{"id":8035,"date":"2026-10-02T07:00:09","date_gmt":"2026-10-02T04:00:09","guid":{"rendered":"https:\/\/leonidas-universitate.ro\/blog\/?p=8035"},"modified":"2026-09-28T12:28:25","modified_gmt":"2026-09-28T09:28:25","slug":"de-la-un-singur-magazin-la-o-retea-nationala-unde-mai-poate-creste-franciza-leonidas-in-romania","status":"publish","type":"post","link":"https:\/\/leonidas-universitate.ro\/blog\/de-la-un-singur-magazin-la-o-retea-nationala-unde-mai-poate-creste-franciza-leonidas-in-romania\/","title":{"rendered":"De la un singur magazin la o re\u021bea na\u021bional\u0103: unde mai poate cre\u0219te franciza Leonidas \u00een Rom\u00e2nia"},"content":{"rendered":"<p class=\"p1\">\u00cen 2001, deschiderea unui <a href=\"https:\/\/leonidas-universitate.ro\/blog\/franciza-leonidas-intre-forta-unui-brand-international-si-responsabilitatea-gandirii-antreprenoriale\/\">magazin Leonidas \u00een Rom\u00e2nia<\/a> presupunea un pariu pe o pia\u021b\u0103 care abia \u00eencepea s\u0103 descopere ciocolata belgian\u0103 premium. Brandul era pu\u021bin cunoscut publicului local, puterea de cump\u0103rare era incomparabil mai redus\u0103 dec\u00e2t ast\u0103zi, Rom\u00e2nia nu f\u0103cea parte din Uniunea European\u0103, iar aducerea s\u0103pt\u0103m\u00e2nal\u0103 a pralinelor din Belgia presupunea dificult\u0103\u021bi logistice \u0219i vamale greu de imaginat pentru un antreprenor care ar deschide ast\u0103zi un magazin. La 25 de ani distan\u021b\u0103, \u00eentrebarea nu mai este dac\u0103 un asemenea concept \u00ee\u0219i poate g\u0103si locul pe pia\u021ba rom\u00e2neasc\u0103, ci c\u00e2t spa\u021biu de dezvoltare mai exist\u0103 pentru re\u021beaua Leonidas.<\/p>\n<p class=\"p1\">R\u0103spunsul lui Jolyon M\u2019Bei, masterfrancizor Leonidas \u00een Rom\u00e2nia \u0219i omul care a deschis primul magazin al brandului pe pia\u021ba local\u0103, este f\u0103r\u0103 echivoc. \u00cen interviul acordat Ziarului Financiar \u00een cadrul proiectului \u201eCEC Bank pentru afaceri rom\u00e2ne\u0219ti\u201d, el spune c\u0103 exist\u0103 \u00een continuare posibilit\u0103\u021bi de extindere. Re\u021beaua coordonat\u0103 de acesta num\u0103r\u0103 \u00een prezent aproximativ 19 magazine, dintre care \u00een jur de zece se afl\u0103 \u00een Bucure\u0219ti, iar Leonidas este prezent \u0219i \u00een ora\u0219e precum Constan\u021ba, Timi\u0219oara sau Bra\u0219ov. Dup\u0103 un sfert de secol de dezvoltare, harta nu este \u00eens\u0103 complet\u0103.<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/eos9TwarG0E?si=nyUTRihYxHWVAtcO\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\">\u201eMai avem loc de progres\u201d, spune Jolyon M\u2019Bei atunci c\u00e2nd discu\u021bia ajunge la viitorul re\u021belei.<\/p>\n<p class=\"p1\">\u00cen spatele unei afirma\u021bii at\u00e2t de simple se afl\u0103 \u00eens\u0103 o schimbare profund\u0103. Antreprenorul care ar deschide un magazin Leonidas \u00een 2026 ar intra \u00eentr-un business foarte diferit de cel pe care familia M\u2019Bei \u00eel \u00eencepea \u00een Rom\u00e2nia \u00een urm\u0103 cu 25 de ani.<\/p>\n<h3><span class=\"s1\"><b>\u00cen 2001, pia\u021ba trebuia mai \u00eent\u00e2i construit\u0103<\/b><\/span><\/h3>\n<p class=\"p1\">Povestea \u00eenceputului este relevant\u0103 tocmai pentru c\u0103 arat\u0103 c\u00e2t de mult s-a schimbat contextul. Ideea aducerii Leonidas \u00een Rom\u00e2nia nu s-a n\u0103scut \u00een urma unui studiu sofisticat de pia\u021b\u0103. Jolyon M\u2019Bei poveste\u0219te \u00een interviul acordat Ziarului Financiar c\u0103 familia sa venea din domenii f\u0103r\u0103 leg\u0103tur\u0103 cu comer\u021bul cu ciocolat\u0103. Tat\u0103l era profesor ginecolog, mama sa era expert\u0103 \u00een pietre pre\u021bioase \u0219i diamante, iar el studiase sportul.