In a conversation with Gestion, Marin noted the evolution Dan Salzar occurred in 2022, after opening its first experience block in Largomar Shopping Centre, which was a private space so that customers could try the products they offered.
“We started selling our products through social networks and chose an experiential store where our aim was for them to get to know our products first-hand: Pres2go, thermal mugs, coffee, and we added our coffee.” Marin recalled.
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However, as the months progressed, the dynamic changed as customers started asking for more cups of coffee for consumption. “Based on that demand, we started selling espresso coffee. Then, the idea arose to open a cafeteria at the Universidad del Pacífico, where I gave a talk as a graduate, where I realized that coffee consumption was increasing in Peru. 5 years ago, per capita coffee consumption in the country was 0.6 kg, Now it is estimated that it has gone up to 1.5 kg and the projection continues to increase,” he noted.
Operational development
As part of its growth strategy for 2024, Dan Salzar has an investment plan exceeding S/ 2 million. So, in early May, Don Salazar Opened its first white parade coffee shop Inside San Isidro. It is a 160m2 flagship with an “all black” concept. With an investment of close to S/ 500,000, the place seeks to be more of an experience than a cafeteria.
“This is a first coffee shop Black from the Peruvian market. Everything is black from floor to ceiling and we offer 98 ways to consume coffee. “It’s not just about sales, it’s about giving the user the experience to explore the subject if they don’t know,” he says.
By June, the brand will reach La Molina In a 60 m2 store, in December, they will open a store in the new shopping center under construction. Punta Hermosa. In addition, there is a third location, the location of which has not yet been determined.
“We evaluate between districts Santiago de Surco and Magdalena. Between the end of the third quarter and the beginning of the fourth quarter, the store will open before the store in Punta Hermosa. Whatever this year, our target is to reach 6 places,” says Marin.
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With an investment of between S/ 300,000 and S/ 400,000 for each location, Dan Salazar’s CEO projects a turnover of S/ 3.5 million by the end of 2024. Additionally, their aggressive expansion plan continues till 2025, where they plan to reach. 10 locals including some provinces.
“We plan to reach the provinces next year. Although we have not yet defined our first destination, Cajamarca, Ayacucho, Trujillo are some of the places we are interested in,” he concluded.
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