- 1.- Could you give us a brief overview of the company?
We are an online store specializing in homemade Mexican food: placeresmex.com.
Placeres was born from the desire to share the very best of Mexican cuisine: its deep flavors, its history, and its authenticity.
Each of our dishes is handcrafted using carefully selected ingredients and recipes that respect tradition, while being adapted to the pace and taste of today’s gourmet audience.
Our food is healthy, free from preservatives and additives, gluten-free, and made with fresh, high-quality raw ingredients. All our products are vacuum-packed to ensure better preservation and handling, so our customers only need to heat, serve, and enjoy.
- 2.- In which year did you arrive in Spain, and how was PlaceresMex founded?
I arrived in Spain in October 1999 to pursue an MBA at ICADE. From the very beginning, I noticed an interesting market niche for Mexican food in Spain, particularly in Madrid.
After several years working for different Mexican institutions in Spain (the Embassy, the Mexico Tourism Board, and the Tequila Regulatory Council), I decided to embark on this venture in 2019, just a few months before the pandemic. At that time, people were eager to enjoy something different at home—food that was well prepared, delivered on time, tasty, and reasonably priced. We already had our entire process in place.
- 3.- Why did you decide to stay in the Madrid Region to start your business instead of choosing another destination?
Madrid is a city that truly welcomes you. You have access to all the services needed to grow, people are open to trying different cuisines, and Mexican food has always been well received here.
At Placeres, we believe that eating well is also an act of connection—with one’s roots, with emotion, and with the pleasure of simple things done with excellence. Madrid has a population that values exactly that.
- 4.- Registration and legal procedures for obtaining permits in the restaurant sector can sometimes be quite complex. How was the bureaucratic process for obtaining permits and licenses?
Overall, it was fairly straightforward. The only process that took some time was the sanitary registration. However, we were pleasantly surprised by how fast the alcohol import permit was issued. Within just 24–48 hours after completing the required paperwork, we had the authorization.
- 5.- How did you make yourselves known in the Madrid Region, and how did the business expand?
We initially started selling to acquaintances and through word of mouth, which led to our first sales. Afterwards, we expanded our presence through social media to continue growing our customer base.
- 6.- Have you noticed an increase in demand for Mexican food in Madrid in recent years? Do you believe there is a growing business opportunity for Mexican food and restaurant companies in Madrid and Spain?
Yes, Mexican cuisine is increasingly well known and in demand worldwide. In addition, many Mexicans are moving to the Madrid Region—students, expatriates, and professionals.
Furthermore, many personal ties have recently been formed between Spaniards and Mexicans. People from both nationalities are getting married, creating a cultural connection that generates business and investment opportunities.
- 7.- What would you recommend to other foreign investors who are considering opening a business in the Madrid Region?
I would encourage them to come and bring their products or services to this wonderful city, which welcomes people who are eager to work, creative, and who offer original products or services.
- 8.- How many jobs do you expect to create in the Madrid Region in the short and medium term, and what types of profiles are you looking for?
As part of our growth process, the next step is to open a physical point of sale, which would generate between 6 and 8 jobs. We will be looking for people with experience in the hospitality sector: chefs, kitchen assistants, waitstaff, and individuals who enjoy customer service.
Regarding the establishment, our plan is to open a venue near the Movistar Arena. We will offer both dine-in service and takeaway, helping to avoid the long queues that typically form on days when major events take place at the Movistar Arena.