Armando Medialunas drives franchise expansion in Córdoba

Armando Medialunas is driving growth through franchising in Córdoba, Argentina, while broadening its offering beyond the pastries that give the brand its name. This new phase combines store openings, new product categories and a spring–summer 2026 campaign designed to make its outlets relevant to more occasions throughout the day, under the slogan ‘Armando planes reales’ (‘Making real plans’).

Franchising to expand the brand’s presence

According to information published by Perfil on 14 October, the company’s recent development includes around 20 openings. That growth reflects a strategy in which franchising plays a central role in extending the brand’s reach, with Córdoba a key focus.

This figure refers to the openings cited in the presentation of this new phase: it should not be confused with a future target or an up-to-date total of outlets. The announcement centres on the push for expansion and its connection to changes in the commercial offering.

The company plans to open new franchised outlets, aiming to broaden its reach while continuing to support the development of each location. Network growth is therefore linked to two parallel objectives: expanding the brand’s presence and supporting the evolution of the outlets operating under its name.

For Argentina’s franchise sector, the news highlights a foodservice concept combining geographical expansion with changes to its offering. It is not simply about opening more outlets: Armando Medialunas also wants to give customers more occasions to visit.

An offering that goes beyond medialunas

The announced changes start with a menu that extends beyond medialunas, Argentina’s crescent-shaped pastries. The company is introducing new categories and products to cater for different moments in everyday life, while continuing to build on its signature product.

As part of this development, the brand is also emphasising familiar flavours and names. A sense of connection and Argentine customs shape the way it presents its offering, linking the expanded menu to experiences its customers recognise.

The stated aim is to cater for more moments throughout the day. This explains why franchise expansion and the refreshed offering are being presented together: new outlets are one aspect of growth, but so is the role the brand hopes to play in customers’ routines.

The addition of product categories is therefore part of the announced strategy. It is not, in itself, evidence of commercial success; rather, it indicates the direction the company has chosen for developing its offering.

‘Armando planes reales’: a focus on getting together

The spring–summer 2026 campaign expresses this shift through the slogan ‘Armando planes reales’. Its invitation to get together again focuses on relationships and everyday plans, rather than exclusively on a product.

The messaging supports the ambition to make the brand an option for a range of occasions. Getting together provides the link between a broader offering and the sense of connection the company is emphasising at this stage.

According to the presentation reported by Perfil, the campaign forms part of a brand transformation. Its launch coincides with the push to expand through franchising and consolidate growth in Córdoba, as the company seeks a greater role in Argentines’ everyday lives.

What to assess at this stage of growth

For anyone considering investing in a foodservice franchise, this announcement is a reason to examine both the network’s expansion and the development of its offering. A menu spanning more categories warrants specific questions about supplies, training, equipment and the organisation of work at each outlet.

It is also worth distinguishing between marketing objectives and an individual outlet’s financial performance. The campaign explains how Armando Medialunas wants to position itself; assessing an investment also requires a review of the specific conditions relating to the outlet and the franchise agreement.

In practice: before proceeding, request the brand’s current franchise prospectus and check what the broader offering means for the outlet’s operations and costs.