New opening in Madrid: We've sneaked into the subway

Madrid is on the move . And if there's one place where that's really noticeable, it's at the Avenida de América interchange.

Thousands of people moving from a bus to the subway, from the subway to a café, from the café to their next meeting…

Come on, a constant back and forth that we have decided to take advantage of with great pleasure (literally).

Yes, we've opened a new smöoy store on level -2 of the transport interchange , right where everything comes together and where a scoop of ice cream can save the day.

Why here?

Because if there's one thing we've learned, it's that some locations have a spark.

Places where the flow of people never stops , where every minute counts, and where a sweet craving fits like a glove.

And this point fulfills all of that:

• Very high flow of people
• Hyper-varied audience (workers, students, tourists, express travelers...)
• An environment that cries out for a refreshing break from all the hustle and bustle

Come on, more than a store, what we've put here is an emotional ( and nutritional ) recharging point .

And what does this mean for the brand?

Well, nothing more and nothing less than a strategic step.

This opening reinforces:

• Our presence in key urban environments
• La adaptability of our business model
• The possibility of testing new consumption dynamics Speed

And above all, it brings us even closer to people who might not have thought about smöoy… until they bump into us between transfers.

Because where others see a passageway, we see an opportunity to leave our mark (and if it's with toppings, all the better).

Furthermore, it is the type of format that opens doors to new types of franchisees : people who want to invest in a high-potential space without needing a huge premises or a picture-postcard location.

And you? Are you also on the move?

If you're part of the smöoy universe, you already know that every opening counts.

Behind every store lies analysis, strategy, and a clear vision for the future . And if you're exploring the possibility of joining the brand, this is yet another sign that we're growing strategically.

We want every new smöoy location to be profitable, well-located, and aligned with what today's consumer demands . This project on Avenida de América demonstrates that: functional, fresh, and flexible.

Would you like to open a franchise like this?

You don't have to wait until you miss a bus to write to us 😉 If these kinds of openings resonate with you, talk to us.

We'll tell you more about how it works, what you need, and what you can expect when you become part of the brand.

Because the world moves…

And so do we 🍦