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About Us

We approach our decisions by making sure they´re good for the brand but also good for our customers and our employees experiences.

When we started, back in 2015 there were lots of brands operating with lots of franchisees and over time it resulted in a dilution of culture and service quality, on top of that, we saw a lot of private equity companies coming in with money into the business, but they didn’t have the operational knowhow so they didn’t really understand what makes a food and beverage culture work in terms of people, product, brand, they were looking at it with a financial objective of how to just scale something and extract value out of it and through that process, we saw lots of private equity companies actually bankrupt brands over time, so, we realized that we could do something different, use our knowledge of how to operate both international and domestic brands and built something new for the Brazilian food and beverage market.
We approach our decisions by making sure they´re good for the brand but also good for our customers and our employees experiences. We put the customer and the employee first alongside with the brands.

For the past few years, we had some memorable moments that remind us that we are in the right path, like 2017 when we inaugurated our first airport stores or 2018 when we signed with Starbucks and started this journey throw the coffee world and also when we acquired TGI Fridays. 2019 was the year that we started our business in Santa Catarina, our first market outside São Paulo and Rio de Janeiro. Then 2020 came and we tried to stay true to our mission and values while leading our company through an unprecedented global pandemic and it proved that we are adaptable, that our business model and our culture is as strong as ever.


To deliver high quality products and services while positively influencing people’s lives through unique and memorable experiences.


To be the world’s reference in customer and partner experiences, delivered through an outstanding operational excellence and innovative digital solutions while growing the business and leaving a positive legacy in all communities we serve.
Together we are building something that makes a difference..


To improve people’s lives
Always act with integrity and transparency
Embrace diversity and inclusion
Deliver the best service, solutions and high quality products
Be adaptable
Enhance creativity and collaboration in a democratic environment.



Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 27,000 stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup.



TGI FridaysTM is one of the world’s best-loved brands. The perfect place to relax, recharge and reconnect. It’s the destination for when you want that liberating Friday feeling any day of the week. A leading global franchisor, with over 850 restaurants in 55 countries.



B.A.R. is one of the leading food and beverage service solutions provider in Brazil`s largest airports. Offers high quality services in Airports, connecting brands and consumers.



Lab is SouthRock’s digital innovation company focused on PaaS, SaaS and AI projects, selecting customer centric initiatives and transforming physical loveable brands in unique digital experiences.



Wahalla empowers companies and brands with a set of data driven tools and capabilities to accurately select channels, actions, offerings and experiences that will build a new personalized human relationship with consumers.



Subway® anuncia acordo de franquia master com SouthRock

Subway® anuncia acordo de franquia master com SouthRock para expandir sua presença no Brasil

Projeto da Starbucks para pessoas trans ganha nova edição

O projeto “Eu Sou”, criado pela agência VMLY&R para a Starbucks com a proposta de ajudar a incluir

TGI Fridays lança cardápio com ícones de seus primeiros menus

‘Fridays Remixed & Remastered’ conta com cinco pratos, quatro opções de drinks e uma sobremesa.

Employee Experience and Training


Enjoy your personal carrer, filled with the things you care about.

Partner Experience

  • Diversity & Inclusion Programs
  • Training Programs
  • Talent Discussions
  • Career Path
  • Compensation & benefits program
  • Communication tools
  • Engagement Survey
  • Compensation & benefits program
  • Talent Discussions
    • Weekly conversations with OMs, DMs & PRO team. Safe space to share feelings and perceptions.
    • Create this open channel and safe space in stores: working shoulder and shoulder, partner connection, empathy and active listening.
    • Maintain the channel alive.
    • Even with the termination contracts held in the stores, the company maintained the contract and commitment with apprentices and partners with special needs


We want to empower connection personal moments with digital relationships throughout our brands loyalty programs on a daily basis making each moment complete and reward every relevant connection bringing a memorable experience.


From startups to accounting firms to restaurateurs, we share a common goal with all our clients – to bring out the best in their brand.