{"id":10152,"date":"2017-06-29T12:50:43","date_gmt":"2017-06-29T15:50:43","guid":{"rendered":"http:\/\/www.amchamchile.cl\/?p=151123"},"modified":"2017-07-12T11:53:42","modified_gmt":"2017-07-12T14:53:42","slug":"caso-de-negocios-el-salto-internacional-de-fete-chocolat","status":"publish","type":"news","link":"https:\/\/amchamchile.cl\/en\/noticia\/caso-de-negocios-el-salto-internacional-de-fete-chocolat\/","title":{"rendered":"[:es]Caso de Negocios: El salto internacional de F\u00eate Chocolat[:en]La F\u00eate Chocolat takes an international leap[:]"},"content":{"rendered":"

[:es]\"\"
\nA punto de cumplir su aniversario n\u00famero once, la empresa fundada por Jorge Mckay consolid\u00f3 su posici\u00f3n en el mercado local con una red de 38 locales y cruz\u00f3 las fronteras abriendo su primera tienda en Estados Unidos, en la ciudad de Atlanta, jugada que se dispone a replicar en la zona de Nueva York, mientras sigue avanzando con su plantaci\u00f3n propia de cacao en M\u00e9xico.<\/strong>\u00a0<\/strong><\/p>\n

Por Ignacia Medina<\/strong><\/em><\/p>\n

Sin f\u00e1brica y armado solamente con sus ahorros y buenas ideas, Jorge Mckay Alliende inici\u00f3 en julio de 2006, en una bodega arrendada en Quilicura, el proyecto que dio forma a la chocolater\u00eda La F\u00eate. Una d\u00e9cada m\u00e1s tarde la empresa se ha consolidado con una red comercial de 38 puntos de venta propios entre Antofagasta y Punta Arenas, los que son abastecidos por una f\u00e1brica propia en la que trabajan alrededor de 400 personas.<\/p>\n

Una trayectoria en la que se conjugan su historia personal enraizada a la famosa compa\u00f1\u00eda familiar de galletas \u201cMckay\u201d -creada por su padre Jorge Mckay Harseim- y su propia visi\u00f3n de negocios que supo detectar en la chocolater\u00eda fina un gran potencial de desarrollo.<\/p>\n

El presente de La F\u00eate da cuenta de su exitoso desarrollo. En agosto pr\u00f3ximo est\u00e1 prevista la entrada en operaciones de la ampliaci\u00f3n de su f\u00e1brica, la que incluy\u00f3 una superficie total de siete mil metros construidos para subir su capacidad de producci\u00f3n, est\u00e1ndar tecnol\u00f3gico y espacios de trabajo, de modo de satisfacer la creciente demanda. A esto se suma una nueva fase de su plan de apertura de tiendas en todo el pa\u00eds, con planes en puntos como la ciudad de Valdivia y el futuro Mall Plaza Los Dom\u00ednicos, cada una de las cuales demanda inversiones en torno a US$ 200 mil.<\/p>\n

Un impulso que no ha disminuido con el lento ritmo de la econom\u00eda. Por el contrario, Mckay destaca la cualidad del chocolate como un producto gratificador a valores accesibles, atributo que en La F\u00eate potencian con un permanente lanzamiento de productos y combinaciones novedosas. De ah\u00ed que en la empresa estimen para este a\u00f1o un volumen de ventas en torno a los US$ 24 millones, 20% m\u00e1s que en 2016.<\/p>\n

En paralelo a este crecimiento en el mercado local, que le ha valido un amplio reconocimiento entre sus pares, Mckay ya sent\u00f3 las bases de la expansi\u00f3n de La F\u00eate m\u00e1s all\u00e1 de las fronteras chilenas.<\/p>\n

Los primeros pasos en EE.UU.<\/strong>\u00a0<\/strong><\/p>\n

Tras lograr la aprobaci\u00f3n de la Food and Drug Administration (FDA) y obtener diferentes patentes, La F\u00eate inaugur\u00f3 hace seis meses su primer local en Estados Unidos, ubicado en la ciudad de Atlanta, Georgia. Un logro tras un largo proceso, pero que Jorge Mckay valora por tratarse de un mercado que implicar\u00e1 nuevas oportunidades, y que continuar\u00e1 en un par de semanas con la entrada en operaci\u00f3n de su tienda online. A ello se suma un trabajo de preparaci\u00f3n de futuras expansiones en dicho pa\u00eds, con la mirada puesta en otros puntos de venta en la zona de Nueva York.<\/p>\n

