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Integrating Acquired Brands: Latitude Food Group's Strategic Approach

Published on 7/1/2026

#LFG#&pizza#TijuanaFlats#franchisegrowth#M&A
Integrating Acquired Brands: Latitude Food Group's Strategic Approach

AI Summary

Latitude Food Group (LFG) was formed after &pizza acquired Tijuana Flats, focusing on effective brand integration. Under CMO Sergio Perez, the group is implementing a shared services model to streamline functions like HR and IT, aiming for improved efficiency. Perez emphasizes the importance of refining brand identities rather than enforcing uniformity, which he views as a risk to brand value. The goal is to build a platform for franchise growth while respecting the unique attributes of each brand.

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