Binalot eyes Asian market next

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HOMEGROWN fast food operator Binalot Fiesta Foods, the company behind the Filipino quick service restaurant Binalot, is looking to expand in Asia after its recent franchise success in Dubai.

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Binalot President Rommel Juan said the company is keen on expanding to the Asian region where there is a strong concentration of overseas Filipinos.

“We want to offer Filipino comfort food that our countrymen will enjoy while they work abroad. At the same time, we are proud to introduce our food and culture internationally,” Juan said.

After the success of the Dubai franchise, the company is now actively on the lookout for foreign franchisees in locations with a strong concentration of Filipino communities.

“We are looking at countries around the Asean region such as Singapore, Malaysia, Thailand, Indonesia and even in our other Asian neighbors such as Taiwan, Hong Kong and Japan,” Juan said.

“Filipinos are everywhere, dominating the world’s ‘care industry,’ [whether]for elderly care, child care, patient care or customer care. That is why Filipinos are all over the world,” he noted.

Binalot was earlier focused on putting up two more outlets in Dubai as part of its five-year plan to open 20 Binalot branches in the Middle East by 2021. To date, Binalot has 34 outlets nationwide.

The homegrown fast food chain is known for its banana leaf-wrapped All Time PinoyVorite Meals such as tapa, adobo, sinigang, tocino, bistek, and daing na bangus, among others.

“In the Philippines, our growth is generated by the increase of the call center or business process outsourcing industry, which is set to match or even exceed the overall revenues from OFW [overseas Filipino worker]remittances by this year,” Juan said.

“For our foreign ventures, we are ready to offer our food to the Filipinos abroad who are mostly professionals and do not have time to prepare their meals themselves. Binalot already has the systems and franchise support in place for foreign franchisees,” Juan said.

“We know Filipinos will love the nostalgic feeling of eating Pinoy food like they used to and hope that foreigners will love our adobo and our other Pinoy delicacies as well,” he added.

Other local food giants that have also been expanding globally, mostly in the Middle East and Asia, are Max’s Group Inc. and Jollibee Foods Corp.

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