This 3-toque restaurant offers payment in 3 instalments free of charge
Chef Alain Llorca, head of a 3-toque restaurant in La Colle-sur-Loup, is now offering his customers the option of paying for their meal in three instalments, free of charge. A novel initiative in the high-end gastronomy sector, designed to reconcile culinary excellence with economic realities.
at La Colle-sur-Loup, in the Alpes-Maritimes, chef Alain Llorca is breaking new ground in the world of high-end gastronomy. In his establishment, which has been awarded 3 toques by Gault & Millau, he is now offering his customers the option of paying for their meal in three instalments, free of charge. This is an unprecedented initiative in the industry, prompted by a tense economic climate and a clear desire to make haute cuisine more accessible.
A chef, but first and foremost an entrepreneur
Alain Llorca has been in the kitchen for over 40 years. Trained from an early age, he now runs a renowned restaurant between the sea and the hills, just a stone's throw from Nice. With a lunch menu starting at 85 euros and a nine-course dinner topping out at 240 euros, the establishment offers top-flight cuisine: blue lobster, pigeon fillet, refined desserts... All these creations come at a cost, both for the customer and the restaurateur.
Responding to a changing customer base
Like many restaurateurs, Alain Llorca has observed a decline in business, particularly at lunchtime. Business leaders and conventioneers, who used to make up a significant proportion of his clientele, are becoming rarer. Even regulars, who were once loyal, are hesitating in the face of inflationary pressure.
Rather than raise prices, the chef has opted for an original approach: allowing customers to pay in instalments. A decision he justifies with a pragmatic approach: "It's a businessman's intuition. I gave it careful thought, organized brainstorming sessions and consulted senior executives. The market is changing, and I can't afford to wait for the situation to get worse before reacting," he explains to our France 3 colleagues.
A concrete, secure solution
After several discussions with his bank, the plan was approved. It will be rolled out around July 5. The principle is simple: the customer presents a bank card valid for three months, as well as proof of identity. The restaurant is then paid within 48 hours, subject to a 2.5% commission deducted by the bank, which also covers any outstanding payments. This method of payment will be applied to the entire offer: lunch and dinner menus, as well as on-site accommodation.
This approach aims to preserve culinary excellence while adapting it to modern usage. Far from seeing this solution as a departure from the prestige of gastronomy, Alain Llorca sees it as a way of moving forward. "If I don't raise my prices, I'm forced to find other solutions. Payment in instalments solves this problem," he says.
With this innovation, the chef hopes to attract a new clientele, seduced by the opportunity to enjoy an exceptional gastronomic experience without having to pay for everything at once. It's a way of combining culinary demands with economic realities, without sacrificing excellence.
