“I FIND THAT YOU CANNOT DO BETTER THAN NETANSWER IN TERMS OF PROFITABILITY: YOUR TOOL IS COMPREHENSIVE AND VERY PERFORMING. YOUR SOLUTION, THE QUALITY/PRICE RATIO AND THE CUSTOMER CONTACT CLEARLY DIFFERENTIATE YOU FROM OTHER SOLUTIONS ON THE MARKET.”
Enrique MUZARD, General Manager of AFMR.
Can you introduce me to the French Association of Master Restaurateurs?
The title of Maître Restaurateur was created in 2007 by the Ministry of the Economy and it is now the only title issued by the State for the French restaurant industry. This label, which is part of the Consumer Affairs Act, is based on specifications that combine the professionalism and qualifications of the chef, traceability and the seasonality of products. The title of Maître Restaurateur is granted by the prefect after validation of an audit carried out in the establishment (at the request of the restaurant owner) for a renewable period of 4 years. It is based on the 3 aspects of catering: the kitchen, the dining room and the service.
The mission of the Association Française des Maîtres Restaurateurs is to support the title of Maître Restaurateur among restaurateurs and the general public: we wish to animate a community of restaurateurs and, with the support of membership fees, to promote this title among the general public.
Today more than 3300 restaurateurs hold the title of Maître Restaurateur and 1700 are members of the AFMR.
What has NetAnswer brought you since its implementation in the development of your association?
We have been working with Netanswer for two years.
Your solution allows our permanent staff to save time in the day-to-day management of the association; they no longer need to fill in membership fees by hand or rework Excel files, which is a considerable productivity gain. They can thus devote themselves fully to promoting the title of Maître Restaurateur and remain in contact with our members and future members.
In addition, the tool allows us to better qualify our member files and to monitor our relationship with our members thanks to the CRM. We have KPIs on the sending of mailing campaigns, we can monitor membership fees, check whether the Maître Restaurateur title is up to date and anticipate reminders of membership fees.
Netanswer’s solution allows us to have reliable data and to provide consistent figures to the Directorate General of Companies on the evolution of the title. It is a real management tool that has enabled us to get to know our members better and to specify and develop the Maître Restaurateur title.
What are the main benefits that our solution offers you for the management of your association?
Netanswer’s solution allows us to qualify our database, we can target our communications and develop the relationship with our members and future members. This qualification has enabled us to achieve real economic growth (increase in the number of subscriptions, activities of the association) and a reduction in costs: before the implementation of your tool, calls for subscriptions were sent massively by post without any prior targeting.
The tool allows us to accelerate our recruitment of potential members. After importing a database of more than 3,000 prospects, we were able to organise a mailing campaign to promote the Maître Restaurateur title and dispatch these prospects to our three audit firms. Despite the economic crisis due to covid-19, we have recorded a growth rate of +78% in applications for the title of Maître Restaurateur for the year 2020 vs 2019.
The tool really facilitates the management of our association: CRM, data qualification, payment by credit card and transfer directly from the site…
What do you think are the biggest assets of our solution?
The technical quality of your solution is impressive and the profitability/value ratio for an association is exceptional. What really sets you apart from other solutions is the relationship you can establish with your clients. For my part, I work on “sympathy capital” and I have empathetic, responsive and listening people in front of me and this is what makes Netanswer so interesting.