<\/p>\n<p class=\"p1\">Ideea i-a apar\u021binut mamei sale, dup\u0103 ce gustase \u00een Rom\u00e2nia o ciocolat\u0103 care nu o convinsese. Jolyon se afla atunci \u00een Fran\u021ba. A urmat un telefon, o decizie \u0219i, \u00een cele din urm\u0103, primul magazin.<\/p>\n<p class=\"p1\">Privind retrospectiv, M\u2019Bei recunoa\u0219te c\u0103 un studiu riguros al condi\u021biilor existente atunci ar fi putut chiar s\u0103 \u00eei descurajeze. Rom\u00e2nia anului 2001 nu era pia\u021ba evident\u0103 pentru dezvoltarea unui concept de praline belgiene premium. \u201eDac\u0103 era s\u0103 studiem cu adev\u0103rat pia\u0163a, sincer s\u0103 v\u0103 spun, poate nu ne b\u0103gam\u201d, spune el \u00een interviu.<\/p>\n<p class=\"p1\">Primele luni aveau s\u0103 confirme dificultatea pariului. V\u00e2nz\u0103rile erau reduse, iar cantit\u0103\u021bile comercializate erau mici. \u00cen acela\u0219i timp, logistica presupunea aducerea frecvent\u0103 a produselor din Belgia \u0219i trecerea lor prin procedurile vamale ale unei Rom\u00e2nii care mai avea \u0219ase ani p\u00e2n\u0103 la aderarea la Uniunea European\u0103.<\/p>\n<p class=\"p1\">Francizatul din 2026 nu mai porne\u0219te \u00eens\u0103 de aici.<\/p>\n<h3><span class=\"s1\"><b>De la necunoscut la un brand cu o istorie local\u0103 de 25 de ani<\/b><\/span><\/h3>\n<p class=\"p1\">Una dintre cele mai importante diferen\u021be dintre cele dou\u0103 momente este greu de exprimat \u00eentr-o singur\u0103 cifr\u0103: notorietatea construit\u0103 \u00een timp.<\/p>\n<p class=\"p1\">\u00cen primii ani, Jolyon M\u2019Bei nu trebuia doar s\u0103 v\u00e2nd\u0103 praline. Trebuia s\u0103 explice ce este Leonidas. Oamenii intrau din curiozitate, descopereau produsele, puneau \u00eentreb\u0103ri \u0219i uneori plecau f\u0103r\u0103 s\u0103 cumpere. Construirea clientelei a \u00eensemnat inclusiv degust\u0103ri \u0219i mult timp petrecut la tejghea discut\u00e2nd cu cei care treceau pragul magazinului.<\/p>\n<p class=\"p1\">Un moment important avea s\u0103 apar\u0103 \u00een jurul anilor 2004\u20132005, c\u00e2nd o companie de publicitate a plasat o comand\u0103 mare de mini-ballotins cu c\u00e2te \u0219ase praline, destinate propriilor clien\u021bi. M\u2019Bei consider\u0103 c\u0103 distribuirea acelor produse a contribuit la r\u0103sp\u00e2ndirea notoriet\u0103\u021bii: unii destinatari cuno\u0219teau deja Leonidas din str\u0103in\u0103tate \u0219i descopereau c\u0103 brandul exist\u0103 \u0219i \u00een Rom\u00e2nia, \u00een timp ce al\u021bii \u00eel \u00eent\u00e2lneau pentru prima dat\u0103.<\/p>\n<p class=\"p1\">De acolo, lucrurile au \u00eenceput treptat s\u0103 se schimbe.<\/p>\n<p class=\"p1\">Ast\u0103zi, un nou magazin nu mai trebuie s\u0103 explice pia\u021bei de la zero ce \u00eenseamn\u0103 Leonidas. Cei 25 de ani de prezen\u021b\u0103 local\u0103, magazinele deja existente \u0219i c\u0103l\u0103toriile rom\u00e2nilor \u00een \u021b\u0103rile vest-europene au schimbat nivelul de familiaritate cu produsele \u0219i cu \u00eentreaga categorie premium.<\/p>\n<p class=\"p1\">Aceasta este probabil una dintre cele mai importante resurse pe care nu le g\u0103sim \u00eentr-un inventar al unei francize: pia\u021ba construit\u0103 \u00een timp.