The American casual dining restaurant chain Chili’s has opened its first unit on the local market, located in the Mall Băneasa shopping center in Bucharest, following an investment of more than EUR 1 million. The project is developed by a group of local investors who have set an accelerated expansion, aiming to reach a minimum of 10 restaurants nationwide by 2030.
The shareholder structure of the company that owns the local franchise consists of four partners: Mohamed Kotop, who is also the administrator, Honorius Prigoană, Horea Dinea and Ioan Anton Măzărianu. The 50% majority stake is held by Ioan Anton Măzărianu, an entrepreneur who also controls the heavy machinery manufacturer Comes. The process of bringing the brand to Romania involved rigorous vetting by the chain’s owner, Brinker International, and training sessions for the management team in the United States. The investment decision was based on the opportunity identified in the casual dining segment, which is considered underdeveloped compared to the fast-food and premium restaurant offer.
The expansion strategy is not limited to shopping centers, although statistics show that 90% of Chili’s restaurants outside the US operate in malls. Investors are also considering locating future units in military bases, with talks in the works for a possible opening in the Mihail Kogălniceanu Military Base. This business model has a European precedent at Ramstein Air Base in Germany. Operationally, the chain will be based on a local supply chain, with over 90% of the products used to be sourced from Romania. The Chili’s brand, founded in 1975 in Texas, is known for its American menu with Mexican influences.