MERCADEO Versión en español
Juan Valdez Café launches ambitious expansion strategy in the United States
Patricia Molina| 14 de agosto de 2014
Juan Valdez Café deberá competir fuertemente contra la cadena Starbucks por el segmento de café Premium
Colombian Juan Valdez Café chain decided to expand in the growing multicultural market in the USA with the opening of a new store in Miami, and also announced the launch of a major advertising campaign with LATCOM.The project includes a strategic distribution of advertising urban furniture network throughout downtown Miami to attract residents and visitors to the Magic City. Biscayne Boulevard will feature a variety of strategically placed elements to reinforce the companys message. In the United States of America, coffee is an industry of $ 18 billion. Although Juan Valdez Café has more than 280 stores in 13 countries, mainly in Latin America, it must compete against Starbucks by the premium segment strongly. Before their last start in Miami, the brand already had seven locations in the United States: one in Washington DC, two in New Jersey, three in New York and one in Miami International Airport. However, the plan to expand the brand in the United States plans to open 60 stores over the next five years.Juan Valdez Café expects that after the opening of more chain stores in the country, the number of consumers who understand, appreciate and value premium Colombian coffee increases. The specialty coffees served and sold in their stores is determined by the origin or region where the product is grown and classified according to their intensity.
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