Palmares promotes internationalization of Cuban brands through franchising

By Daily Pérez Guillén

The First International Franchise Workshop organized by the Palmares S.A. Extra-Hotel Enterprise opened the agenda on the second day of the 15th Varadero Gourmet International Festival, held at the Plaza América Convention and Commercial Center.

“Today we begin a new chapter for entrepreneurship and the promotion of the presence of Cuban brands abroad, as a symbol of authenticity that complements the marketing strategy for Cuba as a destination,” said Lázaro Darién Casabella Hernández, chair of the event’s organizing committee.

El Floridita, Gato Tuerto and La Bodeguita del Medio — currently with franchises in the Czech Republic and Mexico — are the three brands Palmares has in its portfolio.

Ladislav Starka, a franchisee of Bodeguita del Medio in Prague, who was present at the workshop, told TTC exclusively that this space has existed in the heart of the Czech capital since 2002, “like a Cuban home with a bar, restaurant and cigar club.”

“Many visitors from all over the world arrive every day, and it’s truly a surprise to them that there is a Bodeguita del Medio in Prague, with such an authentic feel as we present. I believe it is a very well-conceived project, from the decor to the staff, the entertainment team and the chefs. We’ve truly achieved our goal of creating a sense of cultural expression.”

Starka recalled that well-known Cuban groups such as the Buena Vista Social Club, Los Van Van and Haila María Mompié have performed there, “which makes the Made in Cuba atmosphere even more exclusive.”

Meanwhile, Martha Omara Robert, dean of the Faculty of Tourism at the University of Havana, spoke about the history, legacy and significance of these spaces, which have become internationally recognized hallmarks of Cuban identity.

She detailed all the legal guarantees that the Extra-Hotel Enterprise provides its counterparts for the use of the brand and the marketing of the products and services that distinguish these venues.

Professor Jorge Méndez then shared his knowledge through the lecture, “An Overview of Cuban Gastronomic Heritage,” offering a tour of the history and products that have come to the Caribbean country from all continents and shaped the nation’s culinary culture.

Finally, La Bodeguita del Medio presented its Cuban mojito; El Floridita, the daiquiri made world-famous by the American writer Ernest Hemingway; and El Gato Tuerto, its El Orgasmo del Gato cocktail.