The idea of Milanga It was created in early 2019 when Agustín Ghio, now partner and co-founder of the brand, was walking through downtown Buenos Aires. “At that moment I asked myself, ‘Why isn’t there a fast food chain with the most popular sandwich in Argentina?'” he says iProfessional.
Ghio was already running an international franchise with his brother Juan Manuel and thought it was time to create something of his own and authentic. So they decided to make their dream come true Create a fast food where the Milanese sandwich is the focus of the menu.
For him first locationthey chose the corner of Corrientes and 9 de Julio, considering that it was a strategic point with constant movement and a large flow of tourists. But a few months after opening, the pandemic hit and what seemed like the best place ended up being the opposite.
Still, the company decided to keep going and rely on home delivery to survive. According to Agustín, this context allowed them to better communicate with each customer, understand the offer and provide a personalized service.
Investment, team and professional management
The original project required a Investment of approximately $400,000which they attributed to the first location and the comprehensive development of the brand. Since its founding, the company has continually invested in new premises and in the construction of its own production facility, a strategic move to ensure quality and scalability.
The Ghio brothers presented the idea to brothers Tomás, Alejo and Martín Waisman, industry leaders and owners of restaurants such as Fervor, Sottovoce and El Burladero. They brought their experience in top catering establishments.
To start, Milanga asked for an investment of $400,000
In 2022, Pedro Corrado joined, having previously played an important role in Mostaza’s growth for more than 20 years. His arrival was crucial for the professionalization of the management and the consolidation of the expansion. This year, Malena Fricher joined as development and expansion manager, an expert with almost a decade of experience in the field.
“Today I can say that Milanga is the result of a very solid management with different but complementary profiles: Vision, experience and an enormous passion for doing things well,” emphasizes Ghio.
Evolution and growth strategy
Although they started with a single location in the middle of the pandemic, In less than a year they were already present in Palermo, Abasto and Quilmes. “This first impulse confirmed to us that there was a real and huge space for a fast food chain focused on the Milanese sandwich,” says Milanga’s ideologue.
The company expects Completion in 2025 with 12 operational branches. Two new ones opened this year, one in La Plata and one in San Justo, and three more are in the works, including a second location in the San Justo Shopping Center planned for November.
The plan for 2026 is to reach 15 branches by March and reach a total of at least 20 active outlets by the end of the year. At the same time, there are plans to develop new areas in shopping centers and strategic locations inland.
This growth is reflected in the team: Today the company employs more than 300 people between its production facility and company premiseswhich represents an increase of 30% compared to 2024. In addition, in 2025 they renewed their agreement with McCain and formed an alliance with Coca-Cola. Decisions in line with the premise of working with brands that guarantee quality and consistency.
The first location in Milanga was on the corner of Corrientes and 9 de Julio
Additionally, the delivery channel experienced sustained growth last year, driven by product adoption and alliances with applications such as Rappi and PedidosYa.
The production facility: the heart of the company
The production facility in Pompeii represents one of the milestones of the project. “With 1,800 square meters and the capacity to supply more than 100 stores, it is the operational heart that allows us to grow at scale without sacrificing the homemade essence that defines our product,” says Ghío.
Milanese, breads, sauces and the entire range of desserts and pastries are made there. With your own facility, you get absolute quality control, standardized processes, efficient costs and ensure the same experience at every location. They also produce there for other nationally known brands.
Business vision and challenges of the industry
On the recipe to grow and compete in the local context, Ghio explains: “The key was to stay true to our identity but with a mentality very focused on efficiency and quality. We take care of every detail of the product while managing a business vision by measuring each process and optimizing costs.”
The spokesman adds that the team has been a decisive factor, with a management that combines youth, experience and commitment, and the belief that an Argentine project can compete with the major international chains.
What the restaurant industry needs to move forward Ghio maintains that the sector is a major employment driver but is sensitive to economic fluctuations. “For the industry to truly move forward, it is crucial to further professionalise management, with more efficient processes, ongoing staff training and more integrated value chains.. Gastronomy can no longer rely solely on craftsmanship: today it requires method, measure and a business perspective to survive and grow,” he says.
By 2026, the aim is to reach 15 branches and a total of at least 20 active points of sale by March
Other fundamental points, as listed, include technologies that simplify operations and increase sales, innovate without betraying the essence and evolve without losing authenticity, quality and clear identity.
Projections and international expansion
Regarding where growth can come from at the company level, Ghio points out: “Our focus is on franchise expansion within the country. The goal is for our Milanese sandwich to reach every corner of Argentina, and why not the whole world?”
As he explains, the sustainable growth of the delivery channel changes the operating model and enables the development of smaller premises with lower initial investments. “This reduces the barrier to entry for the investor and makes the franchise model more accessible and attractive while maintaining profitability,” he says.
The company has registered the trademark in Uruguay, Paraguay, Chile and the United States. The company is currently working on a master franchise agreement for Mexico and hopes to replicate this model in Chile in the short term. “We are ready to push boundaries and hope to take this step soon. Milanga’s model is 100% exportable.” We want to bring the Milanese sandwich to the world and develop a 100% Argentinian fast food offering,” concludes Agustín.
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