El plan de internacionalizaci\u00f3n de la compa\u00f1\u00eda ha fijado objetivos en otros pa\u00edses. En asociaci\u00f3n con empresarios chocolateros de B\u00e9lgica, Francia y la Rep\u00fablica Checa, en el a\u00f1o 2014 compraron un terreno de 200 hect\u00e1reas en el estado mexicano de Yucat\u00e1n para desarrollar una plantaci\u00f3n propia de cacao. El proyecto iniciado con el cultivo de las primeras 25 hect\u00e1reas ya gener\u00f3 su primera cosecha el a\u00f1o pasado, cuya calidad est\u00e1 siendo evaluada para as\u00ed ponerla a disposici\u00f3n del programa de elaboraci\u00f3n de nuevos productos. Actualmente, con una planta que incluye 50 personas de la zona, este desarrollo agr\u00edcola tambi\u00e9n impulsa iniciativas de car\u00e1cter social en la l\u00ednea de reivindicar el origen maya del cacao, con lo cual busca, adem\u00e1s, sumar nuevos atributos de calidad a los productos finales.<\/p>\n

Los valores de la empresa<\/strong>\u00a0<\/strong><\/p>\n

\u201cA m\u00ed me encanta dar trabajo, ese para m\u00ed es el principal desaf\u00edo\u201d, sostiene Jorge Mckay en relaci\u00f3n a su enfoque empresarial, en el cual considera fundamental la creaci\u00f3n de ambientes con energ\u00eda positiva. \u201cAqu\u00ed los valores humanos son muy relevantes: el trabajo bien hecho, la honestidad, considerar al cliente siempre como lo m\u00e1s importante, el respeto por toda la gente que trabaja aqu\u00ed y la b\u00fasqueda permanente de la excelencia\u201d, agrega.<\/p>\n

Entre los factores que explican el fuerte y r\u00e1pido crecimiento de La F\u00eate Chocolat, Mckay destaca la priorizaci\u00f3n de la excelencia como un atributo fundamental, objetivo que promueven activamente en la empresa mediante la capacitaci\u00f3n y formaci\u00f3n de sus empleados con acciones como el funcionamiento de un comit\u00e9 de desarrollo e incentivos como viajes y participaci\u00f3n en ferias. Todo alineado al objetivo de la administraci\u00f3n de estimular y ofrecer condiciones de estabilidad a su personal, conceptos que, en general, Mckay ve poco difundidos en las compa\u00f1\u00edas chilenas, donde observa falencias en una serie de \u00e1reas como la atenci\u00f3n al servicio del cliente y en el seguimiento efectivo a los proyectos.<\/p>\n

Mckay subraya que la pol\u00edtica de recursos humanos implementada en La F\u00eate Chocolat ha sido fundamental en sus buenos resultados: \u201cen 10 a\u00f1os, nosotros multiplicamos este mercado en tres o cuatro veces, y pasamos a ser los m\u00e1s grandes\u201d.<\/p>\n

En este sentido, el empresario resalta el ingrediente final de su f\u00f3rmula de negocios: el 90% de los empleados de la chocolater\u00eda son mujeres. \u201cLa experiencia de compra es femenina, y nuestro trabajo interno es delicado y cuidadoso\u201d, sentencia.[:en]\"\"<\/strong><\/p>\n

On the brink of its eleventh birthday, the company founded by Jorge McKay has firmly established its presence in the Chilean market, with a network of 38 stores nationwide. It has now taken an important leap abroad by opening its first store in the United States, in Atlanta, with plans in the pipeline to follow suit in New York. All the while, the company continues to make progress with its own cocoa plantation in Mexico.\u00a0<\/strong>\u00a0<\/strong><\/p>\n

By Ignacia Medina<\/strong><\/em><\/p>\n

With no factory and in possession of just his savings, his good ideas, and a rented storage space in the Santiago district of Quilicura, in July 2006 Jorge McKay Alliende began to develop what would eventually become La F\u00eate chocolate shop. A decade later and the company has successfully built a network of 38 stores, from Antofagasta in the far north of Chile to Punta Arenas in the extreme south. All 38 of these chocolate shops are stocked by La F\u00eate\u2019s own factory, which provides employment to around 400 people.<\/p>\n

This rise to the top intertwines the founder\u2019s personal history, which is rooted in the renowned family behind the \u2018McKay\u2019 brand of cookies that was created by his father Jorge McKay Harseim, and his own business outlook that was able to foresee the great potential behind a refined chocolate shop.<\/p>\n

