Francisco Tosso Advocates for Prudent Executive Action Amid Global Tensions
San Cristóbal de las Casas, Chiapas. In the face of economic, political, and social uncertainty, Francisco Tosso, CEO of Alsea Starbucks Mexico, emphasizes the importance of prudent executive action rather than panic.
Unwavering Confidence Amidst Uncertainty
“Today, uncertainty is the certainty. I don’t see it as a problem but rather something that is being superseded,” Tosso stated during an interview following the official launch of Starbucks’ ‘Origen Único México’ coffee.
He further added, “We need to focus on solutions but not panic, as I see a persistent acceleration of uncertainty.”
Global Phenomenon, Not Just Mexican Concern
Tosso clarified that the uncertainty marked by trade and geopolitical tensions is not confined to Mexico but is a global phenomenon. He advised businesses to concentrate on their reactions rather than dwelling on the complexity of the environment.
“Executives need to have a certain prudence and executive wisdom to understand how they should react without being alarmed,” he stressed.
He acknowledged that while economic instability exists and is often perceived negatively, it can also yield highly positive outcomes.
Moreover, Tosso noted that we are experiencing “super fast and super extreme” economic cycles, possibly unprecedented in history.
Starbucks Mexico: A “Glocal” Business Model
Tosso described Starbucks Mexico as a “glocal” entity, meaning “global with local connection.” He highlighted Mexico’s rich cultural and tourism assets, allowing the brand to establish meaningful connections through coffee while reflecting the country’s identity.
“Mexico is a cultural bomb, with countless aspects. It’s not just food, music, beaches, avocados, indigenous people, pyramids, cenotes, tequila, or mariachi; it’s infinite, and we believe coffee can also be a cultural element,” he asserted.
Under this concept, Starbucks Mexico launched a new coffee blend to be exported to 22 Latin American and Caribbean countries, including Colombia, Chile, Argentina, Peru, Guatemala, and El Salvador.
This product showcases one of Mexico’s finest coffee beans, packaged in a design representative of the country, for enjoyment both domestically and internationally by mid-year in places like Japan, Africa, Brazil, and others.
The 2026 FIFA World Cup also presents opportunities for special consumer and visitor activations, which Starbucks plans to capitalize on as a unique season.
Adapting to the Environment
Tosso explained that Starbucks’ strategy involves understanding the environment and adapting accordingly. Beyond selling coffee, the company aims to provide alternatives for various consumption moments.
They offer diverse product ranges at accessible price points, such as daily specials, along with frequent promotions catering to consumer interests.
The goal is to foster connections with loyal customers while attracting new audiences.
“We represent infinite consumption possibilities beyond just coffee… We’re ‘the coffee warehouse,’ a place we want to embody as a café… We’ve become very democratic. You can find a Starbucks on any road or in high-end, mid-range shopping malls,” he explained.
Expansion and Accessibility
Tosso emphasized that the market may not realize Starbucks’ growing presence in places where Mexico interacts, whether high-end or not.
This year, the company aims to reach 1,000 stores in Mexico from the current 935, along with renovations and interventions in existing units.
Key Questions and Answers
- What is the main message from Francisco Tosso, CEO of Alsea Starbucks Mexico? Tosso advocates for prudent executive action amid global uncertainty, focusing on solutions rather than panic.
- What does Starbucks Mexico mean by being a “glocal” business? Being global with local connections, allowing the brand to establish meaningful links through coffee while reflecting Mexico’s cultural richness.
- What new product has Starbucks Mexico launched? A new coffee blend, ‘Origen Único México,’ to be exported to 22 Latin American and Caribbean countries.
- How does Starbucks plan to adapt to the current economic and political climate? By understanding the environment, offering diverse product ranges, and fostering connections with consumers.
- What are Starbucks Mexico’s expansion goals for 2023? To reach 1,000 stores in Mexico from the current 935, along with renovations and interventions in existing units.
