Alsea to Invest US$6B in Expansion, Digital Innovation in 2025

Alsea, operator of quick-service restaurants, coffee shops, and full-service restaurants in Latin America and Europe, announced its investment plans for 2025, setting a CAPEX budget of MX$6 billion (US$287.4 million). The company plans to open between 180 and 220 new locations this year, a decrease from the 275 units opened in 2024. 

“Our goal is to maintain operational excellence, improve service in our locations and implement new digital tools to attract and retain customers, supported by our employees and the quality of our extensive product portfolio,” said Armando Torrado, CEO, Alsea.

Alsea’s financial results for 2024 showed a 6.3% increase in total sales, reaching MX$77.84 billion. Last year, the company allocated MX$6.47 billion in CAPEX, with 84.5%, equivalent to MX$5.47 billion, directed toward new store openings and the renovation of existing units, particularly under the Starbucks and Domino’s Pizza brands. The remaining MX$1 billion were invested in technology projects, software licenses and process improvements. Domino’s Pizza remains a key growth driver in Mexico.  

For 2025, Alsea forecasts total sales growth in the low double digits and same-store sales growth in the mid-single digits. The company will focus on driving revenue through commercial strategies, product innovations and digital initiatives. “For 2025, our priority is addressing customer needs. Our digital strategy and loyalty programs continue to play a key role in increasing store traffic,” Torrado stated.