Café Martínez maps out expansion with 600 potential locations

Café Martínez has identified 600 potential outlet locations in Argentina as the basis for its next phase of growth. The chain, which has 257 active outlets in total, aims to at least double the size of the business over ten years. Franchising will remain its main route to expansion, alongside company-owned outlets and the development of new formats.

A ten-year growth roadmap

Leandro Canabe, general manager of Café Martínez, outlined the plan in an interview published by iProfesional on 21 October 2026. He explained that a comprehensive assessment of the market’s capacity had identified 600 potential locations across the country.

That assessment provides a guide for geographical expansion, but it is not an announcement of 600 confirmed openings. The stated objective is to at least double the size of the business within ten years: a long-term target that should be distinguished from projects currently under development.

This new phase comes as the brand marks 93 years in business. Its origins date back to 1933, at its original premises in the 900 block of Talcahuano Street in Buenos Aires. The search for new locations now broadens the horizons of a business that began in the Argentine capital and also operates in neighbouring countries.

Franchising underpins a regional network

The company reported a total network of 257 active outlets, of which 24 are company-operated. The brand also has 23 outlets in Paraguay and four in Uruguay. The reported total should therefore not be read as a figure covering Argentine outlets alone.

Franchising remains the main driver of expansion. One notable feature of the network is that around 30% of franchisees operate more than one outlet. This gives an indication of the role multi-unit operators already play within the brand’s franchise community.

The percentage refers to franchisees, not outlets. Nor does it, on its own, indicate how profitable the outlets are. Its significance lies in showing that some members of the network manage more than one location as the company prepares for its next phase of growth.

Ten openings and nine projects under development

By the time of the interview, Café Martínez had opened ten outlets in 2026. Canabe highlighted a recent opening in the Mataderos neighbourhood of Buenos Aires as part of the chain’s expansion during the year.

The company also had nine further projects under development ahead of the end of its financial year. Five of these were expected to be company-operated, making clear that planned growth does not rely solely on new franchises.

The distinction between completed openings and projects under development is essential to understanding the announcement. The ten openings had already taken place; the nine projects formed part of the company’s outstanding plans. Both figures also relate to a different timeframe from the ten-year target and the nationwide map of potential locations.

New formats to broaden the footprint

The strategy also includes formats in non-traditional settings. Canabe highlighted outlets at petrol stations as one of the company’s planned initiatives, intended to tap into different patterns of commercial and economic activity across the country.

This development supports the drive for wider geographical coverage without replacing the central role of franchising or the contribution of company-owned outlets. The announcement therefore brings together three elements: an assessment of opportunities, specific projects for the financial year and a long-term business target.

For prospective franchisees, the practical takeaway is to distinguish between these different stages: a potential location is not a confirmed opening. Before proceeding, it is worth checking which territories are available and what operating format the brand proposes for each.