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Ali Zouina, la R&D du hamburger


«Hamburgeoisez-vous». French Touch, le hamburger qui fait trembler les riches. Ouvert en novembre 2013, le bistrot burger est un phénomène qui n’en finit pas d’émoustiller les papilles.

Il faut dire qu’Ali Zouina, le fondateur, a mis les plats dans les grands. Rencontre avec un docteur ès du hamburger.

Ali Zouina, la R&D du hamburger. Viande bio charolaise, fromages labellisés AOC et AOP, pain et cheese-cake faits maison, French Touch redore le blason de la junkfood. Et ça marche. Le restaurant tourne à plein régime. Le week-end, c’est près de 200 couverts dressés!

Burger version réseaux sociaux

Pourtant basé à Courbevoie, pas vraiment au cœur de Paris, French Touch voit défiler bon nombre de VIP qui en ont fait leur cantine. Pas vraiment branché show biz, Ali Zouina, le fondateur, est un as des réseaux sociaux. D’ailleurs, il est régulièrement invité par les journalistes de BeinSports pour des « live-burger ». Preuve de son rayonnement.

Ali Zouina, fondateur de French Touch en action sur BeinSports
(Photo/BeinSports)


Avec 15 000 fans sur Facebook et 4000 followers sur tweeter, le patron originaire de Nanterre (Hauts-de-Seine) fait partie de ces entrepreneurs 2.0 à la pointe des réseaux sociaux.

En 2016, le burger sera connecté ou ne sera pas.


Pas étonnant. Ali Zouina a du flair. Cet ingénieur informatique de formation n’en est pas à son premier coup d’éclat (gastronomique).

Serial entrepreneur

En 2005, après quelques années en poste, il investit dans une petite affaire près de la gare d’Epinay- Villetaneuse (Seine-Saint-Denis).

« La pizzeria ne marchait pas bien. Pleins de choses de fonctionnaient pas…», explique-t-il. Et pour relancer la machine, il travaille avec méthode. « J’ai jaugé le marché. On était face à la gare donc le potentiel de passage était important. »

Au bout d’une année, les résultats sont poussifs. « Du côté des employés, il y avait du laisser-aller. » Toujours en poste dans l’informatique, il décide alors de mettre la main à la pâte.

« Un ami m’a formé, j’ai développé l’affaire comme je l’entendais. » Et il fait bien. Le chiffre d’affaire est multiplié par quatre. « On l’a mise à vendre après quatre années d’exploitation.»

Reculer pour mieux sauter

Le jeune patron est de retour dans l’informatique. Un peu à contre cœur. Il a gouté à l’entrepreneuriat. Difficile de faire machine arrière. « On a repris une seconde affaire à Puteaux dans les Hauts-de-Seine.» Mal fréquenté, l’établissement, à 200 mètres de La Défense, fait fuir les clients.

Ali Zouina joue la carte du qualitatif et parvient à attirer dans ses filets cette clientèle rétive. L’opération séduction fonctionne. Comme à Villetaneuse, il multiplie le chiffre d’affaire par cinq avant de revendre le business fin 2012. Un challenge en chassant un autre, l’entrepreneur en série a une idée en tête.

«Je voulais lancer un food-truck en déclinant des camions mono-produit», détaille-t-il. Mais le destin en décidera autrement…ou plutôt les mairies. « Dans la pratique, c’était très compliqué d’obtenir un emplacement dans une commune », regrette-t-il.

Un mal pour un bien

Un mal pour un bien. Il se rabat, alors, sur un local à Courbevoie, là encore à deux pas de la Défense. « On a signé le bail en mars 2013 avant d’entamer les travaux sur plusieurs mois ».

En contact avec un producteur bio, il garde le cap de la qualité. Autre challenge, lancer French Touch en banlieue. Un pari réussi.

Véritable laboratoire du hamburger, le bistrot burger pourrait bien faire des petits. « On visite des boutiques à Paris mais rien n’est signé». En attendant, venez donc vous « hamburgeoiser » en banlieue.

Raconter, analyser, avancer.

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