE Présentation d’Alinéa Présentation d’Alinéa Resto Quelques chiffres Évolution
  3. 3. ► PRÉSENTATION D’ALINÉA Alinéa… ► Est une enseigne jeune, créée en 1989, spécialisée dans l’ameublement et la décoration, ► Appartient au groupe Auchan, ► Est présente uniquement en France, à travers un réseau de 26 magasins succursalistes : Angers (Beaucouzé), Aubagne, Avignon (Le Pontet), Bordeaux (Mérignac), Grenoble (Saint-Egrève), Herblay, Lens (Noyelles Godault), Le Mans, Limoges (Family Village), Melun (Cesson), Metz (Semécourt), Montpellier (Pérols), Mulhouse (Wittenheim), Nancy (Fléville), Plaisir (Les Clayes-sous-Bois), Pontault-Combault, Reims (Cormontreuil), Rennes (La Mézière), Rosny-sous-Bois, Rouen (Barentin), Saint-Etienne, Sainte-Geneviève-des- Bois, Toulouse (Blagnac et St-Orens), Troyes, Villeparisis.
  4. 4. ► PRÉSENTATION D’ALINÉA RESTO Alinéa c’est aussi… ► Une activité de restauration et/ou de restauration rapide appelée « Alinéa Resto », représentée dans chaque magasin (hors Montpellier). Le restaurant d’Aubagne (13) BON À SAVOIR L’activité restauration existe depuis 1989 mais a été développée à partir de 1999.
  5. 5. ► PRÉSENTATION D’ALINÉA RESTO Alinéa Resto c’est… … une vitrine des métiers Alinéa. Chaque restaurant est totalement équipé des produits de l’enseigne : mobilier, vaisselle, éclairage, décoration. On retrouve même certains produits alimentaires du rayon épicerie gourmande dans ses recettes ! BON A SAVOIR Alinéa offre un vrai service de restauration servie à table. La décoration, l’éclairage et l’ameublement du restaurant d’Angers (49)
  6. 6. ► PRÉSENTATION D’ALINÉA RESTO Le restaurant de Blagnac (31) Le restaurant de Troyes (10)
  7. 7. ► PRÉSENTATION D’ALINÉA RESTO La partie épicerie de la restauration rapide d’Angers (49) La restauration rapide du Mans (72), au moment du petit-déjeuner. BON A SAVOIR Alinéa Resto est ouvert matin, midi et après-midi !
  8. 8. ► QUELQUES CHIFFRES Alinéa en bref : 26 magasins de 8 000m² en moyenne (2 500 à 12 500m²), 2 ouvertures par an prévues en moyenne, 25 restaurants, 13 points de restauration rapide, 2 300 collaborateurs, 1 site internet marchand. Le magasin de Troyes (10)
  9. 9. Alinéa c’est aussi… …une évolution permanente pour une meilleure adaptation aux attentes de ses clients. Plusieurs éléments distinguent ainsi Alinéa de ses concurrents, parmi lesquels la remise en cause du traditionnel parcours d’achat « labyrinthe » en magasin. Un nouveau concept est en test à Troyes. ► ÉVOLUTION LE PRINCIPE ? Entrer, trouver, passer en caisse et sortir du magasin… En 15 à 20 minutes seulement !
  10. 10. Cette volonté de se distinguer a d’ailleurs été soulignée par l’évolution de l’identité visuelle de l’enseigne au cours de l’été 2014 : ► ÉVOLUTION Le logo est désormais plus coloré, plus affirmé, plus moderne et «déco» !
  11. 11. ► ÉVOLUTION Le logo Alinéa Resto suit la même tendance : ► Le terme «Resto» prend le pas sur «Alinéa». Sans s’affranchir de l’enseigne, Alinéa Resto espère ainsi être reconnu comme un acteur de restauration (offres servie à table et/ou rapide) au service d’Alinéa. ► Ce changement traduit l’intention de mettre en avant le savoir-faire de ses équipes et l’originalité de ses produits, à des tarifs abordables et à tout moment de la journée.
  12. 12. A BIENTÔT CHEZ &

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