As Jorge Cervantes, the company’s Head of Operations in Spain, explained in an interview published on 15 September, the company aims to strengthen its foothold in the capital and consolidate its presence in the European market.
From Mexico to Madrid’s fine-dining scene. Founded by Víctor Setién, Grupo Costeño began its journey in Mexico with an informal seafood-focused concept before evolving into a business group with more than 30 restaurants and a diverse portfolio of dining concepts.
In 2022, the group began its European expansion with the opening of Hotaru in Madrid, followed by Ichikani and Tigre Asador. The latter, located on Serrano Street, marks the group’s third establishment in the capital. Its internationalisation strategy is based on adapting each concept to the specific characteristics of the Spanish market, from the food offering to pricing and atmosphere, while maintaining its service and operational management standards.
New growth plans in Madrid. The main development announced in September is the planned opening of a fourth establishment before the end of 2026, further reinforcing the group’s commitment to the Madrid market. The company’s growth model is built on specialised management, staff training and continuous monitoring of commercial performance. According to figures provided by Cervantes, more than 40% of the group’s customers in Madrid return to one of its restaurants at least once a week. This strategy enables Grupo Costeño to gradually expand its presence through different dining concepts tailored to a range of consumer profiles.
Madrid as a destination for Mexican business expansion. Grupo Costeño’s growth comes amid an increasing presence of Mexican entrepreneurs in Madrid’s restaurant sector. According to figures reported by El País in September, Fundación Casa de México estimates that there are approximately 187 Mexican restaurants in Madrid, reflecting the growing popularity of this cuisine.
Grupo Costeño’s development provides an example of Mexican business internationalisation through the gradual establishment of new restaurants and the adaptation of different business models to the local market. With three restaurants currently operating and a new opening planned, the company remains committed to the Madrid Region as a destination for developing and consolidating its international operations.