Born during the pandemic in the Argentine city of Mar del Plata, café West Coffee offers authentic Argentine flavours, warm service, and a strong sense of community. Argentine entrepreneur Monina Figueroa brought West Coffee to Asunción in 2021. Now, with two locations in Paraguay’s capital, it has become a favourite among both locals and newcomers.
From Mar del Plata to Paraguay
Monina Figueroa, a 59-year-old entrepreneur from Mar del Plata, a city on the coast of the Atlantic Ocean in Buenos Aires Province, moved to Paraguay in 2016 due to her husband’s work. What was initially intended as a change of country, soon became a new beginning.
From the outset, Monina fell in love with Paraguay: the calm rhythm of life and the warmth of its people won her over. “We are staying for good,” she says with a smile. “The people are so kind and respectful, and there is a peacefulness here that is very different from the high-energy atmosphere of Argentina.”
The birth of West Coffee
West Coffee began as an idea during the pandemic in Argentina. With strict contact restrictions in place, the concept of a “coffee to go” bar emerged. Designed for safe, minimal-contact service, the format proved so successful that it soon expanded in Mar del Plata. The business model emphasised quick service without sacrificing quality. Its efficiency and simplicity made it attractive to busy customers, and the brand’s identity took shape during this unusual period of social distancing.
The first branch in Asunción opened in 2021, and its immediate success exceeded expectations. Its strategic location and convenient takeaway model helped the brand quickly integrate into the local routine.
“People loved grabbing a coffee and a croissant on the go,” Monina explains. The concept of takeaway, while familiar in Argentina, found eager followers in Asunción, particularly among professionals and commuters.
A full menu rooted in Argentine tradition
The most popular item? A classic Argentine combination: coffee and buttery, melt-in-the-mouth medialunas. West Coffee uses Cabrales coffee, a premium Argentine blend of Brazilian and Colombian beans. It is rich in aroma, full in flavour, yet not aggressive on the palate. “We have exclusive use of this brand in Paraguay,” the owner says.
“We make our medialunas with real butter, not margarine like many local versions,” Monina proudly adds. “It makes a huge difference in texture and taste.”
The café also offers a diverse menu of pastries, brunches, pizzetas, empanadas, and even gluten-free and lactose-free options. Argentine-style empanadas with smoked meat are among the standout items.
There are also French toasts, sandwiches, budines, cheesecakes, brownies, and lemon pies. Some items, such as nut-covered treats and chocolate brownies, cater to gluten-intolerant or health-conscious customers, thanks to a collaboration with a nutritionist.
The human touch in customer service
What sets West Coffee apart, according to Monina, is the service. “It is the warmth, the friendliness. Our clients are not just customers; many become friends. That human connection is what defines us.”
The team maintains a relaxed, welcoming atmosphere. Some staff speak English, which enhances accessibility and comfort for foreign guests. It is not merely a transaction; it is a personal exchange.
Reflections on the journey, and looking ahead
For Monina, the journey with West Coffee has been deeply rewarding. “I have learnt that work can be a source of real joy,” the businesswoman reflects. “When people leave happy, that is the best part of my day.”
This remarkable café began as a practical solution during uncertain times and has grown into a beloved local brand. Its roots in Argentine tradition blend seamlessly with the welcoming spirit of Paraguay.
Looking ahead, the entrepreneur plans to expand the brand within Paraguay. “We are actively searching for an addiotional location,” she says. “Hopefully by the end of this year.”
With a loyal clientele and a clear identity, West Coffee seems poised for growth. Monina is confident that their mix of quality and authenticity will continue to win over new customers.
VIP Card benefits
As a VIP Member of The Asuncion Times, you get a 15% discount at West Coffee, just by showing your VIP Member card – one of many VIP Member Benefits! West Coffee operates in two locations: Villamorra and Julio Correa. The clientele varies widely. Villa Morra draws mostly corporate professionals on weekdays, while Julio Correa sees a diverse mix of families, expats, and students.
“Here, we have seen communities form,” says Monina. “At Julio Correa, many foreigners have become friends through the cafe. In Villa Morra, a group of K-pop fans now regularly host birthday events with us.”
The branch at Julio Correa is also the location for weekly co-working afternoons, mostly attended by digital nomads, and remote workers based in Asunción.
West Coffee opening hours and locations
📍Julio Correa 143, Paseo Miraflores, Las Lomas, Asunción
Monday to Saturday: 7:00 AM to 8:00 PM
Sunday: 3:00 PM to 8:00 PM
Public holidays: Open
📍Charles de Gaulle 237, Villa Morra, Asunción
Monday to Saturday: 7:00 AM to 8:00 PM
Sunday: 3:00 PM to 8:00 PM
Public holidays: Open
For more information check West Coffee on Instagram.
