reconquer the local without forgetting the guiri
Mixed paella

reconquer the local without forgetting the guiri

is not it Prado Museum, neither Thyssen nor Reina Sofia. Neither the Bernabeu nor the National Archeology. It is one with the tables, chopstickswalking sticks, acorn-fed Iberian and part Delicatessen. However, although there are no works of art on display here, some people also take pictures. this ham museumA chain opened in 1978, Gran Via reopens its facilities, one of the most symbolic after the two-year closure. It has several different sections, but Global Consumer One afternoon each day, we lean into the bar to get a taste of how the reopening is going.

Around 14:00, large facilities (on the first floor, rod It’s the axis from the Plaza de los Mostenses exit to the lively Gran Vía) is not very busy. Half an hour later, the downstairs restaurant is almost full, the waiters are running up and down, and a group of Asian tourists They photograph the ham legs of technology, they are fascinatedanyone. The music gets louder. Sounds i will have a good timeMen G.

Between nostalgia and exoticism

Before ordering a beer, we take a look at the draft options. there are faucets Amstel, Eagle Y Paulaner. The latter is already a clue: Central Europeans are also seduced by the site. It won’t be past three in the afternoon, but some workers arrive with their worn T-shirts and trousers stained from paint or effort, and they ask. coffee with milkThey drink within 15 minutes and leave the building. Her outfit contrasts with that of some tourists those who come in with their jackets and clean bags Gifts recently acquired by Gran Via.

Museum Entrance / CG
Museum Entrance / CG

We ask a waiter, who cuts his hustle and bustle for half a minute, how these first few days went. “We have very little margin to get an opinion but we see people come and tell us”great, unfortunately you’ve been closed for two years‘. Something emotional“He identifies. He is very busy, so he wants us to come back in a few weeks when he can provide a more detailed view. Therefore, we ask Louis Alfonso MunozCEO of Museo del Jamón Global Consumer “very well received by customers who already know and know us” wishing this legendary place to reopen”. In fact, he admits that “billing went better than expected to begin with.”

National customer supremacy

The equation is clear: reconquer stomach (hearts are no longer needed) customers who live in the neighborhood (yes, people live near Gran Vía in Madrid) and attract tourists. In this regard, Muñoz states that “before the epidemic, approximately 50% of the people were foreigners. After the pandemic and with the new offer, national audience reached 80%”. Of course, the clientele varies a lot depending on which restaurant you go to: Museo del Jamón is an institution, among others. six local (plus the central store on Antonio López street).

Local bar / CG
Local bar / CG

Regardless, ham is not just a meal, it’s also a profitable claim. There are several places on Gran Via that refer to this. magic word: Jamón 55, El Jamón de Gran Via, Don Jamón and Paraíso del Jamón. Almost an asphalt meadow. We review the menu while buying the second stick. not to miss squid sandwich (3.90 euros) nor jerky boards (6 euros) or waist (5 euros), but amazing mixed paella For two people it costs 23 euros. In the section next to the entrance Delicatessen, whoever wants to buy a cured ham block can do so for 16 euros per kilo; while one Acorn It goes up to 99 Euro/kg. on the other hand salty fresh cheeseAnother classic, as simple as it is timeless, costs 7 Euro/kg.

“We have the best quality sandwich for the cheapest price”

Elías Moreno is a regular customer of the Museo del Jamón, particularly in Calle Mayor in the Usera district and Glorieta de Cádiz. This client, who is about 60 years old, emphasizes “professionalism, careful treatment and product diversity”. He also defends affordable prices”, from a simple coffee to lunch and snacks. “I think it’s one of the oldest places in Madrid,” he says. About the bread, it says quality “acceptable”For the price, although it’s not a “soft plan” or “much less perfect”.

Entrance to another building of the Museo del Jamón chain / FLICKR CREATIVE COMMONS
Entrance to another building of the Museo del Jamón chain / FLICKR CREATIVE COMMONS

But Moreno also remembers that “a few years ago” at the Museo del Jamón, a cane and a sandwich of ham cost 2 euros. Now at Gran Via facilities rods two euro and the most typical sandwich is at 1.80. Muñoz notes that while inflation “affects them, as well as others,” they are “making great efforts to stay.” restaurant chain at most competitive pricesis to offer the highest quality national product”. “You won’t find any place in the heart of Madrid’s Gran Via that offers a Serrano ham sandwich for €1.80. Best of SpainYou will find that we get the best quality sandwich at the cheapest price. What we’ve been doing since 1978” he argues.

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