Faire émerger au national une marque ultra-locale

Biltoki: Revitalising foodcourts in the heart of French cities.

Starting point

Biltoki, a fast-growing French company, is dedicated to the renaissance of foodcourts in more than 10 towns and cities in France. These halls bring together the best local craftsmen and food shops, while also becoming event venues that breathe new life into town centres, attracting residents and visitors alike.

Biltoki, in its acceleration phase, is facing two major challenges:

• Developing their global reputation to support their expansion into new French cities.
• Stimulating traffic for each foodcourt in order to guarantee their long-term commercial success.

To meet these challenges, Biltoki has opted for a social media-first strategy. Theyr are a powerful tool for capturing and sharing the unique atmosphere of these halls, creating real-time content to encourage residents to visit, and maintain a strong bond with the most loyal customers. The key to this strategy is the brand's ability to produce quality content locally on a large scale, while maintaining global consistency to reinforce Biltoki's brand awareness.

Our role

To support this transformation, we worked with the Biltoki teams on an intensive month-long audit of their creative organisation. Following this in-depth analysis and a series of dedicated workshops, we put in place an optimisation roadmap focusing on three main areas:

• Better anticipated content programming: Integration of templatable content franchises, enabling regular and consistent distribution on social networks.
• Creation of a dedicated talent pool: Strengthening the teams with experts in creative design, art direction, influence management and production to guarantee high-quality content.
• Overhaul of production processes: Optimisation of workflows, implementation of a new collaboration methodology, creation of a shared workspace and integration of technological tools to facilitate large-scale production.

Thanks to this strategy, Biltoki is able to manage large-scale content production (1,000 items/year) while respecting the local specificities of each foodcourt, ensuring their commercial success and rapid expansion into new cities.