{"id":157586,"date":"2026-01-20T07:41:47","date_gmt":"2026-01-20T06:41:47","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=157586"},"modified":"2026-01-20T08:03:00","modified_gmt":"2026-01-20T07:03:00","slug":"moins-cest-souvent-plus","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/moins-cest-souvent-plus\/","title":{"rendered":"Moins, c\u2019est souvent plus"},"content":{"rendered":"\n<p><strong>De nombreuses boulangeries-confiseries artisanales disposent aujourd\u2019hui d\u2019un assortiment tr\u00e8s large. G\u00e9n\u00e9ralement \u00e9toff\u00e9 au fil des ans, il complique le positionnement clair de l\u2019entreprise et de son activit\u00e9 \u00e9conomique. La question se pose: cet assortiment aussi fourni est-il vraiment n\u00e9cessaire?<\/strong><\/p>\n\n\n\n<p>Gregor Menzi, propri\u00e9taire de la boulangerie Abderhalden (Wattwil\u2009\/\u2009SG), s\u2019est pench\u00e9 sur cette question dans le cadre de son travail de dipl\u00f4me de sommelier du pain certifi\u00e9. Son objectif \u00e9tait de cr\u00e9er un guide pratique pour l\u2019optimisation syst\u00e9matique de la gamme de produits, dans le but d\u2019augmenter le chiffre d\u2019affaires, de r\u00e9duire les co\u00fbts et de renforcer l\u2019image de marque. L\u2019\u00e9tude de cas a \u00e9t\u00e9 d\u00e9velopp\u00e9e \u00e0 partir de sa propre entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-analyses-apportent-de-nouvelles-connaissances\">Les analyses apportent de nouvelles connaissances<\/h2>\n\n\n\n<p>Une analyse ABC a r\u00e9v\u00e9l\u00e9 que pr\u00e8s de la moiti\u00e9 des produits Abderhalden ne g\u00e9n\u00e9raient qu\u2019environ 5\u202f% du chiffre d\u2019affaires, tout en mobilisant une quantit\u00e9 disproportionn\u00e9e de ressources. Les chiffres ont clairement mis en \u00e9vidence qu\u2019une grande partie des produits n\u2019avait qu\u2019une importance secondaire d\u2019un point de vue \u00e9conomique et qu\u2019ils gonflaient consid\u00e9rablement l\u2019assortiment dans son ensemble.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"608\" src=\"https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/01\/gregor_menzi_brotsommelier-1024x608.jpg\" alt=\"\" class=\"wp-image-157584\" srcset=\"https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/01\/gregor_menzi_brotsommelier-1024x608.jpg 1024w, https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/01\/gregor_menzi_brotsommelier-768x456.jpg 768w, https:\/\/swissbaker.ch\/wp-content\/uploads\/2026\/01\/gregor_menzi_brotsommelier.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>En novembre dernier, Gregor Menzi a suivi avec succ\u00e8s la formation de sommelier du pain \u00e0 l\u2019Ecole professionnelle Richemont de Lucerne<\/em>.<br><em><sup>(Photo: LDD)<\/sup><\/em><\/figcaption><\/figure>\n\n\n\n<p>Parall\u00e8lement, Gregor Menzi a men\u00e9 une enqu\u00eate aupr\u00e8s de la client\u00e8le. \u00abNos clients et clientes accordent davantage d\u2019importance \u00e0 la qualit\u00e9, \u00e0 la fra\u00eecheur et au service qu\u2019\u00e0 un choix aussi vaste que possible. Le besoin d\u2019une plus grande vari\u00e9t\u00e9 de petits pains est \u00e9galement ressorti\u00bb, explique le dipl\u00f4m\u00e9.