The Coffee Cup - El Salvador

What The Coffee Cup - El Salvador does

The Coffee Cup is El Salvador's principal specialty coffee shop chain, operating a franchise system of 38-39 retail locations nationwide — including shopping malls, both terminals of El Salvador International Airport, corporate sites, and standalone stores — under the umbrella of Quality Grains S.A. de C.V., the vertically integrated parent company that processes 100% Salvadoran coffee beans harvested above 1,600 meters and operates the regional roasting tower. The company sells approximately 60 specialty espresso-based and non-coffee beverages developed by founder Doña Leyla de Quirós, alongside take-home beans, pods, and a barista training school (TCC Escuela Americana).

The business makes money through four streams: in-store beverage and food sales (~$3.50–$12.95 average ticket), franchise fees ($20,000 domestic / $30,000 international master franchise) plus a recurring 5% monthly royalty on franchisee sales, take-home coffee product sales, and ancillary services including the "On The Go" Mercedes Sprinter mobile coffee unit and corporate discount partnerships with banks, telcos, insurers, and government agencies. A proprietary loyalty program (The Coffee Cup Card) functions as both a stored-value debit card and a 4-points-per-dollar rewards engine. The chain serves four primary segments: individual premium coffee consumers, corporate and event clients, airport travelers, and franchise investors across Central America, the Caribbean, and South America. Operations are currently pursuing ISO 22000 food-safety accreditation at the processing facility.

Name

The Coffee Cup - El Salvador

Legal name

Quality Grains S.A. de C.V.

Website

https://thecoffeecup.com.sv

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

The Coffee Cup is El Salvador's leading specialty coffee shop franchise, operating 38-39 stores across malls, airports, and corporate sites, serving individual consumers, travelers, and corporate clients with 100% Salvadoran coffee processed by its parent Quality Grains S.A. de C.V.

Ownership category

akta.pro rank

Product category

Specialty Coffee Shop Chain

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)

akta.pro secondary industries

Coffee Chains & Franchise Cafes (THAFADAB), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG), Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD)

Keywords

• Specialty coffee chain
• Coffee shop franchise
• Salvadoran coffee retail
• Mobile coffee service
• Barista training school

Headquarters

HQ city

San Marcos

HQ country

El Salvador

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. In-store Beverage and Food Sales: Sale of prepared hot and cold coffee beverages, non-coffee drinks, desserts, and savory items across all 38-39 locations. Menu includes approximately 60 specialty coffee recipes, sugar-free options, and kids' options.
2. Franchise Fees and Royalties: Initial franchise fee of USD $20,000 for El Salvador and USD $30,000 for international master franchise rights. Monthly royalty of approximately 5% calculated on monthly sales minus VAT. Franchisees pay USD $75,000 to $250,000 for furniture and equipment.
3. Take-home Coffee Products: Sale of packaged coffee beans and ground coffee for home preparation including Extra Gourmet, Espresso, Moon Blend, Sun Blend, Italy Premium varieties, and decaffeinated options. Also sells cappuccino sachets and coffee pods.
4. The Coffee Cup Card Loyalty Program: Smart debit card for electronic payments and loyalty points accumulation. Points earned per dollar spent can be redeemed for free products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Coffee Cup operates El Salvador's principal coffee shop franchise chain, selling approximately 60 specialty hot and iced coffee beverages, non-coffee drinks, desserts, and savory items across 38-39 company-owned and franchised locations. The chain also retails its own packaged coffee (beans, ground, sachets, pods) processed by parent Quality Grains S.A. de C.V. from 100% Salvadoran beans harvested above 1,600 meters, and licenses the brand to franchise investors domestically and abroad through a master franchise model.

