American networks bet on opportunity of expansion in Brazil

São Paulo-even with the pullback in food outside the home in Brazil, u.s. fast food networks see in current scenario a good investment opportunity. The ease of market entry, since the rates for leasing of good selling points are smaller with the crisis, is one of the aspects that favors the move.
"We have the opportunity to find locations, which would cost an absurd, for a lower price," says the master franchisee of pizza hut in Brazil, Michel Chaim. The company, which works with the Tex-Mex cuisine-a mixture of Mexican food with the American-is one of the companies that recently announced the opening of units in the country. The other is the fast-food burgers Wendy '' s.
In the case of Taco Bell, the first two operations will be open in September this year in the State capital. A in the neighborhood of Itaim Bibi and another on Avenida Paulista. According to Chaim, the company''s plan is, until 2020, have about 25 stores and 75 franchises. Abroad the network has more than 7000 units in United States 6500.
The investment to bring the restaurant to the country came from the Sforza, private equity businessman Carlos Wizard Martins, who invested around 100,000,000 R$ in business. The Executive is known for founding the language education network Wizard, which bears his name, and by expanding the network of Green World franchise.
According to the master franchisee of the company, another aspect that should encourage the entry into the Brazilian market is the gap of restaurants with Taco Bell''s profile. "In Brazil there is no fast-food network that sells the kind of food that we offer. I think we have a maturing too fast when the economy stabilizes, "said, completing the company''s goal is to democratize the Mexican food in the country.
On the expansion plans, the businessman says the idea is to focus 100% on the State of São Paulo, and only after consolidated in the region expanding to other States. "We want to open stores, but also in shopping malls, and seek to reach an audience on 16 to 26 years of facade," he says.
The CEO of Infinity, Marcel Gholmieh-company responsible for bringing the Wendy''s to Brazil in a joint venture with the Starboard and the American Corporation-States that the moment of crisis should not interfere in the operation, since there is a huge market potential in Brazil.
"There''s a gap too great and that''s why we believe in the growth of the internal market. Having an affordable price and a quality product, we believe this is 1:00 excellent to come in, "he says.
The company announced on Wednesday (29), which will open in mid-July, two stores in the city of São Paulo, located on Avenida Juscelino Kubitschek and Funchal Street. According to Gholmieh, both will have a structure different from traditional stores-with a more comfortable, larger and with technologies that help in the application. Will be used, for example, a system called table locator, in which the client chooses the desired item in the self-service kiosks. "When making the request he makes a unit with the product information. When consumers put this device on the table the order is sent to the kitchen, "he explains.
Despite the distinctive format, which he called fast food plus, the prices of the dishes of the network should be flush with the values charged by competition in Brazil.
Adaptation of the menu
In addition to the change in the structure of the stores, another key difference relative to the American operation is related to the menu, which was adapted to the taste of the Brazilian consumer. "We put the Brazilian touch in dishes from the network. Include, for example, French bread, which is something that we have out there, "said the Executive, explaining that customer will be offered the option to choose between three types of bread: the French, the French and the hamburger buns.
Another change for the market is that the dessert Frost, one of the most traditional of the network, will also come in sweet milk. In addition, the spicy sauces were adapted. Or, in the words of Gholmieh, '', tropicalised. To get to these changes the businessman claims that were made market research to understand consumer preferences.
Taco Bell also conducted research with the public. The goal of the action was also examining the need to change the menu to Brazilian taste. However, according to Chaim, the results showed that this was not necessary. "The only changes we did was add the chips, which is not in the United States, and create a unique dessert for Brazil", says the Executive.
In relation to competition with fast-food chains already consolidated in the Country, such as McDonald''s and Burger King, Chaim was categorical: "we don''t have to pretend to be, so early, competing directly with them. But we want to be another option for the Brazilian consumer. "