The Colombian chain, which has one store in Brazil, opens a 300 m² space in Itaim Bibi in late November and plans a café at Guarulhos airport
Colombian coffee shop chain Juan Valdez will open a store of about 300 m² in Itaim Bibi, São Paulo, in late November. The space will have a large seating area, brunch and pastry options and a wider range of coffees, according to Bruno Oliveira, CEO of the Brazilian operation, in an interview with Mercado&Consumo published on Friday, October 23. The flagship will be run by a partner that already manages other brands in the group, whose name was not disclosed.
Also planned are a 75 to 80 m² café in Terminal 2 of Guarulhos Airport and a kiosk in Foz do Iguaçu, Paraná.
Today the brand has a single café in the country, opened in December 2025 at RibeirãoShopping, in Ribeirão Preto, São Paulo state, as a pilot to test the model. The goal is to reach 100 units by 2028 and 300 within five years, according to Mercado&Consumo. In August, Oliveira had already told Meio & Mensagem that expansion would be through franchising, in formats from 45 m² to 200 m², in malls, street stores, shopping centers and airports. Except for the Ribeirão Preto store, all the next ones will be franchised.
The average investment in a street or mall café is R$ 800,000; a kiosk may cost about half that. The company projects revenue of R$ 2.3 million a year per unit, about R$ 190,000 a month, with a profit margin of 15% to 21%. To Meio & Mensagem, the brand estimated a payback of 18 to 24 months. In the Brazilian operation, Brazilian partners hold 70% and the Colombian parent company 30%.
Juan Valdez presents itself as 100% Colombian and says it was created by about 550,000 coffee-growing families. Worldwide, it has nearly 670 cafés and more than 18,000 retail points of sale, according to Mercado&Consumo, with stores in countries such as Chile, Ecuador and Paraguay.
In Brazil, the world's second-largest coffee consumer, behind the United States, Oliveira says the idea is to be one more option in the specialty coffee segment, with traceability, hand harvesting and a variety of roasts as differentiators. The coffees sold in the country are gathered in Bebidário's coffee category.
Sources: Mercado&Consumo (October 23, 2026), Meio & Mensagem (August 14, 2026).
