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Heladerías y chocolaterías: las franquicias más dulces

Publicado por Redaccion - 21/10/09 a las 12:10:31 pm

SectorSi en un primer momento la estacionalidad de las heladerías era vista como un inconveniente, hoy en día, ese problema ha quedado resuelto añadiendo otros productos a la carta y diversificando el concepto de negocio, lo que ha dado lugar también a la aparición de las chocolaterías. Y si hay una costumbre que sobrevive a las modas y al paso del tiempo entre los españoles es el cafetito o el chocolate con churros. Además, hay que tener en cuenta otra tendencia en alza, el gusto creciente de consumir helado en cualquier época del año.

Si a tendemos a lo que dicen las guías de franquicia más completas del mercado, en el panorama actual de la franquicia en España es posible elegir entre un abanico de conceptos de negocio de 16 enseñas dedicadas al sector de las heladerías y chocolaterías. De dicha oferta, 12 marcas son las que proponen como base de negocio el helado artesano de alta calidad, de las categorías premium y superpremium. El resto de la oferta se complementa con 4 enseñas que además ofrecen servicios de cafetería junto con productos de repostería, donde el chocolate es el protagonista.

Entre todas estas marcas predomina el producto nacional ya que 13 de las compañías examinadas son españolas (Mamá Goye, Heladerías Carte d´or, La Ibense Bornay, Giangrossi, Valor Chocolaterías, Ferretti, Flanela Helados, Farggi, Giuseppe Ricci, La Casa del Chocolate de Tino Helguera, Churrerías Siglo XXI y Bajocero), mientras que otras 2 son estadounidenses (Häagen-Dazs y Ben & Jerry’s) y una francesa (Amorino Gelato e Delizie d’Italia).

Por tamaño, estas 16 cadenas de franquicias suman una red de 307 establecimientos, de los que 255 locales son franquiciados, lo que representa el 83% del total, además de 38 rincones en locales de otras marcas. El líder en cuanto a número de establecimientos en el país es Häagen-Dazs, que cuenta con 74 locales distribuidos por todo el territorio nacional, seguida de cerca por Farggi que ya alcanza los 60 puntos de venta.

Por lo que respecta a la puesta en marcha de sus respectivos negocios, todos estos conceptos de negocio se pueden poner en marcha en localidades con una población mínima que va desde los 20.000 habitantes, como es el caso de Farggi o Giuseppe Ricci, hasta los 200.000, como ocurre con Ben & Jerry’s. La superficie idónea del local tipo de estas enseñas oscila entre los 20 metros cuadrados, necesarios para poner en marcha una heladería Carte d’Or, y los 150 metros cuadrados, que precisa un establecimiento de la cadena Valor Chocolaterías. Ni qué decir tiene que en este tipo de negocios la terraza es siempre un buen aliado.

Para poner en marcha una de sus franquicias, la inversión inicial a desembolsar mínimo aproximado varía entre los 46.000 euros más obra civil de Ferreti y los 316.000 euros de Bajocero. Existen enseñas como Carte d’Or o Flanela Helados que no exigen derecho de entrada. Una vez abierto el negocio, el nuevo franquiciado tiene que pagar canon de mantenimiento en 5 enseñas, que oscila entre el 3% y el 5% de facturación, y canon de publicidad en 6 de ellas, del 1% al 2% de las ventas o 100 euros al mes.

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  1. He oído decir que el negocio de los helados sigue siendo demasiado estacional, al menos en España. Vamos que aquí sólo tomamos helados de mayo a octubre…

    ¿Cómo puede ser rentable poner en marcha una franquicia –que además no son especialmente baratas– que sólo funciona 6 o 7 meses al año?

    Comentario por Respondón — June 19, 2008 #

  2. Como muy bien empieza diciendo el artículo “…el problema ha quedado resuelto añadiendo otros productos a la carta y diversificando el concepto de negocio”, en alusión a las medidas puestas en marcha por las diferentes centrales de franquicia para aumentar el tique medio y cubrir el máximo horario comercial posible.

    Así, las cafeterías, otrora celosas de servir otra cosa que no fuera buen café, ofrece menús al mediodía y para cenar. Y en las heladerías pueden verse en invierno personas disfrutando de una agradable infusión al calor del aire caliente acondicionado.

    Comentario por Redaccion — June 23, 2008 #

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