<\/p>\n<h3><span class=\"s1\"><b>Mai exist\u0103 loc \u00een Bucure\u0219ti?<\/b><\/span><\/h3>\n<p class=\"p1\">Dup\u0103 aproximativ zece magazine \u00een Capital\u0103, s-ar putea presupune c\u0103 posibilit\u0103\u021bile de extindere sunt aproape epuizate. Realitatea descris\u0103 de masterfrancizor este mai nuan\u021bat\u0103.<\/p>\n<p class=\"p1\">Dezvoltarea re\u021belei nu presupune amplasarea magazinelor c\u00e2t mai aproape unul de altul. Exist\u0103 reguli privind distan\u021ba dintre unit\u0103\u021bi, iar Jolyon M\u2019Bei vorbe\u0219te despre un reper de aproximativ un kilometru. \u00cen plus, alegerea unei loca\u021bii trebuie privit\u0103 \u00een contextul cartierului \u0219i al ariei pe care magazinul urmeaz\u0103 s\u0103 o deserveasc\u0103.<\/p>\n<p class=\"p1\">\u201eN-are rost s\u0103 fie nu \u015ftiu c\u00e2te magazine \u00eentr-un singur cartier\u201d, explic\u0103 acesta.<\/p>\n<p class=\"p1\">Este, \u00een fond, o logic\u0103 s\u0103n\u0103toas\u0103 pentru orice re\u021bea de franciz\u0103. Extinderea nu ar trebui s\u0103 \u00eensemne canibalizarea magazinelor deja existente, ci acoperirea unor zone \u00een care exist\u0103 cerere \u0219i \u00een care accesul la brand poate fi \u00eembun\u0103t\u0103\u021bit.<\/p>\n<p class=\"p1\">Chiar \u0219i \u00een Bucure\u0219ti, M\u2019Bei consider\u0103 c\u0103 mai exist\u0103 asemenea oportunit\u0103\u021bi. Unele centre comerciale nu au \u00eenc\u0103 un <a href=\"https:\/\/leonidas-universitate.ro\/blog\/leonidas-universitate-povestea-unui-brand-belgian-devenit-reper-pentru-cadouri-premium-in-bucuresti\/\">magazin Leonidas<\/a>, iar configura\u021bia unui ora\u0219 de dimensiunea Capitalei las\u0103 loc pentru dezvoltare \u00een zone care nu sunt acoperite suficient de re\u021beaua actual\u0103.<\/p>\n<p class=\"p1\">Cu alte cuvinte, faptul c\u0103 brandul este deja vizibil nu \u00eenseamn\u0103 c\u0103 harta este \u00eenchis\u0103.<\/p>\n<h3><span class=\"s1\"><b>Urm\u0103toarea etap\u0103 de dezvoltare nu se termin\u0103 la grani\u021ba Bucure\u0219tiului<\/b><\/span><\/h3>\n<p class=\"p1\">Poate \u0219i mai interesant\u0103 este perspectiva ora\u0219elor din afara Capitalei. Leonidas este deja prezent prin re\u021beaua coordonat\u0103 de Jolyon M\u2019Bei \u00een centre urbane importante, dar exist\u0103 \u00een continuare ora\u0219e despre care acesta consider\u0103 c\u0103 ar putea sus\u021bine un magazin.<\/p>\n<p class=\"p1\">Aici apare o diferen\u021b\u0103 important\u0103 fa\u021b\u0103 de Rom\u00e2nia \u00eenceputului anilor 2000. \u00cen ultimele dou\u0103 decenii, consumul premium nu a mai r\u0103mas concentrat exclusiv \u00een Bucure\u0219ti. Dezvoltarea economic\u0103 a marilor centre regionale, extinderea retailului modern \u0219i apari\u021bia centrelor comerciale au creat contexte \u00een care concepte care alt\u0103dat\u0103 puteau p\u0103rea rezervate Capitalei pot func\u021biona \u0219i pe pie\u021be locale.<\/p>\n<p class=\"p1\">Pentru o franciz\u0103, \u00eens\u0103, simpla dimensiune a ora\u0219ului nu poate fi singurul criteriu. Conteaz\u0103 zona, traficul, profilul publicului, accesibilitatea, proximitatea altor magazine \u0219i capacitatea unui antreprenor local de a construi o clientel\u0103.<\/p>\n<p class=\"p1\">Aceasta este \u0219i una dintre diferen\u021bele dintre o expansiune bazat\u0103 exclusiv pe num\u0103rul de unit\u0103\u021bi \u0219i dezvoltarea s\u0103n\u0103toas\u0103 a unei re\u021bele. Obiectivul nu este ca pe hart\u0103 s\u0103 apar\u0103 c\u00e2t mai multe puncte, ci ca fiecare punct nou s\u0103 aib\u0103 premisele unui business viabil.