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Cru, the fresh multi-experience market concept by Colruyt Group, has now been around for 10 years. Over the past few years, Cru has worked hard on attracting new customers, enhancing the overall experience, and reducing costs. The focus is now being further refined, which also involves making clear choices. Today, it is being announced that Cru will be discontinuing its Cuit eateries and is looking for passionate hospitality entrepreneurs who are interested in opening a business in the existing premises, located next to the Cru markets in Ghent, Overijse, and Dilbeek. The four Cru markets will continue to operate as customers know them today.
Colruyt Group opened the first Cru market 10 years ago in Overijse. The concept has since grown to include four markets: Ghent, Antwerp, Overijse, and Dilbeek. Three of these—Ghent, Dilbeek, and Overijse—also house a Cuit eatery, where customers can enjoy breakfast and lunch. Cru is now seeking entrepreneurs with a passion for pure products who want to run a hospitality business in these existing locations. A passionate entrepreneur has already been found for the Cuit eatery in Ghent.
An Martel, head of Cru, explains: “Cru has carved out a unique position in the market for everyone who loves good food and pure products. Over the past two years, we’ve sharpened our priorities. We're focused on attracting new customers and enhancing the experience in our markets. We're already seeing the benefits of this approach, with strong revenue growth, many new customers, and a very successful end-of-year season. We've also worked on improving efficiency and reducing costs, for example by streamlining our supply chain and adjusting our opening hours. We continue to make deliberate choices that build on Cru’s strengths. That’s why we've decided to discontinue the Cuit eateries and seek new, passionate hospitality operators. It wasn’t an easy decision, but it’s a necessary one to allow us to focus on the growing specialties within the Cru markets.”
The Cru markets will continue to operate as customers know them, with multiple specialties under one roof: from bakery, butcher, and fruit & vegetables, to fish, cheese, flowers, pantry goods, and beverages. An Martel adds: “We see that consumers are increasingly looking for authentic products with a genuine story. Food is playing an ever more important role in bringing people together to discover and enjoy. That’s exactly what Cru aims to offer: pure, high-quality products with the best flavors, delivered with craftsmanship, passion, and a rich experience. Customers will continue to be able to sample and discover surprising food pairings at our Cru markets. In addition, every Cru market will have a small dining area, where customers can immediately enjoy the products they’ve purchased.”
Specifically, an entrepreneur has already been found for Cuit Ghent, and Cru is now looking for hospitality operators to start a business in the existing premises in Dilbeek and Overijse. The Cuit eateries will remain open until new entrepreneurs are found. All Cuit employees will be offered positions within the Cru markets.
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