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)
