Fast food networks keep expansion plans despite the crisis

Sao Paulo-the brazilian economy''s slowdown has not affected the plans of the fast food networks that want to expand in Brazil. The economic crisis has generated opportunities in real estate, which defined the entry into the country at this year''s major international networks such as Taco Bell and Wendy''s. Already the oldest groups in the country, as Bob''s and Burger King keep accelerated expansion plans.
The American network Wendy''s opened two stores in Sao Paulo, one in Itaim, another in Vila Olímpia, in July and has registered higher than expected movement. "The volume of sales is 30% higher than expected," says Marcel Gholmieh, CEO of Wendy''s in Brazil, noting that there is also the novelty factor, which always attracts the public. The majority of Brazilians, he evaluates not familiar with the operation of the Wendy''s, famous abroad for square sandwiches.
The network came to Brazil not with the concept of fast food, but in fast casual, mixing fast food, but with a more attentive service and the possibility of the customer set up your snack, instead of following fixed menus. The cutlery, plates and cups are not disposable. And free WIFI is also desired. Wendy''s came to Brazil brought by Infinity Group Services, which already operates the brands Hooters, Benihana and Jamie''s Italian. "It was just one fast food brand in our portfolio," says Gholmieh.
Gholmieh account that the project of bringing the Wendy''s for Brazil was being developed for 4 years, in another phase of the brazilian economy, therefore, but only now was clear the moment of entry. "The crisis has brought us opportunities in real estate. Wasn''t this scenario, quality points we found and conditions that deal would not fall into our laps as well. The real estate opportunity defined our entry, "summed up.
The network came through here a little treated, he says. The breakfast will not follow the typical American menu, but will be closer to bread on the plate offered by Brazilian bakeries.
For the burgers, the customer can choose the kind of bread you want for lunch which initially worried the group abroad. "Foreigners think it would not be feasible, because of the speed required in service. But it''s working and people are responding very well to this option, "he says." We are investing in this fast food niche, but quality. The client entering the Wendy''s has the feeling you''re paying a fair price, "he says.
Michel Chaim, Director of Taco Bell-giant of Mexican food, in Brazil it also highlights access to commercials as a factor that motivates the entry into the country later this year. "Not so much by the value of the rentals, but the gloves paid by trade points are no doubt very attractive values," he says.
Chaim says that the network does not fit exactly in the fast food concept. "Our purpose is to provide quality food, pleasant environments and the affordable price," he says. According to Chaim, the menu will repeat the options that the network offers out there. "The public is asking for exactly the same products you know as they have already tried the Taco Bell network out there," says Chaim. What can happen is a more nuanced dosage on pepper, to adapt it to the Brazilian palate.
The strategy of the network passes through São Paulo, capital, that will receive the first units by the end of the year, and then the State. Only after consolidating the brand around, you should explore other States of the country. Until 2020, the project includes 100 stores.
One of the oldest in the country, Bob ´ s, which emerged in Brazil for 64 years and now has 1130 stores, keep the expansion plans. Marcello Farrell, General Manager of Bob''s, says that the company will open more 100 units this year, repeating the number of 2015.
In 2014 the Bob''s initiated the reform of its stores, with changes in decor and possibility, self-service aware of this new, more demanding consumer. "The customer doesn''t want that job, wants himself to choose what will eat and ride or choose your lunch, as it does in restaurants," says Farrell.
The expectation is that in 5 years all brand shops are reformulated. The billing network growth has been 10 percent annually over the past five years. And this year, the Group has stepped up the expansion for cities in the interior of the country. "We''re doing a road show for the interior of the country, seeking interested in representing our brand," says Farrell.
In this year also the Burger King opened a franchise program for interested in operating the brand in the inner cities. The network got a new partner this year, the capital Group, which injected 350,000,000 reais in company box so that she can keep the average of recent years and to open 100 more stores in 2016, reaching 630 units.
Burger King keeps the DNA fast food, but looking for hammering consumers the quality of its snacks-the network wants his client to believe that is eating at the diner the food you have at home. You may also change the bread or a sandwich sauce for another. Adaptations in relation to the array are few.
The company heard complaints about the quality of their potatoes, and did tests on the product with consumers to get to that which fell on the taste of the Brazilian consumer. Today you can rather than distribute for free as most networks, selling sachets of mayonnaise in your stores, thanks to recognition of the quality of the product by the client, measured via social networks.