Product overview

The Coffee Cup is El Salvador's leading coffee shop chain operating as a franchise model with 38+ stores nationwide. The core offering comprises espresso-based hot and iced beverages (over 60 specialty recipes including Americanos, Cappuccinos, Lattes, Mochas, Macchiatos), non-coffee drinks (Chocolate, Tea, Chai, Taro), sugar-free options, desserts, and kid-friendly beverages. The company sells retail coffee beans (Extra Gourmet, Moon Blend, Sun Blend, Italy Premium, Decaf) and pods under its own brand, supplied by parent company Quality Grains S.A. de C.V. Supporting services include The Coffee Cup Card loyalty program (electronic payment + point accumulation), TCC Escuela Americana barista training school, and the On The Go mobile coffee shop service. The franchise operation (The Coffee Cup Franchise, Inc.) licenses the brand domestically and internationally with a master franchise model for Central America, Caribbean, and South America.

Differentiator

Problem solved

Functional benefit

Brands

• Coffee Truck: A mobile coffee shop concept installed at El Cafetalón, Santa Tecla, featuring tables and chairs for outdoor enjoyment of coffee.
• On The Go

Products and services

• Hot Espresso Beverages Hot espresso-based specialty drinks including Americano, Cappuccino, Latte, Mocha, Macchiato, Espresso, and flavored variants such as Caramel Macchiato, Honey Macchiato, Toffee, and Mocha Mint, served at all The Coffee Cup locations.
• Iced Espresso Beverages Cold espresso-based beverages including Iced Mocha, Frozen Cappuccino, Iced Latte, blended frozen drinks, and new tapioca/bubble-topped variants introduced in 2024.
• Non-Coffee Beverages Hot Chocolate, Hot Tea, Green Tea, Chai, Taro-based drinks, and Italian Soda available for customers who do not consume coffee.
• Sugar-Free Beverages and Desserts Low-calorie and sugar-free beverage and dessert options such as Skinny Frappe Chocolate for health-conscious customers.
• Kid Beverages (For Kids) Child-friendly beverages including Frosty for Kids and other non-caffeinated options.
• Desserts Assorted desserts including Carrot Cake and other pastries to complement coffee drinks.
• Deli Corner (Savory Food) Savory food items including sandwiches, quesadillas, and light meals offered at The Coffee Cup locations.
• Take-Home Coffee Beans Whole and ground coffee beans for home brewing including Extra Gourmet, Espresso, Moon Blend, Sun Blend, Italy Premium varieties, and decaffeinated options sold in 6-unit packs, half-pound bags, and the Breakfast Gourmet variety tied to the Plan International scholarship program.
• Coffee Pods Single-serve coffee pods in Fuerte Bold, Extra Gourmet, and Decaf varieties sold in boxes for use with home pod machines.
• The Coffee Cup Card (Loyalty and Smart Debit Card) Free loyalty program membership functioning as a smart debit card for electronic payments at participating stores. Members earn 4 points per dollar on coffee and green-tea based drinks (hot or cold), Taro, and Chai, with points redeemable for beverages up to two per day. Points expire after one year of inactivity and a $2 fee applies for card replacement.
• TCC Escuela Americana (Barista Training School) Barista training school offering espresso and coffee preparation courses to develop barista skills, with emphasis on training women as baristas and developing them as entrepreneurs (over 500 women trained).
• The Coffee Cup On The Go (Mobile Coffee Service) Mobile coffee shop service for corporate events, private functions, fairs, and locations without a permanent store, using a Mercedes Benz Sprinter equipped with refrigeration, cooking, and ventilation systems.
• The Coffee Cup Franchise Program Franchise program offering rights to use the The Coffee Cup brand, operational manuals, barista training, and supply of coffee products, with USD $20,000 franchise fee for El Salvador and USD $30,000 master franchise fee for Central America, Caribbean, and South America (5 stores required within 2 years). Monthly royalty is approximately 5% of sales minus VAT and equipment package costs USD $75,000-$250,000.

