Reido do mate

July 25, 2025

Learn about Rei do Mate, Brazil's premier chain for mate tea and snacks. This guide covers its history, signature pão de queijo, and its status as a Brazilian cultural staple.

Rei do Mate A Brazilian Cultural Icon Built on Mate and Pão de Queijo =====================================================================

For a superior brew, heat your water to a precise range of 70-80°C. Exceeding this temperature, particularly reaching a boil, scalds the leaves of the Paraguayan herb. This action releases excessive tannins, resulting in an acrid, intensely bitter flavor. Maintaining the correct temperature ensures optimal extraction of theobromine and other key compounds without damaging the delicate plant structure.

Prioritize aged Argentine or Uruguayan varieties distinguished by larger leaf cuts and minimal powder content. This composition prevents the bombilla from clogging and produces a cleaner, less astringent liquid. The resulting flavor profile is often complex, with notes of wood and smoke from traditional drying methods, setting it apart from mass-market products.

The beverage’s stimulant effect is chemically distinct from that of coffee. It delivers sustained cognitive alertness through a synergistic combination of three xanthines: caffeine, theobromine, and theophylline. This triad creates a steady, focused energy without the abrupt spike and subsequent crash. The outcome is an extended period of calm productivity, making it a functional tool for demanding mental tasks.

A Practical Guide to Brazil's Rei do Mate

Order the “Copo de 300ml com Guaraná” to experience the franchise's foundational flavor. This combination of the green beverage with guaraná syrup offers a slightly sweet, energetic profile that is the brand's most recognized offering. For a less sugary option, request it “com um pouco de limão” (with a bit of lemon) instead of the syrup.

Always pair your infusion with pão de queijo. While the standard cheese bread is a solid choice, select the “recheado” (stuffed) versions for a better experience. The most common fillings are “requeijão” (a creamy cheese spread) or “carne seca” (dried, shredded beef). For maximum crispness, ask for it to be prepared “na chapa,” which means it's pressed and grilled.

Understand the customization system before you order. The yerba brew is a base for numerous combinations. You choose a size–typically 300ml, 500ml, or 700ml–and then add fruit pulps. Popular and reliable choices include pineapple (abacaxi), strawberry (morango), and peach (pêssego). You can also request the concoction with milk for a creamier drink.

Beyond the main beverage, the açaí bowls are a filling option. They are usually served with banana and granola, providing a complete snack. For savory pastries, the “folhado de frango” (chicken puff pastry) and the “croissant de queijo e presunto” (ham and cheese croissant) are consistent choices across most locations.

Expect to pay between R$9 and R$18 for a customized beverage. The crown-logoed establishment's kiosks are most frequently located in high-traffic areas like shopping center food courts, metro stations, and airport terminals. Nearly all outlets accept credit cards and the Brazilian instant payment system, Pix.

Navigating the Menu: Top Pão de Queijo and Mate Combinations

For a perfectly balanced experience, pair the traditional pão de queijo, served hot, with a pure, unsweetened green infusion. The slightly bitter and earthy notes of the beverage cut through the rich, savory cheese flavor of the bread, creating a classic and refreshing combination.

The Purist's Choice: Traditional Pão & Toasted Yerba Brew

Order the classic, unfilled cheese bread. Its salty, chewy interior and crisp crust are best complemented by a toasted South American tea. The nutty, less grassy profile of the toasted leaves enhances the cheese flavor without overwhelming the palate. This pairing is a direct taste of Minas Gerais tradition.
Sweet Contrast: Pão de Queijo with Goiabada & Iced Lemon Infusion

Select a cheese bread filled with guava paste (goiabada). This combination, known as “Romeu e Julieta,” presents a sweet and salty profile that requires a sharp counterbalance. An iced yerba drink with a strong squeeze of fresh lemon provides the necessary acidity. The cold, citrus-forward beverage cuts through the richness of the fruit paste and cheese.
The Savory Meal: Stuffed Pão & Açaí-Blended Green Infusion

For a more substantial option, choose a pão de queijo stuffed with requeijão or shredded chicken. This heavier snack pairs well with a blended yerba concoction, specifically one with açaí. The berry’s earthy sweetness and thick texture stand up to the savory filling, creating a satisfying combination that functions as a light meal.

