Owner of Copenhagen will increase expansion and open 100 stores this year

The CRM Group-owner of chocolaterias Kopenhagen and Chocolates Cocoa Brazil, as a member of Lindt in the country – will put the foot on the accelerator as regards expansion in 2019. The company, founded 90 years ago and in the hands of current owners for 22 years, will more than double your pace of expansion this year, with the opening of 100 units of its two brands, after inaugurating 35 outlets in 2018. The reason for this expansion, according to Group Vice President, Renata Moraes Vichi, is the expectation of economic growth for this year – the Executive points out that there are banks predicting a high of 2.8% to the gross domestic product (GDP)-and also the improvement in sales of NET in the second half of last year. Renata says that the company's growth was 18% between July and December, in comparison with the same period in 2017. Renata acts of business for 22 years, since when your father, Celso Ricardo de Moraes, or CRM, leased the Kopenhagen. "When we assume, the billing was R $38 million. Last year, the total was $1.5 billion "R, compares. Despite the strong growth of the network, power supply market analysts outside the House remember the CRM has lost about ten years, the leadership of in chocolaterias for Cocoa Show. Even with the stronger expansion – with 40 units of Copenhagen, to call "premium", and 60 of Brazil, more popular – the group will follow well away from rival, which today has more than 2200 units and comes about 250 shops of opening per year. For Analyst Cristina Souza, Executive Director of the consulting firm GS & Libbra, it is undeniable that today the Cocoa Show is the brand that pulls the innovation in the industry. The company, which grossed R $3.5 billion in 2018, has also launched a line of higher-value products, the Blessed cocoa, made to compete directly with Copenhagen. "It is a product of value a little higher, but without exaggeration. The strategy of holding prices helped the Cocoa Show in crisis ", says the expert. Power of coffee in terms of growth in the CRM has left much to be desired, some initiatives to expand sales of franchisees have elicited, according to Chung. "They expanded the cafeteria for almost every store in Copenhagen, which increases the point of sale and blends well with the chocolate. It's not a great innovation, but it is something that the Show didn't have Cocoa. " The coffee, by the way, will be one of the strong bets of CRM in the future, according to the Vice President of the group. The company has just released a line of coffee capsules Nespresso machines that for the first time it will take to Copenhagen to large-scale retail brand. "It's a matter of habit. The person looking for the coffee capsule in the supermarket – and that's where we stand, "says Renata. One of the first distribution contracts that Copenhagen was signed with Grupo Pão de Açúcar (GPA). To enhance your operation, the CRM Group also signed, in 2014, a partnership with the Swiss Lindt brand – today, the joint venture already has 37 stores. According to Renata, the "premium" operation not cannibalised the Kopenhagen. The example of what makes the Lindt, national brand also reissued a loyalty program, with the goal of increasing the frequency of consumer visits to stores. The food-away-from-home market anticipates a positive year in 2019 – in multiple threads, foresight is second inaugurations acceleration Cristina Souza, the GS & Libbra. "It is an industry that grows always as disposable income and when employment increases. And does not require of the people a high-disbursing, as in the case of consumer goods. "