Customers at the opening last year of Dunkin' Donuts in Polanco, Mexico City.
The doughnut and coffeehouse giant Dunkin’ Donuts is betting on the millennial market as it plans to open 100 outlets in Mexico by 2024.
The Massachusetts-based chain already operates five of its iconic coffehouses in Mexico City through a franchise system, and by the end of the year it plans to add five more.
The next opening is scheduled for next month, when a 1-million-peso (US $48-million) outlet will open its doors near the Condesa district of the country’s capital.
The remaining four establishments will open in Morelos, Hidalgo, Querétaro and Jalisco.
“We’re betting strongly on 100% Mexican coffee, from the Chiapas region,” said Guadalupe Sánchez, the company’s operations manager in Mexico.
She explained that 85% of a cafe’s clientele visits during breakfast hours, a fact the company is relying on for its Mexican expansion. “We’re targeting all types of markets, but we believe that millennials [the generation that was born between the 1980s and the early 2000s] are our potential clients.”
Dunkin’ Donuts’ six-year expansion plan follows the market’s trend: there are currently 2,658 cafeterias and cafes in Mexico, 11.5% more than five years ago. By 2021, the consultancy Euromonitor International estimates, the figure will be nearly 3,000.
With a market share of 45.4%, the domestic landscape is dominated by Starbucks, operated as a franchise in Mexico by Alsea.
Source: Forbes (sp)
