Remi Ohayon: Reinvent and innovate - Forbes France Remi Ohayon: reinvent and innovate

Entrepreneur passionné, bouillant d’énergie, Remi Ohayon, à la tête de la communication digitale de plus de 1500 entreprises du secteur de l’hôtellerie- restauration en Europe, ( Meilleur Ouvrier de France en communication & création de sites internet (2011)), a, avec un BTS Hôtellerie option gestion & marketing en poche (1996)) qui le destinait au monde de la cuisine, bifurqué l’année de son diplôme, pour créer sa première agence de Web Marketing. Aujourd’hui il est à la tête d’Api & You, « LemeilleurChezVous.com »as well as the Secretbox console platform with more than 700 customers and more than 90 employees.Its credo: bring the hotel industry to be more efficient by creating points of contact with consumers and creating a real direct exchange.In his eyes today more than ever you have to create a virtuous, collaborative economy, close to local producers and reinvent themselves.Digital is therefore the solution because innovation is the company's survival key.With simplicity, he lent himself to the game of questions.

Vous êtes à la tête d’une société Api & You qui regroupe plus de 1500 entreprises de l’hôtellerie, la restauration, vins et spiritueux, produits gourmets en France & en Europe… A vous lire, on sent de l’énergie à revendre, l’envie d’avancer et l’esprit de challenge, en un mot, un appétit d’aller de l’avant.In a few sentences, tell me about your adolescence, your dreams that led you to be president and CEO of API You as well as 5 other companies that you have merged.

Remi Ohayon: I am original Rémois, having lived in Reims during my childhood.It turns out that I had a fairly serious motorcycle accident during my adolescence, and had to spend 1 year in a rehabilitation center in Sailins-les-Bains in the Jura, which changed my destiny, I think. Faisant des études classiques en première scientifique, mon grand rêve était de devenir cuisinier, passant tous les jours devant les Crayères (Relais & Châteaux)) de Gérard Boyer.I was of course passionate about cooking, but I certainly thought I ended up in an orchestra, adoring music.My parents left me to study with scheduled music schedules in school and in the afternoon at the Conservatoire, where I was doing the Cors of harmony..

The Jura was a revelation

Remi Ohayon: The Jura was a revelation for me when I made my rehabilitation.I discovered the Poligny hotel school and announced to my parents that I would not return to Reims, wishing to continue my management and communication studies in this school.She was the meeting of 3 incredible men: first Pierre Berry, principal of this school, who accompanied me during all my schooling and allowed me to return as a resident and student.He obtained my address in Poligny and allowed me to organize several actions within the establishment

Ma 2^ème rencontre, Jean-Paul Jeunet, chef 2 étoiles (devenu un ami)), qui depuis a vendu son établissement où j’ai effectué mon premier stageJe devais partir au Maquis en Corse, mais Pierre Berry m’a demandé comme une faveur d’aller faire le stage chez lui et je n’ai pu lui refuser.Finally my 3rd meeting, Bernard Loiseau.I was 22 years old I had to find an internship for my late year memory and Mr. Berry asked me to do so at Bernard Loiseau, because he wanted to have him as a sponsor for the school, in 1996.I then worked 7 days a week.Having no remuneration at Bernard Loiseau, I had to work on weekends to earn some money and his chef left me these 2 days.He often came to chat with me because I intrigued him.He did not understand how we can be registered with a BTS Management Marketing option and do an internship in the kitchen (I was 22 years old)).But the kitchen interested me.

How did you choose Digital?

Remi Ohayon: Bernard Loiseau was a curious man from others.He was fascinated by internet and liked to speak to the media.I made him understand that this support could allow him to talk to a lot of people.Seeing me work often on my computer, he allowed me to work there in his old room.And from that day, practically every night after my work in the kitchen, I was talking to him and I sometimes helps his assistants. C’est grâce à Bernard Loiseau que je suis actuellement aux commandes de Api & You.One day he told me that everything was possible for me and that two ways of excellence opened up to me.I had cooking skills, I was a good cook and could succeed in this area where I would meet other starred chefs, but if I ordered the internet I would meet hundreds of chefs.This is ultimately the choice I made.You can say that Pierre Berry taught me rigor, Jean-Paul Jeunet la Créativity and Bernard Loiseau, daring, entrepreneurship, or everything is possible, in a word the "niac" (smile))!For my BTS I had a business creation thesis to present, that I called @Appicius, to bring marks and customers closer.I had 17/20 for this memory in June 96!And in September 96 I decided to create my digital agency focused on the creation of official sites for hotels and restaurants, bringing together brands and customers.At that time there was too much intermediary and I did not understand that the chefs could not find their customers live live.In my eyes, we had to build a virtuous economy by internet.This is the reason why I created sites for each hotel and restaurateur.

