Messi invests in business of his favorite food in life, an Argentine specialty

VHO - Not only a football legend, Lionel Messi is gradually asserting his position as a businessman with an investment in the Argentine restaurant chain - El Club de la Milanesa. His favorite dish since childhood has now become a "soft weapon" for the Argentine superstar to spread his homeland's culinary culture globally.

The photo was posted by Lionel Messi on his personal Instagram in 2013, with the caption: “Eating the famous Napoli milanesa cooked by my mother. Dinner with the family” – as a testament to the deep bond between the Argentine superstar and traditional food.

Messi has just become a strategic shareholder of El Club de la Milanesa, a famous restaurant chain in Argentina whose specialty is milanesa - deep-fried beef.

The brand is planning to expand into the European market, with Spain, Italy and Portugal being the first three destinations identified between now and 2027.

Milanesa topped with cheese, tomatoes and fried eggs – a popular variation in Argentina. Messi, the icon of world football, does not hide his special love for this dish and has shared many times in the media that this is "the most delicious dish of my life".

From Favorite Food to Global Opportunity

Lionel Messi's investment in the culinary field is not just a business decision, but also has a strong personal element.

In many interviews, Messi has repeatedly affirmed that milanesa is his favorite dish, a symbol associated with his childhood memories and Argentine culture.

“More than a dish, it’s a tradition,” the brand representative shared. With Messi on board – not only as an image but also as a financial partner – El Club de la Milanesa aims to become a bridge to bring Argentine culinary culture closer to the world.

El Club de la Milanesa was founded in 2007 in the Belgrano neighborhood of Buenos Aires. From a small takeaway restaurant, the restaurant chain has grown to become a prominent brand in the “casual dining” sector, with more than 70 branches in Argentina, Uruguay and the United States.

The chain's signature menu item is the milanesa, made with signature Black Angus beef, crispy fried in a batter, and served with more than ten rich toppings – from traditional options to fine-dining variations.

The brand also develops other service models such as fast food, home delivery, event organization and has its own production center to ensure the quality of input materials.

After opening a branch in Miami (USA) - where Messi is playing - as well as reaping positive feedback in the Uruguayan market, El Club de la Milanesa is turning its attention to the European market.

Crispy breaded Black Angus beef – a specialty of the El Club de la Milanesa restaurant chain, an Argentinean restaurant brand in which Messi has recently become a strategic shareholder. The dish is served with fries, dipping sauce and fresh lemon – a familiar style in Buenos Aires.

Messi - the push from brand to national identity

Messi's involvement in the project not only provides financial leverage for the expansion, but is also symbolic.

In the public eye, he represents the Argentine spirit and values – from football to lifestyle.

Messi's presence creates a special emotional connection with customers, far beyond the stature of a regular spokesperson.

“With Leo in the squad, Milanesa is ready to cross borders,” El Club de la Milanesa confirmed.

According to internal company disclosures, Messi not only contributed capital but also participated in orienting development strategies and brand communications in new markets.

If successful, it would not only be a sound business deal but also a subtle piece of “cultural diplomacy ” by the Argentines – with their number one football icon at the forefront.

Source: https://baovanhoa.vn/the-thao/messi-dau-tu-kinh-doanh-mon-an-khoai-khau-nhat-doi-dac-san-argentina-151580.html