Redefining the social
role cafés can play
in our lives is key to
their survival"
TRENDS INNOVATIONS
World ofHeineken 43 - winter 2010
Blame the internet, smoking bans, or a
modern-day lack of social cohesion, but the
trend of closures in the on-trade seems to be
firmly established. In France alone, on average,
nearly two cafés close every day. According to
industry figures, quoted by international press,
there were more than 200,000 cafés and bars
in France in 1960. Today there are less than
40,000. For those that remain, business is
getting tougher, with turnover in the average
French bar on the decline.
As both a brewer (Fleineken Entreprise) and a
drinks distributor (France Boissons), Heineken
France is perfectly positioned to take the
lead in helping to reverse this trend and has
stepped in to revive the pride in the on-trade
and the social side of café culture. At a recent
press conference, Patrick Villemin, Fleineken
France General Secretary, and Marc Roubaud,
MD of France Boissons, presented the results
of a survey of around 1,000 consumers. The
survey, carried out by independent research
group IFOP (French Institute of Public Opinion)
and sponsored by Fleineken France, examined
consumer attitudes towards the on-trade.
The survey findings indicate that one in three
French adults does not visit cafés. Of those
who still do so regularly, the main reason
offered was the social experience, with
70% of regular customers going to the café
to meet with friends and 84% saying they
typically engaged in conversation with the
manager or waiter.
Armed with this information, Fleineken
France has put together 'Forum Citoyen' or
Citizen's Forum, a panel of French citizens,
reflecting the geographic, ethnic and social
demographics of the country as a whole. This
independent panel, 'France in miniature',
was recruited by IFOP to take part in two
working weekends in October and November.
Presentations by a specialist panel of experts
included topics such as the history of cafés,
bars and pubs; sociability and the on-trade
sector; and the theory behind
social connections.
The focus groups are part of a proactive
approach by Fleineken France to rediscover
the café and communicate the message of
once again enjoying the social interaction
they offer. Feedback from the focus group,
along with public comment generated
by the Forum Citoyen website, Facebook
and social media, will result in concrete
recommendations for the trade.
SOCIAL ROLE
For several years France Boissons has
played an active role in 'Service en Tête', an
organisation consisting of around 500 'model
cafés'. Recommendations made by the panel
will be shared with these cafés to provide
additional analysis from the perspective of
professional on-trade businesses. These
discussions will also take place through the
specially created website. This will allow
fellow professionals to enter into an open
discussion on what makes a great café and
what cafés can do to facilitate more social
bonding experiences.
"We want to generate new ideas, and we
want the Citizen's Forum to act not simply
as consumers but as representatives of the
general public. We'd like them to go beyond
the fact that they choose a café based on,
for example, whether it has a clean toilet and
good food. Instead, we want to know what
role the café can play in society, how the café
can remain a social, welcoming place," says
Laurent Turpault, External Communication
Manager at Fleineken France.
The initiative fits within Fleineken France's
2020 Vision and its 2011-2013 plan, which
highlights four commitments: working for
the environment; promoting responsible
consumption, ensuring responsible
purchasing and supporting social
connections. These are also reflective of
Fleineken's global long-term 'Brewing a Better
Future' ambition.
POSITIVE COVERAGE
According to Turpault, the project has
already resulted in extensive positive media
coverage. "We have several aims regarding
this project, but the single most important
thing is for us to develop our understanding
about the social role of the on-trade for
society, and become the clear experts in
this field. This in itself will generate good
press coverage.
"With this project, Fleineken France, as a
responsible business leader, can demonstrate
its commitment to understanding the link
between the on-trade and social bonding.
Though our competitors may be keen to
jump on the bandwagon, this is clearly our
initiative. We'll continue to support it with the
special website for information, blogs and
forums to reach a wider audience, and will
carry out additional research to further our
understanding of the future role of cafés in a
social context."
Fie says the press response has been
"quantitatively very good" and overridingly
positive. "We've had five radio interviews as
well as a lot of press coverage. In addition, we
have generated plenty of internet comments.
"We also have a 'public affairs' goal through
this campaign. Recommendations will be
shared in special meetings with the larger
