Tomate Cerise seeks third franchise location after Ath and Tournai

Belgian salad bar Tomate Cerise is looking to take its next step in franchising following its openings in Ath and Tournai. Seven prospective franchisees have already requested information about a possible opening. Founders Alan and Sophie are currently prioritising Hainaut province, although they remain open to other locations. No specific third site has yet been announced.

From a small salad bar to two franchised outlets

Tomate Cerise began on 6 September 2016 in small premises on rue de France in Ath, where Alan opened the first salad bar. According to the account the founders gave La DH on 24 October 2026, the concept quickly proved popular, making it difficult for him to continue serving customers on his own.

The business subsequently moved to larger premises on rue du Marché aux Toiles, where Tomate Cerise is still based. The move gave the original salad bar more space, but the founders’ ambitions had extended beyond a single location from the outset. Alan and Sophie wanted to develop a network of outlets.

Today, the business has two outlets, both run by franchisees. The search for another location therefore builds on an established model: both the original outlet and the second site now operate under the same concept with independent operators.

Tournai opened shortly before the pandemic

The first franchised outlet opened in October 2019 on rue de la Tête d’Or in Tournai, with Stéphanie as the franchisee. The timing proved challenging. It opened just before winter, a season the founders themselves describe as less favourable for a salad bar. The coronavirus crisis followed in March 2020.

Nevertheless, the outlet survived. Alan and Sophie emphasise this when looking back: despite that difficult start, the business is still there. They contrast their satisfaction at its survival with the shops and hospitality businesses that had to close during that period.

In March 2021, the original outlet in Ath also became a franchise. Christelle and her husband took over its operation. This changed Alan and Sophie’s own role, allowing them to step back from day-to-day operations and look at the concept from a broader perspective.

The sequence is worth noting: a franchised outlet opened in another city first, followed by the transfer of the original business to franchisees. The current search builds on those two steps.

Hainaut takes priority, but is not the only option

The founders are looking primarily at Hainaut province for their next outlet. They have contacts in the Charleroi area. At the same time, they are deliberately keeping their geographical options open: a viable proposal outside the province would also be considered. They cite Liège as one destination they would not rule out.

So far, seven prospective franchisees have requested information about opening a new Tomate Cerise. This represents interest, not confirmation of seven future openings. The report also gives no confirmed third location or opening date.

The main requirement Alan and Sophie highlight is a strong local connection. Anyone wishing to open an outlet must know the place in which they intend to operate. In their approach, choosing a future operator and choosing a new location are therefore closely linked.

For those considering the Belgian franchise market, this gives the search a clear focus: Tomate Cerise is looking not only for its next town or city, but also for the person who will develop the concept there. Its preference for Hainaut is a starting point, rather than a strict geographical limit.

Personal support as a guiding principle

Alan and Sophie describe their network as one big family. Through franchising, they aim to offer support and a framework for people who may be hesitant about starting a business on their own. This personal approach complements the importance they place on prospective franchisees’ local knowledge.

That approach is not a guarantee of success. The experience of the Tournai outlet shows that an opening can coincide with difficult circumstances. Prospective franchisees should therefore discuss expectations around the working relationship and day-to-day operations carefully.

The next step for Tomate Cerise is to turn the current interest into a confirmed location and franchise partnership. For now, what is clear is that its two existing outlets are run by franchisees and that the founders see scope for expansion.

Practical advice for prospective franchisees: start not only with an interest in the salad bar concept, but also with knowledge of the town or area you are targeting. Then discuss the support and terms that would form part of the franchise relationship before finalising a location.