Christian Otero, an executive at Lucciano’s, announced an expansion plan that involves opening more than 45 locations in Argentina. This strategy responds to the country’s strong ice cream consumption culture and aims to strengthen the chain’s presence in a mixed commerce environment.
Lucciano’s, a recognized premium ice cream chain, intends to open over 45 new locations in Argentina, according to Christian Otero. This project is part of a strategy to capitalize on the high urban concentration and demand for ice cream in a market where purchasing power and competitiveness are crucial factors.
The growth of e-commerce has been significant in the country, with online sales surpassing $34.0 billion in 2025, representing a year-on-year increase of 55%, according to the Argentine Chamber of Electronic Commerce (CACE). The digitization of retail has accelerated, with online channels now accounting for 18% of the total, a significantly higher percentage than the regional average of less than 10%. This digital growth aligns with the trend of premium food brands seeking expansion through replicable formats and an omnichannel approach that combines physical and digital elements.
Despite the strong ice cream culture in Argentina, the consumption landscape presents challenges. Sales in physical stores have recorded recent declines, particularly in shopping malls, indicating a fragile demand environment. It would be prudent for the chain to evaluate these variables in its expansion strategy, which may primarily include large cities and heavily trafficked commercial corridors.
The decision to open more than 45 locations comes at a time when brands must adapt to a consumer increasingly turning to digital platforms for their purchases, presenting both an opportunity and a challenge for the future of Lucciano’s.
