First in the Country

What's it like being the first U.S. franchisee of an international brand? Mr Jeff pioneer Sergio Aguirre has an answer: It's a learning experience for everyone.

- MADELINE GARFINKLE

How does an international brand enter the United States? It's a question that many franchises ask-and for laundry service brand Mr Jeff, which was founded in Spain and has sold more than 2,000 locations globally, its entry into America came via an unlikely source: a humble aspiring franchisee named Sergio Aguirre.

Aguirre lives in Miami and spent years working in hotels. He considered opening his own restaurant, but his aspirations changed after visiting Mexico to see friends. That's where he learned about Mr Jeff. He asked if the company was expanding into the U.S., and at the time, it wasn't-but a few years later, in 2021, he got the call. "We're ready if you're ready," a brand representative told him.

Now Aguirre's storefront is open, and he's been helping introduce Mr Jeff to America.  (The brand does its customers' laundry, with pickups and delivery scheduled through an app.) Here, he talks about what it's been like to be a pioneer, and the importance of connecting with customers.

You worked in hospitality before. Did your hotel experience help you with Mr Jeff?