The world’s largest virtual food brand expands to Mexico

The world’s largest virtual food brand expands to Mexico

Global food chain MrBeast Burger, widely regarded as the largest virtual brand in the world, has made its expansion into Mexico, with plans to sell over 300,000 hamburgers during its inaugural month of operations.

This venture marks the first foray into Latin America for the US-based chain, as it joins forces with Colombian-origin emerging company, a pioneer in cloud-based food services, and in collaboration with Virtual Dining Concepts.

Juan Esteban Abadia, Director General of Foodology of Mexico, expressed his enthusiasm, stating, “We are very excited to bring MrBeast Burgers to Mexico. The launch of this brand signifies a milestone and a new era in the Mexican food delivery market.”

He further added, “Thanks to Foodology’s rapidity, technology, and streamlined processes, we have been able to launch in six cities and 40 locations across Mexico within a matter of months. This positions us as the leading startup in the Latin American cloud kitchen sphere.”

Foodology operates more than six virtual restaurants, including popular establishments like Brunch & Munch, Evocalia, and Bamboo Wok.

In Mexico, MrBeast Burger’s menu will be accessible through various home delivery platforms such as Uber Eats, Didi Food, and Rapi, in the cities of Monterrey, Saltillo, Guadalajara, Mérida, Puebla, and Mexico City. Initially, the world’s largest virtual restaurant will solely focus on delivery and will not have any physical outlets.

According to Euromonitor International, Mexico is the second-largest food delivery market in Latin America, with a projected value exceeding $3.865 billion by 2021, showcasing a growth rate of 12.8% compared to the previous year.

MrBeast Burger has garnered recognition and popularity for its innovative offerings and unwavering dedication to providing a remarkable customer experience. It has established a strong presence in the United States, the United Kingdom, Canada, the Middle East, and Southeast Asia.

Launched in December 2020 by YouTuber Jimmy Donaldson, widely known as MrBeast, the brand’s virtual dining concept has expanded to over 3,000 locations. The entry into Mexico serves as a gateway to the Latin American market.

Donaldson expressed his excitement, saying, “We initially started with major cities worldwide, and now we are reaching Mexico due to its immense potential and the reach of MisterBeast and MisterBeast in Spanish. It is a key market for us.”

At the age of 25, Donaldson holds the distinction of being the YouTuber with the largest number of followers worldwide, boasting an impressive subscriber count of 170 million. Startup Booted estimates his fortune to exceed $100 million.

Meanwhile, Foodology, founded by Colombians Daniela Izquierdo and Juan Guillermo Azuero in 2019, operates over 90 cloud kitchens across Colombia, Mexico, Peru, and Brazil, solidifying its position as the largest private cloud kitchen operation in the region.

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