About us

Everyone appreciates a good origin story. Here’s ours.

The beginning

In 2015, based on our experience working together in Europe and North America at a customer-centric analytics and consulting firm, we concluded that the grocery industry needed a new approach to promotions and building customer loyalty.


Mass promotions, in general, have a profitability problem. Personalized offers are incredibly difficult to scale without substantial investments in highly skilled people and infrastructure. Digital coupons, while more convenient than paper, are delivered within a tedious and uninspiring user experience. In this context, we saw advancements in technology, and with it, believed we could create a better way for grocers and brands to profitably grow sales and share of wallet. So, we left our jobs (big thanks to our wives) and began our journey as entrepreneurs.

Knowing the problems we wanted to solve, we also had a few guiding principles for how to solve them. The solution would be data driven, customer centric, and delivered as a SaaS solution. Two other design objectives were important to us based on our prior experiences. First, we strongly believed the path to success required a solution that removed barriers not only for key stakeholders within the retailer – marketing, merchandising, operations, digital & IT – but it also needed to work across the value chain to include suppliers and customers. It needed to create a win-win-win for the retailer, suppliers, and customers. Second, the solution had to be easy to implement, run and operate. Retail is hard work with lots of complexity and interdependencies. So, it was essential that our clients felt a true sense of relief when working with our software and our team.

If you’re wondering where the name Untie Nots came from, this is it – our mission to untangle what was, and still is, a very complex web of people, process, and technical infrastructure. The “K” in “Knots” was removed simply because with it, the name was impossible to pronounce for French speakers. As a Paris-based company, we quickly sacrificed the “K”.

The idea behind Challenges and the Untie Nots Platform eventually took shape after months of research and brainstorming. We hired our first data scientist and engineer to build a prototype and iterated from there until the solution was ready to be tested with a client. Our first proof of concept ran in France in early 2017. The results were amazing. A few months later, the client rolled out Challenges nationwide and a second French retailer launched their own proof of concept and achieved similar results.

Where we’re going

Once gaining the trust of our France-based clients, these international retailers installed the platform in other countries. We’ve been fortunate to continue to expand inside France and across Europe to include Italy, Spain, Portugal, and Belgium.


In 2022, Untie Nots crossed the Atlantic to launch our first North American retail client at most recently our first US grocer. Our focus now is working with existing clients to expand the impact they generate using the Untie Nots Platform, onboarding new clients, getting our message out to more high-frequency retailers & wholesalers, and continuing to evolve and extend the platform. But we’re still just at the beginning of our story.

Our (growing) team will get us there

Our teams of engineers, data scientists, designers, client success managers, and the rest of us, are ready to move the company forward in our own ways.


Many of us are passionate about solving complex problems using math and code. Others are passionate about working with the client and their teams to succeed. Still others are passionate about the industries we serve.

What are all of us passionate about? That would be family, friends, sports, music (we have a few great musicians within the team!), and good food. Oh yes, good food! We love to share our local specialties, as the team is composed of international gourmands from France, Morocco, Tunisia, Germany, Russia, India, the US …

We’re certain that our expanding team will continue to deliver wins for our retail clients, their suppliers, and of course, the customer.

“Thanks for taking an interest
in Untie Nots”

Cedric and Zyed

Cedric

Founder & CEO

Zyed

Founder & CEO

Cédric Chéreau, CEO and Co-Founder of UntieNots, has more than 14 years of experience in retail consulting, supporting retailers and FMCG companies from Europe and North America.

Among his previous positions, Cédric spent more than 9 years at Emnos, in Paris and Chicago, as a Consulting Manager and Director bringing his strategic and analytical expertise to many retailers, including Carrefour Group, Walgreens, Target and Auchan. With them, he also led collaborative projects on “stealth” pricing, category management and CRM optimization with all the biggest FMCG companies such as Coca Cola, L’Oréal, Procter&Gamble, Unilever, Danone and Kimberly Clark.

