After Ivory Coast and Cameroon, the CFAO multinational has now opened a first Carrefour store in an upscale neighborhood of the Senegalese capital.
With a supermarket of 8,600 square feet, Carrefour slowly invests in Senegal, where the retail market is very competitive. The new brand targets the 3% of upper class and 12% of middle class, and comes to compete with Auchan, already established in the country since 2015.
Jean-Christophe Brindeau, CEO of CFAO Retail, is aware that the brand could face the same reception as Auchan did in the country. By relying on high volumes and breaking down prices, the French retailer was confronted with a sharp reaction from local shop owners, who regularly demonstrate with the slogan “Auchan, get out”
In addition to this supermarket which targets the most affluent, CFAO plans to open in Senegal, by 2020, three Supeco discount supermarkets aimed at the working-class.
