Studies show that only 1 out of 3 Belgians are open to electric driving. The biggest issue? The perception that electric charging takes forever. To launch the new Megane E-Tech 100% electric, which fast-charges in only 29 Minutes, Renault decided to integrate one of the fast-growing businesses in Belgium: gastronomy. This 'B2B2C' experience needed all the expertise of a 2-star chef, his brand and restaurant team to make the idea come to life: a 2-star Pop-up Restaurant in the heart of Brussels.

Studies show that only 1 out of 3 Belgians are open to electric driving. The biggest issue? The perception that electric charging takes forever. To launch the new Megane E-Tech 100% electric, which fast-charges in only 29 Minutes, Renault decided to partner with another fast-growing restaurant business to position its new launch, to break the myth of charging time. But every two-star chef deserves a two-star kitchen. So the two businesses needed to collaborate closely to deliver not only a fully functioning two-star restaurant but also a charging station.

The 29 Minute Restaurant was a live brand experience in the heart of Brussels. A duel between the Megane E-Tech 100% Electric and 2 Michelin-star chef Yves Mattagne.

The challenge: to see if the chef can prepare a 3- course meal for 10 people before the car can fast-charge in 29 Minutes.

Renault went all the way, and together with Yves Mattagne's restaurant team, was able to transform their brand logo into a Michelin-star restaurant with seating for 10 lucky guests and a state-of-the-art kitchen for the chef.

As soon as the maitre plugged in the Megane, the challenge started. The chef had exactly 29 Minutes to prepare and serve three Michelin-worthy dishes for 10 guests before the car could finish fast-charging.

To tap into the B2B market, Renault created a prestigious duel worthy of the electric Megane, by partnering with another prestigious partner: 2-star chef Yves Mattagne.

Surfing on the foodie trend that is incredibly popular in Belgium and the growing presence of Belgian gastronomy: Belgium is the 4th country in the world with the most Michelin star chefs. But Renault couldn't do it alone, so partnering with the best in the gastronomy industry was a fundamental element. The choice of Yves Mattagne and its restaurant team wasn't a coincidence.

Yves has 2 Michelin Stars and is famous for promoting cooking events all around Europe. He is one of the few with the expertise of quickly setting up high-quality kitchens for serving the public outside his own restaurant. A perfect B2B partner.

Every 2-star chef deserves a 2-star kitchen. So the car and the restaurant brands worked together to carefully design a pop-up restaurant in the heart of Brussels. Keeping in mind that a Michelin-star chef has extremely high standards, The 29 Minute Restaurant was designed to the smallest detail. From the stainless steel counter to the state-of-the-art equipment, the kitchen had to function like a restaurant and a fast-charging station for the new Renault Megane. Like a true Michelin star restaurant, everything was carefully designed. The restaurant's logo was embroidered by hand on the chef's uniform and napkins. Even the menu was inspired by the features of the car. Nothing was left to chance, the 29 Minute Restaurant had to reach the level of a true Michelin-star restaurant. And it did. Yves Mattagne was one happy chef. The result? Nothing was burned in the kitchen, only the slow-charging myth.

The kitchen needed to be perfect, like in any other Michelin-star restaurant. But the impact was much broader than the experience itself: the challenge was streamed by influencers and the after-movie was shared on Youtube and Renault's social channels.

3 million people saw the piece of content to the end. In total, over 10,5 million minutes of content were consumed, that's the equivalent of 35 seasons of Chef's Table on Netflix.Test-drive bookings had a 127% increase. And most importantly: Renault burned the myth that electric charging takes too long.

Belgium is the 4th country with more Michelin star chefs in the world.