El Globo

What El Globo does

El Globo is one of Mexico's oldest and most iconic traditional bakery and pastry chains, founded in 1884 by the Italian Tenconi family in collaboration with French pastry expert Giovanni Laposse. The company operates 170+ retail branches across 24 Mexican cities, offering a comprehensive portfolio spanning 64 cake varieties, 96 bakery items, 20 gelatin desserts, 7 beverages, and 4 ice cream products, including signature creations like the Garibaldi pastry (an 1884 original never replicated by competitors), Pastel Salón, and Mil Hojas. Underlying production combines artisanal sourdough (masa madre) fermentation, French haute pâtisserie techniques, and selective premium inputs such as 100% Belgian butter for croissants and 100% Chiapas coffee from Jaltenango, supported by 4 regional manufacturing plants.

El Globo has been a wholly-owned subsidiary of Grupo Bimbo S.A.B. de C.V.—the world's largest baking company—since 2005, having previously been part of Grupo Sanborns from 1999. The company operates a multi-channel go-to-market: company-owned retail branches serving as the primary sales channel, online ordering with in-store pickup via elglobo.com.mx, third-party delivery partnerships with Uber Eats, Rappi, and Didi Food, and packaged product distribution through major supermarket chains including Walmart Mexico, La Comer, City Fresko, and Sam's Club. It also runs the 'Invitado Consentido' loyalty program (offering up to 10% in points via a dedicated mobile app) and pursues social impact initiatives such as its APAC partnership for inclusive employment of people with disabilities.

The customer base is primarily individual Mexican consumers and families purchasing for everyday consumption, celebrations (birthdays, anniversaries, holidays), and gifting, with secondary segments in corporate events and catering. Pricing is transaction-based with promotional offers (10% birthday discounts, 6x5 on donuts, coffee+bread combos, Valentine's combos at $66-$209 MXN) and subscription-style loyalty accumulation. El Globo's value proposition rests on its 140+ year brand heritage, original recipe library, broad product assortment, and physical retail density across Mexico City and other major urban centers.

Name

El Globo

Legal name

Grupo Bimbo S.A.B. de C.V.

Website

https://elglobo.com.mx

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

51–100 employees

Short description

El Globo is a 140-year-old traditional Mexican bakery and pastry chain operating 170+ retail branches across 24 cities, serving individual consumers and families with cakes, breads, and beverages. A subsidiary of Grupo Bimbo since 2005, it sells through retail, e-commerce, third-party delivery apps, and supermarket distribution.

Ownership category

akta.pro rank

Product category

Artisanal Bakery and Pastry

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050), Retail-Grocery Stores (5411)

akta.pro primary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

akta.pro secondary industries

Online Bakery & Desserts Delivery (CRAHAIAK), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Gourmet & Fine Food Stores (CRAHAGAG)

Keywords

• Artisan bakery products
• Pastry and cakes
• Sourdough bread
• Bakery retail
• Celebration cakes

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Bakery and Pastry Sales: Direct sales of baked goods, pastries, cakes, breads, and beverages through company-owned retail branches. Customers can order online for pickup or purchase in-store.
2. Third-Party Delivery Marketplace: Sales through delivery platforms Uber Eats, Rappi, and Didi where customers can order products for home delivery.
3. Retail Distribution (Supermarkets): Products sold through supermarket chains including Walmart, La Comer, City Fresko, and Sam's Club, featuring packaged items like Mini Garibaldis, Rosca Garibaldi, and Biscotel.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

El Globo is a traditional Mexican bakery and pastry company founded in 1884, operating 170+ retail branches across 24 cities in Mexico. The company manufactures and sells an extensive portfolio of cakes, breads, pastries, artisanal sourdough items, croissants, gelatins, ice creams, and beverages. Customers can purchase in-store, order online for pickup, or buy packaged products through supermarket chains.

Product overview

El Globo is a traditional Mexican bakery and pastry company founded in 1884, operating over 170 branches across 24 cities in Mexico. The company offers a comprehensive portfolio of bakery and pastry products built around five core categories: Pasteles (64 cake varieties including iconic products like Pastel Salón, Mil Hojas, and Tiramisú), Panadería (96 bakery items including bread, empanadas, donuts, croissants, and artisanal sourdough breads), Gelatinas (20 gelatin desserts including flans and mousse varieties), Bebidas (7 coffee and tea beverages including Americanos, Cappuccinos, Chai, and Tisanas), and Helados (4 ice cream and sorbet products). The company operates an online ordering platform integrated with pickup service, a loyalty program called 'Invitado Consentido' offering up to 10% point accumulation, and partners with third-party delivery platforms Uber Eats, Rappi, and Didi. Products are also available at major supermarket chains including Walmart, La Comer, and Sam's Club.

Differentiator

Problem solved

Functional benefit

Brands

• Corazón de Café: Coffee brand launched in 2013 to accompany sweet moments of life
• Invitado Consentido

