Interview with Cécile Fressonet, Managing Director of the French subsidiary of Four Square

Four Square has fifty years experience in the food sector and is backed by a dynamic Research and Development department. Its managers explain how the KLIX® system is positioned in the French market.

Commerce International: What makes your company different?

Four Square: “One of our unique features is that we produce both the vending machines and the drinks. This total control illustrates our concern to deliver A to Z service. When company managers choose a KLIX® vending machine, they are confident that they will have both excellent quality drinks and machines, because quality is at the heart of our production process. Four Square is certified: Ø ISO 14001 confirming that its activities are fully compliant with the criteria set down in the environmental protection policy. Ø ISO 9001 confirming its continual concern to improve the quality of the products it supplies and the vending machines it produces.”

How is the company organised?

F.S.: “We market our products (drinks and machines) through a network of professionals in automatic vending. Our quality products match the growing demand from companies which are more and more sensitive to hygiene, product traceability and fully automated systems. These products offer them - and companies which prefer to manage their vending machines themselves – fully reliable equipment (less than one breakdown per year) that is easy and quick to service (8 minutes for full machine service). We also acquire sites in partnership with professionals who manage them on our behalf. In this way, we are in contact with the final consumers and the buyers, the aim being to ensure that we develop equipment and services that really suit the market.”

What are your competitive advantages?

F.S.: “We control the entire production chain, from product design through to market launch. Our new product development process is unique: the particularity of our company is to base its entire strategy on consumer expectations. In this way, our central team, working closely with the local teams, studies consumer tastes and trends in Europe, recommends new products, tests them and then has them developed by our R&D department, which employs over 60 people.”

What are the advantages of being a subsidiary of Mars?

F.S.: “We belong to the Mars Inc. group, whose strong values and competence in terms of knowledge of consumer habits and of impulse buying, in particular, are key advantages. This helps us attract skilled workers and benefit from industrial expertise with efficient production processes. Our group provides us with the resources to support our growth. Our wide brand culture and our innovation policy enable us to follow the automatic vending market with an up-to-date, visionary and effective approach.”

What difficulties do you encounter in the French market?

F.S.: “Automatic vending is not a priority for companies although it has a vital role to play in social terms. It is true that there is very little room for manoeuvre either in terms of prices or the number of site projects, as the market is already over 90% equipped. The clients make greater demands, but are not prepared to accept price increases. This is why, in a market where all the vending machines seem the same, we do our utmost to develop ever more innovative machines and drinks which provide added value for consumers and buyers alike (6 new drinks were launched in France in 2005).”