<\/p>\n<h3><span class=\"s1\"><b>Francizatul de ast\u0103zi prime\u0219te ceva ce nu putea exista \u00een 2001: experien\u021ba local\u0103<\/b><\/span><\/h3>\n<p class=\"p1\">Un brand interna\u021bional poate transfera proceduri, identitate, produse \u0219i experien\u021ba acumulat\u0103 pe mai multe pie\u021be. Exist\u0103 \u00eens\u0103 particularit\u0103\u021bi locale pe care numai timpul le poate scoate la iveal\u0103.<\/p>\n<p class=\"p1\">\u00cen cazul Leonidas Rom\u00e2nia, acest timp \u00eenseamn\u0103 deja un sfert de secol.<\/p>\n<p class=\"p1\">\u00cen 2001 nu exista o baz\u0103 de experien\u021b\u0103 care s\u0103 arate cum reac\u021bioneaz\u0103 consumatorul rom\u00e2n la concept, cum se modific\u0103 cererea de-a lungul anului sau cum trebuie adaptat\u0103 logistica la pia\u021ba local\u0103. Multe dintre aceste lucruri au fost \u00eenv\u0103\u021bate direct.<\/p>\n<p class=\"p1\">Un exemplu este chiar ritmul aprovizion\u0103rii. La \u00eenceput, Leonidas solicita re\u00eennoirea s\u0103pt\u0103m\u00e2nal\u0103 a stocului. Pentru Rom\u00e2nia acelor ani, unde produsele trebuiau s\u0103 treac\u0103 prin vam\u0103, mecanismul era extrem de dificil. Jolyon M\u2019Bei a discutat situa\u021bia cu compania belgian\u0103, iar aceasta a acceptat o abordare mai flexibil\u0103.<\/p>\n<p class=\"p1\">Ast\u0103zi, spune el, comenzile pot fi f\u0103cute la intervale de aproximativ trei s\u0103pt\u0103m\u00e2ni vara \u0219i dou\u0103 s\u0103pt\u0103m\u00e2ni odat\u0103 cu intrarea \u00een sezonul mai puternic pentru ciocolat\u0103.<\/p>\n<p class=\"p1\">Este un detaliu aparent logistic, dar spune ceva important despre valoarea experien\u021bei \u00eentr-un sistem de franciz\u0103. O re\u021bea matur\u0103 nu ofer\u0103 numai un brand. Ofer\u0103 \u0219i lec\u021biile problemelor pe care cineva le-a \u00eent\u00e2lnit deja.<\/p>\n<h3><span class=\"s1\"><b>\u0218i consumatorul rom\u00e2n s-a schimbat<\/b><\/span><\/h3>\n<p class=\"p1\">Dac\u0103 franciza s-a maturizat, acela\u0219i lucru s-a \u00eent\u00e2mplat \u0219i cu publicul.<\/p>\n<p class=\"p1\">Jolyon M\u2019Bei observ\u0103 c\u0103 rom\u00e2nii cunosc ast\u0103zi mai bine ciocolata dec\u00e2t la \u00eenceputul anilor 2000. C\u0103l\u0103toriile, accesul la produse interna\u021bionale \u0219i diversificarea pie\u021bei au f\u0103cut consumatorii mai aten\u021bi la ingrediente, sortimente \u0219i diferen\u021bele dintre produsele obi\u0219nuite \u0219i cele mai elaborate.<\/p>\n<p class=\"p1\">\u201eGusturile s-au afinat\u201d, este una dintre concluziile sale.<\/p>\n<p class=\"p1\">Un exemplu este interesul pentru ciocolata neagr\u0103. \u00cen primii ani, cererea era mai redus\u0103. Ast\u0103zi exist\u0103 clien\u021bi interesa\u021bi inclusiv de concentra\u021bii foarte ridicate de cacao, chiar dac\u0103 M\u2019Bei m\u0103rturise\u0219te c\u0103 preferin\u021ba sa personal\u0103 se opre\u0219te \u00een jurul valorilor de 73\u201375%, pentru a p\u0103stra caracterul de pl\u0103cere al ciocolatei.<\/p>\n<p class=\"p1\">Din perspectiv\u0103 de business, important\u0103 nu este preferin\u021ba pentru un anumit procent, ci schimbarea comportamentului. Un public mai informat poate aprecia mai u\u0219or diferen\u021bele dintre produse, dar are \u0219i a\u0219tept\u0103ri mai mari.<\/p>\n<p class=\"p1\">Un magazin deschis \u00een 2026 intr\u0103, a\u0219adar, \u00eentr-o pia\u021b\u0103 mai preg\u0103tit\u0103 pentru concept dec\u00e2t cea existent\u0103 \u00een 2001.