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Upstart coffee chain bets on Mexican flavour to duel Starbucks

Published on Nov 27, 2012 8:27 AM

MEXICO CITY (REUTERS) - Growing coffee consumption in Mexico is helping propel a new chain of cafes with a distinctly Mexican identity, a concept the chain plans to use to take on local market leader Starbucks on its home turf back in the United States.

The upstart chain, Cielito Querido Cafe, a Spanish play on a famous Mexican folk song, expects to double its number of cafes next year from its 23 current locations.

The chain also sees expansion across Mexico's northern border as soon as 2014, based in part on the growth and influence of the Latino market in the Unites States.

In an interview, the chain's top executive said Cielito Querido Cafe occupied a unique niche.

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