It is in the industrial zone of Pilaterie, in the Lille metropolis, that Maxime Lefort opened, in April 2021, the first franchise of the brand Le Drive tout nu in the region. Originally from Lille, now 29 years old, he worked until then… in digital transformation consulting. A whole different universe.
“During the first confinement, I asked myself questions and I felt the need to reorient myself towards a more useful, impactful profession, in line with my convictions. I had already been consuming for four years, limiting as much as possible. waste,” he explains. A report from the Brut media introduced him to this specialist in the sale in bulk and without packaging of food and non-food products from the short circuit. Created in December 2018 in Toulouse by Pierre and Salomé Géraud, the brand offers an offer of 1,200 references from local producers up to 60% (at least). The principle: customers order online and pick up their order prepared and put in jars or reusable bags by the team. Then customers bring their containers back to the drive-thru where they are taken back with a discount (€0.10 per unit) on their future purchases, according to the reverse deposit principle. They are then cleaned before being reintroduced into the loop.
“An activity in line with my convictions”
“I got in touch with Salomé and Pierre in the spring of 2020. It immediately matched us well and I started in September 2020. Everything had to be built and I discovered many professions that I did not know “Notes Maxime Lefort. In particular, he had to find premises, build the product offer, meet and choose local producers, place orders, “aliquot” (separate into several identical samples), prepare shopping baskets, manage accounts, recruit…” It is exciting and very rewarding to carry out an activity in line with one’s convictions”, assures the new entrepreneur.
Despite the distance from Toulouse, Salomé and Pierre supported, helped and accompanied the young entrepreneur a lot. “Honestly, it’s easier to launch into a franchise with an already proven, turnkey concept. It’s much faster and reassuring,” continues Maxime. With a surface area of 216 m2, Le Drive tout nu Lille now has four employees, more than 300 active customers per month and works with some 130 local suppliers.
The brand now has 7 locations, including 2 franchises in Lille and Chambéry. It is aiming for 4 new openings in 2023. With clear rules: entry fees 15,000 euros, 5% of turnover in royalties, investment between 100,000 and 120,000 euros, including 40,000 euros minimum contribution. “Our objective is now to structure the network by creating integrated regional hubs in each metropolis where we are already established, i.e. Toulouse, Bordeaux, Lille and Chambéry. They will allow future franchisees to develop more easily and quickly, relying on their expertise for everything relating to products, logistics and the cleaning of containers in particular”, explains Salomé Géraud.
It is for this reason that the all-nue Drive in Lille became the brand’s hub in the North in December. A new step for Maxime, who concludes: “After 18 months of experience, I will be able to advise future franchisees knowingly.”
An article from the special Franchise special issue of L’Express. On sale since March 16.