La Guitarrita

What La Guitarrita does

La Guitarrita is a family-owned Argentine pizzeria chain founded in 1963 by professional footballers René Pontoni and Mario Boye in Buenos Aires. The company operates a dine-in pizzeria concept rooted in traditional Argentine preparation, most notably pizzas cooked with quebracho colorado (red quebracho) wood, and decorates its venues with football memorabilia tied to its founders' sporting heritage. The business is currently represented by a third-generation family member (René Pontoni, grandson of the founder) and remains privately held with no disclosed institutional investment.

The chain operates 18+ physical restaurant locations spread across Greater Buenos Aires, covering both city neighborhoods (Palermo, Caballito, Las Cañitas, Colegiales, Belgrano, Villa Crespo, Núñez, Olivos, Villa Urquiza) and suburban municipalities (Nordelta, Pilar, Maschwitz, Tigre, San Isidro, Troncos del Talar, Lomas de Zamora). The menu is structured into three tiers — CARTA GRANDE, CARTA MEDIA, and CARTA CHICA — differentiated by portion size. Order and reservation infrastructure is built on the third-party MasDelivery platform for takeaway and delivery orders, and on a per-location WhatsApp-based reservation system, with Google and Facebook OAuth used for website account management. The company also markets a franchise program for entrepreneurs seeking to open La Guitarrita locations.

The revenue model is transactional and consumer-facing, generated through dine-in purchases at company-owned restaurants, takeaway orders, and delivery orders routed through MasDelivery. Pricing is not publicly disclosed on the website. The target customer is the general Argentine consumer and family market seeking traditional pizzeria dining, with soccer-themed ambiance and group-occasion reservations. The stated headcount is 93 employees, which is likely a corporate/management figure rather than total frontline restaurant staff, given the 18+ physical locations; no consolidated revenue or unit economics are publicly disclosed.

Name

La Guitarrita

Legal name

La Guitarrita

Website

https://laguitarrita.com.ar

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Short description

La Guitarrita is a family-owned Argentine pizzeria chain founded in 1963, operating 18+ dine-in restaurants across Greater Buenos Aires. It serves general consumers and families with traditional quebracho colorado wood-fired pizza, football-themed decor, takeaway via MasDelivery, WhatsApp reservations, and a franchise program.

Ownership category

akta.pro rank

Product category

Pizzeria and Restaurant Services

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Pizza QSR (THAFAAAB)

Keywords

• Traditional pizza restaurants
• Wood-fired pizzeria
• Restaurant franchise program
• Pizza delivery services
• Family dining restaurants

Headquarters

HQ city

Palermo

HQ country

Argentina

HQ region

Latin America

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Restaurant Sales: Revenue generated from customers dining at La Guitarrita's restaurant locations. The company operates 18+ physical restaurant locations across Greater Buenos Aires.
2. Takeaway/Delivery Orders: Revenue from takeaway and delivery orders placed through the MasDelivery platform integration and direct WhatsApp reservations.

Distribution channels3 records

Marketing channels1 record

Core offering

La Guitarrita is a traditional Argentine pizzeria chain operating dine-in and takeaway services across 18+ restaurant locations in the Greater Buenos Aires area. The company specializes in wood-fired pizzas prepared with quebracho colorado (red quebracho) wood ovens and offers a soccer-themed heritage dining experience rooted in a brand founded in 1963. It supplements dine-in with online ordering via masDelivery and WhatsApp-based table reservations, and also operates a franchise program.

Product overview

La Guitarrita is a traditional Argentine pizzeria chain operating as a single-brand restaurant business. Founded in 1963 by René Pontoni and Mario Boye, the company offers dine-in and takeaway pizza services across multiple locations. The product portfolio includes three tiered menu offerings (CARTA GRANDE, CARTA MEDIA, CARTA CHICA) differentiated by portion sizes, supplemented by online ordering capabilities through the masDelivery delivery platform and a WhatsApp-based reservation system for table bookings. The company also operates a franchise program enabling third-party restaurant openings under the La Guitarrita brand.

Differentiator

Problem solved

Functional benefit

Products and services

• La Guitarrita Pizzeria Dining Experience
• Online Ordering (Takeaway and Delivery)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• MasDeliverycoreChannel Partner/ Reseller/ DistributorMasDelivery is an online food ordering and delivery platform that powers La Guitarrita's online ordering system. The website integrates a MasDelivery widget allowing customers to place orders directly through pedidos.masdelivery.com/la-guitarrita. This partnership enables takeaway and delivery services for all restaurant locations.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Mostaza: Largest Argentine quick-service restaurant chain (burgers, pizza, empanadas). Competes for the same casual dine-in, delivery, and family-meal occasions as La Guitarrita, but with a broader menu and larger national footprint.
• McDonald's Argentina: Global QSR leader with extensive Argentine footprint. Competes broadly with La Guitarrita for family dining occasions, delivery orders, and casual meal occasions across Buenos Aires neighborhoods.
• Burger King Argentina: Global QSR brand operating broadly across Argentina. Shares the dine-in, takeaway, and delivery channels with La Guitarrita and competes for the same family and young-consumer dining occasions, though not on pizza.

Direct peers

• Domino's Pizza Argentina: International pizza QSR franchise leader with Argentine operations. Directly comparable as a multi-location pizza chain emphasizing delivery, takeaway, and digital ordering — competing with La Guitarrita for the same consumer occasions.
• Pizzería La Continental: Historic Buenos Aires pizzeria chain with multiple locations across the city. Closest analogue to La Guitarrita as a long-established, multi-location, dine-in Argentine pizzeria competing on heritage and traditional pizza.
• Pizza Hut: Global pizza QSR chain with direct presence in Argentina. Competes head-to-head with La Guitarrita on dine-in and delivery pizza in Buenos Aires, targeting overlapping family and individual consumer segments.
• El Hornito: Argentine pizzeria chain with a Buenos Aires metro footprint. Competes directly with La Guitarrita on traditional wood-fired-style pizza, dine-in family occasions, and neighborhood-level presence.

Emerging players

• Kentucky (Empanadas & Pizza): Argentine regional chain expanding in Buenos Aires with pizza and empanadas on the menu. Comparable as a multi-location casual restaurant chain targeting similar family and delivery occasions in overlapping neighborhoods.

Others

• Rappi Argentina: Major on-demand delivery and restaurant platform in Argentina. Comparable as an ecosystem participant relevant to La Guitarrita's off-premise ordering strategy and competitive dynamics in the Buenos Aires delivery market.
• PedidosYa: Leading Latin American on-demand food delivery platform operating in Argentina. Comparable as an ecosystem enabler — competes with La Guitarrita's chosen partner MasDelivery and shapes the delivery-channel economics for the chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/laguitarritapizza
• LinkedInlinkedin.com/company/la-guitarrita

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 La Guitarrita