Las Muns’ Strategy and Growth Opportunities

1. Key Elements of Las Muns’ Strategy:

• Focus on operational efficiency:Learning from initial mistakes, Las Muns prioritized efficiency by opening kiosks and take-away outlets instead of full restaurants. Their own factory further streamlines production.
• Omnichannel presence:They cater to customers through various touchpoints – physical stores (owned & franchised), delivery platforms, and supermarkets (“bake at home” option).
• Quality over indulgence:They position themselves within the QSR segment but emphasize fresh, high-quality ingredients, differentiating themselves from typical “junk food.”
• Urban, on-the-go target audience:Las Muns targets busy demographics like families, office workers, and mobile individuals seeking a convenient, quality meal option.
• Leveraging competition:They view the growing empanada market as an opportunity, hoping to benefit from increased brand awareness and mainstream acceptance of empanadas.

2. Actions for Growth and Strengthened Competition:

Disruptive Strategy:

• Empanada Innovation:Develop unique and innovative empanada flavors and fillings beyond traditional options. Consider seasonal or limited-edition varieties to keep customers engaged.
• Technology Integration:Invest in mobile ordering and loyalty programs for a seamless customer experience.
• Sustainability Focus:Implement eco-friendly packaging and source ingredients responsibly, appealing to environmentally conscious consumers.
• Experiential Marketing:Host events or pop-up locations to create a fun and engaging brand experience, especially in new markets.

Additional Considerations:

• Franchisee Selection and Support:Rigorous selection and ongoing support for franchisees will ensure brand consistency and quality across all locations.
• Data-Driven Decision Making:Utilize sales data to analyze customer preferences, optimize product offerings, and personalize marketing campaigns for different platforms and customer segments.
• Targeted International Expansion:Carefully research and select markets with high potential for empanadas, considering cultural preferences and adapting offerings accordingly.
• Delivery Optimization:Partner with leading delivery platforms for efficient last-mile delivery and consider offering exclusive menu items or deals through delivery channels.

By combining their existing strategy with these disruptive elements, Las Muns can solidify its position within Spain and expand internationally with a strong competitive edge.