IBERSOL | Integrated Management Report | 2025

FINANCIAL YEAR ACTIVITY SPAIN Ribs – True American Barbecue is one of the Ibersol Group’s most representative proprietary brands. It was established in Madrid in 1991, inheriting the mission, values, and know-how of the El Descanso restaurant – the “house of ribs” – founded in 1968 with the aim of being the first authentically American steakhouse in Spain. The brand closed the 2025 financial year with a total of 27 restaurants (14 company-owned and 13 franchised). During the year, the ribs brand reopened two company-owned restaurants in Valencia (Ribs Bonaire and Ribs Alfafar), which had been closed for several months due to severe flooding caused by the DANA weather event. The Ribs Alfafar restaurant was fully renovated, incorporating the new brand image initiated in 2024. In line with its commitment to innovation, the ribs brand launched the “Fries & No Cries” campaign in the spring, featuring new American-inspired potato offerings. During the summer, the brand reinforced its positioning as a ribs specialist with an innovative version of its Genuine Ribs, slow-roasted and glazed with Korean-style BBQ sauce. AtHalloween,Ribsactivatedthe“HorrorSmiles”campaignwiththe launchof theChickenCircusBurger, accompanied by sweet and savoury bacon-flavoured popcorn. Finally, atChristmas, thebrandexpandeditsofferingwithbeef tenderloinandtheCookieGoldCaramel, strengthening its seasonal proposition. The brand continued to promote “Big Parties” (including Valentine’s Day, 4th July, Halloween, and Christmas, among others) and the “Ribs Experience”, recreating events in its restaurants inspired by festivals, live concerts, games, and recreational activities representative of American culture, thereby strengthening the customer experience and the brand bond. Within the scope of consumer relations, the brand recorded significant advances in online reputation, strengthening its positioning and the perception of quality among customers. Lastly, of particular note was the implementation of the booking engine, a fundamental tool for optimising customer flow on high-demand days and during special events, improving operational planning, service efficiency, and the overall consumer experience. 46