Édgar González, Managing Partner of Cassava Roots, comments that the company is preparing to open its first standalone store in Madrid, while also opening others through franchising across the country. For this second part of the strategy, they will receive support from the Franchise Center, which has extensive knowledge of the market. 

The brand will be introduced gradually, starting with kiosks in shopping malls and later expanding to physical stores. "We have plans to open 15 stores in three years. Our strategy is to bring the brand's flagship products and give them a tropical twist, as we have done in Mexico," states the executive in an interview with Expansión. González mentions that they are closely monitoring the market and the evolution of the Omicron variant in Spain before opening their first store. Although the Omicron variant has spread vigorously since mid-December, they currently dismiss it as a risk to their investment. 

The investment for each Cassava Roots franchise in Spain ranges from 1.5 to 2 million pesos, under the turnkey format, which includes support in finding the appropriate location, supplier search, and the necessary equipment for beverage preparation. Royalties are set at 8%, with an expected return on investment between 18 and 24 months. Strengthening Operations in Mexico Cassava Roots also aims to consolidate its presence in Mexico. Currently, the company operates 60 units, including 28 corporate-owned stores and 22 franchised locations. 

These are spread across 11 states in the country, including Mexico City, Sonora, Jalisco, Puebla, and Cuernavaca, among others. In Mexico, there are around 90,000 franchises of different brands, contributing an average of 4.2% to the country's Gross Domestic Product. It is estimated that this number will reach 97,200 this year, according to Feher Consulting. The consulting firm predicts that the food and beverage sector will represent just over 32% of the franchise industry, with over 17,000 units and approximately 140,000 jobs generated. For this year, Cassava Roots is preparing to open 10 more units, including eight franchises and two corporate-owned stores.