The atmosphere of the PMU in a setting of gilding and woodwork.
A stone's throw from the Grand Théâtre and on the edge of the golden triangle of Bordeaux, the Pari Tourny tries to seduce the beautiful neighborhoods by breaking the codes.
“Those who open the door think it's a classic bar
,” explains Axel Li, the owner who inaugurated the place on Tuesday.
In the back room,
“in a noble decor”
in which the garish green color of the PMU logo has been
“dark”
for elegance, televisions broadcasting horse races are lined up.
Much to the surprise of customers.
“Some are put off and leave, but others stay for a coffee and will try to bet for the first time
,” explains the owner of the upscale neighborhoods.
Although it is currently an exception in Bordeaux, this new concept is set to expand.
“The goal is to modernize our image while respecting our DNA, to address both our current customers and new customers
,” explains Emmanuelle Malecaze-Doublet.
The general director is already showing the group's ambitions: to open 150 new luxury PMUs within three years.
An investment of several million euros which targets city dwellers.
Read also He wins more than 140,000 euros: near Nantes, mystery hovers around the identity of a PMU bettor
Downtown
Less frequented in the city center where the
“PMU model is not adapted to the real estate pressure of hypercenters”
according to Sylvain Dominé, the director of commercial networks, several classic bars there have had to close.
The group, nevertheless with 14,000 points of sale, recorded 9.3 billion in horse racing stakes in 2023. Projects are also underway in Nancy, in the Paris suburbs, in Ajaccio and even Amiens.
By targeting beautiful neighborhoods in cities with more than 50,000 inhabitants, PMU is targeting a new audience and the wallets that live there.
In Bordeaux, the new luxury PMU displays spirits on its menu sold for up to 30 euros per glass.
A new strategy which in no way implies neglecting the PMU bars of yesteryear which still liven up the countryside.
40 million euros must also be invested in betting equipment in order to identify players and fight against addiction and gambling among minors.