Christopher Aguilar, CGO of La Martinuca: Can a Tortilla Conquer the World? A masterclass on New Product Development

Christopher Aguilar, Chief Growth Officer of La Martinuca, delivered a masterclass to students of the Master's in Corporate and Digital Communication, explaining the entire process of creating their brand identity and the key aspects of developing new products. During the session, students engaged by sharing their experiences and generating new ideas.

The speaker elucidated the foundational steps for advancing a brand project starting from ground zero. 'The first step is always to develop a Business Plan and SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats),' he conveyed. Furthermore, he encouraged students to always think beyond and discover the needs of each stakeholder.

La Martinuca: An idea born as a homemade alternative to fast food

La Martinuca originated during the lockdown as a healthy alternative within 'traditional' cuisine. The company aimed to innovate and promote a traditional dish like the Spanish omelette by using distinguishing elements, resulting in a highly recognizable brand just a few years after its inception. 'You have to find a way for your brand to generate value and naturally integrate into the market,' affirmed the CGO.

With over four locations in Madrid and home delivery services, this startup has rapidly expanded, offering up to six different types of omelettes, always focused on 'maintaining the essence of Grandma Martina.' It's a brand story that accompanies and explains their origin and business essence. La Martinuca's culinary philosophy centers on 'slow preparation, quick service, and using top-quality raw materials.