Customization and Preparation Notes

Request your pão de queijo “bem passado” for an extra-toasted, crispier shell that offers a superior textural contrast.
For a stronger flavor, ask for the pure yerba beverage served “estilo gaúcho”–concentrated and with minimal water.
For a temperature and texture experiment, try dipping a piece of the hot, savory bread directly into a cold, fruit-infused yerba drink.

Understanding the Franchise Model: Steps to Opening Your Own Location

Submit a formal inquiry through the company's official franchise portal to receive the Franchise Disclosure Document (FDD). This document outlines all financial obligations. Expect a required liquid capital of at least $50,000 and a total initial investment ranging from $120,000 to $250,000, which includes the one-time franchise fee of approximately $30,000. Your financial statements will be audited before proceeding.

1. Site Selection and Approval. Identify a location with high pedestrian traffic, such as a shopping mall, an airport terminal, or a street-level storefront near a university campus. The standard kiosk model requires a space of 30 to 50 square meters. The franchisor's real estate team must approve your proposed site; they will conduct their own demographic and traffic analysis. A signed lease agreement is a prerequisite for the next stage.

2. Business Plan Submission. Develop a detailed business plan for your specific location. It must contain a 3-year financial projection, a local market competitor analysis, and a staffing plan. The company provides a template but expects customization based on your local data. Securing funding is your responsibility, although the franchisor may provide a list of preferred lending partners familiar with their business model.

3. Immersion Training. The principal operator must complete a mandatory 15-day training program at the corporate headquarters. This covers the precise preparation methods for all yerba-based drinks, inventory management using the proprietary software, staff management, and customer service standards. A corporate trainer will also provide 5 days of on-site support during your location’s opening week.

4. Construction and Sourcing. You must use the company’s approved architects and contractors for the store build-out to maintain brand consistency. The construction phase typically lasts 60 to 90 days. All equipment, from blenders to the point-of-sale system, and the initial inventory of the energizing herbal beverage ingredients must be purchased directly from the franchisor’s designated suppliers.

5. Launch and Ongoing Operations. The franchisor provides a standardized grand opening marketing kit. Post-launch, you are obligated to pay a monthly royalty fee, typically 6% of gross revenue, and contribute an additional 2% of gross revenue to the national advertising fund. In return, you receive continuous support, including supply chain logistics for the traditional brew, new product development, and access to system-wide marketing campaigns.

The Daily Ritual: How Brazilians Incorporate Rei do Mate into Their Routine

For a morning commute, order a 300ml or 500ml hot, toasted herbal beverage with a portion of pães de queijo. This combination is a standard quick breakfast for professionals and students in major cities, consumed while walking from a subway station or bus stop to the office. The transaction is typically completed in under two minutes at street-corner or transport-hub kiosks.

As an afternoon pick-me-up around 3 PM, office workers frequently purchase a large 700ml iced infusion, often customized with fruit pulp like lemon or peach. This serves as a social break and a way to combat post-lunch drowsiness. It is common to see groups of colleagues gathering at the familiar green-logoed stalls for this specific purpose.

The chain’s locations in shopping malls serve as strategic rest points during shopping trips. https://boaboacasino-de.de will often stop for a shared large cup of the chilled green drink, requesting extra straws. This pause is also used for a light snack, such as a toasted ham and cheese sandwich (misto quente) or a slice of corn cake (bolo de fubá).

Before a long-distance bus or plane trip, many Brazilians acquire a large, cold serving of the traditional South American brew. Its recognized stimulating properties are sought after to maintain alertness during travel. The consistent presence of these outlets in airports and rodoviárias (bus stations) has made this a predictable pre-departure step.

Regular customers develop highly specific orders, such as “a 500ml pure, no sugar” or “a 300ml with mint and a little sugar.” The speed of service and product consistency across hundreds of locations solidify this routine, transforming a simple beverage purchase into a predictable and comforting part of the daily schedule.