Lionel Messi has joined El Club de la Milanesa as a global partner and shareholder. The announcement, made official earlier this week, marks a new step for the Argentine food chain, which currently operates in Argentina, Uruguay, and the United States. In an exclusive interview with Mundo Albiceleste, Reinaldo Bacigalupo, who oversees marketing and international development for the brand, discussed the details of the partnership and the company’s expansion strategy.
Lionel Messi’s Role in the Project
Bacigalupo explained that the relationship between Messi and the company began informally years ago, when the footballer visited one of their restaurants in Rosario.
“Messi came to our location in Pellegrini (Rosario) with his brothers years ago. It was a normal lunch, but a big moment for us. Later, through mutual contacts, we were able to make a formal proposal.”
According to Bacigalupo, Messi is now a passive partner in the company.
“He’s currently focused on football, but he became a global partner in the brand. The idea is that, over time, his involvement may grow as the relationship develops.”
The company has plans to gradually integrate Messi’s presence in different ways, possibly including a product line or a menu item selected or inspired by him.
“Unlike other collaborations, here he’s a co-owner. That implies a different type of commitment,” Bacigalupo said.
Source: IG/elclubdelamilanesa.us
Expansion in the United States
El Club de la Milanesa opened its first U.S. location in Miami in 2024. The company chose Miami after conducting market studies in several cities, including New York, Madrid, and Barcelona.
“We spent time living in each city to understand the local food scene. Miami stood out because of its strong Latin American presence,” Bacigalupo explained.
The company plans to open new locations in the state of Florida.
“We already signed for a second location in North Beach, on the corner of 71st and Collins, and we’re looking into Doral and Aventura. We’ve also started conversations to have a presence at Inter Miami’s new stadium.”
By the end of 2025, the group expects to operate five locations in the U.S., with long-term plans to enter other major markets such as New York and the West Coast. The same expansion model is being considered for parts of Europe.
“We’re looking for experienced operators in each region. The goal is to grow through local partners who already manage restaurants.”
Source: IG/elclubdelamilanesa.us
Brand Identity and Concept
The restaurant’s concept is centered around the milanesa, a traditional Argentine dish. Bacigalupo described the brand’s positioning as informal and accessible.
“It’s about sharing a meal—milanesa, beer, conversation. It’s a simple environment meant to reflect everyday Argentine customs.”
The restaurants are designed to serve a broad customer base.
“People can come as they are. It’s not a formal setting. The idea is to replicate the experience of eating your favorite dish outside of home, with consistent quality.”
The menu adapts slightly by time of day, with lighter options offered at lunch and more typical milanesa plates available in the evening.
“In Argentina, people have strong opinions about football, politics, and milanesas. It’s something everyone connects with. That’s part of what makes the concept scalable to other regions.”
Messi’s incorporation into the business coincides with the company’s broader efforts to expand internationally. The brand currently operates over 70 locations in Argentina and Uruguay, and its U.S. presence is expected to grow in the coming years.
Source: IG/elclubdelamilanesa.us
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