Products and services

• Pastel Mil Hojas Classic cake made with two layers of soft dairy cream and three baked feite cookies, decorated with traditional crispy sugar-glazed rings. Targeted at consumers seeking a traditional Mexican celebration cake.
• Pastel Tiramisú Cake made with Italian mascarpone cheese mousse and coffee sponge cake, decorated with chocolate cigars. Targeted at consumers seeking premium coffee-flavored cakes.
• Pastel Salón Unique and original chocolate cake soaked with maraschino syrup, filled with chocolate and hazelnut cream, decorated with artisanal milk chocolate curls. Targeted at consumers seeking premium signature cakes.
• Pastel 4 Chocolates Cake made with brownie-type chocolate sponge filled with white chocolate mousse, milk chocolate, and bitter chocolate, covered with white chocolate glaze. Targeted at chocolate enthusiasts.
• Garibaldi Iconic El Globo creation from 1884, a cupcake made with apricot pulp, considered a Mexican bakery classic. Targeted at consumers seeking traditional heritage pastries.
• Baguette Artisanal white baguette with thick, crispy crust, decorated with flour and with acidic notes from rye sourdough. Targeted at consumers seeking artisan breads.
• Croissant Laminated pastry made 100% with Belgium butter, weighing 55g. Targeted at consumers seeking French-style pastries.
• Pan de Muerto Traditional Mexican Day of the Dead bread, available in various presentations including traditional orange, filled with nata, and family sizes. Targeted at consumers celebrating Day of the Dead traditions.
• Kuinet French-inspired gourmet bread with caramelized crust, flaky texture, and laminated interior. Available in Original (butter), Guayaba, and Frutos Rojos flavors. Targeted at consumers seeking French-style gourmet bread.
• Tisanas Herbal tea beverages available in multiple flavors including Delicia del Paraíso, Very Berry, Verde Tropical, and Amor en Rosa. Available hot, cold, or frappé. Targeted at consumers seeking non-coffee beverage options.
• Helados Ice cream products including Cheese with Blackberry, Chocolate Crocante Cream, Vanilla Exótica Cream, and Raspberry Sorbet. Targeted at consumers seeking frozen desserts.
• Galleta Red Velvet Red Velvet cookie flavor launched as part of seasonal offerings. Targeted at consumers seeking gourmet cookies.
• Online Ordering with Pickup Online ordering system allowing customers to order products online and pick up at their preferred branch location across 170+ branches in Mexico.

Quantifiable outcome

• Over 1 million families served by 2008
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party food delivery partnership allowing customers to order El Globo products for home delivery through the Uber Eats platform.
• RappicoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership enabling rapid home delivery of El Globo pastries, cakes, and breads throughout covered zones.
• Didi FoodminorChannel Partner/ Reseller/ DistributorDelivery partnership through Didi platform for El Globo product delivery to customers in covered areas.
• Walmart MexicocoreChannel Partner/ Reseller/ DistributorSupermarket distribution partnership offering El Globo products including Mini Garibaldis, Rosca Garibaldi, and Mini Muffins at Walmart Express and Super Center locations.
• La ComercoreChannel Partner/ Reseller/ DistributorPremium supermarket distribution of El Globo classics including Rosca de Naranja Suandy, Biscotel Suandy, and Rosca Garibaldi.
• City FreskominorChannel Partner/ Reseller/ DistributorFresh food supermarket chain distribution for El Globo products.
• Sam's Club MexicocoreChannel Partner/ Reseller/ DistributorWarehouse club distribution partnership bringing El Globo products to Sam's Club members across Mexico.
• APAC (Asociacion Pro Personas con Paralisis Cerebral)coreStrategic or Co-development PartnerSocial impact partnership where APAC produces and sells artisanal cookies (chocolate, cinnamon, nuez, vanilla, orange blossom, coffee, tartlets) at select El Globo branches, promoting labor inclusion for people with disabilities. Available at 9 branches: Nezahualcoyotl II, Montevideo, Avenida Te, Marina Nacional, Interlomas, Roma Norte, Altillo, Tlalpan, Villa Coapa.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Marinela: Sister brand under Grupo Bimbo producing mass-market snack cakes, breads, and packaged pastries. Competes for the same Mexican household consumption occasions as El Globo but at a lower price point.
• Starbucks Mexico: Premium coffee chain with bakery offerings across Mexico. Competes with El Globo for the breakfast, coffee break, and casual meeting occasions that anchor El Globo's beverage-plus-pastry basket.
• Chedraui: Major Mexican supermarket chain with in-store bakery departments and a private-label assortment. Competes with El Globo's packaged supermarket distribution (Mini Garibaldis, Muffins) and on convenience-driven bakery purchases.
• Walmart Mexico: Largest Mexican retailer with in-store bakeries and El Globo-branded product distribution. Provides El Globo with scale reach while simultaneously competing via private-label bakery offerings.
• Grupo Bimbo: El Globo's parent company and the world's largest baking company. Operates a massive portfolio of mass-market bread, cake, and snack brands across the Americas, providing scale and distribution synergies to El Globo.

Direct peers

• Panera Bread: US premium bakery-café chain offering artisan breads, pastries, and sandwiches. Closely comparable to El Globo in its combination of premium baked goods, café beverages, and multi-channel (in-store, digital, delivery) ordering.
• Paris Baguette: Premium bakery-café chain with global presence offering French-inspired breads, pastries, cakes, and beverages. Mirrors El Globo's French haute pâtisserie positioning and multi-branch retail footprint.
• Cinnabon: Specialty bakery chain known for cinnamon rolls and sweet pastries, with mall and high-traffic retail distribution. Comparable to El Globo in its occasion-based premium bakery positioning and co-branded retail partnerships.
• Dunkin': International bakery-and-beverage chain offering donuts, pastries, and coffee across thousands of locations. Shares El Globo's combination of retail bakery with coffee/beverage consumption occasions.
• Krispy Kreme: Global specialty donut and sweet baked goods chain with strong brand equity, retail distribution, and product innovation pipeline. Comparable to El Globo in its occasion-driven bakery positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/elglobooficial
• Facebookfacebook.com/elglobooficial
• Instagraminstagram.com/elglobooficial
• TikToktiktok.com/@elglobooficial
• LinkedInlinkedin.com/company/el-globo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about El Globo