More comfortable addresses, to attract new customers without driving away regulars. Determined to modernize its image, the PMU is launching “Urban Pari Mutuels”, a new concept of “premium point of sale”, which contrasts with the image of PMU bars.
A first point of sale of this new type was inaugurated in Bordeaux on Tuesday. The goal is to eventually have 150. All will be launched in partnership with traders and restaurateurs, who will be commissioned on the issues.
“We want the PMU to reinvent itself by keeping its DNA, conviviality, sharing, social ties,” explains Emmanuelle Malecaze-Doublet, general director of the PMU. These are French-style bistros, elegant and popular, with wooden furniture, velvet for comfort, and a central island for betting.”
The PMU can already count on a network of 14,000 points of sale, where most of the challenges are met. “Urban pari-mutuel betting” will be established exclusively in city centers with more than 50,000 inhabitants, where the horse racing betting operator seeks to boost its activity. » “They will be very complementary to our existing network,” insists the manager, specifying that all will offer a catering offer. PMU claims 3 million customers. But he announced that he wanted to win a million more by the end of 2025. Particularly young people.