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Franchising Latino Entrepreneurs Latino Coffe Bars
By Michelle Roberts PHOENIX -- The stainless steel counters and tidy shelves filled with bagged coffee beans at Panaderia Taza are standard coffeehouse decor, but the pastry case isn't filled with muffins and scones. It's lined with conchas, Mexican sweet breads, and empanadas, triangle-shaped crust filled with fruit or custard. And the coffee is Mexican brand Cafe Combate.
Panaderia Taza is a coffeehouse targeted specifically at Hispanics, a market growing so rapidly here and elsewhere in the United States that the bakery's owners plan to franchise it soon.
"We just want to be ahead of the curve," said Peter Conforto, president and chief executive of Masa Men, the management company that opened Panaderia Taza in June.
Ethnic markets and mom-and-pop bakeries have long been tucked in urban shopping centers, but with Hispanics making up the fastest-growing segment of the U.S. population, entrepreneurs like Masa Men and others are looking to build slicker models that can be franchised. Conforto and the other two executives at Masa Men see an opportunity to create an expandable business model specifically catering to Hispanics.
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