Food chain Binalot set to expand in UAE

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LOCAL food chain Binalot Fiesta Foods Corp. is set to strengthen its presence in the United Arab Emirates by opening more outlets in Dubai.

Binalot Fiesta Foods President Rommel Juan said the company plans to open two more stores in Dubai after its successful debut recently.

Juan said that eventually, they plan to open more stores across the Gulf Cooperation Council (GCC).

Binalot has granted a franchise to a local company in Dubai to ensure that it can serve the local market in the best way possible.


The company is optimistic about its expansion plan as it sees higher customer potentials in UAE.

Based on data gathered by the company, there are some 700,000 Filipinos living in the United Arab Emirates and 450,000 of those live in Dubai.

“Filipinos constitute 21.3 percent of the population in Dubai so it’s only natural that the need for a good Filipino food brand is needed in this market,” said Juan.

Binalot hopes to open 20 more outlets in the Middle East in the next five years.

With this, Binalot announced that it is looking for foreign partners who wish to promote Filipino food and culture in their own country.

“We believe that Binalot can succeed wherever there are Filipino communities looking for fresh and clean Filipino food,” said Juan.

Binalot now has 34 branches around the Philippines and is known for its All Time PinoyVorite Meals all wrapped in banana leaves.

Other local food giants that have also bared plans for international expansion include Jollibee Foods Corp. (JFC) and the Max’s Group Inc.

JFC’s brands now have more than 3,000 outlets, 630 of which are abroad.  In January last year, the company announced that it has formed a joint venture to open 1,400 Dunkin Donut outlets in China.

The Filipino food giant also recently bought a 40 percent stake in Smashburger, an American fast casual burger joint.

Max’s Group, the largest casual dining company in the Philippines, also announced that it will enter the Chinese market with its Yellow Cab Pizza brand.

The group signed a development agreement with JuYangYiTong of China’s privately owned Zhongfa Group to open at least 15 upscale pizza parlors in Hebei, near Beijing and Tianjin.

The venture aims to get a slice of the $2 billion pizza market of China.

Max’s Group owns 550 outlets across all its brands and aims to open 200 overseas branches by 2020. They already have 34 outlets in North America.

RITCHIE A. HORARIO

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