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The Mexican company Alsea, operating brands such as Burger King, Domino's Pizza and Vips, announced to be in advanced negotiations with the United States Starbucks Coffee Company to obtain the total license and acquire the activities of the cafeteria brand stores in France, the Netherlands, Belgium and Luxembourg, which would reach a presence on two continents and nine markets.
Until now, Alsea is in control of the operations of Starbucks in five countries: Mexico, Argentina, Chile, Colombia and Uruguay. In 2017, Alsea signed its latest development contract to operate and develop the brand exclusively this year Uruguay.
Alsea is a company created by the Torrado brothers, who are still the main shareholders: Alberto, 53, Cosme Alberto, 54 and Armando, 47, all appointed Torrado Martínez. This company began operations in 1990 with the opening of Domino's Pizza and the acquisition of the master franchise in Mexico.
The validity of use of the mark Starbucks for Alsea will expire in 2037 for the Mexican market, in 2027 for Argentina, in 2033 for Colombia and 2027 for Chile. In Uruguay The plan is to open 20 units by 2020.
The transaction in Europe would result in the acquisition of operating rights and generate expansion opportunities for Starbucks stores in European markets. However, the transaction is subject to consultation of the company's company committees. Starbucks in France and the Netherlands.
"Alsea has been a strategic ally for Starbucks since 2002, year of opening its first coffee in the mexico. To date, Alsea has more than 900 stores in Mexico, Argentina, Chile, Colombia and Uruguay, and employs more than 11,500 partners (employees) in these five markets.
"At the end of this transaction, Alsea will have extended its relations with Starbucks out of Latin America to join the European market, thus combining Starbucks in nine key global markets, "said Alsea in a statement Mexican stock market (BMV).
Mexican society is already present in Europe because of the acquisition of Zena Groupwho controls the marks in Spain as Cannes and Tapas, LAVACA, Burger King and Domino's Pizza.
For Alsea, Starbucks This is the brand that generates more revenue. According to its 2016 annual report, which includes the breakdown of its sales by brand, coffees of this type represent 22% of its annual income, followed by 21% by Burger King and 17% of Domino's Pizza.
"We are extremely proud to have been able to bring this incredible experience every day to millions of customers in five countries over the past 16 years. Starbucks. With this new agreement, which will allow us to strengthen our strategic relationship with Starbucks, the number of stores in Alsea it will increase significantly, "said Renzo Casillo, CEO of Alsea.
The executive added that "over the past five years, we have built a solid platform Europe thanks to our participation in the Spanish market, which currently accounts for 20% of Alsea's total sales. This positions Alsea realize their aspirations to take advantage of this new opportunity ".
"This initiative is part of our strategic pillar by constantly strengthening the brand portfolio and the countries where it operates Alsea. We value greater participation in developed and stable economies as part of our wallet, especially brands that have significant growth potential, "he said.
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