gastronomic field Companies entering the fast food format shopping centers to arequipa capitalize on the growing wave of consumption that has been generated in the region.
By: Vanessa Antúnez
In the food court Lambramani Park, shopping mall which opened in Arequipa at the end of last year, one can eat a 'cheesy whopper "of Burger King, a Pizza Hut American, a' kebab 'El Turco and crunchy custard cake style Capriccio. The catch is that the latter two are companies this department have over 10 years and have founded changed its format to compete.
- FORCED ENTRY
- Turk is Ibo Ibrahim. They call it since he came to Arequipa in 1999 and decided to open a restaurant of his country, no less. Its first location is in the most night owl of the city, close to bars and nightclubs.
- Ibrahim tried unsuccessfully to expand their domains in 2002 found the perfect place for your second location, near Saga Falabella, then the first store 'retail' who ventured into the city.
- "I found the flow of people I needed and was well, the next step was to go to the malls that were to come," says Ibrahim, who has invested nearly $ 150,000 in total to implement its three food stalls Lambramani Plaza, Royal Plaza and Aventura Mall Plaza. He says that if I wanted to grow and position your brand, this was the time. "The risk is an obligation, I bought my space in the Aventura Mall for four years and hope to recover my investment in two."
- TIME CHANGES
- To The Turk had two challenges. The first was to invest in a makeover and second, to publicize its anchor product, the typical Turkish kepab or sandwiches. "In the middle and upper classes do not know me, we had to hire a designer to rethink the format for "malls" " says Ibo Ibrahim, who this year plans to invest more in marketing and advertising to compete with fast food monsters beside it.
- According to Veronica Chambers, in charge of trade relations Lambramani Parque, Arequipa companies incorporate fast food format has not been as difficult as expected. Except in the case of Quni, a company whose owners also operate traditional restaurant Sol de Mayo Arequipa.
- "We recommend that proposed a new brand for fast food format for the name Sol de Mayo was a very strong image associated with good food, but also the feeling that the cost and time would be greater care" Salas says. Now, among all food establishments of Lambramani Arequipa, is the most Quni bill.
- On the other hand, Capriccio is a bakery / cafe with nearly 20 years in the Arequipa and the vast variety of cakes are a reference in the fine bakery sector of Arequipa. In addition to its two large format, two formats are medium in Royal Plaza and Aventura Mall, and two smaller formats (like 'fast food') in Lambramani and in the food court of Saga.
- "The opening of these malls have been too fast to meet with our dealers, we are creating a plan to centralize all operations, because the moment we have three small factories" says the managing director of Capriccio, Fernando Luque. The small sizes prevent them from having a variety of deals but give them presence and strengthen their brand. This model has enabled them to franchise its brand shopping malls in Ica, Chiclayo y Trujillo.
- LAS CLAVES
- US$30.000 es la facturación mensual de Quni, empresa de comida rápida ubicada en el Centro Comercial Lambramani, en Arequipa.
- PARQUE Lambramani cuenta con 138 tiendas y módulos. Cerca del 10% son empresas arequipeñas.
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