Taco Bell grows without franchise and wants to Bill R $60 mi this year

São Paulo-After coming to Brazil in September 2016, the network of fast-food restaurants specializing in Mexican cuisine Taco Bell has invested $45 million R, opened 16 units and reached the milestone of 1 million visitors. With a focus on young audience, the company''s goal now is to continue your expansion, and Bill R $60 million this year.
"Our strategy is to become the greatest player of Mexican food in the Brazilian scenario. We don''t want to open stores just for opening. We''re doing it slowly. Let''s explore first the State of São Paulo and later expand to other cities in the South and Southeast, like Curitiba and Belo Horizonte ", stated to DCI Taco Bell General Manager Brazil, Michel Chaim.
In announcing the arrival of the mark to Brazil, Carlos Martins, Wizard Manager ahead of the project of internationalization of American Network expressed the desire to open 25 units until 2020. In less than a year, however, the network already has 16 operations, and must usher in four more by the end of 2017. The expectation now is to reach 45 establishments in São Paulo until 2021.
To speed up the expansion plan, the Taco Bell probably will start working with the model of franchises from the 25th operation. Currently, the average investment in a drive is around £ $2 million, but the suitability of the suppliers of the country to the needs of the network is slowing those costs.
"We invested $45 million in the project R. Like Carlos Martins is responsible for bringing the brand to Brazil, there is a very strong possibility we start working with franchises in the near future. We are reaching the goals and delivering the results. The investment for a new operation fell 37%, because of the nationalization of the equipment, "says Chaim.
Growth strategy
Prior to demarcate the territory for the national expansion, the Taco Bell if mirrored on another network of Mexican food: Si Señor. With 10 years in the country, the company recently came to your 21st national operation. "Si Senor is a precursor of this market. He helped us to trace our development in Brazil. We don''t see the Si Senor as a competitor, but rather an add-on ", says the Executive.
According to a survey of enterprise, more than 1 million people have passed in any of the 14 first Taco Bell units. For Chaim, that is the result of work done in social media and an agile service time. "We sell 600,000 clubs within the first 14 operations. How our audience is quite young, 16 to 24 years, our strategy is 95% based on social networks, like Instagram and Facebook, "he adds.
Offering a menu with products like tacos, burritos, nachos and quesadilhas, the Taco Bell tries to differentiate itself from other fast-food networks in the country; the units are located at strategic points in the capital of São Paulo, in addition to the coast and the interior.
Felipe Mendes