THE operator of the Binalot fast-food chain will open at least five stores outside Metro Manila to take advantage of lower rental rates and its “Manila branding.”
But Binalot could double its store rollout following the huge interest it received at The 10th Filipino Franchise Show organized by the Association of Filipino Franchisers Inc., Rommel Juan, Binalot Fiesta Foods Inc. president, told reporters.
“We’re keeping our fingers crossed that we may probably open 10 this year, depending on their location,” Juan said.
“I’m pushing for the provinces because the locations are better and rent is cheap,” he said, adding that brands from Manila usually stand out when brought outside the capital.
The company intends to open branches in Urdaneta and Tarlac after opening an outlet in Dagupan. The Pangasinan branch is doing very well, Juan said.
Since opening its first stall in Shaw in 1996, Binalot has expanded its store network to 35 branches, anchored on franchising.
“We’re looking at effective partners to help us with the expansion. We’re very strict with screening,” Juan said, adding that the company puts a premium on the location of the store when selecting franchisers.
The company owns five of its 35 stores.
Binalot, which means wrapped, offers all-time favorite Filipino meals served in banana leaves at affordable prices.
Total investment ranges from P1.2 million for an 11 square meter to 25 square meter kiosk, to P1.8 million to P2.5 million for a 35 square meter to 80 square meter stall and P1.8 million to P2.8 million for a 80 to 14 square meter restaurant. The investments are inclusive of a franchise fee of P500,000.
“The public has learned to accept franchising because of the numerous success stories. We’ve been through a lot so we know how to choose a good location,” Juan said.