French grocery giant Carrefour has opened its first store in Cameroon, expanding its African footprint.
The Carrefour Market supermarket is located in the city of Douala and is operated by local partner CFAO Retail, which has stores in eight African countries. The 1430sqm Carrefour Market anchors a shopping centre which includes six other retail stores and two dining options, including CFAO Retail’s Brioche Doree. The total centre occupies 8250sqm, including carparking.
Carrefour says the market’s unique selling proposition is high-quality fresh products, local products, exclusive Carrefour brand products, strict sourcing and cleanliness standards to ensure food safety, and merchant services that make customers’ lives easier and improve the shopping experience.
“For our first site in Douala, we have assembled the ingredients that have driven the success of our offering in Africa over the past two years: strong local engagement and a significant economic footprint,” said Xavier Desjobert, CEO of CFAO Retail.
“The Douala opening is the first step in the broader CFAO Retail roll-out in Cameroon. In 2019, Yaoundé will become home to a Playce shopping centre, a brand that is already very well known in sub-Saharan Africa. For the past two years in Côte d’Ivoire and now in Cameroon, we have been continuing to cement our long-term strategy for growth in Central and West Africa.”
The Carrefour Market supermarket and Brioche Dorée restaurant employ 200 staff, with another 150 people working in the mall, shops and service providers.
Carrefour Market and Brioche Dorée Douala have undertaken more than 7000 hours of training to their new hires.
CFAO Retail has also developed synergy between the two countries taking part in the project. Managers from the Douala Carrefour Market and Brioche Dorée have received training in mass retail and convenience food at CFAO Retail sites in Abidjan, Côte d’Ivoire.
Luc Demez, MD of CFAO Retail Cameroon, says the company has witnessed a rise of middle-class consumers in Douala – shoppers who are seeking access to modern products at the best possible prices.
“Our customers have high standards and are loyal to the local economy. They want a wide range of high-quality options and purchases that have meaning. Carrefour Market will offer an exclusive range of Carrefour brand products, high-quality fresh products and more than 1500 products that are made in Cameroon.
“It is important for us to contribute to the development of the Cameroonian economy,” he concluded.