Carrefour

PARIS — Pursuing its push to build expertise beyond the traditional grocery business, Carrefour SA said it’s buying a French meal kit delivery start-up Quitoque.

The French retail giant is taking a majority stake in the company as part of a broader overhaul, to face challenges of a sluggish domestic market and shifts in consumption habits, in addition to the growing threat of online giants like Amazon. Carrefour is refashioning its business with an eye to bulking up online expertise.

Quitoque, created in 2014, delivers local, organic and seasonal products through a subscription system providing different recipes for preparation at home.

“At the crossroads of digital and food, Quitoque will enable us to strengthen our position in the food-tech industry in order to provide an omnichannel response to new consumer habits through the combination of proximity, convenience and quality,” said Maric Cheval, who heads the company’s customer, services and digital transformation activity at Carrefour.

Etienne Boic, who cofounded Quitoque, said the sale to Carrefour showed the relevance of the start-up’s business model.

Quitoque, whose name carries a reference to a chef’s hat, has 60 employees and delivered almost three million meals in France last year. Its cofounders will continue to manage operations alongside its new owner. Financial details of the transaction were not provided.

 

 

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