Café Martínez to open its first franchise in Añelo
The brand has signed the agreement and construction is under way. The outlet is expected to open in late 2026, with local investors running the operation.
Published
Café Martínez is preparing to enter Añelo, in Argentina’s Vaca Muerta oil and gas region in Neuquén province, with its first franchise in the town. The franchise agreement has already been signed. According to a report published by El Cronista on 30 September, the premises are under construction and the opening is scheduled for late 2026. Local investors will run the operation, marking another step in the brand’s geographical expansion.
Opening confirmed, but the date remains a target
The Añelo project has reached two concrete milestones: the signing of the agreement and the start of construction. Leandro Canabe, general manager of Café Martínez, told El Cronista that the investors behind the franchise are local people developing several businesses in the town.
The announcement sets this initiative apart from a preliminary search for prospective franchisees or a location merely under consideration. However, the outlet is not yet trading: late 2026 is the stated target for its opening, not a milestone already reached.
The published information does not disclose the investment required, the size of the premises or the number of jobs the outlet will create. Nor does it specify the financial terms of the agreement. The project alone therefore provides no basis for calculating the cost of opening a franchise of the brand in another town or city.
For Argentina’s franchise sector, the news adds a specific location to Café Martínez’s expansion plans. Its local operators are described as being involved in other developments in Añelo, although their names have not been disclosed in the available information.
Regional markets and high-footfall locations
The move into Vaca Muerta is part of a strategy that also explores other ways to reach consumers. According to El Cronista, Café Martínez is in talks with petrol stations, mainly outside the capital, about selling its products at their sites.
These discussions should be understood as ongoing negotiations. The report does not announce a confirmed network of participating petrol stations or a rollout timetable. Nor does it establish that these potential sales outlets would necessarily operate as franchises equivalent to a traditional coffee shop.
Meanwhile, an article published by Clarín’s BrandStudio on 1 October describes the brand’s expansion into convenience formats and high-footfall spaces. Locations mentioned include the University of Palermo, Hospital Italiano and transport hubs such as Constitución in Buenos Aires.
Both reports show that the growth strategy extends beyond adding coffee shops in a single type of location. The Añelo opening is a specific project within this geographical and commercial diversification, but not enough detail has been released to equate its format with the others.
Franchises underpin the growth plan
The BrandStudio article identifies franchising as a central driver of Café Martínez’s business. According to the figures it publishes, the chain has approximately 140 franchisees, and 30% of its network is operated by franchisees who manage more than one branch.
That percentage refers to the network, not to the proportion of franchisees with multiple outlets. The distinction matters when assessing the role of multi-unit operators within the brand.
The same article sets out a long-term target: to increase business volume fivefold by 2035. On the production side, it reports that the purchase of roasting machinery in early 2026 enabled the company to triple its production capacity. These are statements about installed capacity and a business objective, not sales growth already achieved or a guarantee of results for individual outlets.
What to check before assessing a similar location
The Añelo case offers an example of expansion, but not a financial forecast that can be applied to any location. Anyone considering becoming a franchisee should distinguish confirmed milestones — a signed agreement and construction under way — from future targets, such as the opening date and the company’s planned growth.
The practical takeaway is to request project-specific information before investing: a full budget, contractual terms, details of the premises and demand assumptions. An expanding brand provides context; assessing an individual franchise requires data specific to its location and operation.
