Café Simi Aims to Open 20 Stores in 2026

Café Simi is expanding its presence in Mexico’s coffee shop market, targeting around 20 locations by the end of 2026 as it leverages the Dr. Simi brand, accessible prices, and its franchise network to compete with established coffee chains and independent businesses.

The company opened its third Café Simi in Playa del Carmen, Quintana Roo, on the city’s Fifth Avenue, following its first two locations in Mexico City. The new store is the second to combine Café Simi with Simi Pet Care, although the company expects most of its planned coffee shops to operate independently.

Víctor González, Executive President, Grupo Por Un País Mejor, says the company’s strategy will focus on offering a combination of competitive prices, product quality and service while leveraging the recognition of the Dr. Simi brand. “The Dr. Simi, at the end of the day, is a super recognized brand and not only is it recognized, but it is loved. We offer a good product, a good price and a good service,” González says. 

Café Simi is entering a fragmented market. According to INEGI’s National Statistical Directory of Economic Units (DENUE), Mexico had 74,787 coffee shops as of May 2026. Starbucks, which is approaching 1,000 locations in the country, has a store two blocks from the new Café Simi on Fifth Avenue. Other major chains include The Italian Coffee Company, with 388 locations, Tim Hortons, with more than 215, Cielito Querido Café, with nearly 100, and Café Punta del Cielo, with almost 115.

Café Simi’s expansion will rely on both company-owned stores and franchises. The company also plans to use vacant spaces within some of its more than 10,000 Farmacias Similares locations, converting underused areas into coffee shops or other businesses. “We are also a franchise company. We already have a very large pool of franchisees. We have spaces where pharmacies have unused areas. If we use those unused spaces and turn them into a café or a veterinary clinic, then we can work magic,” González says.

The company expects its scale to support its low-price strategy by increasing purchasing volumes, reducing costs and passing part of those savings on to consumers. The same pricing philosophy used by Farmacias Similares will apply regardless of location, including tourist areas such as Playa del Carmen.

At the new Fifth Avenue location, beverages range from MX$40 to MX$60, while food is priced between MX$45 and MX$110. González Herrera said the company does not intend to raise prices based on the purchasing power associated with a particular location.

The coffee business began as a small operation at the Casa del Doctor Simi museum in Mexico City. After strong customer response, the company expanded the concept to an Insurgentes location and later began evaluating its potential as a standalone business. Social media interest also helped push the company to examine the market more closely.

“We were very surprised when we opened the café at the Museum and by the great success it had. Then we took it to Insurgentes and it continued to be a great success. We were surprised by the sales and that is why we are here, testing,” González says.

The company plans to expand the concept beyond Playa del Carmen, with potential locations in Holbox, Cancun, Isla Mujeres, and other destinations in Quintana Roo, as well as Mexico City and Merida, Yucatan. Gonzalez also sees potential for Café Simi in international markets, including the United States, Europe, Chile and Colombia. “Café Simi can be opened in the European Union, it can be opened in the United States, it can be opened anywhere, unlike the pharmacy, which is not as easy. So, I think it has a lot of potential, not only in Mexico but outside the country too,” he says.