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Ángel Cavada, responsable de Expansión de Bodegas Galiana “Las enseñas que hemos hecho nuestros deberes realizamos un aporte clave a la modernización del sector”

Publicado por Redaccion - 11/11/09 a las 06:11:45 pm

angel-cavada.pngEn esta ocasión, Montarfranquicia ha querido entrevistar a Ángel Cavada Castellanos, responsable de Expansión de Bodegas Galiana, un ingeniero industrial especialista en sistemas de gestión, que centra la conversación con este portal en lo mucho que están realizando, “en pos de la necesaria modernización del sector, tanto en imagen, servicio y oferta como en la mejora de la gestión del negocio, las enseñas franquiciadoras que hemos hecho y seguimos haciendo a diario nuestros deberes”.

¿Cómo se encuentra en este momento el sector de la restauración? ¿Es un momento de cambio o se trata de un sector poco dado a grandes transformaciones?

La restauración es un sector muy consolidado, que evoluciona constantemente pero sin bruscas transformaciones porque está muy vinculado a la cultura de sus clientes. En este momento están ocurriendo dos transformaciones principales: la primera, la imagen y la oferta de los establecimientos (tradicionales e innovadores) se está haciendo cada vez más elaborada y de diseño y la segunda, se está mejorando sensiblemente la gestión de los establecimientos para ser más competitivos, se requiere cada vez más ser eficientes y efectivos, controlar ratios, disponer de escandallos, ajustar precios, aplicar técnicas de marketing, etc.

¿Se está viendo el sector afectado por la actual coyuntura, de consumo ciudadano bajo mínimos? ¿Qué ha hecho Bodegas Galiana para combatir esta contrariedad?

La estrategia de Bodegas Galiana consiste en tener un modelo de negocio y una gestión muy eficientes, mejorar la calidad, aplicar márgenes razonables, ofrecer productos y servicios muy competitivos siempre, en cualquier coyuntura económica. No hemos tenido que hacer nada, la propuesta de Bodegas Galiana de entorno agradable, buen servicio y excelente oferta a un precio muy contenido es hoy aún mejor valorada por nuestros clientes que en períodos anteriores, por eso nuestros establecimientos se mantienen o mejoran sus resultados con respecto a años anteriores.

En su opinión, ¿qué ha aportado la fórmula de la franquicia al sector de la restauración? ¿Ha contribuido a modernizarlo o ha supuesto una falsa multiplicación de negocios que después se han visto obligados a cerrar?

Ha habido de todo. Bodegas Galiana montó 4 establecimientos en 1998 y los estuvo explotando y mejorando varios años hasta disponer de un concepto y modelo de negocio fiable, con unos recursos adecuados para dar servicio y apoyo a sus franquiciados. Después empezó a franquiciar, sin prisas, corrigiendo y mejorando su propuesta, no más de 6 locales nuevos al año. Algunos han tenido un resultado aceptable en un establecimiento y han decidido franquiciar, sin madurar el concepto y sin los servicios indispensables. Otros han crecido sin asegurarse de crear las condiciones para el éxito de los nuevos negocios: selección y formación de los franquiciados, selección y contratación de los locales, máxima eficiencia en el proyecto y ejecución del acondicionamiento de los locales…

¿En qué momento se halla la expansión de las enseñas del sector en general, y de Bodegas Galiana en particular? ¿Cree que el inversor aguarda a ver señales del final de la recesión o quien apuesta por el negocio de la restauración es más visceral?

Se está produciendo una acelerada “selección natural”, de la que sobrevivirán sólo las insignias que aporten un concepto de negocio moderno y fiable, eficiente y eficaz. Bodegas Galiana continúa con su apuesta: 6 aperturas al año y seguir mejorando el concepto de negocio. Hay inversores que no se deciden al valorar la situación actual, pero muchos ven una gran oportunidad en estos momentos de hacerse con buenos locales en condiciones razonables (hace un año era casi imposible, los propietarios imponían condiciones irracionales, que aseguraban en muchos casos el fracaso de los negocios). El principal problema para la expansión no está en que los inversores se cohíban, sino en que no pueden contar con el financiamiento complementario que requieren, no consiguen créditos.

Como responsable de expansión de Bodegas Galiana, ¿qué expectativas tiene para el cierre de 2009 y para el año 2010? ¿Cómo ha variado estos planes la crisis?

Este año ha sido de sensibles mejoras en las condiciones para la expansión, hemos ajustado el perfil de nuestro franquiciado, ampliado las fuentes de candidatos y conveniado aportaciones de inversión y financiación complementarias. Terminaremos el año con 5 nuevos franquiciados y para 2010 los 6 nuevos establecimientos de siempre, no prevemos cambios en nuestros objetivos de expansión.

¿Qué zonas geográficas le parecen fundamentales para su expansión por franquicias? ¿Recibe peticiones de franquicia  de todas las comunidades autónomas o alguna es más reacia a este tipo de negocio? ¿Se plantea abrir unidades propias si no consigue representación en alguna zona que considere clave para su desarrollo?

Las zonas priorizadas por Bodegas Galiana para su expansión son Centro, Levante y Cataluña, pero estamos abiertos a crecer en toda España. Recibimos peticiones de todas las comunidades, pero pocas de las capitales. No tenemos previsto abrir unidades propias, es complicado gestionar eficazmente un negocio propio de restauración en Barcelona desde Ciudad Real.

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