Toks is a Mexican

fast casual restaurant A fast casual restaurant, found primarily in the United States and Canada, does not offer full table service, but advertises higher quality food than fast food restaurants, with fewer frozen or processed ingredients. It is an intermediate conce ...

chain owned by

Grupo Gigante Grupo Gigante is a holding company, holding listed at Mexican Stock Exchange founded in 1962, enterprises includes: Office Depot, The Home Store, SuperPrecio and Toks. The Supermercados Gigante, namesake hypermarkets and supermarkets are sold i ...

. It was founded in 1971 and has close to 200 locations across Mexico.

Foundation and profile

Toks was founded in 1971 in

Mexico City Mexico City ( es, link=no, Ciudad de México, ; abbr.: CDMX; Nahuatl: ''Altepetl Mexico'') is the capital and largest city of Mexico, and the most populous city in North America. One of the world's alpha cities, it is located in the Valley o ...

. Its first location was in the northern part of the city close to the

Basilica of Our Lady of Guadalupe The Basilica of Santa María de Guadalupe, officially called Insigne y Nacional Basílica de Santa María de Guadalupe (in English: Basilica of Our Lady of Guadalupe) is a sanctuary of the Catholic Church, dedicated to the Virgin Mary in her invo ...

. Since its creation, Toks was owned by

, a holding conglomerate. Grupo Gigante created Toks to increase its market share in the restaurant industry.

Current status

2010s

In 2014, Toks had an 8% market share in Mexico's restaurant industry. The leader in this sector was Vips, which held 15%. In 2016, Toks announced they were opening ten new restaurants across Mexico. Gustavo Pérez, Director of Toks' Social Responsibility Department, said that Toks' growth was of 15 to 18% every year, while the rest of the industry was experiencing 2 to 3% growth. Along with the opening of more locations, Toks also announced the acquisition of Restaurantes California, a chain owned by Comercial Mexicana. Sales increased for Toks in 2016, and eventually surpassed those of Vips, by serving at least 33.5 million customers that year. The average meal per customer was MXN$125. That year, Toks' growth accounted for 15% of Grupo Gigante's total revenue. In 2018, Toks invested between MXN$350 million to MXN$400 million as part of their expansion strategy to open sixteen new locations in Mexico. In an interview with the press, General Director Juan Carlos Alverde stated that Toks was planning to end the year with 205 or 208 locations open. He explained that they were expanding in the

State of Mexico The State of Mexico ( es, Estado de México; ), officially just Mexico ( es, México), is one of the 32 federal entities of the United Mexican States. Commonly known as Edomex (from ) to distinguish it from the name of the whole country, it is ...

, in the area known as El Bajío, in southeastern Mexico, and in

Monterrey Monterrey ( , ) is the capital and largest city of the northeastern state of Nuevo León, Mexico, and the third largest city in Mexico behind Guadalajara and Mexico City. Located at the foothills of the Sierra Madre Oriental, the city is anchor ...

. He said the firm wanted to open locations in

Tamaulipas Tamaulipas (), officially the Free and Sovereign State of Tamaulipas ( es, Estado Libre y Soberano de Tamaulipas), is a state in the northeast region of Mexico; one of the 31 states which, along with Mexico City, comprise the 32 Federal Entiti ...

Sonora Sonora (), officially Estado Libre y Soberano de Sonora ( en, Free and Sovereign State of Sonora), is one of the 31 states which, along with Mexico City, comprise the Administrative divisions of Mexico, Federal Entities of Mexico. The state is d ...

, and Chihuahua, where Toks does not have a restaurant open. When asked about his competition in the market, Alverde explained that Toks competed with both small restaurants and large chains. He concluded the interview by stating that Toks had been innovating their business since 2001 to increase restaurant attendance.

References

External links

* {{Authority control Restaurant chains in Mexico 1971 establishments in Mexico Restaurants established in 1971