<\/p>\n<h3><span class=\"s1\"><b>Un context economic diferit nu \u00eenseamn\u0103 o pia\u021b\u0103 f\u0103r\u0103 provoc\u0103ri<\/b><\/span><\/h3>\n<p class=\"p1\">Maturizarea pie\u021bei nu trebuie confundat\u0103 cu absen\u021ba riscurilor. Interviul ZF este relevant tocmai pentru c\u0103 Jolyon M\u2019Bei nu descrie o cre\u0219tere liniar\u0103, \u00een care fiecare an trebuie automat s\u0103 fie mai bun dec\u00e2t precedentul.<\/p>\n<p class=\"p1\">Potrivit acestuia, 2024 a fost probabil cel mai bun an de v\u00e2nz\u0103ri, urmat de o temperare \u00een 2025. Cre\u0219terea puternic\u0103 a pre\u021bului cacao \u0219i modificarea fiscalit\u0103\u021bii au pus presiune asupra pre\u021bului final, iar comportamentul consumatorului s-a ajustat.<\/p>\n<p class=\"p1\">Observa\u021bia f\u0103cut\u0103 din magazin este interesant\u0103: num\u0103rul clien\u021bilor nu s-a redus neap\u0103rat \u00een aceea\u0219i m\u0103sur\u0103, dar valoarea co\u0219ului mediu a cobor\u00e2t. Un client care avea un anumit buget a continuat s\u0103 cumpere, \u00eens\u0103 a ales un ballotin mai mic sau o combina\u021bie diferit\u0103 de produse.<\/p>\n<p class=\"p1\">Este o distinc\u021bie important\u0103 pentru un poten\u021bial investitor. Nici notorietatea brandului, nici apartenen\u021ba la o re\u021bea nu elimin\u0103 ciclurile economice sau sensibilitatea consumatorului la pre\u021b.<\/p>\n<p class=\"p1\">Franciza reduce anumite necunoscute. Nu elimin\u0103 riscul antreprenorial.<\/p>\n<h3><span class=\"s1\"><b>O investi\u021bie \u00een Belgia care spune ceva despre urm\u0103toarea etap\u0103 Leonidas<\/b><\/span><\/h3>\n<p class=\"p1\">\u00cen timp ce re\u021beaua din Rom\u00e2nia analizeaz\u0103 posibilit\u0103\u021bile de extindere, \u00een spatele ei are loc una dintre cele mai importante transform\u0103ri industriale din istoria recent\u0103 a Leonidas.<\/p>\n<p class=\"p1\">\u00cen interviul ZF, Jolyon M\u2019Bei vorbe\u0219te despre investi\u021bia de aproximativ 100 de milioane de euro \u00eentr-o nou\u0103 fabric\u0103 \u00een apropiere de Bruxelles \u0219i despre trecerea de la utilaje vechi la echipamente moderne, care permit reglaje mai fine \u0219i deschid perspectiva unei flexibilit\u0103\u021bi mai mari a produc\u021biei.<\/p>\n<p class=\"p1\">Schimbarea poate fi deja observat\u0103 la nivelul companiei. Noua unitate din Nivelles marcheaz\u0103 mutarea produc\u021biei din Anderlecht \u0219i \u00eenceputul unei noi etape pentru Leonidas, construit\u0103 \u00een jurul unei infrastructuri moderne. Pentru o companie cu peste un secol de istorie, o asemenea mutare nu este doar o schimbare de adres\u0103, ci o decizie privind capacitatea de produc\u021bie \u0219i dezvoltarea urm\u0103toarelor decenii.<\/p>\n<p class=\"p1\">Pentru re\u021beaua de francize, acest lucru conteaz\u0103. Expansiunea magazinelor nu poate fi separat\u0103 de capacitatea brandului de a produce, de a inova \u0219i de a sus\u021bine logistic o re\u021bea interna\u021bional\u0103.<\/p>\n<h3><span class=\"s1\"><b>Produse noi pentru o pia\u021b\u0103 care cere noutate<\/b><\/span><\/h3>\n<p class=\"p1\">Modernizarea produc\u021biei vine \u0219i cu a\u0219tept\u0103ri privind portofoliul.<\/p>\n<p class=\"p1\">Jolyon M\u2019Bei vorbe\u0219te \u00een interviu despre dorin\u021ba de a vedea mai multe gusturi, forme \u0219i produse noi. La momentul discu\u021biei a\u0219tepta, printre altele, trufe noi, inclusiv un sortiment cu cafea, iar pentru anul urm\u0103tor vorbea despre noi biscui\u021bi care ar urma s\u0103 poat\u0103 fi ale\u0219i individual, \u00eentr-un sistem apropiat de cel al pralinelor.