What were your first customers?

Remi Ohayon: Michel Rostang, Château de la Chèvre d'Or and the Auberge des Templiers les Bézards.

I saw that you had become best worker in France with six of your employees in communication and creation of websites.Amazing this title right?

Remi Ohayon: This title is used in many areas.We owe it to printers.In 2011 I am part of the Communication class which brings together the press, the pre-press, the infographics ... I am informed by the director of the Bottin Gourmand that there is a competition for the "best worker in France".There are already 50 registrants and I decide to register as well as six of my employees.This is how we have become "best worker in France".

You alerted consumers in 2013, through an "add (c)) tion" book, that you had to consume differently and advocate return or direct contact with professionals.Do you feel the soul of a precursor?What was the trigger ?

Remi Ohayon: In 2013 I have the feeling that establishments and restaurateurs are caught on one side by distribution portals and on the other by the opinions of sites and guides.They are too dependent on the sales and distribution circuit when they spend a lot of time in their establishment.In my eyes we destroy a chain of values.So you have to go directly.Too many sites use the names of the brands that are not theirs, by keywords and the name becomes misleading towards customers, not corresponding to reality.It is actually a misleading use of the brand for other purposes.This is the reason for my book because I have leaks and offers solutions.I then make a tour of France with conferences and debates by visiting more than 1000 establishments.

What solutions do you recommend?

Remi Ohayon: I offer the following solutions:

1. Gestion de sa propre marque
2. Organiser la fidélité de ses clients au sein des établissements.
3. S’équiper de logiciel de réservation (beaucoup d’établissements n’en possédaient pas à l’époque)).

Tell me about your secretbox console?Impressive the 484 hotels affiliated there and generated more than 39 million turnover in 2020.How did the idea come from?Because the gift box has existed for several years.What differentiates you?

Remi Ohayon: Of course that boxes already existed, distributed by portals or supermarkets, but this involved 30 % of distribution costs at the hotel.I then realize that the consumer wants to buy a personalized box of a house or a restaurant and not have a plethora of establishments.I then set up the Secretbox console in 2010, a platform made up of different criteria, which redirects to the official website of the establishment chosen by the consumer.So I bring the distribution live.The SecretBox search engine allows you to find according to your desires and redirects you to the restaurateur or the official hotel where you will buy your box.We have proposed to known brands to use our technologies.Gault & Millau a d’ailleurs décidé de travailler avec nous pour utiliser cette technologie.To date we have 900 establishments that are connected.SecretBox console therefore offers additional technology and e-commerce services.My economic model is a technological subscription.In my eyes, we are in a logic of virtuous economy.

Can you tell us about a few names in the hotel industry that trusted you?

Remi Ohayon: Yes of course.Thus the Saint-Siméon farm, a superb half-timbered inn from the 17th century, in Honfleur, is one of those houses which understood the importance of the personalized gift box.They had a good idea to offer a gift for the consumer who wishes to please a birthday dinner, a party or simply to meet two.It is a nice establishment located in Honfleur, with a lot of charm and who knows how to receive.I also have an example Anne-Sophie Pic, who created a real department to manage gift boxes.

Do you think the gift boxes represent the future?

Remi Ohayon: In my eyes it is one of the distribution channels and there will always be.I have found that for two years consumers also buy for themselves and no longer just to offer.They want to travel more often, less long and with better service.They don't want to surprise and know that by buying a box, everything is understood.So everyone is happy.The hotelier sells 100 % of its margin.The customer pays live and comes when he wants.Cancellation conditions are simpler.The hotelier can schedule reservations (holiday weekend, school holidays.))

