Paradise red … Accor Services changes name and becomes Edenred in 40 countries where it operates, through its Ticket Restaurant and food stamps for the basics. This new identity is part of the demerger of the group Accor, which will be halved on July 2 with a side hotels (Accor) and other services (the new Edenred).
Each of these activities will be listed separately on the stock market. "We wanted a positive name that embodies our values, easy to pronounce and that can be incorporated into many languages, says the Figaro Jacques Stern, head of the service arm of Accor and a future issue of Edenred. We have reviewed hundreds. It was unanimous executive committee. "The firm specializes in creating names Kaos Consulting with teams internally, is behind the new name.
Eden means paradise in eight languages."In 95% of countries where we operate, people understand its meaning without translation," says Jacques Stern. Eden, in Edenred is, above all, "social ties, generosity, sharing. It is also the name of the company's project ("Undertake a different picture"). And the red ("red")? It is a direct reference to the logo that appears on most tickets for the company, a red ball. "In addition, red means network in Spanish, said Jacques Stern. Now our business is a business network, connectivity between businesses, employees and governments. "To have her new name, Edenred had to buy some domain names.To start, the company has installed 40 red balls huge cloth 5 to 7 meters in diameter in symbolic places: the role of Defence in France, in the middle of the Danube in Hungary … Edenred not intended to replace brand names themselves, there will be no major advertising campaign for the general public. "This is a company name. It is primarily for our 490,000 corporate clients, said Jacques Stern. Its launch is very economical, between 1 and 2 million euros. "
Brazil, the largest market
Already a world leader, Edenred intends to use its new autonomy – without Accor – to accelerate its development. It expects an annual growth in issuance volume between 6 and 14% for future years. Jacques Stern seeks settlements in 6-8 new countries by 2016 and it promises to innovate.In Brazil, the largest market Edenred (France is number three, behind Italy), a ticket culture will be launched in September. Dematerialization is a priority. To date, 70% of the offer is sold in paper form, with significant differences from one country to another: 80% in Brazil, but 15% in France. In 2016, the goal is to be 50/50. "At first, this represents an investment, but dematerializing our products, we enrich them," explains Jacques Stern. In Italy we have just launched a prepaid card, which incorporates advances for expenses for employees in addition to the Ticket Restaurant. "