
Estación, el local premium que lanzó la marca de tiendas de café Tostao’
Bajo la filosofía de ofrecer calidad a precios justos y para todos los estratos, la tienda colombiana Tostao’ Café & Pan, que es operada por la firma BBI Colombia, completó 338 tiendas entre Bogotá y Medellín. Sin embargo, bajo la estrategia de ser un lugar “sin prisa y sin pausa”, Pedro Gasca, orientador general de la empresa, anunció la llegada de Tostao’ Estación, un concepto de local pensado para quedarse.
¿Cuáles son las diferencias entre un Tostao’ común y uno tipo Estación?
Un Tostao’ tradicional tiene entre 50 y 60 metros cuadrados. Es un formato en el que todo es para llevar. En cambio, este Tostao’ Estación, del que tenemos dos (calle 82 con carrera 10 y calle 150 con avenida 19), ofrece un cambio de ritmo. Es un lugar para encontrarse, donde la gente se queda un rato, donde se hace un “alto” en la rutina. Es un poco más grande, son locales de entre 130 y 140 metros cuadrados y mezcla un concepto industrial con uno artesanal.
¿Cómo es esa mezcla?
Lo industrial se ve en el piso de mosaico, el “Steel Deck” tipo teja que tenemos en amarillo en la pared y el piso en cemento alisado. Pero a la vez, lo artesanal está en el bambú que tenemos en el techo y que trajimos de Quindío, sillas hechas por artesanos de la Costa y el frente de la barra que está hecho en material reciclado. Creemos que esa es una buena combinación.
Pero, ¿hay una ubicación específica para Estación?
No. Tostao’ es un formato sin estrato y todo lo pensamos bajo esa filosofía. Puede estar en el centro o en el norte.
¿Van a llevarse este concepto a Medellín?
Es un modelo que puede llegar. La gente paisa es gran amante del café y Tostao’ ha tenido una muy buena acogida, así que lo revisaremos.
Casi siempre las marcas tradicionales lanzan su línea low cost, pero Tostao’ lo está haciendo a la inversa ¿Por qué ese cambio de mentalidad?
Tostao’ no es un concepto de bajo costo, sino de precios justos. Desarrollamos un modelo que nos permite ofrecer al público calidad y buenos precios y esa es y será nuestra promesa de valor.
¿Qué ciudades están evaluando para el corto plazo?
Tenemos dos ciudades en evaluación, pero no están definidas.
¿Cuántos puntos tienen, con cuántos van a cerrar el año y cuándo llegarán a los 500?
Tenemos 338 (293 en Bogotá y 45 en Medellín). Este año vamos a cerrar con 411 tiendas, así que los 500 estarán en 2019.
¿Qué expectativa hay para el cierre de 2018?
En junio hubo algunos cambios en el consumo por los partidos, pero tenemos una buena expectativa por el crecimiento en volumen de tiendas.
Alimentos y bebidas, Café, Comercio, Consumo de los hogares, low cost, Tostao
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