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Comment Sébastien Chabal s’est retrouvé à faire des burgers ?

Sébastien Chabal et Joannes Richard

A force de plagier Sébastien Chabal en égérie de la marque de viande Charal – ce qu’il n’a jamais été – il fallait bien s’attendre à ce que le plus médiatique des troisième-lignes français (62 sélections) franchisse le pas un jour.

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Le 5 juin, il a officiellement lancé son nouveau projet, Les Burgers de Jo, lancé en partenariat avec le Nîmois Joannes Richard sacré Champion du Monde du Burger à Dallas en novembre 2023. Par sa marque de vêtements Ruckfield (il possède également la société Chabal Sport spécialisée dans la fabrication des terrains de sport et compte plusieurs participations dans des sociétés de nouvelles technologies), l’entrepreneur Chabal était justement l’un des sponsors du chef lors de la compétition mondiale.

« Ce qui a motivé ce projet, c’est la rencontre avec Johannes, avant qu’il soit champion du monde », a confié Sébastien Chabal à l’occasion du lancement de la marque.

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    Damian de Allende – Walk the Talk Trailer | RPTV

    Springbok Damian de Allende joins Jim Hamilton for a fascinating chat about all things Springbok rugby, including RWC2023 and the upcoming Ireland series. Full interview coming Thurs 6th June.

    Coming Soon

    « On est issu d’un même terrain, c’est celui du rugby. On s’est apprécié rapidement et moi, les projets food me passionnent. Je suis gourmand. Gourmet et gourmand. On s’est rapidement dit qu’on allait lancer quelque chose ensemble. Une fois qu’il est rentré de Dallas avec son titre de champion du monde en poche, on s’est dit qu’on allait lancer une franchise.

    « Et puis il y a des éléments, des événements, de la réflexion qui ont fait qu’on s’est dit qu’en fait, on n’allait pas lancer de franchise, on n’allait pas lancer une offre concurrente dans le monde de la restauration parce qu’il y a déjà des dizaines de concepts qui sortent chaque année.

    « On s’est dit qu’on allait plutôt être partenaire des restaurants existants – des restaurants qu’on sélectionne, qu’on trie sur le volet des restaurants qui aiment le produit, qui aiment cuisiner le produit frais, qui aiment leurs clients – et leur proposer de prendre la carte des burgers de Joannes Richard le temps d’un mercredi ou de deux mercredis par mois pour apporter une offre différenciante, pour avoir une exclusivité dans leur ville.

    « Et c’est vrai qu’aujourd’hui, le modèle reçoit un accueil assez positif et on est très content. L’objectif, c’est d’être un peu partout en France, d’être le plus grand réseau de restaurants hamburger en France et ce, dès 2025. Et je crois qu’on va y arriver. »

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    Pour l’heure, un millier de restaurants seraient déjà intéressés et inscrits dans ce projet qui sera lancé en janvier 2025. L’objectif étant de tripler le nombre en douze mois.

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