After eight years succeeding with its pintxos, tapas and dishes in Vitoria-Gasteiz, the tavern perretxiCo landed in Madrid in 2019 with its local Chamberí, which was subsequently followed by his two openings in 2020 in Corazón de María and Narváez. Now, in 2021, the award-winning chef Josean Merino projects the opening of three new stores in Madrid during the months of June, July and August, fruit of the successful management of a family business.
The ‘Boiling group’ continues its expansion plan with the opening of these three taverns in several strategic areas of the Madrid capital: the renowned neighborhood of Chueca (C / Augusto Figueroa, 32), the Cuzco area (Captain Haya 16) and the neighboring town of Boadilla del Monte (Siglo XXI avenue). With these movements, the company seeks to recover the rhythm that has been imposed for its expansion throughout the national territory.
The chef Josean Merino He shares his enthusiasm for continuing to progress and has acknowledged that the pandemic made them “take their foot off the gas, but it doesn’t stop us. We are following the roadmap outlined by the signing of development agreements with our partners ”. On adapting to an environment of great uncertainty such as that produced by the pandemic, Merino has assured that «the business model is clear and survival and the latest results are the most honest and real exercise to show that our model works. In this sense, he added that in perretxiCo customers enjoy authentic Basque cuisine “in a relaxed setting and with a very attractive average ticket.”
With an average ticket of about 35 euros and the design of different consumption options (informal snacking of pintxos from breakfast, menu, menus, takeaway or delivery) Merino has ensured that «we have always been clear that it is very important to design different experiences in the tavern, not everyone has 2 hours to eat, and the possibility of a high turnover in the face of capacity limitations has been one of our keys to success ”. An aspect that, in his opinion, is of utmost importance for survival in this environment “and the reason for the rapid return on investment of this model.”
The work of the R&D department combines a Basque recipe of easy consumption and popular taste with a current and avant-garde presentation. Recipes that are very difficult to imitate with which a high barrier to entry is sought from competitors. A formula that has allowed him to be part of the select group of taverns recommended in the Michelin Guide 2020, in addition to the HOT CONCEPT 2020 award for the best casual dining model for the authenticity of the concept. Chef Merino has justified it like this: «You can grow without losing your soul, that is our challenge and at the same time our success ».
The pandemic has accelerated the digitization process in which the group had already been working for some time. In this regard, Merino explained that “we have carried out an intense review not only of production or service processes but also communication and working methods. The head of the group has also pointed to other measures such as the redefinition of the protocols, the realization of _TIC consultancies, «and we are immersed in a vertical digitization process that splashes the entire group, from the headquarters to the last person in our teams at the foot of the tavern.
However, in his view, it is the recruitment and retention of talent specialized in catering one of the most strategically important aspects, and right now “is a very good time for new hires who make a real contribution of value.”
The Hiriendo group also contemplates other milestones with different business lines in this 2021. The consolidation of your lab recently launched in Burgos, in an area of 1,100 square meters, the reproduction of the first tavern of the model «La esCotilla» (a seafood tavern specialized in fish, seafood and rice) for which an opening in Madrid is expected in the second half of 2021, or the opening of the first pilot center for its KiriCo wood-fired chicken rotisseries in Vitoria-Gasteiz, are some of the projects in which the group works and that consolidate it as one of the most interesting operators in the national territory.