Background on Alsea and its Relevance
Alsea, a leading operator of restaurant and cafeteria chains in Mexico, Sudamérica, and Europe, is optimistic about the future of consumer spending in Mexico by 2026. The company, under the leadership of CEO Christian Gurría, is looking forward to the FIFA World Cup in 2026 and a more favorable economic environment to drive growth.
Impact of FIFA World Cup on Alsea’s Brands
The FIFA World Cup, taking place from June 11 to July 19, 2026, with host cities including Mexico City, Guadalajara, and Monterrey, is expected to significantly boost traffic in Alsea’s restaurants. Brands like Chili’s, Starbucks, and Domino’s Pizza, along with airport and high-traffic location units, are poised for substantial gains.
- Increased customer visits during the tournament and the lead-up period
- Implementation of commercial and technological initiatives, such as in-restaurant live sports broadcasts at Chili’s establishments
Gurría mentioned that Alsea’s sales saw nearly a 2 million euro growth during the 2024 Paralympic Games in Paris, thanks to targeted campaigns. Although he did not disclose specific sales projections for the World Cup, the company is confident about the positive impact.
Expansion through New Brands
Alsea plans to strengthen its presence in Mexico, Sudamérica, and Europe by incorporating new brands. Chipotle is set to open its first Mexican location in Monterrey, Nuevo León, during the first half of 2026. Raising Cane’s, a US-based chain, will also join Alsea’s portfolio later in the year.
The company intends to divest from smaller or less strategic ventures, focusing on high-impact brands like Starbucks and Domino’s Pizza.
2025: A Resilient Year
Gurría described 2025 as a resilient year, marked by initial deceleration, a robust second quarter, and a muted summer. However, November and December showed strong results, leading to a positive year-end.
The key to this resilience, according to Gurría, has been adaptability to customer needs and strategic adjustments to counter input pressures without passing costs to consumers.
Looking Ahead: 2026 and Beyond
Gurría anticipates that a stable currency exchange rate and the implementation of the Mexico-US-Canada Agreement (T-MEC) will benefit Alsea’s operations and imports.
Approximately 30% of Alsea’s inputs are imported, while the remainder comes from local suppliers. The company aims to create significant value for customers in 2026, acknowledging the constrained consumer spending and labor cost increases.
