Toks is a Mexican fast casual restaurant chain owned by Grupo Gigante. It was founded in 1971 and has close to 200 locations across Mexico.

Foundation and profile

Toks was founded in 1971 in Mexico City. Its first location was in the northern part of the city close to the Basilica of Our Lady of Guadalupe. Since its creation, Toks was owned by Grupo Gigante, 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 Tiendas Comercial Mexicana S.A. de C.V., colloquially known as La Comercial and La Comer, was a Mexican hypermarket group that operated mainly in Mexico City and Central Mexico. It was founded in 1930 and operated by Controladora Comercial Mex ...

. 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 EL, El or el may refer to: Religion * El (deity), a Semitic word for "God" People * EL (rapper) (born 1983), stage name of Elorm Adablah, a Ghanaian rapper and sound engineer * El DeBarge, music artist * El Franco Lee (1949–2016), American po ...

, 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,

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 Chihuahua may refer to: Places *Chihuahua (state), a Mexican state **Chihuahua (dog), a breed of dog named after the state **Chihuahua cheese, a type of cheese originating in the state **Chihuahua City, the capital city of the state **Chihuahua Mun ...

, 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