<\/p>\n<p class=\"p1\">\u00cen acela\u0219i timp, exist\u0103 inevitabil \u0219i reversul. Leonidas are peste o sut\u0103 de sortimente de praline, iar introducerea nout\u0103\u021bilor presupune uneori renun\u021barea la produse vechi. Pentru o echip\u0103 care lucreaz\u0103 de dou\u0103 decenii cu anumite sortimente, dispari\u021bia unei praline existente \u00eenc\u0103 din 2001 poate fi resim\u021bit\u0103 aproape sentimental.<\/p>\n<p class=\"p1\">Din perspectiva businessului \u00eens\u0103, aceast\u0103 rota\u021bie este fireasc\u0103. O marc\u0103 matur\u0103 trebuie s\u0103 p\u0103streze produsele care i-au construit identitatea, f\u0103r\u0103 s\u0103 transforme tradi\u021bia \u00eentr-un motiv pentru imobilitate.<\/p>\n<p class=\"p1\">Iar pentru un nou francizat, capacitatea brandului de a aduce nout\u0103\u021bi poate contribui la men\u021binerea interesului unei clientele deja familiarizate cu oferta.<\/p>\n<h3><span class=\"s1\"><b>A\u0219adar, mai este loc pentru noi francize Leonidas?<\/b><\/span><\/h3>\n<p class=\"p1\">Dup\u0103 25 de ani, r\u0103spunsul rezultat din experien\u021ba lui Jolyon M\u2019Bei este afirmativ, dar nu \u00een sensul unei expansiuni f\u0103r\u0103 criterii.<\/p>\n<p class=\"p1\">Mai exist\u0103 zone \u00een Bucure\u0219ti. Mai exist\u0103 centre comerciale \u00een care Leonidas nu este prezent. Mai exist\u0103 ora\u0219e din Rom\u00e2nia care ar putea sus\u021bine un magazin. \u00cen acela\u0219i timp, dezvoltarea trebuie s\u0103 respecte distan\u021bele dintre unit\u0103\u021bi, realitatea fiec\u0103rei zone \u0219i poten\u021bialul economic al loca\u021biei.<\/p>\n<p class=\"p1\">Contextul este incomparabil mai favorabil dec\u00e2t cel din 2001 dintr-un alt motiv: antreprenorul nu mai trebuie s\u0103 demonstreze de la zero c\u0103 pralinele belgiene \u00ee\u0219i pot g\u0103si public \u00een Rom\u00e2nia. Cei 25 de ani de istorie local\u0103 au r\u0103spuns deja acestei \u00eentreb\u0103ri.<\/p>\n<p class=\"p1\">\u00cen schimb, \u00eentreb\u0103rile pentru urm\u0103torul francizat sunt altele: unde exist\u0103 suficient spa\u021biu pentru un magazin nou, cine este publicul local, cum poate fi construit\u0103 o clientel\u0103 recurent\u0103 \u0219i cine este dispus s\u0103 se implice direct \u00een dezvoltarea businessului?<\/p>\n<p class=\"p1\">Pentru c\u0103, a\u0219a cum arat\u0103 \u0219i experien\u021ba primului magazin Leonidas din Rom\u00e2nia, o franciz\u0103 poate oferi un punct de plecare mult mai solid dec\u00e2t un business construit complet de la zero. Dar fiecare magazin nou trebuie, \u00een cele din urm\u0103, s\u0103 \u00ee\u0219i construiasc\u0103 propriul loc \u00een comunitatea \u00een care func\u021bioneaz\u0103.<\/p>\n<h3><span class=\"s1\"><b>De la primul magazin la urm\u0103torul capitol<\/b><\/span><\/h3>\n<p class=\"p1\">Privit\u0103 de la distan\u021ba celor 25 de ani, evolu\u021bia Leonidas \u00een Rom\u00e2nia spune \u0219i ceva despre modul \u00een care se construie\u0219te o pia\u021b\u0103. Primii ani au \u00eensemnat pu\u021bine v\u00e2nz\u0103ri, dificult\u0103\u021bi logistice, un produs care trebuia explicat \u0219i momente \u00een care familia M\u2019Bei s-a \u00eentrebat dac\u0103 merit\u0103 s\u0103 continue. Au urmat primele comenzi importante, cre\u0219terea notoriet\u0103\u021bii, apari\u021bia unei clientele recurente \u0219i dezvoltarea treptat\u0103 a re\u021belei.