PHOTOS COURTESY OF EL CLUB DE LA MILANESA
move into Spain as the next big market, Rosso said. The connection to Messi will no doubt raise brand awareness among soccer fans. But Rosso makes it clear that this is not a sponsorship deal or just about marketing. He is an owner. “Our dream is to take milanesa to the rest of the world as an ambassador of our Argen- tine culture,” said Rosso. “That’s exactly why Lionel Messi is our partner right now, because he believes in that vision.”
population, so veal is popular there. But some Americans might balk at veal. Rosso said the chain also offers chicken cut- lets, as well as eggplant. “People do ask for chicken because it’s what they know most,” said Rosso. “But when they try veal milanesa, it blows your mind.” Typically, milanesas are served with fries (Messi prefers mashed potatoes) and beer, Rosso said. But there are also milanesa sand- wiches, wraps or even bowls on the menu. In Miami, a milanesa plate with side and beverage would be about $30 to $35, which, she admits, is about twice what it would be in Argentina. But Miami is an expensive town. In Argentina, El Club has three formats: casual dining (with about 100 seats), takeout only and fast-casual (counter service). In the U.S., Rosso said the first and second El Club locations will be casual dining, but the third will be a fast-casual unit and the latter is what they hope to grow with franchising. The goal is to find master franchise partners who will help grow the brand in the U.S. One key feature: El Club uses Black Angus beef from Argentina. “There’s a big difference,” said Rosso. “The U.S. has great veal, but it’s not the same.” The cost of importing the meat is less an obstacle, given the rising cost of U.S. beef, she said. The only problem is that the meat can-
not be cut in Argentina, it has to be processed in the U.S., which increases the complexity of the operation—at least temporarily. With scale, El Club will be able to establish central processing facilities, where the cutlets could be cut, flattened, breaded and even per - haps pre-cooked and frozen, she said. In Argentina, for example, the company is building a larger production center that taps equipment that will allow the company to prep 10-times more cutlets. That facility will help support a planned
JANUARY 2026 RESTAURANT BUSINESS
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