<\/p>\n\n\n\n<p>L\u2019analyse de march\u00e9 r\u00e9alis\u00e9e a montr\u00e9 que la r\u00e9gionalit\u00e9, les c\u00e9r\u00e9ales anciennes, le levain et les snacks raffin\u00e9s sont bien implant\u00e9s en Suisse orientale. Le sommelier du pain a \u00e9galement sond\u00e9 des coll\u00e8gues: la plupart d\u2019entre eux souhaitent r\u00e9duire leur assortiment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-mesures\">Les mesures<\/h2>\n\n\n\n<p>A partir de ces analyses, Gregor Menzi a d\u00e9velopp\u00e9 la strat\u00e9gie \u00abFormule 6\u00bb: six produits phares (produits A) sont d\u00e9finis pour chaque groupe de marchandises. Ceux-ci sont compl\u00e9t\u00e9s par un nombre d\u00e9lib\u00e9r\u00e9ment r\u00e9duit de produits B, qui ont souvent un caract\u00e8re saisonnier. L\u2019objectif est de les transformer en produits A lorsque cela s\u2019av\u00e8re judicieux. Cela permet de cr\u00e9er de la diversit\u00e9 tout en limitant la complexit\u00e9. Il faut syst\u00e9matiquement retirer les articles C de l\u2019assortiment et introduire des produits phares strat\u00e9giques, comme un pain au levain r\u00e9gional destin\u00e9 \u00e0 renforcer la marque.<\/p>\n\n\n\n<p>Une gamme r\u00e9duite n\u00e9cessite une communication appropri\u00e9e. L\u2019entrepreneur mise pour cela sur un \u00ablangage \u00e9motionnel et sensoriel autour du pain Abderhalden\u00bb. Gregor Menzi souligne: \u00abLes collaborateurs doivent \u00eatre form\u00e9s pour devenir de v\u00e9ritables ambassadeurs du pain, afin de pouvoir transmettre \u00e0 la client\u00e8le la valeur ajout\u00e9e de l\u2019artisanat\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/h2>\n\n\n\n<p>L\u2019enseignement tir\u00e9 de ce travail de dipl\u00f4me est sans \u00e9quivoque pour le sommelier du pain\u2009: le succ\u00e8s ne r\u00e9side pas dans une gamme de produits aussi large que possible, mais dans une offre profil\u00e9e et forte en caract\u00e8re. Pour Gregor Menzi, la conclusion est la suivante\u2009: un assortiment quotidien d\u2019excellence garantit une fr\u00e9quentation en tant que commerce de proximit\u00e9 fiable, tandis que des sp\u00e9cialit\u00e9s haut de gamme renforcent la marque.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong>Analyse ABC<br><\/strong>L\u2019analyse ABC est un outil \u00e9conomique qui permet d\u2019\u00e9valuer un assortiment en fonction de son importance en termes de chiffre d\u2019affaires ou de rentabilit\u00e9. Les produits sont class\u00e9s en trois cat\u00e9gories\u2009: les articles A (peu nombreux, mais repr\u00e9sentant une part \u00e9lev\u00e9e du chiffre d\u2019affaires), les articles B (contribution moyenne) et les articles C (nombreux, mais repr\u00e9sentant une faible part du chiffre d\u2019affaires). L\u2019objectif est d\u2019identifier les produits cl\u00e9s \u00e9conomiquement pertinents et de remettre en question les articles marginaux gourmands en ressources.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-right\"><em>Elina Laich<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De nombreuses boulangeries-confiseries artisanales disposent aujourd\u2019hui d\u2019un assortiment tr\u00e8s large. G\u00e9n\u00e9ralement \u00e9toff\u00e9 au fil des ans, il complique le positionnement clair de l\u2019entreprise et de son activit\u00e9 \u00e9conomique. La question se pose\u2009: cet assortiment aussi fourni est-il vraiment n\u00e9cessaire?<\/p>\n","protected":false},"author":5,"featured_media":157584,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42,50],"tags":[1211,1210,438],"class_list":["post-157586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-boulangeries-confiseries","category-vente-marketing","tag-backerei-abderhalden","tag-gregor-menzi","tag-sommelier-du-pain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Moins, c\u2019est souvent plus | SBC<\/title>\n<meta name=\"description\" content=\"De nombreuses boulangeries-confiseries artisanales disposent aujourd\u2019hui d\u2019un assortiment tr\u00e8s large. 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