Through this article, Giansante delves into how Boali is turning the global shift toward healthier eating into a scalable, international business model, showing that with operational discipline and cultural adaptability, a locally successful concept can meet universal consumer demand.
The global demand for healthier food options has transitioned from a niche market to a significant mainstream trend, influencing culinary landscapes worldwide. Within this context, Boali has established itself as the major healthy food franchise in Brazil. Founded with the goal of making healthy eating more accessible, we’re now pursuing an international expansion strategy, aiming to introduce the concept to new markets.
Established in early 2016 by co-founders including current CEO Rodrigo Barros, Fernando Bueno and myself, Boali’s mission focused on making healthy eating accessible and transforming habits through food. A mid-term objective for the company is to become the leading global healthy food chain, a goal necessitating a strategic menu, efficient operations and an understanding of diverse consumer needs.
Utilizing a franchising model and emphasizing quality, consistency and distribution, Boali expanded its presence nationally, operating in 25 Brazilian states. A notable aspect of its domestic operation is a high customer repetition rate, with approximately 50 percent of customers visiting weekly.
This domestic growth provided the operational and financial basis for pursuing international expansion.
Boali reduced its international menu offerings by 35 percent compared to its domestic menu, focusing on core products. This streamlined approach has contributed to increased customer throughput and reduced labor costs in initial international operations
A key element of the international strategy involves operational efficiency, driven significantly by menu optimization. Boali reduced its international menu offerings by 35 percent compared to its domestic menu, focusing on core products. This streamlined approach has contributed to increased customer throughput and reduced labor costs in initial international operations.
The launch of the first international franchise in Lisbon, in partnership with football superstar Deco, marked the company’s entry into the European market, customer repetition rates is mirroring the 50 percent weekly figure seen in Brazil. Interestingly, while some menu items were adapted for local Portuguese culture, the best-selling products have remained consistent with those in Brazil. This suggests a strong appeal for our core offerings that may transcend significant cultural palate differences, although adaptation remains part of the strategy.
The United States is another key target market, with plans for an opening in Miami scheduled for early September. The US market features a significant segment of health-conscious consumers seeking convenient meal solutions, which aligns with our focus.
The desire for healthier lunch options is a consistent habit among professionals globally, so this is our real estate goals for first locations. This reflects a broader lesson learned during expansion: the trend towards healthier eating habits appears to be developing universally, regardless of location.
Our major sponsorships in Brazil, including events like Ironman, WSL, Porsche Cup and F1, where key and strategic to have signed this deals as the stakeholders get a better understanding of our position and where we’re going.
The expansion into Portugal and US are just the beginning of a worldwide healthy food revolution, one delicious and healthy meal at a time, we’ll be the largest healthy food chain in the world.
