P R ESS FILE
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KRAMPOUZ?
PANCAKES IN BRETON
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PRECISION COOKING FOR 60 YEARS
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FROM FATHER... TO SON
KRAMPOUZ: DIVERSIFICATION AND EXPANSION…
... KRAMPOUZ CHANGES HANDS
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4 QUESTIONS FOR THE CHAIRMAN,
SERGE KERGOAT
KRAMPOUZ: TRADITION AND TECHNOLOGY
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KRAMPOUZ IN PRO MODE:
A GLOBAL BENCHMARK
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KRAMPOUZ IN FIGURES
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BRITTANY CELEBRATES THE PANCAKE
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PRESS CONTACTS
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Krampouz, the global leader
in professional crepe makers,
has been dedicating the
best of its know-how and
experience to the general
public for quite some time.
The brand takes pride of place on the
shelves of electrical household
goods stores.
The Krampouz expertise when it comes
to crepe makers, waffle machines and
planchas brings endless recipes
for all to enjoy to the full.
So, when you hear Krampouz, what do you think of?
«Pancake in Breton!»
Well done!
You have just won the right to find out everything
about Krampouz, a real saga, French style...
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More than 60 years on from its creation, Krampouz, the little family
run Breton business has become a SME on an international scale
designing and manufacturing ranges of crepe makers, grills, waffle
machines, planchas, accessories… , with professionals and the general
public in mind.
Krampouz is established in 140 pays and can boast sales of 10.6 million
euros, 33% of which to export.
2015 target : 14 million euros based on the expansion of two target
markets: professionals and the general public.
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TO
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SO
Founded by Jean-Marie Bosser, the Krampouz brand come
about (as often) by chance. In actual fact, this electrician went
about making a gas crepe maker in an endeavour to come up
with a solution for his family. This was in 1945 and backed by
a successful first attempt, this hand crafted prototype was soon
to be followed by other appliances, marketed to professionals of
the region as early as 1949: this was the start of the adventure.
Krampouz, meaning «pancake» in Breton, founded in 1953, was to
become THE benchmark in crepe makers over the years.
Thanks to positive word of mouth, bit by bit the small business carved
itself up a niche among the wholesalers in household goods canvassed
by Jean-Marie Bosser. At the same time, this forward-thinker took part in
fetes and shows closely followed by the local press. This was the debut
of the fame that Jean-Marie Bosser salutes with the modesty he is known
for.
In 1965 Jean-Marie Bosser inaugurated a foundry workshop in
order to be able to ensure the in-house manufacture of his
appliances. At the time, all the crepe makers coming out of
the factory were already meant for either professional or
family use. Result: in 1972 Krampouz sold no less than
3,000 crepe makers!
And so, it was time for the company to ramp things up.
This is precisely what happened (almost by chance)
when Jean-Marie Bosser created the first electric crepe
maker! This appliance was showcased at the Quimper
show in 1971 but took some time to break through as it was
up against the well known and less expensive gas model.
No big deal! To win over the professionals, the electric crepe
maker was lent out to the crêperies who gradually discovered its
advantages and took it on board. In 1978 Krampouz sold 5,000!
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OU
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THE PANCAKE
The pancake is a healthy and all-round food,
mainly composed of cereals, milk and eggs. It
can make up a full meal when filled or an
enjoyable snack to be eaten at any time
of the day (or night!).
KNOW?
The pancake was a way to eat cereals that
goes back a very long way, even further than
bread. It differs according to the country, from the
Russian blini to the South American taco or fajita
and takes on many different forms depending on
how it is made across the world.
1978 : the founder hands over
to his son
This is when Jean-Marie’s son, Michel
Bosser joined the company to perfect the
existing appliances and develop new ranges.
The first family electric crepe maker followed
by the four or six-griddle multi crepe makers for
professionals are amongst the best known.
Although, thanks to non-stop innovations, Krampouz was an outandout success and practically dominating the Breton market, the
brand was hardly known abroad. At the time, three quarters of its
sales were between the professional and the family ranges with 30%
achieved in Brittany.
Establishing and developing the brand on an international level was
therefore a job for the second generation Bosser: From 1980 Michel
turned into a globetrotter. With his crepe makers under his arm, he set
out to win over other markets: Paris, London, Brussels, Athens… Michel
Bosser tweaked and reinvented all his models to stay tuned to the changes
and requirements of the international market.
The company adapted its products to the requirements of professionals:
it rolled out the ranges, perfected them constantly, fitted safety devices,
proposed storage units and accessories without ever compromising on the
quality that had forged its reputation. This is the flag that Michel Bosser
who took over the reins in 1984 was to fly high and proud.
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In order to continue to expand in France
and internationally alike and to claim
a high flying position in the professional
sector, diversification of the production was a
must. So to do this, Krampouz integrated a design
office.
In the nineties, the brand boasted 150 odd references, including the
obvious gas and electric crepe makers but also removable or fixed working
tops, mobile crepe units and carts. Alongside, it extended its range of
accessories: ladles, turners and spreaders, wiping pads, recipe books, etc.
