The Santa Clara ice cream chainfrom The Coca-Cola Company, look for dealers with which I can invest up to 350 million pesos to reach 400 stores.
“Today there is no strategy to expand ice cream outside the stores, because we believe that it is a product that generates a competitive advantage for the branches, and it is a way to protect our franchisees,” Rodrigo Martínez, manager of Still, considered in an interview. for The Coca-Cola Company Mexico
“What we are doing is focusing on opening stores and achieving a solid presence at the national level,” Martínez highlighted.
At the moment, The Santa Clara brand has 312 storesand its goal this year is to reach 400 branches nationwide, which will require the opening of 88 points of sale, whose investments range from one million to 4 million pesosdepending on the extension and location, which gives an approximate total investment of up to 352 million pesos.
“We have a concessionaire construction scheme with a minimum of seven to 10 stores, at least, because we believe that from that scale onwards the investor has the ability to manage a set of stores at scale,” Martínez explained.
He pointed out that because The largest extension of stores are in the center of the country, the coverage that The aim is to increase the presence they have in the north and south of the country.
The firm, which celebrates its centenary this year, is working on ice cream innovations aligned with new market trends, such as lactose-free, which it plans to hit the market around the fourth quarter of the year.
“We are interested in expanding the value proposition to connect with all types of clients, for the second half of the year, already in the last quarter, we want to be able to have these innovations ready to test at the end of the year,” said the executive.
It is worth remembering that last October the Mexican Coca-Cola Industry announced an investment of 133 million dollars for the expansion of its plant in Jalisco focused on increasing the production of Santa Clara products by 30 percent.
The other plant where the brand’s products are produced is located in Pachuca, Hidalgo, where half a million liters of milk are manufactured daily, in addition to ice cream and other products.
For the Jugos Del Valle divisionSanta Clara Mexican Coca-Cola Industry, milk concentrates 80 percent of sales in volume, 18 percent ice cream, and 2 percent remaining other products such as cream, cheeses, yogurts, etc.
