Selected 2013

Jose Luis Cisneros Madrid

  • Current company La Zarza
  • Country Mexico
  • Inudstries Consumer

Founded in 1991, La Zarza makes classic Mexican desserts and pastries from the highest-quality ingredients. Its cakes are preservative-free and sold in small stores that encourage customers to take them home or to the office. The company distinguishes itself by selling affordable cakes without sacrificing the homemade taste customers prefer. La Zarza has positioned itself as a market leader in south-central Mexico, operating over 70 franchise locations across five states.

By investing heavily in marketing to build his brand and increase recognition, José Luis has seen consistent sales growth of over 30% annually. His efforts have created substantial demand for his offerings, spurring a national expansion plan that will focus on diversifying La Zarza’s product line, enhancing customer experience and reaching 600 . José Luis has already demonstrated the success of his business model and is positioned to become a nationally recognized brand.

In the traditionally fragmented dessert goods market, La Zarza has developed competitive advantages with its ability to scale production to keep up with demand. La Zarza joined Endeavor at a critical inflection point as it prepares to transition to national distribution, which requires substantial capital. However, it enjoys a 98% brand recognition in the Puebla region which it can leverage as it enters new markets currently dominated by local artisanal bakeries.

Endeavor has mentored La Zarza in its entry into other regions of Mexico, including on how to strike the right balance between proprietary and franchise stores to maximize profit margin. La Zarza has also benefited from Endeavor’s guidance as it consolidates its ownership structure and develops national sales and marketing strategies.

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