Coffee chain will cater to Salvadorans
A Salvadoran chain is opening three coffee shops in Los Angeles to test whether Central American migrants will choose a cup of homegrown coffee rather than buying from U.S.-owned stores.
The popular coffeehouse with an English name -- the Coffee Cup -- has become a recognizable brand in El Salvador since it opened its first shop five years ago. The owners believe that the chain can grow by following its customer base to the U.S., where 35% of El Salvador natives now live.
Many Central American companies are trying to cash in on what experts call “nostalgic trade” -- migrants looking for specialty local products to remind them of their roots. The most successful is Guatemala’s Pollo Campero fried chicken chain, with more than 30 stores in the U.S.
Quality Grains, the company that owns the Coffee Cup franchise, wants to use the stores to market its packaged coffee, including the Riko Cafe, DonKafe, Gold Export, Silver Export and Silver Espresso brands, for customers to brew at home.
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