Success Stories
Juan Valdéz Café USA (2007-2008)
During his time at Juan Valdez café, Kattan improved the Colombian coffee company’s image and positioned it to be able to capitalize the product inside the US market.
Achievements:
• Transformed the business with a progressive strategy, which resulted on positive results for the company.
• Achieved a growth of 130% over a period of 18 months, transforming 7 stores with large losses into 15 profitable stores.
• Launched a development campaign to forge alliances with shopping centers, airports and commercial corridors. This allowed Saul to install Juan Valdez stores in places of high traffic.
• A strategic national-level alliance was made with a leading commercial agent in the industry, in order to establish a wholesale distribution network, encompassing regional and national supermarket chains and more than 2,000 retail stores.
• Worked to solve the problems arising from previous strategies that were poorly planned and damaged the brand’s positioning.
• Reviewed the opened franchises in different cities of the USA (New York, Philadelphia, Washington, DC and Seattle), in order to repair past errors related to location, design, signage, products and personnel.
• A friendly environment was introduced with the client, as well as the product offer was standardized and the costs were verified in order to emulate the quality models and the demographics of the consumers.
• New cost reduction targets were institutionalized, managing to reduce costs by 70%, freeing up to 4.2 million dollars per year.