C O M P A N YO V E R V I E W

International MealCompany ofMexico (IMC): Passion in Food Excellency Food supply for the national tasteWritten by: America Barcelo FeldmanProduced by: Taybele Piven Interviewee: Alejandro Cappello, country manager for IMC of Mexico

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International MealCompany ofMexico (IMC): Passion in Food Excellency Food supply for the national tasteWritten by: America Barcelo FeldmanProduced by: Taybele Piven Interviewee: Alejandro Cappello, country manager for IMC of Mexico

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INTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

International Meal Company (IMC) is a Brazilian group with operations in Latin America Latin America and recently, in the United States.

Its subsidiary in Mexico operates prestigious restaurants and food brands such as ‘La Mansión’-thin cuts of meat - ‘Group Champs Elysées’, ‘Casa Ávila’- Spanish restaurants, Brazilian Café, among others. 40 percent of their businesses are located in sites with high traffic flow such as airports and shopping malls. Recently, the group purchased the food chain Gino’s and Margaritaville, which originated in United States. The Country Manager of IMC Mexico , Alexander Cappello, has over six years of experience within the company. He arrived in Mexico in 2009 in the area of process and technology. Later, he was part of the financial board in Brazil. He also spent a year and a half in the stock exchange of the company until 2011, when he returned to Mexico to take over the post of CFO. He currently serves as country manager for IMC of Mexico.

Food Differentiators

In the processed food field and in the restaurant industry, corporate values such as a passionfor food excellency have distinguished IMC from their competitors. “Passion is what reflects the larger engine that integrates this company, from our founder and president, Javier Gavilan, to new partners. We

Alejandro Capello,

Country Manager

of IMC Mexico

www. in ternat iona lmea lcompany.com 5

F O O D A N D D R I N K SINTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

have a spirit of excellence, we work with heart, which is reflected in our mission. We strive not only for the goals of our position, but to exceed expectations,” says Cappello. IMC integrates a centralized business platform that incorporates new units to their portfolio and logistics. “It facilitates a rapid expansion which has led us to positive growth,” he adds. With an accelerated growth, IMC went from 12 restaurants and 500 employees in 2006 to a business group with 400 restaurants and 13,000 employees in 2014.

Original paella at Restaurant Casa Avila

Bistro Mosaico patio

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INTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

Entrepreneurial Development

IMC of Mexico has a distribution and production center that caters to all units, centralizing purchases and allowing for better developmentof brands. In 2014, IMC will continue to strengthen their brands, purchasing power and organic growth. Margaritaville (IMC’s most recent acquisition) will open its first unit in Mexico; the company will then expand this brand presence in beach destinations. In 2015 they will open 12 restaurants, in addition to 55 owned food sites today.

Bourgogne snails

Champs Elysées restaurant

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F O O D A N D D R I N K SINTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

La Mansion Restaurant entrance

New Markets

The recent commercial negotiation for ‘Margaritaville’ (an American brand) will intensify IMC’s expansion throughout the Americas; the United States being the first step for an exploration headed to Europe and Asia. “Our mission is to be the best operator of food abroad America,” says Cappello. The goals of IMC are to reach more distant markets in the next three to five years. They will focus on North America, although they are already studying European markets.

“The success of our brands wouldn’t be

possible without the cooperation of our business partners”

– Alejandro Capello, Country Manager of

IMC Mexico

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COMPANY NAME

Human Resources Development

Ongoing training is reflected in IMC’s employees, due to major investments in their intensive programs for personnel at all levels. IMC’S human resources are transferred to the Integrated Training Center located in Mexico City, where they teach the best practices in their job position as well as the vision and values of the company. The company also has workshops, leadership development programs, business administration

Restaurant La Mansion

S E C T O R

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COMPANY NAME

Night view of the

Champs Elysées

restaurant

and management courses for working executives and managers.

Technological Advances

In their production area, they have incorporated the latest technological devices in order to standardize processes. “We ensure the supply and reduce costs,” says Cappello. Thanks to these advances, they have achieved major energy savings and increased efficiency. In a short time, IMC of Mexico will implement a

www.pos-la.com.mx ventas@pos-la.com.mx sales@pos-la.com.mx

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F O O D A N D D R I N K S

system for the finance area that will streamline and centralize administration. They are currently working with a digital platform to track sales at various restaurants and control their operations through online software; the back office automatically generates an inventory of ingredients used in recipes and controls the supply chain from the manufacturing plant to the consumer’s table.

Supply Chain

“The success of our brands wouldn’t be possible without the cooperation of our business partners,”

Meat cut at Restaurant La Mansion

Octopus Stone at

Casa Avila

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INTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

Cappello mentioned after speaking about their suppliers and how they have developed synergies to optimize costs. With the support of these strategic partners, International Meal Company has managed to expand into new markets. One example is the presence of meat cuts “La Mansion” in supermarkets thanks to a meat producer. “By sharing our success, we promote both brands,” he adds.

IMC Future

The Latin American company International

Food from La Mansion Restaurant in Mexico City

Bistrot Mosaico

Restaurant in San

Angel, Mexico

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F O O D A N D D R I N K SINTERNATIONAL MEAL COMPANY OF MEXICO ( IMC)

Company Information I N D U S T RY

Food and drinks

H E A D Q U A RT E R S

Mexico City (Corporate in

Brazil)

F O U N D E D

2006

E M P L O Y E E S

1,835 (Mexico)

K E Y P E O P L E

Javier Gavilan (Corporate

President), Alejandro

Cappello (Country Manager

of IMC Mexico), Salomon

Rodriguez (Technical

Director)

P R O D U C T S A N D

S E R V I C E S

Restaurants and food

service

R E V E N U E

USD $60 million (Mexico)

W E B S I T E

www.internationalmealcompany.com

“Passion is what reflects the larger engine that integrates this company, from our founder and president, Javier Gavilan, to new partners. We have a spirit of excellence, we work with heart, which is reflected in our mission. We strive not only for the goals of our position, but to exceed expectations”

– Alejandro Cappello,Country Manager of IMC Mexico

Meal Company of Mexico intends to expandtheir brands all over the world, based on their passion for high quality standards. In the next five years, they expect to gain significant international growth.

“We want to be the best food company in thenext few years, and the first step to achieve this goal is to enter the complex United States market,” says Cappello.

INTERNATIONAL MEAL COMPANY DE MEXICO (IMC)

Norte 35, Esq. Poniente 134 puerta 5, Col. Industrial Vallejo. CP. 02300, Del. Gustavo A. Madero, DF –

02300, D. Federal, México

Tel. + (52) 55 5010-0401, (52) 55 5010-0463

atencionaclientes@imcmex.com www.internationalmealcompany.com