Growth Chains: 100 Montaditos

Madrid chain aims to capitalize 
on U.S. love of Latin American cuisine

Opening 300 new locations over the next five years in the United States and South America may sound like an ambitious goal, but that’s just what 100 Montaditos’ chief executive for the Americas Juan Gervás hopes to do with his Spanish fast-casual concept.

The restaurant chain — with its signature montadito, a small tapas-style sandwich traditionally prepared with Jamón Ibérico, a high-quality Spanish ham — debuted in Huelva, Spain,

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