Pelican Rouge, the pan-European coffee and vending business, this week announced a new strategic plan to reposition the business for long-term growth. At a regular meeting with its lenders, the Group put forward a proposed plan which includes the separation of its coffee and vending businesses into two distinct parts, continuing its transition to becoming a leading Benelux coffee solutions provider.
Based upon the positive outlook for the European coffee industry, the Group believes that it is well positioned to further build on the growth it has seen in Benelux and internationally to strengthen its distribution channels in the B2B coffee marketplace, supported by further development of the Pelican Rouge brand.
In addition, Pelican Rouge will seek to further leverage its strong market position in its core vending markets in Spain, France and the UK, positioning these vending businesses as a platform for future local consolidation to ensure long-term profitable growth in those markets. Management will continue to focus on improving operational excellence across all vending operations and in maintaining its high standards of customer service.
Alain Beyens, CEO, of Pelican Rouge, said: “The new strategic plan we have proposed today will position the businesses for long term sustainable growth. There are significant opportunities for us to take advantage of the macro trends in coffee, whilst capitalizing on our strong market position in vending. We believe that the package of measures will safeguard employment, by offering an optimistic outlook for the business and will be equally attractive to our lenders and shareholders.”