From 1997 the family ranges were also expanding and distributed to
supermarkets. With a wider public in mind, small electric crepe makers (31
and 33 cm diameter) were proposed to specialised electrical household
good retailers and on television shopping programmes. With its non-stick
coating, reliable thermostat and patented spreader, the family crepe maker
took flight! For the Candlemas feast, Shrove Tuesday or any occasion, in the
heart of Brittany and elsewhere alike, family crepe makers came into play
to enjoy savoury or sweet delights.
Finally in 2001 professional waffle machines were added to the company’s
catalogue by buying up a Belgian manufacturer.
The same year the company left Pouldreuzic and moved to Pluguffan
near Quimper.
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2006 : Serge Kergoat takes over the
business
Serge Kergoat, the experienced business
takeover player, came on the scene in 2006.
Originally from Finistère and backed by extensive
experience in external trade and business
management, he wanted to go back to his roots
through a SME and Krampouz ticked all the boxes.
In the meantime Michel Bosser, bent on handing over the
business, was seeking a like-minded buyer with Breton
origins. The two men met and quickly hit it off. Things
progressed quickly. Michel Bosser stayed on for a few weeks
in the company until Serge Kergoat gradually found his feet
without questioning the fundamentals. «Krampouz, he said, had
set up real benchmarks, known everywhere and by all: technical
quality, second-to-none precision and reliability. It was therefore a
matter of boosting the development without disowning the historical
values of the brand in any way.»
Serge Kergoat defined a new strategy: Krampouz was to roll out its
professional high quality cooking expertise to multiple products. The
aim was to go from a product logic to a market logic, to drive the “heat
adjuster” image (the signature at the time) to that of a “top quality plug in
cooking equipment manufacturer” both for professionals and the general
public.
A global overview
This is where Serge Kergoat made management centre stage: he
redefined the missions, favoured delegation and independent
working and gave everyone the means to excel.
The general industrial, commercial and administrative
organisation was adapted to the requirements of the French
and international markets in keeping with the company’s
values. «The idea, Serge Kergoat explains, was to break down
the boundaries, open minds and to bring in a new vision that
was less technical and more global. This was made possible
thanks to the good team with sound expertise and eager to
advance.»
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Urged by this passionate businessman,
the Krampouz commercial development
started to boom. The company was ever
present in public-oriented shows abroad and
had the backing of mass networks in order to set
up relations with new foreign distributors.
Capitalising on the universal, fun and friendly assets
associated with pancakes, Krampouz set it sights on the
world: Mexico, India, Russia, Japan…
60 new references between 2006 and 2012
The extension of the ranges speeds up along two lines:
- bolstering the range of top quality plug in equipment designed
for fast food and small catering applications
- boosting the brand’s coverage in the small electrical household
good sector for the general public.
Planchas and grills boasting the Krampouz qualities appeared
alongside traditional crepe makers. In all, over 60 new references
mushroomed between 2006 and 2012!
Innovation is the vital driving force in this dynamism. Product design has
been completely revamped and harmonised and the packaging ensures
better enhancement of the specific qualities of the products.
In order to meet with the findings and requirements in the field, in France
and internationally too, the design office strives to make the products
ever practical, reliable and hygienic. Hence the encounter with a Belgian
distributor at a show in Dubai being the reason for a new waffle machine
patented system: firmly vouching for the sound global approach and
the customs of today’s users. Since then, this new patented system
named EASY CLEAN has been successful and is now duplicated
on the new range of Multi Contact Grills.
This approach goes hand in hand with in-depth work on the
image and development of our reputation.
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1/ How is Krampouz doing since you arrived six years ago?
Krampouz is doing well. Despite the very difficult economic
situation, we are continuing to develop.
For the past six years, we have progressed on a regular basis with a
growth curve that is much more sustained than our initial forecasts.
2/ What was your career before Krampouz?
I worked in different industrial groups, in the food industry and services
to industry. I had sales jobs to begin with in France and abroad.
I then held industrial and management posts, managed industrial sites
and independent subsidiaries of groups.
I always had the goal of running my own company. Therefore acquiring
experience as broad and operational as possible was always a musthave
condition in order to succeed in this goal.
I am now living what I aspired to: running an industrial
company on a human scale, a benchmark in its market
with very strong development potential.
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3/ The Krampouz brand is
known for its professional
crepe makers, yet today you are
developing new products like the
planchas and are taking part in more
and more international shows.
Does this mean that the brand is becoming
both multi-product and international?
The Krampouz brand has been established
internationally for a long time but our ambition is to
intensify this position greatly.
Given the virtual universal aspect that the pancake and waffle
have for example, our market is a global one. The company
therefore has extensive potential. Our target is to go from 30 to
40% sales internationally in the long term.
Our other growth lever is to offer catering professionals a wide
range of top quality cooking equipment. Our offer is more particularly
designed for small scale catering and fast food applications which
is a sector that has not been very affected by the crisis. We have
therefore developed new products such as the professional planchas,
waffle machines, grills, etc., while making the most of the company’s
extensive expertise acquired over the past sixty years.
