C O M P A N Y O V E R V I E W
International Meal Company of Mexico (IMC): Passion in Food Excellency Food supply for the national taste
Written by: America Barcelo Feldman Produced by: Taybele Piven Interviewee: Alejandro Cappello, country manager for IMC of Mexico
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I N T E R N AT I O N A L M E A L C O M PA N Y O F M E X I C O ( I M C )
I Alejandro Capello, Country Manager of IMC Mexico
nternational Meal Company (IMC) is a Brazilian group with operations in Latin America Latin America and recently, in the United States. Its subsidiary in Mexico operates prestigious restaurants and food brands such as ‘La Mansión’-thin cuts of meat - ‘Group Champs Elysées’, ‘Casa Ávila’- Spanish restaurants, Brazilian Café, among others. 40 percent of their businesses are located in sites with high traffic flow such as airports and shopping malls. Recently, the group purchased the food chain Gino’s and Margaritaville, which originated in United States. The Country Manager of IMC Mexico , Alexander Cappello, has over six years of experience within the company. He arrived in Mexico in 2009 in the area of process and technology. Later, he was part of the financial board in Brazil. He also spent a year and a half in the stock exchange of the company until 2011, when he returned to Mexico to take over the post of CFO. He currently serves as country manager for IMC of Mexico. Food Differentiators In the processed food field and in the restaurant industry, corporate values such as a passion for food excellency have distinguished IMC from their competitors. “Passion is what reflects the larger engine that integrates this company, from our founder and president, Javier Gavilan, to new partners. We
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FOOD AND DRINKS
have a spirit of excellence, we work with heart, which is reflected in our mission. We strive not only for the goals of our position, but to exceed expectations,” says Cappello. IMC integrates a centralized business platform that incorporates new units to their portfolio and logistics. “It facilitates a rapid expansion which has led us to positive growth,” he adds. With an accelerated growth, IMC went from 12 restaurants and 500 employees in 2006 to a business group with 400 restaurants and 13,000 employees in 2014.
Bistro Mosaico patio
Original paella at Restaurant Casa Avila w w w. i n t e r n a t i o n a l m e a l c o m p a n y. c o m
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I N T E R N AT I O N A L M E A L C O M PA N Y O F M E X I C O ( I M C )
Champs ElysĂŠes restaurant
Entrepreneurial Development
Bourgogne snails
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IMC of Mexico has a distribution and production center that caters to all units, centralizing purchases and allowing for better development of brands. In 2014, IMC will continue to strengthen their brands, purchasing power and organic growth. Margaritaville (IMC’s most recent acquisition) will open its first unit in Mexico; the company will then expand this brand presence in beach destinations. In 2015 they will open 12 restaurants, in addition to 55 owned food sites today.
FOOD AND DRINKS
La Mansion Restaurant entrance
New Markets The recent commercial negotiation for ‘Margaritaville’ (an American brand) will intensify IMC’s expansion throughout the Americas; the United States being the first step for an exploration headed to Europe and Asia. “Our mission is to be the best operator of food abroad America,” says Cappello. The goals of IMC are to reach more distant markets in the next three to five years. They will focus on North America, although they are already studying European markets.
“The success of our brands wouldn’t be possible without the cooperation of our business partners” – Alejandro Capello, Country Manager of IMC Mexico
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C O M PA N Y N A M E
Restaurant La Mansion
Human Resources Development Ongoing training is reflected in IMC’s employees, due to major investments in their intensive programs for personnel at all levels. IMC’S human resources are transferred to the Integrated Training Center located in Mexico City, where they teach the best practices in their job position as well as the vision and values of the company. The company also has workshops, leadership development programs, business administration 8
SECTOR
and management courses for working executives and managers. Technological Advances In their production area, they have incorporated the latest technological devices in order to standardize processes. “We ensure the supply and reduce costs,” says Cappello. Thanks to these advances, they have achieved major energy savings and increased efficiency. In a short time, IMC of Mexico will implement a
Night view of the Champs Elysées restaurant
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www.pos-la.com.mx
ventas@pos-la.com.mx
sales@pos-la.com.mx
FOOD AND DRINKS
system for the finance area that will streamline and centralize administration. They are currently working with a digital platform to track sales at various restaurants and control their operations through online software; the back office automatically generates an inventory of ingredients used in recipes and controls the supply chain from the manufacturing plant to the consumer’s table. Supply Chain “The success of our brands wouldn’t be possible without the cooperation of our business partners,”
Octopus Stone at Casa Avila
Meat cut at Restaurant La Mansion w w w. i n t e r n a t i o n a l m e a l c o m p a n y. c o m
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I N T E R N AT I O N A L M E A L C O M PA N Y O F M E X I C O ( I M C )
Food from La Mansion Restaurant in Mexico City
Cappello mentioned after speaking about their suppliers and how they have developed synergies to optimize costs. With the support of these strategic partners, International Meal Company has managed to expand into new markets. One example is the presence of meat cuts “La Mansion” in supermarkets thanks to a meat producer. “By sharing our success, we promote both brands,” he adds. Bistrot Mosaico
IMC Future
Restaurant in San Angel, Mexico 12
The Latin American company International
FOOD AND DRINKS
Meal Company of Mexico intends to expand their brands all over the world, based on their passion for high quality standards. In the next five years, they expect to gain significant international growth. “We want to be the best food company in the next few years, and the first step to achieve this goal is to enter the complex United States market,” says Cappello.
Company Information INDUSTRY
Food and drinks HEADQUARTERS
Mexico City (Corporate in Brazil) FOUNDED
2006 EMPLOYEES
1,835 (Mexico) KEY PEOPLE
“Passion is what reflects the larger engine that integrates this company, from our founder and president, Javier Gavilan, to new partners. We have a spirit of excellence, we work with heart, which is reflected in our mission. We strive not only for the goals of our position, but to exceed expectations”
Javier Gavilan (Corporate President), Alejandro Cappello (Country Manager of IMC Mexico), Salomon Rodriguez (Technical Director) PRODUCTS AND SERVICES
Restaurants and food service REVENUE
USD $60 million (Mexico) WEBSITE www.internationalmealcompany.com
– Alejandro Cappello, Country Manager of IMC Mexico
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INTERNATIONAL MEAL COMPANY DE MEXICO (IMC) Norte 35, Esq. Poniente 134 puerta 5, Col. Industrial Vallejo. CP. 02300, Del. Gustavo A. Madero, DF – 02300, D. Federal, México Tel. + (52) 55 5010-0401, (52) 55 5010-0463 atencionaclientes@imcmex.com www.internationalmealcompany.com