<\/p>\n<p class=\"p1\">\u00cen 2026, punctul de plecare este cu totul altul. Exist\u0103 aproape dou\u0103 decenii \u0219i jum\u0103tate de experien\u021b\u0103 local\u0103, o re\u021bea func\u021bional\u0103, un consumator mai educat \u0219i un brand interna\u021bional care tocmai intr\u0103 \u00eentr-o nou\u0103 etap\u0103 industrial\u0103. Leonidas confirm\u0103 oficial c\u0103 mutarea produc\u021biei din Anderlecht \u00een noua fabric\u0103 din Nivelles marcheaz\u0103 \u00een 2026 un nou capitol, conceput pentru a sus\u021bine cre\u0219terea companiei \u0219i a p\u0103stra \u00een acela\u0219i timp re\u021betele, calitatea ingredientelor \u0219i know-how-ul ciocolatierilor s\u0103i.<\/p>\n<p class=\"p1\">Poate c\u0103 aceasta este cea mai important\u0103 diferen\u021b\u0103 dintre franciza Leonidas din 2001 \u0219i cea din 2026. Atunci, primul magazin trebuia s\u0103 dovedeasc\u0103 faptul c\u0103 exist\u0103 o pia\u021b\u0103. Ast\u0103zi, pentru urm\u0103torul antreprenor, provocarea este s\u0103 identifice unde exist\u0103 loc pentru urm\u0103torul magazin \u0219i s\u0103 transforme experien\u021ba acumulat\u0103 de re\u021bea \u00eentr-un business local care \u00ee\u0219i c\u00e2\u0219tig\u0103 propriii clien\u021bi.<\/p>\n<p class=\"p3\"><i>Articolul porne\u0219te de la declara\u021biile oferite de Jolyon M\u2019Bei, masterfrancizor Leonidas \u00een Rom\u00e2nia, \u00een interviul acordat Ziarului Financiar \u00een cadrul proiectului \u201eCEC Bank pentru afaceri rom\u00e2ne\u0219ti\u201d. Interviul integral poate fi consultat pe site-ul Ziarului Financiar: <a href=\"https:\/\/www.zf.ro\/cec-bank-pentru-afaceri-romanesti\/cec-bank-afaceri-romanesti-proiect-zf-cec-bank-jolyon-m-bei-masterfrancizor-leonidas-intrat-romania-2001-spune-accepta-investitori-francizati-vor-stea-magazin-motivul-clientul-roman-produse-premium-23236500\">https:\/\/www.zf.ro\/cec-bank-pentru-afaceri-romanesti\/cec-bank-afaceri-romanesti-proiect-zf-cec-bank-jolyon-m-bei-masterfrancizor-leonidas-intrat-romania-2001-spune-accepta-investitori-francizati-vor-stea-magazin-motivul-clientul-roman-produse-premium-23236500<\/a><\/i><\/p>\n<h3><span class=\"s1\"><b>Leonidas Universitate, acum \u0219i pe telefonul t\u0103u<\/b><\/span><\/h3>\n<p class=\"p1\">Experien\u021ba Leonidas continu\u0103 \u0219i dincolo de vizita \u00een magazin. Dac\u0103 vrei s\u0103 r\u0103m\u00e2i mai aproape de Leonidas Universitate, \u00ee\u021bi po\u021bi crea cont \u0219i po\u021bi instala <a href=\"https:\/\/leonidas-universitate.ro\/app\/register.php?src=online\"><span class=\"s1\"><b>aplica\u021bia mobil\u0103 Leonidas Universitate<\/b><\/span><\/a>, direct pe telefon. Urm\u0103re\u0219te videoclipul de prezentare pentru a vedea cum func\u021bioneaz\u0103, apoi acceseaz\u0103 <a href=\"https:\/\/leonidas-universitate.ro\/app\/register.php?src=online\"><span class=\"s1\"><b>aplica\u021bia Leonidas Universitate<\/b><\/span><\/a> \u0219i creeaz\u0103-\u021bi contul. Procesul dureaz\u0103 doar c\u00e2teva momente, iar aplica\u021bia \u00ee\u021bi ofer\u0103 o modalitate simpl\u0103 de a p\u0103stra Leonidas Universitate la \u00eendem\u00e2n\u0103, direct de pe ecranul telefonului.