We are working on developing new products for the professional
range and obviously the family range too, as per the release of
the range of DIABOLO pancake makers at the end of 2009. This
has been developed with LES SISMO design studio and has
been positioned in the «tableware” segment with the obvious
quality and performances associated with our brand.
Our products have always been designed to last. We regularly see
crepe makers that are over 20 years old in our after-sales department!
The Krampouz brand is proud of its quality image and very strong
adherence potential over the five continents. These are major
assets we have under our belt allowing us to open a great
many doors.
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4/ In terms of costed targets, what
prospects have you set for the company?
In 2012 we made 10.6 million euros in sales
and are aiming at a minimum of 14 million
euros by 2015. Given the development
opportunities we are pinpointing in our
sector, this growth would be achieved in
two markets, the professionals and the
general public.
The control we have of these distribution
markets is a key asset for the company’s future
and contributes to Krampouz’s unusual profile.
We have decided to enlarge our industrial capacities so we can
easily foresee this growth : we invested 2 million euros in 2012
to the company extension, to go from 3 700 to a total 6 200 sqm.
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Heat
distribution,
temperature
stability,
quality components and
cooking surfaces as well
as working comfort remain
the company’s key working
approaches when it comes
to designing and perfecting
its appliances.
The
on-going
search
for
performance has enabled this ever
Brittany-based company to become
the top ranking crepe maker
manufacturer and open out its business
to the other cooking sectors. The ability of the
Krampouz equipment to meet with user expectations
has driven it to expand across the world and open up to the
general public.
Europe, North and South America, Africa and Oceania… crepe makers,
waffle machines, planchas, contact grills... Krampouz goes around the
world!
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Professional crepe makers:
The benchmark among professionals.
A crepe maker designed for heavy duty use
and total reliability.
Professional waffle machines:
A range of appliances made of cast steel.
2009 innovation: waffle machines fitted with a unique
patented device facilitating daily care.
N EW
Plancha « Deliss »
New in 2011: with an ‘art de la table’ design, the Deliss
plancha is more than ever trendy and of-the-moment.
The 100 % stainless steel splash back and the orange clips
add a real touch of modernity.
N EW
Multi Contact Grill, Innovation 2010:
This new range is available in three models ; Small, Medium, Large.
The Multi Contact Grill offers two major innovations:
- 2 in 1 function: Interchangeable cooking plates for grill or snacking.
- Plates dismantle quickly for fast cleaning in the dishwasher.
Diabolo crepe maker line:
New at the end of 2009, this line of crepe makers for
the general public with a very trendy design, positioned
as «tableware» guaranties successful cooking.
Its patented spreader makes pancake making easy in a jiffy.
N EW
Plancha « Saphir »
New in 2012: SAPHIR: highly innovative, this is the
first gas plancha equipped with a 100 % stainless steel
cooking plate and an automatic control system for a
high-precision cooking and a reduction of energy costs
up to 30%.
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In 2013 and 2014 to boost its development, Krampouz is taking part in
many shows in France and abroad. To name a few:
IN France
SIRHA – Lyon (january 2013)
SANDWICH & SNACK SHOW – Paris (march 2013)
EUROPAIN – SUCCESSFOOD – Paris (march 2014)
JOURNEES DES COLLECTIONS – Chaalis (may 2014)
ABROAD
PIR – Moscow (september 2013)
HOST – Milan (october 2013)
SIGEP – Milan (january 2014)
GULFOOD – Dubai (february 2014)
INTERNORGA – Hambourg (march 2014)
FOOD & HOTEL ASIA – Singapour (april 2014)
CAFFE CULTURE – London (may 2014)
SEOUL FOOD & HOTEL – Seoul (may 2014)
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• Year of creation: 1949
• Number of countries where the brand is established: 140
• Number of employees in 2012: 50
• 2012 sales : 10.6 million euros
• Number of product lines: 20
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In every Breton family there is always a wife,
grandmother, mother or daughter who knows how to make
crepes and devotes one day of the week to them. And as if
one day was not enough, there are many other Breton feasts,
related to folklore or not, that fill up the calendar.
At Chapelle-des-Fougeretz countless events have been created
especially to celebrate pancakes.
In Rennes in May and June, the tourist board organises a pancake
competition open to all the crêperies of the town and its surroundings.
This is the ideal time to go and sample them.
In Gourin, in July there is an annual buckwheat and wheat flour pancake
fete. 150 pancake specialists are dedicated to thousands of guests who
can enjoy the Breton and Celtic music, parades, bagadous, demonstrations
of dances, traditional sports and cheering and clapping during the
international competition to make the biggest pancake in the world.
Record to beat: 98 centimetres!
In Pipriac, between Rennes and Redon, the birthplace of the
Confrérie de la galette (pancake brotherhood), the last Sunday
of September, there is a pancake fete teeming with tastings,
competitions, exhibitions on buckwheat, events and shows.
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Krampouz
ZA bel-Air 29700 Pluguffan
Tél. : +33 (0)2 98 53 92 92
Contact : Fabien Rozuel
Directeur Marketing & Communication
f.rozuel@krampouz.com
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