Product Description
Publication Date: December 17, 2025
Industry: Financial service sector
Source: Harvard Business School
In January 2025, Bertrand Dumazy, CEO of Edenred, and Constance Le Bouar, EVP of Strategy, Marketing, and Transformation, met over lunch to discuss the company's future. For decades, Edenred had been a global leader in employee benefits, largely due to the success of its flagship meal-voucher program, Ticket Restaurant. But the rapidly changing HR landscape as well as growing regulatory pressures pushed the company to diversify its product offering. In 2023, the company acquired SaaS-based employee engagement platform Reward Gateway, which allowed it to blend its traditional commission-drivel model with SaaS-based revenue. Now with two different businesses under one roof, Dumazy and Le Bouar faced a strategic dilemma: how should Edenred position and price its new unified platform to ensure adoption and long-term growth?