The current standing of La F\u00eate is testament to the successful development of this potential. In August this year, this potential will grow even further as work will begin on the expansion of the company\u2019s factory, taking the total operating area to 7,000 square meters. This work will increase the chocolate company\u2019s production capacity, technology standards and improve its work spaces, thereby helping it to meet the growing demand for its product. This development work will be taking place in conjunction with La F\u00eate\u2019s goal to open stores right across the country. Indeed, plans are in place to open new shops in the city of Valdivia and the future Mall Plaza Los Dom\u00ednicos in Santiago, each of which will require investment of approximately US$200,000.<\/p>\n

The company\u2019s drive for expansion has not been diminished by the slow pace of economic growth in Chile. On the contrary, McKay emphasizes the quality of the chocolate as a highly satisfying product at an affordable price, which is an attribute the team at La F\u00eate is keen to exploit, frequently launching new and original products and combinations. Accordingly, the company estimates sales of approximately US$24 million for 2017, a 20% rise on the previous year.<\/p>\n

Prior to its current wave of business growth in Chile, which has earned the founder widespread recognition among his peers, McKay had already laid the foundations for the expansion of La F\u00eate beyond the local market.<\/p>\n

The first steps in the United States<\/strong>\u00a0<\/strong><\/p>\n

Having gained approval from the United States Food and Drug Administration (FDA) and secured a variety of new patents, La F\u00eate opened in first store in the US six months ago in Atlanta, Georgia. This represents significant success that was a long time in the making. However, Jorge McKay greatly values the effort expended because of the new opportunities afforded by the US market; opportunities that will be further consolidated in the coming weeks with the launch of the company\u2019s online store. Meanwhile, ongoing work is focusing on future expansion possibilities in the US, with sights firmly set on establishing new stores in New York.<\/p>\n

As part of its internationalization plan, La F\u00eate is looking to fulfil additional objectives in other markets as well. In 2014, in association with chocolatiers from Belgium, France and the Czech Republic, 200 hectares of land were purchased in the Mexican state of Yucatan to develop a cocoa plantation. The project that began with the cultivation of the first 25 hectares produced its first harvest in 2015, the quality of which is currently undergoing analysis to gauge whether it can be made available to the association for the manufacture of new products. Currently, this agricultural development hosts a plant that employs 50 local persons. It also runs distinct social initiatives aimed at promoting the Mayan origin of cocoa, through which it seeks to add new qualities and attributes to the final products that are created.<\/p>\n

Company values<\/strong>\u00a0<\/strong><\/p>\n

\u201cI love providing work for people, that is my biggest challenge\u201d, says Jorge McKay in relation to his business approach, which also includes the fundamental component of creating working environments full of positive energy. \u201cHuman values are very important here: a job well done, honesty, always viewing the customer as the most important person, respect for the people who work here, and constantly striving for excellence\u201d are all essential, he adds.<\/p>\n

Among the factors to which McKay attributes the strong and fast growth of La F\u00eate Chocolat is the prioritization of excellence. Indeed, this objective is actively pursued at the company by means of the ongoing training and capacity building of staff through, for example, a development committee, as well as the provision of incentives such as travel opportunities and participation in local fairs and markets. This approach reinforces the management\u2019s objective of offering its workforce stimulating and stable conditions. McKay contends that these concepts are relatively rare within Chilean companies, in which it is possible to observe shortcomings across a range of areas, including customer service and an effective monitoring of projects.<\/p>\n

McKay believes that the human resources policy implemented at La F\u00eate Chocolat has been a fundamental part of the positive results achieved by the company: \u201cIn 10 years, we have multiplied the size of this market three or four times, and we have now become the largest market player\u201d.<\/p>\n

In this regard, the entrepreneur outlines the final ingredient of his business formula: 90% of the employees at La F\u00eate are women. \u201cThe buying experience is largely female, and our work behind the scenes is both delicate and precise\u201d, he explains.[:]<\/p>\n","protected":false},"excerpt":{"rendered":"

[:es] A punto de cumplir su aniversario n\u00famero once, la empresa fundada por Jorge Mckay consolid\u00f3 su posici\u00f3n en el mercado local con una red de 38 locales y cruz\u00f3 las fronteras abriendo su primera tienda en Estados Unidos, en la ciudad de Atlanta, jugada que se dispone a replicar en la zona de Nueva […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","news_tax":[],"user_type":[],"class_list":["post-10152","news","type-news","status-publish","hentry"],"acf":[],"yoast_head":"\n[:es]Caso de Negocios: El salto internacional de F\u00eate Chocolat[:en]La F\u00eate Chocolat takes an international leap[:] - AmCham Chile<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/amchamchile.cl\/noticia\/caso-de-negocios-el-salto-internacional-de-fete-chocolat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[:es]Caso de Negocios: El salto internacional de F\u00eate Chocolat[:en]La F\u00eate Chocolat takes an international leap[:] - 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