The agreement aims to establish milanesa as a symbol of Argentine cuisine and bring it to Europe by 2027
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The greatest player in the history of soccer and world champion, Lionel Messi, has officially joined as an investor partner in El Club de la Milanesa, a prominent restaurant chain founded in Buenos Aires that aims to expand aggressively outside the country.
The soccer star's decision is motivated by his personal affinity for traditional Argentine cuisine. In numerous interviews, the captain of the national team has expressed his preference for milanesas, thus establishing an emotional connection with the product that he now supports in his role as an entrepreneur.
El Club de la Milanesa began its journey in 2006 with the opening of its first location in the Belgrano neighborhood of Buenos Aires. From there, it started a process of sustained growth that made it a prominent player in the gastronomic sector specializing in milanesas.
Lionel Messi.
Its concept was based on a menu dedicated entirely to this traditional dish, offering multiple versions and side dishes. Currently, the brand has more than 70 branches distributed across Argentina, Uruguay, and the United States.
Over time, the company diversified its business formats to adapt to new market trends and increase its revenue. It incorporated models such as Delivery, Casual Dining, Fast Casual, and Event Services, which facilitated its expansion both in physical locations and through digital platforms. In the past year, the home delivery service grew by 60%.
Messi joined as a strategic partner with the goal of driving the brand's global development. Although no details were released regarding the amount invested or the player's equity stake, the company emphasized that his presence represents a major boost for the brand's identity and visibility.
In a statement, the company said: "With this partnership, the sports idol reinforces the brand's vision: not only to establish milanesa as a classic of Argentine cuisine, but also to take it beyond our borders."
Lionel Messi.
The expansion plan includes opening new locations in Argentina, the United States, and Uruguay throughout this year. The company also announced that it will soon launch in Chile and Paraguay, as part of a regional strategy aimed at strengthening its presence in the main markets of the Southern Cone. Looking ahead to 2027, the brand plans to expand to Europe, with openings scheduled in Spain, Italy, and Portugal, where it intends to leverage Lionel Messi's image as a key element to attract the public and position the brand.
El Club de la Milanesa has established itself as an innovative concept within the restaurant sector by designing a menu focused exclusively on milanesas, combining Argentine Black Angus beef with a wide variety of toppings and side dishes.
Regarding Messi's role, the company highlighted that his presence not only adds value as an investor, but also represents a symbol of the Argentine spirit. In an official statement, they said: "Leo Messi's arrival as a partner of El Club de la Milanesa enhances the brand's identity and connects it with the most authentic aspects of being Argentine. More than just a dish, milanesa is synonymous with tradition and flavor. Now, with the Captain playing on this team, its story is ready to cross borders and go even further."