<\/p>\n<div style=\"width: 100%; max-width: 1000px; margin: 35px auto;\">\n<div style=\"position: relative; width: 100%; padding-top: 56.25%;\">\n<p><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%; border: 0;\" title=\"Leonidas Universitate - Scenariu 2\" src=\"https:\/\/player.vimeo.com\/video\/1229467956?badge=0&amp;autopause=0\" allowfullscreen=\"allowfullscreen\">&nbsp;<\/p>\n<p><\/iframe><\/p>\n<\/div>\n<\/div>\n<p class=\"p1\">Dac\u0103 cite\u0219ti acest articol de pe telefon, folose\u0219te linkul de acces c\u0103tre aplica\u021bie pentru a \u00eencepe \u00eenregistrarea. Dac\u0103 e\u0219ti pe laptop sau desktop, po\u021bi scana cu telefonul <a href=\"https:\/\/leonidas-universitate.ro\/app\/register.php?src=online\"><span class=\"s1\"><b>codul QR afi\u0219at mai jos<\/b><\/span><\/a> \u0219i vei ajunge direct la pagina de creare a contului. Creeaz\u0103-\u021bi contul, instaleaz\u0103 aplica\u021bia Leonidas Universitate \u0219i descoper\u0103 o modalitate mai simpl\u0103 de a r\u0103m\u00e2ne conectat la universul Leonidas.<\/p>\n<figure id=\"attachment_8032\" aria-describedby=\"caption-attachment-8032\" style=\"width: 220px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/leonidas-universitate.ro\/app\/register.php?src=online\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-8032 size-full\" src=\"https:\/\/leonidas-universitate.ro\/blog\/wp-content\/uploads\/2026\/09\/qr-leonidas-online.png\" alt=\"\" width=\"220\" height=\"220\" srcset=\"https:\/\/leonidas-universitate.ro\/blog\/wp-content\/uploads\/2026\/09\/qr-leonidas-online.png 220w, https:\/\/leonidas-universitate.ro\/blog\/wp-content\/uploads\/2026\/09\/qr-leonidas-online-150x150.png 150w\" sizes=\"auto, (max-width: 220px) 100vw, 220px\" \/><\/a><figcaption id=\"caption-attachment-8032\" class=\"wp-caption-text\">https:\/\/leonidas-universitate.ro\/app\/register.php?src=online<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>\u00cen 2001, deschiderea unui magazin Leonidas \u00een Rom\u00e2nia presupunea un pariu pe o pia\u021b\u0103 care abia \u00eencepea s\u0103 descopere ciocolata belgian\u0103 premium. Brandul era pu\u021bin cunoscut publicului local, puterea de cump\u0103rare era incomparabil mai redus\u0103 dec\u00e2t ast\u0103zi, Rom\u00e2nia nu f\u0103cea parte din Uniunea European\u0103, iar aducerea s\u0103pt\u0103m\u00e2nal\u0103 a pralinelor din Belgia presupunea dificult\u0103\u021bi logistice \u0219i&hellip; <a class=\"more-link\" href=\"https:\/\/leonidas-universitate.ro\/blog\/de-la-un-singur-magazin-la-o-retea-nationala-unde-mai-poate-creste-franciza-leonidas-in-romania\/\">Continue reading <span class=\"screen-reader-text\">De la un singur magazin la o re\u021bea na\u021bional\u0103: unde mai poate cre\u0219te franciza Leonidas \u00een Rom\u00e2nia<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":8036,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-8035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leonidas-universitate","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De la un singur magazin la o re\u021bea na\u021bional\u0103: unde mai poate cre\u0219te franciza Leonidas \u00een Rom\u00e2nia - Leonidas Universitate - Blog<\/title>\n<meta name=\"description\" content=\"Descoper\u0103 cum s-a dezvoltat franciza Leonidas \u00een Rom\u00e2nia \u0219i unde mai exist\u0103 oportunit\u0103\u021bi pentru deschiderea unor noi magazine \u00een Bucure\u0219ti \u0219i \u00een \u021bar\u0103.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leonidas-universitate.ro\/blog\/de-la-un-singur-magazin-la-o-retea-nationala-unde-mai-poate-creste-franciza-leonidas-in-romania\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De la un singur magazin la o re\u021bea na\u021bional\u0103: unde mai poate cre\u0219te franciza Leonidas \u00een Rom\u00e2nia - 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