Do you have attractive and unusual offers?

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Remi Ohayon: Yes I have an unusual accommodation in Burgundy where you sleep in the trees, at the Green Prés Domaine.The star restaurant "Nature" from Nicolas Gautier in Armantière, which offers gift vouchers, which you can use both in its take -out shop and at the gourmet restaurant.A different example, that of the Cap Eden Roc hotel which offers a gift box worth € 15,000 with two nights, where you have heard, a host of services.In the Barrière group, you can have gift boxes in the form of tokens and use them in the casinos.Finally at the Haeberlin family in Alsace, breakfast is done by boat.

You have also launched the bestchezvouchez.com.It was the pandemic that gave you the idea of shortening distribution networks and creating this platform?

Remi Ohayon: On March 14, restaurant stops.I had two solutions either stop or support customers.With my team we then decide to invent new technology. Au bout de 10 jours nous créons la Console Shop & Go qui permet de gérer sa vente à emporter. Comme nous travaillons pour les traiteurs (40)) qui ont eu une explosion d’achat de plats cuisinés, nous avons l’idée de créer aussi pour les restaurateurs la possibilité du Click & Collect.The software is equipped on April 15 and we are developing as customer needs with new versions?Because of course you have to structure yourself.Between April 15 and December 30, 2020 we had 167 customers who generated 5 million turnover by working with this software?that on weekends.

Pensez-vous que les consommateurs continueront le Clic & Collect alors que l’envie les démange de retisser un lien social et de se retrouver entre amis dans un restaurant ?

Remi Ohayon: 53 % of consumers want to continue to buy on sale to take at least twice a month and during major events.Here we go from the kitchen wrapped in gastronomy at home.This market will become lasting and represent between 10 to 15 % of turnover with greater margins for restaurateurs.So you should not think like a take -out sale but an act of purchase with a global experience between delivery man, packaging, implementation ...

For example, the restaurateur Paul Bocuse has developed an ephemeral concept of numbered pastry in limited edition (500)).It is fun to see that such institutional and high -end brands use this tool, considering it a way of developing.They understood that this brings them more visibility and readability.The gastronomy to take away, on the other hand, will have two faces:

1. La cuisine que vous préparez
2. Le chef ou un des collaborateurs chez vous avec un majordome.

I believe in alliances between restaurateurs and caterers.We must therefore think about a more developed service while providing an experience to the consumer.

What type of gift box do you offer?

Remi Ohayon: We have all kinds of gift boxes: wines tasting, day spa with lunch more massage, sport and hairstyle for example or a day beauty experience.And of course gift boxes hotel gastronomy, well-being and now culture.

What works best?

Always the hotel boxes.

What is the average price of a gift box?

Remi Ohayon: for a five -star hotel between 1000 and 1500 euros for a more dinner night.For a four -star hotel between 600 and 800 euros.For a three -star hotel between 300 and 500 euros.

What are the advice you can give to small restaurateurs who are struggling in terrible financial problems.How to resurface or just hold?

Remi Ohayon: There are three issues.The first issue: employees.After 8/9 months of interruption, we must resume reflexes and basics therefore do management with a lot of internal communication.Think about take -out.Example: Keep the chef all day with new distribution circuits.Reflect on what will perpetuate the company.Second issue: being ready for consumer euphoria when we can go to the restaurant again.

1.Digitize all the reservation taking.

2.Give all the information and go to digital payment.

Because the reception begins for booking.

Third stake: sell at the right price and even a little more expensive.You have to position yourself because I believe that a Michelin star cannot offer lunch a menu at 35 €.In times of crisis the top of the range should not pull down.

Tomorrow you will have to sell at the right price with a packing positioning idea.Finally we must define a commercial strategy.

What is your definition of luxury?

Remi Ohayon: Eat in a gourmet restaurant by having the emotion of the moment at the table, often between family and friends, it is really the alchemy of happiness.

What is the luxury so you cannot go?

Remi Ohayon: to have convictions, because the structure brings conviction and conviction the quest for excellence.

What is your height of luxury?

Remi Ohayon: The generosity of our customers.

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