Las Muns
Las Muns is an empanadas concept founded in Barcelona in 2013 by Mariano Najles. The brand first launched as a restaurant but soon after opening Mariano
understood the strategic mistakes, he had taken due to his own lack of experience and market knowledge. Learning from the strategic mistakes, Las Muns focused
on operational efficiency and by 2017 they had opened 6 kiosks / take-away retail outlets in Barcelona. With new investors coming in the company in the same
year, they also opened their own factory in Barcelona with a potential to supply over 40 outlets. By 2019 they opened their first store in Madrid and expanded
the number of outlets to 14, and 18 by 2020. Outlets are both own as well as franchised outlets. Today Las Muns are present all over Spain with 45 outlets, with
presence in Portugal, and with a plan to open 15 more outlets this year. The company is currently drawing up a strategy for international growth through
franchising and they have a number of contracts to sign for Canada, Europe and the Middle East. Additionally, Las Muns is also available in over 600 supermarket
outlets offering their “bake it at home” empanadas, and they also operate on platforms such as Glovo.
Las Muns operates in the Quick Service Restaurant (QSR) segment, and their business model revolves around “Fast food but not junk food,” targeting urban
families, office workers, and people who are on the move. Competition is fierce and growing, but Mariano sees this as a positive as growing competition makes
empanadas more mainstream.
70% of their revenue come from sales in their outlets, 23% from delivery, and 7% from retail (supermarkets).
Given that Las Muns are set to ride a new wave of growth, please define and expand on a disruptive strategy for growth:
questions:
1. What are the key elements of Las Muns strategy?
2.What actions should be taken to grow and strengthen the company’s efforts to compete successfully against its rivals?