The years of the pandemic were a very hard blow for many items and businesses. The gastronomy especially suffered long months of total closure. But the delivery compensated a part of the losses. Y digital reordered the business. With Instagram as a showcase, the brand image it became the most important thing for some existing chains that were able to gain space in the market.
And they pointed the way new players who understood that there was room for new franchises even in traditional gastronomic items. “Cabrón is precisely a brand that was born in a pandemic, and that offers pizzas and empanadas. We have an agency digital marketingand we came that there was room for a business format where the brand strikes first, is the first impact and is well positioned”, says Nicolás Ardanaz.
“The idea was that investors can have everything systematized. Until we deal with the training and selection of personnel. This is how Cabrón was born, whose logo is a goat, a symbol of moving forward, alive and with passion”, adds Ardanaz, who thought of the business model so that it would be a franchise from the outset.
“Today we have three stores, in Palermo, Boedo and Saavedra, and a factory that supplies them with pizzas and empanadas”, continues the owner of Cabrón, a winning franchise in the reality show “Franchises that grow”, hosted by Federica Pais.
Coinciding points with the brand Lucciano’sthe ice cream parlor that was born a decade ago in Mar del Plata, but became known for its popsicles with fun presentations and renewed tastes, where the Italian tradition was seen reverted with a New York aesthetic: the key to its success that today allows it to have fifty stores, and expand the franchise to Uruguay and the United States.
“There are no artisanal ice cream proposals there like ours. The public is used to consuming products of industrial origin,” explains Christian Otero, director of the company that managed to get the United States Food and Drug Administration (FDA) to certify its Mar del Plata factory to export its products to the United States.
Same New York inspiration for Hell’s Pizzawhich was born in 2017 and today has 32 stores in AMBA, Salta, Neuquén, Mendoza and San Juan, and will add another 15 franchises this year: Campana, Quilmes, Bahía Blanca and Córdoba, and plans to enter the United States, Uruguay and Mexico in the second semester.
“We were the first to land with this format in the country. We did it with an expert team in gastronomy, to develop a chain and not a single location. Fortunately, everything went according to plan and in a pandemic we multiplied the number of branches,” he celebrated. Matias Cabrerafounding partner of Hell’s.
And the same goes for local franchises coffee shops, which were built from an aesthetic that reformulated the landing of Starbucks years ago. there he celebrates Toasteda franchise founded in 2015 and owned by the gastronomic group RE, which already has 21 stores in Argentina and three abroad: two in São Paulo and one in Montevideo.
With advertising ingenuity put at the service of gastronomy, it also points Paniof the publicist Eliana Trottawhich in 2010 began selling cakes from home and today has seven branches and expands abroad: it opened in the Aventura Mall, in Miami.
by RN
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