After the baguette and the FFP2 masks, will the Leclerc stores block the prices of "
Ricard and Nescafé
"?
Faced with inflation, the chairman of the strategic committee of the Leclerc group announced, on the set of BFMTV this Thursday, an upcoming blocking of prices on consumer products.
"
There are around 200 to 300 products whose prices the French know very well
," explained Michel-Edouard Leclerc.
"
We must not lose their trust
."
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Read alsoBad price blocked: the calculated controversy of the E. Leclerc centers
Defense of purchasing power
The brand has multiplied marketing moves in recent weeks, with the blocking of fuel at cost price before the holidays, as well as the freezing of the selling prices of FFP2 masks, despite protests from pharmacists. Last blow: the group announced that the price of the first price baguette would be capped at 0.29 euros for at least four months. An announcement that aroused the ire of farmers, millers, bakers as well as the competition. Michel Biero, executive director of Lidl France, decided to align “
with regret
”. “
It's not very responsible because it's fueling a value-destroying price war and it's sending a dramatic message to an agricultural world that is in great distress today.
»
Michel-Edouard Leclerc brushed aside these protests: “
Lidl has become gentrified.
He forgot where he came from.
If I take over while he gentrifies, I don't mind
.
To Thierry Marx, who published a column in Liberation to denounce a "
cynical masquerade
", Leclerc replies: "
with his menus at 500 euros, we do not have the same clientele
".
The chairman of the strategic committee has positioned himself as a herald of purchasing power, arguing that the purchasing power preserved by distributors, “
these are less inflation checks
”.
When questioned, the distributor admits having cherished political ambitions but now claims to feel more useful “
on the tiling of supermarkets
”.
Read alsoBaguette at 29 cents: Lidl aligns with the price of E. Leclerc centers
His "
comm' shots
" are in any case well established.
“
You have to invest in markers
,” he adds.
That is to say prices with almost symbolic value, which Leclerc promotes fully.
At the height of the health crisis, the group had thus promoted a “
1 euro meal
” offer for precarious students, aligning itself there with the prices offered for a meal at the Crous.
"
When the state does it, it's good, but when it's us ...
", thus pretended to rebel Michel-Edouard Leclerc.