Yoomy Food Group accelerates its digital transformation with DOOD, L’Addition and ZEROSIX.
Yoomy Food Group, which owns 6 Breakfast in America restaurants, Les Fondus de la Raclette and Pasticcio, is accelerating its digital transformation. The group has teamed up with L’Addition for checkout software, DOOD for digital ordering and ZEROSIX for omnichannel loyalty. Before expanding into franchising.
To mark the launch of the first phase of digital rollout for the Breakfast in America brand, we spoke to Sylvain Breton, co-founder of Yoomy Food Group with Mathieu Dacheville. The initiator of this new dynamic, he shared with us his vision for the Group’s brands.
An ambitious digitalization strategy
“In an increasingly connected, constantly changing world, our brands must adapt to remain competitive and as close as possible to our customers’ needs across all sales channels.”
Sylvain Breton, co-founder Yoomy Food Group
With this in mind, Yoomy Food Group launched an ambitious digitalization strategy in 2023. It is led by Sylvain Breton, who has been in the restaurant business for nearly 10 years.
Founded in 2014, the restaurant group now has nearly 70 employees and 6 restaurants with three different themes: Les Fondus de la raclette (Savoyard), Breakfast in America (American diner) and Pasticcio (Italian).
Every day, the team is committed to an exciting mission: to develop iconic brands that transcend palates and take customers on a journey every time they visit their restaurants.
“We’ve always invested a significant proportion of our revenues in digital, but we’ve seen an acceleration in this post-covid digital transformation, on all subjects linked to the customer journey (payment, loyalty, delivery/internalized click & collect).”
Sylvain Breton, co-founder Yoomy Food Group
The aim of Sylvain Breton’s strategy is to deploy and ramp up digital sales channels. These have been identified as growth drivers, with +20% volume growth in the takeaway channel by 2022.
Up until now, Sylvain Breton has only delivered on the Uber Eats platform, but he is now pursuing a new ambition with the aim of investing in the “own” channel*. This translates into the launch of click and collect and live delivery with DOOD from June 2023 in the two Paris outlets of the Breakfast in America brand. Complemented by the introduction of a new omnichannel loyalty program with ZEROSIX.
Breakfast in America acts as a pilot before being rolled out to the Group’s other two brands.
*Without intermediaries, orders are placed directly from the brand’s platforms: website, proprietary webapp, Google Maps, social networks…
A connected digital ecosystem with an omnichannel approach
“After deploying the new-generation L’Addition cash register software in all our outlets, we were looking to integrate partners natively connected to our cash register. This was to simplify our head office processes and the operational management of our on-site teams. Our choice fell on DOOD for digital ordering and ZEROSIX for our loyalty program, whose integrations with L’Addition are fully functional.”
Sylvain Breton, co-founder Yoomy Food Group
This fully integrated ecosystem has been built to support Yoomy Food’s growth ambitions. The group intends to accelerate the development of the Breakfast in America brand with the opening of 4 additional directly operated establishments, followed by franchise expansion from 2024.
L’Addition, the new-generation cash register
Since 2019, L’Addition has been equipping the group’s 6 establishments with cash registers. The decision to migrate to the L’Addition solution was motivated by the need to optimize restaurant productivity and offer centralized management at Yoomy Food Group headquarters.
“L’Addition offers a powerful order-taking and cashiering tool that greatly facilitates the work of our field teams, as well as a management system that enables optimal decision-making at head office. The strength of our POS also lies in our ecosystem of partners, which today facilitates the deployment of the Group’s digital strategy.”
Olivier Repessé, co-founder of L’Addition
DOOD, a multi-site digital ordering marketplace
Digital click-and-collect and direct delivery ordering is carried out via a webapp designed with the DOOD marketplace solution, and which to date brings together the 2 Breakfast in America establishments: https: //order.breakfast-in-america.com/fr.
Fully integrated into the brand’s environment and 100% personalized, the webapp enables customers to place orders from the brand’s website, Google My Business page or flash and collect (via QR code) in the restaurant.
From the same site, customers can place click-and-collect or delivery orders, integrating all the different routes.
Live delivery is operated by the DOOD x Uber Direct partnership.
“Our plug & play platform and its advanced level of customization immediately appealed to the Yoomy Food Group teams. We worked together to design a fluid and efficient ordering marketplace that we deployed on the first Breakfast in America brand, and the initial results are very promising.”
Antoine Rabin, DOOD co-founder
The webapp features a range of functions that appeal to customers and respond to new uses. This includes a wide range of payment methods. To be able to offer new-generation meal voucher payment, for example.
“DOOD integrates all the payment methods with which our customers wish to pay, CB, Amex, luncheon vouchers, Swile, via Stripe and Paygreen, which maximizes our conversion rate.”
Sylvain Breton, co-founder Yoomy Food Group
The platform is ready to welcome other Breakfast in America brand openings in the coming months. The marketplace solution makes it easy to launch a digital order at every opening. And to keep pace with the Group’s development ambitions.
It can also be quickly duplicated on other Les Fondus de la Raclette and Pasticcio brands.
ZEROSIX, an omnichannel loyalty program
As for the loyalty program, Yoomy Food Group has chosen the ZEROSIX solution for its integrated ecosystem (checkout, click and collect and delivery). It enables customers to enjoy their benefits regardless of the ordering channel; meaning that, whether on-site or online, loyalty is omnichannel, with customers acquiring and using their benefits. ZEROSIX also makes it easy to boost the customer base both in and out of the restaurant, through a range of dedicated functions.
“It’s been a pleasure to support the Yoomy Food Group teams in all phases of designing and deploying their loyalty program, in all their establishments and across all their digital touchpoints.”
Nicolas Guieysse, co-founder ZEROSIX