The Quick fast-food brand has succeeded in its marketing coup. On the pitch of the Plaisir stadium (Yvelines), Wednesday April 24, Emmanuel Macron put on his crampons for the Variétés Club de France during a charity match in favor of the “Yellow Pieces”. The president, a footballer for a day, even scored a goal from the penalty spot. Photos immortalized the decisive action. Each time, the name of the jersey sponsor, Quick, stands out clearly in black letters on a white background. Successful visibility operation for the burger specialist who wishes to strengthen its notoriety and has chosen to be a partner of the “Yellow Pieces” operation this year.
Relaunched in 2021 after a takeover by the American investment fund HIG Capital associated with Frédéric Levacher, current president of the brand, in the form of a leverage buy-out (LBO, or company buyout through debt), Quick is in a reconquest operation.
With its 135 establishments and a turnover of 415 million euros in 2023 in France, it is still far from its major competitors McDonald’s, Burger King or KFC, but is ready to work harder. With a more limited marketing budget, estimated by Mr. Levacher at 5% of the 500 million euros spent by the burger and fried chicken giants, he has to play tight.
He therefore first reconnected with the comedians Eric and Ramzy, two historic figures of the brand for its communication campaigns. And, in this Olympic year, he chose to bring back into his stable an athlete, the ex-basketball player Tony Parker, who when he was still on the court was already praising the “ Long Street Burgers.” But, for the space of a football match, Quick offered himself, as brand ambassador, the President of the Republic. Sandwich man or burger man?