Telepizza a por todas en México

Telepizza es uno de esos casos de éxito que me encantan. Estamos hablando de una empresa que nació en 1987 y que apenas nueve años después estaba cotizando en bolsa. Telepizza es hoy, la cadena de pizzerías no estadounidense más grande del mundo, y nació en un local de Madrid hace 30 años. La apuesta de Telepizza por Latinoamérica ha sido, tradicionalmente, muy fuerte, de hecho, opera ya en Bolivia, Chile, Colombia, Ecuador, El Salvador, Guatemala, Panamá, Paraguay y Perú. En total tiene en estos mercados 450 puntos de venta, pero, como todos los grandes, quiere más, mucho más. Actualmente, ha decidido poner el foco en México, donde desea llegar a los 500 puntos de venta a finales de 2018. Es una apuesta fuerte pero con mucha lógica. México es el mercado de habla hispana más grande del mundo con una población de unos 130 millones de personas, y en el que se gasta en restauración, en todo tipo de restauración, México es por tanto, un mercado fantástico para Telepizza.

 

telepizza-700

Fuente: www.eleconomista.es

Lo cierto es que México es un mercado muy interesante pero tremendamente exigente, muy grande, con mucho potencial, pero muy competitivo y en el que buena parte de los grandes de la restauración están presentes, y las empresas mexicanas del sector también saben bien lo que se hacen. El plan de Telepizza pasa por entrar de una manera muy fuerte para lograr una posición consolidada y llevarse una parte importante del pastel. ¿Es posible? Desde luego, ¿es fácil? Por supuesto que no. Para ninguna empresa es fácil implantarse con éxito en otro país, como muy grande y muy fuerte que sea, pero eso no quiere decir ni mucho menos que sea imposible, de hecho, Telepizza ya ha sido capaz de introducirse con éxito en otros países. El plan para México es muy ambicioso, ya que abrir tan rápidamente 500 puntos de venta no es tarea sencilla, pero desde luego el mercado es capaz de absorber estas aperturas. Para que nos hagamos una idea del tamaño actual de Telepizza, estamos hablando de una empresa que en 2016 facturó 517 millones de euros a nivel global. México no será una aventura sencilla, pero, desde luego, merece la pena intentarlo con todo, como decía, México es el mercado de habla hispana más grande del mundo y uno de los países con más potencial de crecimiento del mundo.

 

Juan Aitor Lago Moneo

Director de Investigación de Constanza Business & Protocol School

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