Franchising

Actress Sofia Vergara's agency marketing fast casual brands

Provided by Walter Chin

November 15, 2021

In hopes of expanding global consumer access to diverse cultures, Sam Nazarian's C3, a global food-tech platform, is partnering with actress Sofia Vergara and Luis Balaguer's Latin World Entertainment Holdings Inc.

C3 will collaborate with the agency's content creators to develop digital culinary brands and offerings inspired by the culinary heritage of the Latinx community. Concepts will launch via Citizens culinary centers, brick-and-mortar locations, 800 digital kitchens and the brand's GO by Citizens delivery app. Future plans include developing consumer packaged goods of bestselling menu items.

"Food is such an important part of our culture, and of bringing people together," Vergara said in a company press release. "Sam and C3 have already created some of today's most popular culinary brands, so we are thrilled to partner with them on this new venture celebrating the flavors and traditions of the Hispanic community."

Known for developing its own digital brands, such as Krispy Rice and Umami Burger, C3 also works with international chefs, such as Masaharu Morimoto, Dario Cecchini, Katsuya Uechi, and Dani Garcia to develop fast casual brands. The company has also put substantial resources behind elevating individual restauranteurs who specialize in specific cuisines, such as LA's popular Soom Soom Fresh Mediterranean, a Mediterranean restaurant, integrating it into C3's development pipeline and magnifying its reach on an international level. With Latin World Entertainment, C3 is taking its mission one step further and sought out the management agency due to its reputation for incubating and managing the careers of leading Latinx creators.

"Beyond creating amazing brands, C3 is a global platform predicated on transforming dining, wherever it may be, into an immersive lifestyle experience," Nazarian, said in the release. "Through this exciting new partnership with Latin World Entertainment, we're able to introduce new consumers and markets to the richness of Latinx culture, while deeply connecting fans to their favorite entertainers like never before. C3 and Latin World Entertainment both believe in amplifying the voices of underserved communities, and the launch of these new brands marks the beginning of a longstanding partnership with many more collaborations to come."

Latin World Entertainment was founded by Luis Balaguer and Sofia Vergara in 1994 with the mission to expand the international reach of the Hispanic entertainment community.

C3 has over 800 digital kitchen locations across the country and a roster of more than 40 culinary brands