Ambev will have national network of bars

Ambev will expand so fast its franchise "Bar" in the second half of this year, from 869 units to 1.5 thousand current until December. The franchise was launched in São Paulo in 2011, focusing on popular small bars. The project has been extended to the interior of São Paulo and begins to work in Rio de Janeiro.
Ricardo Rashidi, Director of institutional relations, sustainability and communication of Ambev, said that the company sets until October a plan to expand the network of franchises to other States. Ambev does not disclose the number of units you want to get in the long run. "This number is just the beginning, our goal is ambitious," sums up Rashidi. The Executive said that the expectation is that our Bar will become the biggest franchise of Ambev, as lower-cost bars, with initial investment from $ 28 million.
By this model, franchise owners of bars have access to trainings of Sebrae. Ambev is the collective purchase of furniture, equipment and working tools for the franchisees, which reduces the cost of installation of the unit. According to Ambev, the billing of the bar increases on average 40% with the franchise.
Ambev has seven models of franchises and a total of 2 thousand franchised units. According to the company, the amount of revenue it generates with this model is low, whereas the company provides alcoholic beverages and non-alcoholic beverages for 1.2 million points of sale throughout the country.
Yesterday, Ambev announced to media the launch of a new institutional campaign, which will involve the dissemination of videos on the internet and advertising in press outlets and TV. The slogan of the company this year will be "Together for a better world" and have testimonials from franchisees and individuals who participated in the company's sustainability projects. The campaign includes information about projects of responsible consumption of alcoholic beverages, environmental conservation projects, training of owners of bars and new talent contests in popular music.
The campaign was produced by the Loducca and the amount invested is held in secrecy by Ambev. Before that, in 2010, the company made its first institutional campaign, with the slogan "made by people and dreams", with testimonials from employees about dreams fulfilled in the company. "The goal is to inspire other people to chat and make changes," said Pedro Earp, Vice President of marketing for Ambev. The Executive added that the sustainability projects have attended more than 7 million people in the country.