What would you say specifically to potential franchisees?
You are entering a family; you are not just a number. We treat our franchisees as partners. We work collaboratively and avoid rigid corporate hierarchies. I don’t believe in a structure where only one person is the leader. I want a team where everyone can lead.
As a franchisee, you will have direct engagement with me. I am invested in your growth, not just collecting royalties. We are building a system that minimizes risk and maximizes success, especially in the U.S. and later in Spain.
We are also very forward-thinking. We are exploring cryptocurrency payments, including Bitcoin, and integrating new technologies into our stores. The future is about connectivity, AI and innovation. Even a coffee shop needs to be technologically competitive, especially with strong competition from Asia.
