Interview with Alfonso Fernández. Director of the Expansion Department
of Bodega La Andaluza
1. What is your business concept?
Bodega La Andaluza is a business based on high quality raw materials, traditional cuisine and recipes, and a wine list composed by the best selection of wines in the country, with a distinct and attractive image based on the Andalusian culture. All this with a solid backing from the Head Office that offers everything for the franchisees so that they can manage their business easily and obtain in this way, the greatest return. Therefore since the beginning of the activity, the franchisees receive constant and personalised assistance on all subjects. We transmit to franchisees all our Know How, acquired after many years working in this sector.
2. Bodega La Andaluza born in 1987, ¿ Why did you decide to franchise in 2003?
In 2003, due to continued proposals that we received to mount this business together at other locations, we decided to begin the expansion under the franchise system and it was then when the mark Bodega La Andaluza was created in order to expand our business concept. At present time, we have presence in five autonomous communities and continue our expansion throughout thanks to the great success our restaurants have achieved so far.
3. How do you think the Food Service sector is doing currently and in the medium term? Is there a lot of competition in this sector?
The caterers franchising in Spain shows a very encouraging picture. The investors who contact us are looking for a business that offers all the guarantees, with a strong organization that supports them and facilitate the management of day-to-day business. Bodega La Andaluza meets these requirements and it is different from the rest of competitors, prerequisites for foothold in the market as it is doing our business.
In addition, we have recently observed a trend toward traditional cuisine, it becomes the recognition of the values of healthy cooking times. Going out for “tapas” is fashionable, and that is what we have offered since our beginnings at Bodega La Andaluza, traditional cuisine of tapas made with premium quality products.
4.Have you thought about exploiting their business in some other country apart from Spain?
We have already conducted negotiations to open restaurants in England and France as a first step in response to the many requests we have received from virtually all European Union countries, and we are convinced that this concept of business will succeed in other European countries. In general, outside our borders, people identify what is typically Spanish with the andalusian culture. The tourists who come to Spain love our restaurants. We also have an agreement in Colombia, to expand into the Latin American market.
5. What is your business advantage respect to the rest of companies in your sector?
Bodega La Andaluza has a very attractive and distinctive image based on the typical old wine cellars from the last century. In addition, it offers customers a high quality menu at very reasonable prices. That is why our restaurants are always full.
Also, the franchisees benefit from the economies of scale obtained by the Central Purchasing of Bodega La Andaluza. That way, they become part of a group where everyone is made partaker of overall growth, benefiting from national agreements.
The Head Office investigates constantly to develop dishes that are part of the Bodega La Andaluza menu offering, along with the usual flavours, new dishes adapted to the demand, as well as maximize the value of each recipe.
Our choice of cuisine is adapted to all types of clients, from the smallest to the largest, and also to those who prefer a more or less strict diet, whether athletes or just people who love to eat healthy.
6. And finally, what are the priority areas for your expansion?
Cataluña, Levante, Cornisa Cantábrica, the islands and Madrid.
Our business model has obtained great success. Ultimately, we go throughout the country and in 2008 will tackle the project of the internationalization of our company, which has been working since 2006.
