The Colombian coffee chain Juan Valdez has announced the appointment of Virginia Donado Escudero as the new CEO of its Spanish operations.
Escudero comes to Juan Valdez from the restaurant franchise group Restalia. Restalia operates well – known restaurant chains in Spain such as Montaditos, La Sureña, and The Good Burger, along with the Madrid – based coffee chain Panther. She held various key positions at Restalia, serving as Director of Expansion from 2005 – 2013, General Manager from 2013 – 2016, and Director General from 2022 – 2024.
Her joining comes mere weeks after Juan Valdez inked a strategic partnership with the Colombian conglomerate Grupo Trinity. The aim of this partnership is to expedite the growth of Juan Valdez outlets in Spain. The ambitious plan is to increase the number of stores from six to 140 by 2032.
Escudero expressed her enthusiasm, stating, “This presents an exhilarating challenge. It will enable us to introduce the world’s finest coffee to every nook and cranny of Spain and fortify the presence of one of the most globally – recognized brands within its segment.”
Established by Colombia’s National Federation of Coffee Growers, the first Juan Valdez coffee shop opened at El Dorado International Airport in Bogotá in December 2002. The coffee chain, named after a fictional character symbolizing the typical Colombian coffee farmer, currently has over 373 stores in Colombia. Additionally, it operates 260 stores across 18 international markets.
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