Belén Martín Gil, General Director, Restalia Group • Interview

Restalia Group has become a reference point in Spain's food and beverage sector by following customer preferences and innovating on a constant basis.

Restalia Group was founded in 2000. As a relatively young group in the sector, it has managed to position itself as a leader in the organized Spanish restaurant business. This group was created by a single founding partner, Jose Maria Fernandez-Capitan, who is still in charge as president. We have managed to capture what consumers truly want, which is why we are a reference in the sector.

Can you tell us a little about the three brands being launched in 2019?

We have three brands: 100 Montaditos, Cerveceria La Sureña, and The Good Burger, which was launched just five years ago. We are currently in the brewery sector with 100 Montaditos and Cerveceria la Sureña, and in the hamburger segment with The Good Burger, but we have to enter other sectors. We are planning to enter the coffee shop segment with Panther Juice & Sandwich Market. We also recently launched DPM De Pizza Madre, an Italian restaurant but with other non-Italian products as well. Everything at DPM De Pizza Madre costs EUR5 except for the drinks. Finally, we also have Pepe Taco, a taqueria that offers tacos, quesadillas, burritos, and beer.

There are two things that differentiate us in the sector. One is our constant innovation; our innovation department does a great job, producing excellent results and never settling for less. Another important thing that differentiates us is that we have a company dedicated exclusively to the franchisee. From the moment one enters the business and shows an interest in opening a franchise, we provide help and support throughout the duration of the contract. One of the objectives, when acquiring a franchise, is to open as soon as possible. We have been working with the same construction companies for years, and they take only between four and five weeks to make the building ready. Moreover, our purchasing department is able to negotiate excellent prices, and we have a structure in which everything is purchased through a logistics platform. We also have an audit department that ensures there is nothing that could endanger the group or its brands.

Culture plays a fundamental role. Above all, Spanish gastronomy can be brought to all parts of the world, though there are countries where one has to adapt more than others. We are extremely focused on the beer and the tapa del montadito concept. When we entered the US, we did not initially know how to adapt. For example, people in the US tend not to have a beer with lunch, whereas in Spain they do. Therefore, we had to adapt to the local preferences in the US.

The group closed 2018 with more than EUR340 million in revenues. This figure is expected to increase in 2019. How will this be achieved?

In 2019, we launched three new brands: Panther, DPM, and Pepe Taco. When we were preparing the launch of these brands, we realized we needed to take a step into the neo restaurant organization. It is time to take the leap and change our approach. We made the investment model more flexible. People always look for something new, which is why it is important to adjust with time. All our concepts follow the same philosophy: products made in the moment, with strong attention on the client.

In 2018, you reinforced your digital marketing strategy through your partner Findasense. What is the importance of digitalization for Restalia?

Digitalization is the future and the way to reach more and new consumers in a quicker manner. When we arrive in a Latin American country, there is a big reaction because people know us through social media. Consumers are becoming more demanding in terms of ingredients, and digitalization helps spread information about our products. ✖