The ax fell at the end of June for the employees of the Carrefour store in Aulnay-sous-Bois. It was their establishment that was finally selected by the group led by Alexandre Bompard, to be transformed into Atacadao, this brand of cash and carry, created in Brazil and which has spread beyond the borders of Latin America in recent years. But the path has been long and strewn with pitfalls since the announcement of the CEO of the French retail group at the end of 2022, of the establishment of this new wholesale model in Île-de-France. And it may still be so for the employees of the Aulnay store, already victims last year of an assignment under lease management to the Moroccan group Label Vie.
“For employees, it’s a double penalty, insists Sylvain Macé, CFDT national secretary in charge of food trade and mass distribution, and union representative within the Carrefour group. After a loss of remuneration and part of their social benefits, they are faced with a voluntary departure plan, less than a year after moving to the Label Vie flag. “In the entourage of the mayor of Aulnay-sous-Bois, Bruno Beschizza (LR), the remarks are much more moderate. “We supported the arrival of Atacadao on our territory with firm conditions: if people want to leave with a check, it is their choice but there will be no forced layoffs”, we are assured on the side. of the town hall Les Républicains.
The Sevran project then the abandonment
The Carrefour group had initially planned to transform its brand, within the Beau Sevran shopping center, into Atacadao. But faced with the unequivocal refusal of local elected officials, he had to review his copy. Several names of municipalities have then circulated since January, including Rosny-sous-Bois, Montreuil or Aubervilliers, all located in Seine-Saint-Denis. And finally at the end of June, it was the Aulnay-sous-Bois store, located in the O’Parinor shopping center, 250 shops on 97,000 m2 of commercial surface, which was selected. “We immediately seized the opportunity to change the model of hypermarkets, which loses 3% of turnover each year at the national level, and which is roughly in the process of breaking its figure”, reports the entourage of the mayor d’Aulnay.
A decision that worries the employees of the Carrefour group, who fear a real social breakdown and an epidemic risk of extending the Atacadao model to other stores under lease-management. “Our only maneuver now is the negotiation of the voluntary departure plan, admits Sylvain Macé. It must be up to a restructuring plan within the Carrefour group and not less expensive because set up with a franchisee. We have several examples on which to rely since since 2018, Carrefour has implemented five voluntary departure plans or job protection plans. »
They also fear increased competition with the model of hypermarkets and supermarkets, against which it will be difficult to fight given the announced prices, of the order of 30% less. “Atacadao can be compared to Costco, Metro or PromoCash, but it is a brand that will have a much larger sales area and therefore a very large volume, and which above all is open to individuals, and no longer just to professionals. “At the town hall of Aulnay, we are assured that the model of the Brazilian brand is complementary to medium-sized surfaces and local shops. “It’s a chance for our 8,000 traders. It corresponds to what we want to put in place for our local economic fabric, which is, it must be emphasized, very different from that of Sevran. »
Aulnay, the perfect place to host this first French Atacadao in early 2024? The town hall also obtained that for the duration of the works, Carrefour maintains 6,000 m2 of average open area, out of the original 14,000. A medium-sized area which should then remain next to the Brazilian brand, she says again.
No forced dismissal
And while the employees of Carrefour d’Aulnay, which has been in deficit for several years – of the order of -10% in turnover in five years according to the town hall -, were hoping for a respite after a turbulent year 2022, they will now have to adapt to this new model. Or leave. “But, we obtained from the Carrefour group that the Aulnaysiens who wish to be reclassified and have priority over Atacadao jobs”, breathes the mayor’s entourage. It also suggests that Atacadao French version will be different from the Brazilian original, and could therefore offer fresh products. The Carrefour group has not yet confirmed anything in this regard. “They want to set up a brand with wholesale and semi-wholesale, which could lower the bill by up to 30%, not to mention a fishmonger’s department, bakery, etc. »
“In terms of adaptation, it’s still a hell of a transformation, recalls Sylvain Macé. Atacadao is a radically different concept from the hypermarket. And then, we didn’t even give the brand a year to regain growth. Are the promises made during the transition to lease-management already ancient history? »
In the entourage of the mayor, we look rather towards the future, citing the arrival of Primark in O’Parinor: “We had similar criticisms of the installation of this sign low-cost almost ten years ago. But today, people come for Primark and O’Parinor’s 250 stores benefit from it. » Atacadao in the footsteps of the Irish giant fast fashion in Ile-de-France?