Latin American chains aim for success in the United States

El Corral, Juan Valdez and Giraffas are only some of the Latin chains seeking to win over the North American market. In the last five years, cities such as Miami, Boston and New York have seen a great affluence of European and Latin American brands seeking success in the United States market, according to Darren Tristano, executive vice president of Technomic, a food industry researcher.

Taking into account that a third of the population of Miami-Dade county is Hispanic, it is the location preferred by South American companies because many of its residents are already familiar with them. These companies trust in their countrymen as ambassadors of their brands.

However, the real test for these companies is expansion beyond cities with a large Hispanic population, according to Joseph Ganitsky, director of the University of Miami’s Center for International Business Education and Research.

An example for these companies is the Spanish 100 Montaditos chain, which opened its first store in Miami in 2011 and has rapidly expanded, opening tavern-style restaurants in New York, Maryland, Virginia and Iowa.

The Guatemalan Pollo Campero fried chicken chain also targeted its countrymen when it opened its first store in California in 2002. Since then, it has expanded its operations to 55 cities throughout the country.

Regardless of whether they expand beyond Florida, their presence here is a show window for the entire world.

El Corral is one of the South American restaurant chains using south Florida as a door to the United States market.

Juan Valdez, a Colombian company that takes its name from a fictional coffee grower, plans to open 60 stores in south Florida over the next five years in a new attempt to outdo Starbucks in its own territory. Giraffas, Brazil’s second largest fast food chain, opened its first American restaurant in north Miami three years ago and has opened 10 more since then. 

Source: El Financiero



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