Cuisine de France recognised that securing nationwide Tesco distribution was critical if their specialist bread range La Brea was to fulfil its potential, the problem was that previous proposals had been rejected by the customer!
Working with SCQuARE the La Brea team then undertook a complete UK wide view of the specialist bread market from a retail perspective, determining where Tesco were being successful and where they could improve, together with the quantifiable benefits to a change in approach.
The La Brea team represented their pitch with the suggestions as to how La Brea could help Tesco realise the full potential of the specialist bread market. The result was an immediate expansion from 75 stores to 975, and an estimated £10m sales uplift.
As a bonus we were awarded ‘The Tesco presentation of the year’ at their annual suppliers’ dinner.
Ciaran Lally – Sales & Marketing Director