IBERSOL | 2016 Annual Report - page 78

Counters
Founded in 1991, having first opened in Barcelona, the brand commemora-
ted its 25th anniversary in 2016 as one of the leading brands in the san-
dwiches and CoffeBakery market, with presence in the Spanish, Portuguese
and Italian markets.
The brand ended 2016 with a total of 729 employees and 113 units, 105 of
which are located in Spain (38 units are owned and 67 are franchised) and
8 in Italy (franchised). As mentioned before, in Portugal operate further 46
units under Pans brand.
Over the course of the last two years, the brand began a process for in-
-depth change, to adapt to the needs of demand. As such, the Pans 3.0
model was defined, by reformulating the image and incorporating new
areas (Coffee Bakery and Café Pans), thereby seeking to provide its custo-
mers with a more cosy atmosphere and an offer that covers all their daily
needs.
The brand’s strategy in 2016 was centred on two fundamental pillars:
developing a differentiating offer and brand image, thereby evolving the
current Pans 3.0 to Pans 4.0 and Café Pans 4.0, and working on the rollout
and refurbishment of the units to the Pans 3.0 model. 75% of the owned
units in Spain have now been refurbished, as well as 33% of the franchised
ones. In Portugal and Italy, 4 units and 1 unit respectively were refurbished.
2016 was without a doubt a very important year for the brand with regard
to innovation. Innovation and the ability to surprise have been intrinsic
parts of the brand since its creation and in 2016 the objective was
“Devol-
ver el bocadillo al lugar que se merece”
.
The brand celebrated its 25th birthday by recovering part of its origins by
launching the 2 historic sandwiches: “Alsácia” and “Serranito”. Later, it im-
SPAIN
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