In Dol-de-Bretagne, a butcher has created a burger kit to entice the younger generation
How can you win over generations Y and Z? The butchers in a village in Breton have adapted their special offers to new consumer trends.
In Dol-de-Bretagne, a butcher that has been around since 1906, the Boucherie Maurice, has set up shop. While the business continues to offer a traditional selection of meats, it has also innovated to appeal to a younger clientele.
Maurice is putting the hamburger in the spotlight by offering a ‘burger kit’ which contains locally-produced meat, bread, salad, some cheese and sauce. This innovation allows people to easily cook at home, combining the ease which comes with packaged industrial products and the quality of local business ingredients.
This butcher has copied the distribution system of big stores with which younger people have grown up. Meat isn’t wrapped in paper. Instead it’s presented in plastic packaging and is self-service, which also allows the butchers to take more time to advise customers.
Proof of the success of these innovations has come with a second Boucherie Maurice opening in the region, in Cesson Sévigné.