Argentine star invests in fast-food chain
Lionel Messi has become an equal partner in El Club de la Milanesa, a popular Argentine restaurant chain specialising in milanesas, the country's beloved breaded cutlets. The partnership was confirmed publicly in July 2025, following a year of talks initiated through Messi's father, Jorge Messi, according to the company. Founded in 2007 by Celina "Kitty" Rosso, Federico Sala and Santiago Magliano, the chain has grown to nearly 70 locations across Argentina, Uruguay and Miami. Messi, whose favourite dish is the milanesa, joined as an equal shareholder last year, bringing the same level of ownership as the three founders.
First European outlet in Castelldefels
The first European branch of El Club de la Milanesa will open in Castelldefels, a coastal town in the Baix Llobregat area just 20 minutes from Barcelona. The opening is expected within three to six months, according to project timelines reported by Sport, meaning it could launch before the end of 2026. The restaurant will mark the chain's international debut in Europe and is being developed as a pilot before potential expansion into Barcelona itself. Plans include opening at least five outlets across Catalonia in the coming years.
"We analysed everything from every angle. Leo won't attach himself to a company he can't be proud of," said Rosso, highlighting the brand's authenticity.
The company is investing US$6 million in the European expansion, according to Forbes Argentina. The choice of Catalonia is strategic: the milanesa is already a familiar and popular dish in the region, easing the entry into the local market compared to countries where the food is less known.
Long-term ambitions across Europe
Once established in Catalonia, the company does not rule out expanding to other Spanish cities and European countries including Italy, Portugal and Germany. The long-term goal is to make the Argentine milanesa a global culinary ambassador. The Castelldefels location is currently in the design phase and will be managed directly by the founding team. Alongside the restaurant launch, the company plans to release a line of frozen milanesas for home consumption before the end of the year.
For locals and visitors, the arrival of Messi's restaurant offers a new dining option rooted in Argentine tradition. No official address or booking details have been released yet, but updates are expected in the coming months as the opening draws near.
Reported by catalunyapress.cat, Andrea Valenzuela García, Amura CMS, eleconomista.es, analisisdigital.com.ar, David Boti, Sheila Noda, Gaspar Gutierrez, Metrópoli, Xavier Ortuño, Enrique Ferrer, lavanguardia.com, David León Himelfarb.
