> THE FACT
While various food chains (Carrefour, Leclerc, Système U and Intermarché) are currently testing ‘Zero Waste’ end-of-aisle displays highlighting products nearing their best-before date, a bakery whose name translates as ‘Yesterday’s Bread’ has opened in Nimes selling bread cooked the day before at half price, as well as cakes, pizzas and sweet pastries, all made in twenty or so bakeries around the town…
> THE ANALYSIS
In response to the pressure that markets are under today, brands are constantly inventing new types of ‘contracts’ with their customers to keep them buying and to satisfy their desire for ever lower prices. In this case it is an alternative to low-cost because the products proposed are recuperated from ‘normal’ markets, in other words, neither manufactured at the lowest possible price, nor associated with a lesser service. The consumers can continue to shop in their favourite stores or in the town centre without changing their habits. The initiative also responds to the current trend amongst consumers to participate in limiting waste, a way for them to take action and give a new dimension to the notion of consum’actor. After the quest for the best ‘quality-price’ ratio, are we now seeing that of the ‘cost-ethical’ ratio?