Quantifiable outcome

• 60 specialty coffee drink recipes available
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Plan International El SalvadorcoreStrategic or Co-development Partner · 16 October 2012Partnership to support Salvadoran girls in completing their high school education. The Coffee Cup sells Breakfast Gourmet variety where $1.00 from each half-pound sold is donated to fund scholarships. Girls are residents in Cabañas, Cuscatlán, Chalatenango, La Libertad, and San Salvador Sur zones. Annual donations have been made since 2012. Doña Leyla de Quirós also serves as ambassador and council member of the 'Por Ser Niña' program.
• Fusal - LIBRAS DE AMOR ProgramcoreStrategic or Co-development PartnerPartnership to support families in the Libras de Amor program fighting poverty and child malnutrition. The Coffee Cup launched campaigns including 'Trio Chocolatoso' (White Chocolate Chip with Almond Kick, Oreo Frappe, Black and White Frappe) and 'Amor Verde' (Chia Passion Fruit, Moringa Iced Lemonade) where $1.00 is donated per beverage sold. Has collected $45,000-$50,000 annually since 2016.
• Quality Grains S.A. de C.V.coreStrategic or Co-development PartnerParent company and coffee supplier that processes freshly cut coffee beans. Located in Colonia Luz, San Salvador. Responsible for the entire coffee processing operation from bean to finished product. Has the best roasting tower in the region maintaining highest quality standards for export. Currently seeking ISO 22000 accreditation.
• Tigo MoneyminorGTM or Marketing PartnerMobile payment partnership providing 'Agrandado Gratis' (Free Upgrade) on all prepared beverages (cold or hot) for Tigo Money users. Valid through December 31, 2021. Discount applies only with Tigo Money payment. Does not accumulate Coffee Cup Card points.
• AEROMANminorGTM or Marketing PartnerEmployee discount partnership offering 15% discount on all coffee beverages (cold or hot) to Aeroman employees. Valid through January 31, 2024. Requires valid employee ID. Does not accumulate Coffee Cup Card points.
• ACSA (Aseguradora Católica Salvadoreña)minorGTM or Marketing PartnerInsurance company employee discount providing 10% discount on all coffee beverages. Valid through December 31, 2023. Applies only to cardholder for one beverage per transaction. Does not accumulate points.
• Banco AgrícolaminorGTM or Marketing PartnerBanking partnership offering 10% discount on coffee beverages paid with Banco Agrícola credit/debit cards. Valid through April 23, 2023. Does not accumulate Coffee Cup Card points. Not valid at airport locations or mobile bars.
• COSAVIminorGTM or Marketing PartnerCooperative partnership providing 10% discount on coffee beverages. Valid through December 31, 2023. Applies to COSAVI associates only for one beverage. Does not accumulate points or apply to mobile events.
• Claro ClubminorGTM or Marketing PartnerTelecom loyalty program partnership offering 10% discount on coffee beverages. Valid through December 31, 2023. Requires Claro Club app coupon. Valid for Claro employees and customers only. Does not accumulate points.
• CREDICOMERminorGTM or Marketing PartnerBanking partnership for both cardholders and employees of CREDICOMER and Unicomer. Offers 10% discount on coffee beverages. Cardholders get discount on credit/debit payments. Employees receive benefit with valid ID. Valid through December 31, 2023.
• Glass Mountain BPOminorGTM or Marketing PartnerCorporate partnership offering 10% discount on coffee beverages at select locations (Grupo Q Santa Elena, Nuevo Cuscatlán, Santa Elena) and at On The Go events within Glass Mountain BPO premises.
• Fiscalía General de La República de El SalvadorminorGTM or Marketing PartnerGovernment partnership offering 2 Frozen Cappuccino 12oz for $5.50 to FGR employees. Valid through December 31, 2024. Requires valid employee ID. Almond milk available for $0.50 extra. Valid in all locations except airport.
• Club EDH (El Diario de Hoy)minorGTM or Marketing PartnerMedia loyalty program partnership offering 10% discount on coffee beverages paid with credit/debit cards and 6 seasonal promotions with additional discounts throughout the year. Exclusive for El Diario de Hoy subscribers.
• Club LPG (La Prensa Gráfica)minorGTM or Marketing PartnerMedia loyalty program partnership offering 15% discount on coffee beverages paid in cash. Exclusive for La Prensa Gráfica subscribers. Not valid at airport locations.
• Mi Grupo QminorGTM or Marketing PartnerLoyalty program partnership where Grupo Q employees use Mi Grupo Q app and customers sign receipt for discount. Valid for one beverage only with discount applied to lower-value item if multiple products purchased.
• Banco IndustrialminorGTM or Marketing PartnerBanking partnership offering 10% discount on coffee beverages paid with Banco Industrial credit/debit cards. Valid for one beverage per client on total account. Not valid at airport locations.
• Banco AtlántidaminorGTM or Marketing PartnerBanking partnership offering 10% discount to Banco Atlántida employees (any payment method) and clients (credit/debit cards). Valid through October 31, 2023. Not valid at airport locations.
• Bac CredomaticminorGTM or Marketing PartnerBanking partnership offering 10% discount on coffee beverages paid with Bac Credomatic credit/debit cards. Valid in all The Coffee Cup locations except airport, events, and mobile bars.
• SIMANminorGTM or Marketing PartnerRetail partnership offering discount to SIMAN employees, CREDISIMAN members, and associated chain members. Valid for one beverage. Not valid at airport locations. Valid through May 31, 2023.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Juan Valdez Café: Colombian-origin specialty coffee chain with franchised stores across Latin America and internationally, plus retail coffee products. Highly comparable to The Coffee Cup in combining franchise café operations, single-origin coffee positioning, and a branded retail CPG line.
• Café Britt: Costa Rica-based specialty coffee chain with comparable model combining coffee shop operations, retail coffee products, and franchise/licensing across Central America. Directly competes with The Coffee Cup in the regional specialty coffee chain category and has a similar bean-to-cup vertical integration approach.

