Holding the voucher for success
Cheque Dejeuner received a permit to issue holiday vouchers in April of this year, and by mid-September it had already issued 80,000 such vouchers, with a combined value of around 500,000 Euro. However, meal vouchers remain the company’s most successful product. “Cheque Dejeuner made its debut in Romania with its meal vouchers. The company uses the same procedure every time it launches operations in a new country. Since 2003, when we launched our first meal vouchers in Romania, we have succeeded in securing a market share of 22 per cent. Cheque Dejuner meal vouchers accounted for 83 per cent of our 2008 turnover.”
However, compared to other countries, Romania has relatively few voucher instruments that target specific social needs, she said. “In France we can find vouchers for home services, shows, music and books. In Spain, there are vouchers for IT equipment. Bulgaria offers vouchers to people who work in difficult conditions, while the latest type of vouchers launched in Romania, the holiday ones, have a long tradition in countries such as France, Hungary and the Czech Republic. Considering the level of economic development in these countries that continue to use such social tools to support their workforce, the conclusion is that vouchers remain a viable solution, which works well within a successful economic environment,” said Pap.
The financial crisis has affected most companies in the market, including Cheque Dejeuner, which has seen its sales decline as unemployment has risen. However, in spite of the difficult economic environment, the company expects its 2009 turnover to get close to last year’s level of 12 million Euro.
Referring to the evolution of the market, Elena Pap said Romania’s voucher segment is developing and maturing, with 60 per cent of the active population having access to meal vouchers. “The voucher market became a competitive segment starting in 2003. Although it is a very specialized sector, we have seen the launch of new domestic players and now there are eight voucher-issuers in this market,” said Pap. She added: “Cheque Dejeuner will maintain its third place in the local meal voucher segment and will expand the range of products with higher social value. At the same time, the company will increase its involvement in social projects and consolidate its position in the market.”
In her bid to give the company an edge against its competition, Elena Pap also relies on the quality of her 200-strong team. To ensure this competitive advantage, the company continues to invest in staff training. “We will certainly identify new development targets in the years to come,” she said. “I also expect our company to reach its second stage of development. Until recently, our main objective has been to expand our portfolio of clients, but now we want to keep those clients. These stages involve different marketing strategies.” Pap expressed satisfaction that her job has given her the opportunity to learn new things. As well, she enjoys a close working relationship with her colleagues and French partners. Her precious free time is spent with family, especially her 15-year-old daughter, Maria.
However, compared to other countries, Romania has relatively few voucher instruments that target specific social needs, she said. “In France we can find vouchers for home services, shows, music and books. In Spain, there are vouchers for IT equipment. Bulgaria offers vouchers to people who work in difficult conditions, while the latest type of vouchers launched in Romania, the holiday ones, have a long tradition in countries such as France, Hungary and the Czech Republic. Considering the level of economic development in these countries that continue to use such social tools to support their workforce, the conclusion is that vouchers remain a viable solution, which works well within a successful economic environment,” said Pap.
The financial crisis has affected most companies in the market, including Cheque Dejeuner, which has seen its sales decline as unemployment has risen. However, in spite of the difficult economic environment, the company expects its 2009 turnover to get close to last year’s level of 12 million Euro.
Referring to the evolution of the market, Elena Pap said Romania’s voucher segment is developing and maturing, with 60 per cent of the active population having access to meal vouchers. “The voucher market became a competitive segment starting in 2003. Although it is a very specialized sector, we have seen the launch of new domestic players and now there are eight voucher-issuers in this market,” said Pap. She added: “Cheque Dejeuner will maintain its third place in the local meal voucher segment and will expand the range of products with higher social value. At the same time, the company will increase its involvement in social projects and consolidate its position in the market.”
In her bid to give the company an edge against its competition, Elena Pap also relies on the quality of her 200-strong team. To ensure this competitive advantage, the company continues to invest in staff training. “We will certainly identify new development targets in the years to come,” she said. “I also expect our company to reach its second stage of development. Until recently, our main objective has been to expand our portfolio of clients, but now we want to keep those clients. These stages involve different marketing strategies.” Pap expressed satisfaction that her job has given her the opportunity to learn new things. As well, she enjoys a close working relationship with her colleagues and French partners. Her precious free time is spent with family, especially her 15-year-old daughter, Maria.
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