“The CSR policy must be part of the franchisor's know-how. It is up to him to pass it on to franchisees so that it can develop in all regions, ”
says Véronique Discours-Buhot.
The General Delegate of the French Franchise Federation (FFF) notes that there are brands that are already mature on the issue and have a successful CSR policy.
“These are essentially those that are positioned in highly challenged sectors of activity, such as large-scale distribution,” she
explains.
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Brands like Yves Rocher, la Mie Câline, Norauto or Gemo are already very advanced in their approach.
According to the Responsible Retailers Barometer carried out by the Responsible Generation Club in partnership with the FFF with 112 retailers, 55% say they are committed or very committed to CSR strategies.
“Mid-sized networks, or younger networks that seem better protected from media attacks, seem to be further behind on the subject.”
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The young Ninkasi network of franchised microbreweries is a good student. Established in Auvergne-Rhône-Alpes, the company has been doing CSR since its creation in 1997.
“We are a local citizen company, rooted in our territory, which cares about its externalities and seeks to have a beneficial impact on its environment ”,
explains Christophe Fargier, its founder and director.
Evaluated in 2020 by the audit and consultancy firm Gen'éthic to measure its CSR approach, Ninkasi obtained an overall score of 77 out of 100 - the average for SSE companies being 80.
“We were wrong. noted on the lack of diversity in our teams and on the non-contractualization of relations with our suppliers, ”
explains Christophe Fargier.
Aware of having dispersed a lot in terms of CSR, the manager has taken steps to improve his policy and focused his strategy on three pillars to be more impactful.
An educational process
First of all, to work towards responsible production and consumption.
The company, which makes 75% of its purchases from local suppliers, is working in this direction to build local supply chains.
In order to reduce its CO2 emissions, it plans to create a bottle deposit system.
To distinguish herself and show her uniqueness, she has also embarked on an educational process.
"We highlight our positive externalities with educational videos on the circular economy and the redistribution of spent grain to farmers, these residues resulting from the brewing of cereals intended for animal feed",
adds Christophe Fargier.
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Second axis, the support of emerging artists, with the organization of 1,700 events per year within the network and, finally, the integration and inclusion of people dropping out of school or in great difficulty. To successfully carry out these projects, Ninkasi understood that it first had to be aware of the social and environmental impact of the activity.
“There is no universal CSR policy. It only makes sense if we tackle the real nuisances of a network. It must be preceded by an impact study before being implemented, ”
notes Véronique Discours-Buhot.
In return, the benefits of a virtuous approach are numerous.
Beyond improving their image, networks reduce their risks.
Ultimately, this will become a decisive competitive advantage in the choice of candidates.
“They will prefer a brand that has deployed a real CSR policy, has market potential and responds to customers increasingly oriented towards responsible purchasing,”
notes Véronique Discours-Buhot.
Franchise Expo Paris, of which “Le Figaro” is a partner, will be held from September 26 to 29, at Paris Expo, Porte de Versailles.
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