Carrefour has presented this Friday its global alliance with the Spanish chef Dani García to democratize haute cuisine and offer its customers high-quality products at affordable prices.
This agreement will also allow the chef from Malaga, who has two Michelin stars, to grow hand in hand with Carrefour, since he will open the first physical space for La Gran Familia Mediterránea, his virtual ‘delivery’ brand, in the supermarket in San Sebastian de los Reyes (Madrid).
In this way, Carrefour becomes the first physical sales space of Dani García’s ‘delivery’ project. In addition, its iconic ‘bull’ sauce will be on sale for the first time on the shelves of Carrefour supermarkets and hypermarkets, which comes in different flavors (original, vegetable and gluten-free).
The executive director of Carrefour Spain, Alexandre de Palmas, has acknowledged that this is an “important agreement” for the company. “With Dani we have many projects. The first is the ‘bull’ sauce, which is a symbol of Dani’s cooking and which we can now offer to everyone. We also started the first physical space for La Gran Familia Mediterránea in Madrid and we hope to grow and have more spaces”, he pointed out.
“We want to make quality cuisine accessible at an affordable price for everyone. Carrefour wants to lead the food transition, offer quality food for everyone, but always at a more affordable price”, De Palmas stressed.
The director of Carrefour has recognized that the opening of physical spaces of the digital brand of Dani García, supposes having an “advantage of having these concepts in a hypermarket”. “Carrefour’s DNA is to offer an assortment with an innovative offer,” stressed De Palmas.
For his part, the chef from Málaga Dani García has welcomed this alliance with Carrefour, since he recognizes that they share “the same values”.
“When I took a break from haute cuisine for a while, I wanted to reverse the pyramid and bring the tip of that pyramid to the whole world, and years later we have done that. In life you have to do things in which you believe 100%. I did not want to have three stars for life and I left ”, she has confessed.
García has advanced the intention that La Gran Familia Mediterránea continues to grow physically hand in hand with Carrefour. “It is the natural evolution of the business. We really wanted to do something physical and we have started and I hope there will be much more ”, he acknowledged, at the same time that he has advanced that the next menu that he will bring out will be with the ‘streamer’ Ibai Llanos.
Regarding the marketing of his sauce, García has explained the reasons why he has decided to market it and opt for Carrefour. “I have had many offers to market the sauce in recent years, but it was not the time, because it is a very special sauce for me. It is the recipe of your life, but someone has arrived who has seduced me. I like long-term and solid collaborations ”, he acknowledged.
In this way, this agreement reinforces the existing collaboration between Carrefour and Dani García, after the recent alliances last Christmas and the last edition of La Vuelta.