He also worked at Ellipsa, a consulting firm specialized in distribution networks optimization based in Paris and at LVMH group (Perfums & Cosmetics) as a Project Manager in New York City.

Cédric Chéreau holds a Master of Science in Marketing from EDHEC.

Zyed Jamoussi, President and Co-Founder of UntieNots, has more than 15 years of experience in retail, supporting retailers and FMCG companies for their sales and marketing strategies across Europe.

Among his previous positions, Zyed has spent more than 7 years at Emnos (retail big data solution company), starting as a manager and ending-up heading the Southern Europe business (8 digit business).

During this period Zyed has developped a strong experience of retail and customers goods, working closely with clients like Carrefour, Auchan, Franprix, P&G, Unilever, Coca-Cola on their sales, category management and marketing strategies.

Before Emnos, Zyed has spent 6 years at Yves Rocher, and 3 years at PWC. Zyed holds a Master Degree in Life Science from AgroParisTech.

Meet the team

Andrei
Somewhere, something incredible is waiting to be known’ Carl Sagan
Axel
S’il n’y a pas de solution c’est qu’il n’y a pas de problème’ Jacques Rouxel
Basile
Si vous rentrez dans un mur, n’abandonnez pas. Trouvez un moyen de l’escalader, le traverser, ou le contourner.’ Michael Jordan
Brice
Ce n’est pas parce que les choses sont difficiles que nous n’osons pas, mais parce que nous n’osons pas qu’elles sont difficiles.’ Sénèque
Cedric
Let’s dance in style, let’s dance for a while. Heaven can wait, we’re only watching the skies’ Alphaville
Cédric
They’re quite aware of what they’re going through. Ch-ch-ch-ch-changes (Turn and face the strange)’ David Bowie
Florine
Everything you can imagine is real’ Pablo Picasso
Gabriela
If more of us valued food and cheer and song above hoarded gold, it would be a merrier world.’ J.R.R. Tolkien
Harshitha
I never dreamed about success, I worked for it.’ Estee Lauder
Helena
Be mercilessly kind and do senselessly beautiful things.’ Barbara Lichtenberg
Julien
It’s still magic even if you know how it’s done.’ Terry Pratchett
Ken
In God we trust, all others bring data.’ Dr. W. Edwards Deming
Marine
If I have the belief that I can do it, I shall surely acquire the capacity to do it even if I may not have it at the beginning.’ Gandhi
Nicolas
The right man at the right place.’ Jean Todt
Ombline
Le courage est le juste milieu entre la peur et l’audace.’ Aristote
Pavel
J’aurai essayé Bon Dieu, j’aurai au moins essayé!’ Randall P. McMurphy
Pierre
L’optimisation prématurée est la source de tous les maux’ Donald Knuth
Pierre
Everyone you meet is fighting a battle you know nothing about. Be kind. Always.’ Robin Williams
Raphael
Let us think the unthinkable, let us do the undoable, let us prepare to grapple with the ineffable itself, and see if we may not eff it after all.’ Douglas Adams
Robin
Lire c’est refuser de mourir’ Guy de Maupassant
Thibaut
It is no use saying, ‘We are doing our best.’ You have got to succeed in doing what is necessary.’ Winston Churchill
Valentin
La simplicité est la sophistication suprême’ Léonard De Vinci
Vincent
‘Il y a beaucoup de mauvaises raisons pour commencer une entreprise. Mais il n’y a qu’une seule bonne raison légitime, et je pense que vous savez ce que c’est: c’est de changer le monde.’ Phil Libin
Wassim
La simplicité décourage. Elle ne s’acquiert qu’à force de détachement.’ Dominique Blondeau
Zeineb
People should be proud to make mistakes and experience failure. As a gracious phoenix, they rise from them and give birth to their brightest success’
Zyed
La pêche à la ligne, c’est comme les mathématiques en cela qu’on ne peut jamais complètement l’apprendre.’ Izaak Walton