13/5/2016 Euromonitor International - Analysis

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CincoMillasSACinConsumerFoodservice(Peru)
LocalCompanyProfile|09May2016

STRATEGICDIRECTION

CincoMillas,theholdingcompanyforPeruvianrestaurantsfoundedbythewellknownChef,Gaston
Acurio,isplanningtoexpandoperationslocallyandinternationally,maintainingitsfocusontheuseof
nativePeruvianingredientsandnewconceptsinordertoofferconsumersawidevarietyofnew
experiences.Acurioplanstodevelopconceptsofcasualfastfoodwithexcellentqualityataffordable
pricesofferedmorerapidlyinordertoservemoreconsumers.Thenewinitiativeswillmaintainthecore
ofAcuriosbusiness:traditionalPeruvianrecipes,nativeingredientsfromsmallproducersandthemix
offlavour,respectandhealth.

KEYFACTS

Summary1CincoMillasSAC:KeyFacts
Fullnameofcompany: CincoMillasSAC
Activities: Operatoroffullservicerestaurants
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources

Summary2CincoMillasSAC:OperationalIndicators
Yearend 2013 2014 2015
Netsales n/s19.2million n/s25.1million n/s30.5million
Numberofemployees 693 787 832
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources

SUPPLIERS

ThemainbeveragessuppliertoCincoMillasinPeruisCocaColaPeru,owneroftheIncaKola
brand,thePeruviansoftdrink,aswellasBackus&Johnston,themainproviderofbeersandother
beverages.GroupAjeperisanotherlargeplayerintermsofbeverages,andhaslaunchedabeerTres
Cruceswhichisrelatedtomoregourmetcuisine.Inspiritsthereareseveralproviders,including
severalPiscoproviders,suchasBiondi,Ocucaje,SantiagoQueirolo,PortonandTacama.

FronteraSur,dedicatedtotheproductionofPeruviansaucesandcondiments,ispartofCincoMillas.
ThesaucesproducedbyFronteraSurarethemainingredientsofelaboratePeruvianfoodlocallyand
internationally,andthereforetheyareveryimportantandthisprovideristhereforestrategic.

AlthoughCincoMillasdoesimportsomeproducts,itisimportanttomentionthatimportedproducts
weremainlykitchenwareorprintedadvertisingorcataloguesnoimportsoffoodwereregisteredunder
thenameCincoMillas.Asthespokesmanoftheholdingestateconfirmedtothemedia,theacquisition
ofingredientslocallyisveryimportantforthesuccessoftherestaurants

COMPETITIVEPOSITIONING
CincoMillasranked14thwithinconsumerfoodservicein2015withavalueshareoflessthan1%,a
slightincreaseover2014.InfullservicerestaurantsCincoMillasrankedthirdwithavalueshareof1%.

InPeru,aswellasinternationally,CincoMillasconstantlyinnovateswithnewbrandsandconcepts.
ThelastrestauranttheholdinglaunchedwasLosValientes,specialisedinhighqualitygrills.Los
ValientescompetesdirectlywithItalianFoodInternational,owneroftheRusticabrand,aswellaswith
LongHorn.

ThecompanyslocalexpansionincludesopeningnewoutletsincitiesoutsideLima,suchasTrujillo,
Cusco,Chiclayo,ArequipaandPiura.

CincoMillashasrestaurantswhichservehighincomeindividualsthroughitsflagshiprestaurant
Astrid&Gastninthehighendmarket.However,andaccordingtoGastonAcurio,thedemocratisation

https://www.portal.euromonitor.com/portal/analysis/tab 1/2
13/5/2016 Euromonitor International - Analysis
ofhighqualityPeruvianfoodisneeded,thereforetheobjectiveofthecompanyistoofferhighquality
foodtoallconsumers,regardlessoftheireconomiclevel,bymakingitmoreaffordable.Thelaunchof
newcasualfastfoodoptionsinthefutureissettoachievethisgoal.

Althoughtheconsumerfoodservicechannelwitnessedadecelerationingrowthin2015,itisstillnot
consideredmature,andthereforethereremaingreatopportunitiestogrow,especiallyincitiesother
thanLima,whichareexperiencinghigheconomicgrowth.

ItisimportanttohighlightthatinthewordsofGastonAcurio,theobjectiveofCincoMillasandall
relatedcompaniesisnottoopenrestaurants,buttomakePeruviangastronomyknowninternationally
andbecomeaspopularasItalianorJapanesecuisine.

Summary3CincoMillasSAC:CompetitivePosition2015
Producttype Foodservicevalueshare Rank
Consumerfoodservice 0.1% 14
100%homedelivery/takeaway
Cafs/bars
Fullservicerestaurants 04.% 3
Fastfood
Selfservicecafeterias
Streetstalls/kiosks
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources,tradeinterviews

EuromonitorInternational2016

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