Last Friday, March 30, a Coffee Break took place in the Vivero de Empresas of Carabanchel.
On this occasion we have Carlos Pérez Tenorio, general director of the Restalia Group.
Founded in 2004, Grupo Restalia (http://www.gruporestalia.com) is a restaurant group that offers popular Mediterranean food using the format of themed franchise chains. Its franchises are the well-known 100 Montaditos and La Sureña, with a presence of 208 stores and a forecast of 240 by the end of the year in various countries. Prestigious American publications have come to describe them as "The Spanish Starbucks" (BusinessWeek) or "the Zara of sandwiches" (Huffington Post).
Unite fashion concepts
The key to creating 100 Montaditos, Carlos tells us, was the union of three successful elements: “everything at 100”, fast food and beer. His goal, he declares, is "to be the McDonald's of Spanish food."
The franchise model
Carlos believes that basing himself on the development of a franchise chain has been the basis of his growth: "Implementation was very fast thanks to the franchise model we chose." That desire to grow was due to a very early decision: “They began to copy us quickly, that's why we wanted to grow. And how to grow? Franchising at 100%”.
simplicity and simplicity
Carlos assures that simplicity and simplicity are the two basic points of the success of the business model provided by the franchise and, also, its main advantages: "Any franchisee can set up this business with a single product and price."
Development, growth and internationalization
At the end of 2010, the Restalia Group decided to make its leap abroad and began to take its first steps in Miami. Addressing the American market is no coincidence: “They are looking forward to new products. Brazil, Colombia, Peru or Mexico are very attractive markets to do business”. This time has served them to gain a foothold in the Spanish market and start their journey to other countries: "We are on our way to 300 stores in Spain and internationalization points to good manners." At the same time, they help their suppliers to establish themselves outside our borders.
Fear of possible copies?
Carlos Pérez Tenorio is positive about the commitment of other brands to copy his business idea: “Every time they copy us we see if they have improved in something, to copy it too. So far it hasn't been like that." He further states that "simplicity and speed of growth is our best defense."
Attitude towards the crisis
"We were able to sell the company, but we decided to surf the crisis and bet on low cost," Carlos tells us about how they faced the situation in the face of the economic crisis. And he adds a reflection on the matter: “The crisis has shaken many brands. You have to create new models for a new consumer”.
After talking with the attendees, Carlos Pérez Tenorio wrote a sentence on a window of the Carabanchel Nursery: "Why not, pisha?" (Response from Cádiz to someone who said how they were going to be the Spanish McDonald's).
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