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Filipino franchises go global
Publication Date : 25-08-2013
Filipino brands continue to create waves in the international franchise arena, proving that the local franchise industry is fast becoming one of the country’s biggest dollar earners.
“With at least US$11 billion in earnings, Philippine franchising is no less a major export player. Some of our members have successfully established their brands overseas, paving the way for more players to try and conquer new markets,” says Armando Bartolome, president of the Association of Filipino Franchisers Inc. (AFFI).
Throughout the years AFFI, the country’s leading franchise group, has helped franchise brands expand to Asia, the United States, as well as in less familiar territories overseas.
AFFI is showcasing these local franchise brands that have gone global in a three-day event dubbed “Galing ng Pinoy, the 12th Filipino Franchise Show” slated on October 4-6 at the World Trade Center, Pasay City.
With at least 25 outlets scattered around America, 28 in Jakarta, Indonesia, and one in Panama, Potato Corner is certainly one of the most inspiring franchise success stories. Operating for 20 years now, the company through its CEO Jose Magsaysay Jr., recently announced that they are considering listing at the Philippine Stock Exchange (PSE).
Crystal Clear Water dubbed “the business that never runs dry” has invaded Indonesia, Malaysia and South Africa. Locally, the company has at least 500 branches nationwide.
Fiorgelato, a famous ice cream franchise, is now in Japan and the US, while Sweet Corner’s (corn) cart business now operates in Australia and is soon to open in the Middle East.
Food franchisors are not the only success stories abroad. Lay Bare Waxing has three branches in the US; Eat Bulaga, the country’s most popular afternoon program has been franchised in Indonesia.
“Operating a franchise overseas comes with a unique set of challenges. These include not only different laws, languages, and cultural differences in how business is conducted but also finding a franchisee to partner with,” says Bartolome.
The franchisor’s local partner should help translate the concept and the brand into a commodity that is both acceptable and profitable thus one has to make adjustments, he adds.
Despite risks, however, the venture is definitely most rewarding.
“With an international franchise, you are bringing a Pinoy brand into the international spotlight. You become a source of pride for the country. What can be more inspiring?” the AFFI chief says.