The Argentine coffee shop chain Café Martínez, founded in 1933, has announced a strategic plan to quintuple the size of the company by 2035. The project involves a direct investment of $35 million by the company and the opening of 600 points of sale, with approximately 120 of them being company-operated.
Currently, the network has 250 branches across Argentina, Uruguay, and Paraguay, with the vast majority operating under the franchise model. CEO Leandro Canabe, who has been with the company for 18 years, detailed that the network has 224 units in Argentina, 24 in Paraguay, and the remainder in Uruguay, in addition to 23 company-owned stores in Argentina and two in Paraguay.
The total investment, when combined with the contributions from the franchisee ecosystem, is expected to reach approximately $80 million. For 2026 alone, the company plans 31 new openings, with 25 in Argentina and 6 in Uruguay and Paraguay.
When asked about the scenario of reduced consumption in Argentina, Canabe acknowledged the challenges but emphasized that the company has already weathered various economic crises and that the consumption of quality coffee continues to grow. He stated that the strategy includes working intensely on operational efficiency and providing close support to franchisees.
The expansion plan also includes evaluating new markets, such as Brazil, Peru, and Chile, although the main focus is on consolidation in cities where the brand is not yet present. According to data from the Argentine Association of Brands and Franchises (AAMF), the franchise sector in the country was projected to have around 60,000 points of sale and 270,000 direct jobs in 2025.