Broad incumbents

• Tim Hortons: Canadian-origin coffee and donut chain expanding in Latin America via master franchise partners. Comparable to The Coffee Cup in franchise-driven expansion strategy and broad coffee-and-bakery offering.
• McCafé (McDonald's): Coffee program embedded inside McDonald's restaurants, offering espresso-based beverages at value price points. Competes with The Coffee Cup for breakfast and everyday coffee occasions, particularly among price-sensitive consumers in El Salvador.
• Gloria Jean's Coffees: Global specialty coffee franchise chain with presence in Latin America. Comparable to The Coffee Cup in franchise-driven specialty coffee shop model and broader beverage menu including non-coffee options.
• The Coffee Bean & Tea Leaf: Specialty coffee and tea chain with franchised and licensed locations globally, including Latin America. Comparable in specialty coffee positioning, broad beverage menu, and packaged retail coffee products.
• Dunkin': Global coffee-and-donuts chain operating franchised locations across Latin America. Competes with The Coffee Cup for breakfast and coffee occasions in malls, airports, and urban locations in Central America.
• Starbucks: Global coffee chain incumbent with expanding presence across Central America through company-owned and licensed stores. Represents the principal competitive threat to The Coffee Cup in El Salvador and a benchmark for the chain format, loyalty programs, and retail packaged coffee extensions.

Regional players

• Café Prounidad: Regional coffee shop franchise based in Central America (Honduras/Guatemala area) with comparable specialty coffee positioning and franchise expansion model. Comparable to The Coffee Cup in Central American regional scale and specialty positioning.
• Espresso Americano: Central American coffee shop franchise focused on espresso-based beverages with regional store presence. Comparable to The Coffee Cup as a specialty coffee chain competitor in similar Central American geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thecoffeecup_sv
• Facebookfacebook.com/THE-COFFEE-CUP-201853386468
• Instagraminstagram.com/thecoffeecup_sv
• LinkedInlinkedin.com/company/thecoffeecupsv

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 The Coffee Cup - El Salvador