In most countries, McDonald’s and Burger King enjoy a comfortable dominance in the fast-food market. However, in Argentina, an unexpected contender has been rising steadily: the fast-food chain Mostaza.
Mostaza is a burger chain that has been a part of the Argentine food scene for over 20 years. Despite its relatively short history, it has positioned itself as one of the leading companies in the fast-food segment. There’s hardly a neighborhood in Buenos Aires or a shopping center in Argentina without a Mostaza outlet.
In this article, we’ll dive into what makes Mostaza so popular, how it’s challenging the market leaders, and why you should consider trying their burgers.
Mostaza (Buenos Aires): Why Are Their Hamburgers the Most Popular?
What is Mostaza?
Mostaza is a fast-food chain in Argentina that has gained immense popularity for its burgers. For more than two decades, it has competed fiercely with giants like Burger King and McDonald’s, with a business philosophy focused on offering higher-quality burgers with an Argentine twist. Mostaza’s advertising campaigns often emphasize their burgers as “genuine” or “real,” setting them apart from their competitors.
The chain specializes in burgers, sandwiches, desserts, and coffee. The addition of a coffee menu is a relatively recent move aimed at competing with McDonald’s and Burger King in the breakfast and snack segments.
Mostaza’s success in Argentina has led to expansion into Paraguay and Uruguay. The company is also a proud sponsor of the Argentine Football Association, further cementing its presence in the national culture. In recent years, Mostaza has become the second-largest fast-food chain in Argentina, just behind McDonald’s.
Where does Mostaza come from?
Mostaza’s origins trace back to the same era as its future competitors’ entry into the Argentine market—the 1990s.
The first Mostaza location opened in 1998 as a small shop with a counter (no seating) in a shopping center in Adrogué, a suburb of Buenos Aires. The brand grew rapidly, especially during the 2001 Argentine economic crisis, which hit multinational fast-food companies hard. Seizing the opportunity, Mostaza expanded its operations nationwide under the banner of Mostaza y Pan.
Since then, the Mostaza brand has continued to open burger outlets across the country, particularly in Buenos Aires. Today, Mostaza boasts over 150 locations in 20 Argentine provinces, with the ambitious goal of becoming the market leader, surpassing none other than McDonald’s.
How many burger shops does Mostaza have in Buenos Aires?
Currently, Mostaza is aiming to reach—and possibly exceed—200 outlets across the country. While many of these are concentrated in Buenos Aires, the company is actively expanding nationwide.
Mostaza’s strategy is to establish a presence in every province, aiming to match the national reach of its main competitor, McDonald’s.
In 2023 alone, Mostaza opened 30 new locations across Argentina, with plans to open another 30 in 2024, all in an effort to dethrone McDonald’s as Argentina’s number one fast-food chain.
Why enjoy Mostaza?
Serious Burgers
From the moment Mostaza entered the Argentine market, its advertising has focused on the supposed difference between its burgers and those offered by other companies.
While this is a bold marketing strategy that demands the company deliver on its promises, there’s no denying the truth behind it.
Mostaza’s burgers are known for their larger, denser beef patties, which stand out when compared to those from McDonald’s or Burger King.
You can choose from classic burgers (like cheddar and bacon) or opt for versions with an unmistakable Argentine flair, featuring ingredients like ham, mozzarella, egg, and more—options you won’t find at other fast-food chains.
Dine In or Order Delivery
Mostaza offers a fast and efficient service similar to other fast-food chains, with individual meal options or combos that include a drink and fries or other sides.
You can dine in, order takeaway, or have your meal delivered. Mostaza even has its own delivery app, making it easy to enjoy their food from the comfort of your home.
More Than Just Burgers
Mostaza has expanded its menu beyond burgers and sandwiches, offering a variety of options to cater to different tastes.
For those looking for something other than burgers, Mostaza serves wraps and chicken nuggets. Vegetarians and vegans can enjoy meatless burger options and salads, some with meat and some without.
Additionally, Mostaza’s coffee menu includes not just coffee, but also sandwiches, toasted items, and other bakery products, along with a selection of ice cream desserts.
