Palmares presents business models for franchises of Cuban brands

By Daily Pérez Guillén

La Bodeguita del Medio, El Floridita, and El Gato Tuerto, brands associated with emblematic sites of Cuban culture and gastronomy, were presented by the Palmares S.A. Extrahotel Enterprise at the Havana International Fair (FIHAV 2025), to promote their use as “Cuban franchises” in business models anywhere in the world.

According to Onaidis Ramírez Sánchez, business specialist for this tourism entity, this proposal seeks to promote Cuba’s image worldwide, the country’s cultural heritage, artistic expressions, and complement the commercial strategy of Cuban tourism products.

The business model grants franchisees the right to use the brand and image and to market the tourism products and services for a specific period of time in exchange for financial compensation.

The contracts, tailored to the objectives and investment capacity, can be established in the form of single-unit, master, or representative franchise agreements, as well as licensing agreements.

Once the agreement is established, Palmares contributes its know-how, facilitates coordination with Cuban producers and exporters, provides specialized consulting, conducta systematic supervision, and guarantees territorial exclusivity.

This is another measure undertaken by Palmares S.A. to promote the initiative. In September, the company organized the First International Franchise Workshop in Varadero as an initial step to broaden the recognition of the iconic brands in its portfolio, “symbols of authenticity that complement the marketing strategy for Cuba as a destination,” as stated by Lázaro Darién Casabella Hernández, general manager of the company belonging to the Cubasol Business Group.

La Bodeguita del Medio currently has franchises in Mexico and the Czech Republic. As a marketing and promotional strategy, Palmares has opened additional locations in tourist destinations across the country, such as Varadero, Holguín, Santiago de Cuba and Trinidad.

The presentation concluded with a demonstration and tasting of the signature cocktails enjoyed in these establishments: the famous daiquiri, the mojito, and the “orgasmo del gato.”