HOMEGROWN food concept Binalot is aiming to establish 20 stores in the Middle East in five years as it continues to aggressively expand its global footprint.
Rommel Juan, president and CEO of Binalot Fiesta Foods Inc., bared this plan at the sidelines of the Association of Filipino Franchisers Inc. 14th Business and Franchise Expo on Friday.
Binalot has already started with its first overseas branch in Al Muraqqabat in September, through a franchise agreement with diversified conglomerate Al Ahli Group.
Earlier in the year, Al Ahli Group forged partnerships with six local franchise food brands, including Binalot to bring them to the Gulf Cooperation Council bloc (GCC)—Oman, Qatar, Saudi Arabia, Bahrain, Kuwait and the United Arab Emirates. The seven franchise food brands—Binalot, Jay-J’s, Fruitas Group, Mochi Crème, Zagu and Fiftea—will be offered under a joint food destination dubbed “Little Manila.”
Juan said that with the exclusive rights for franchising in GCC secured by the Al Ahli Group, their expansion will be parallel to the group’s. “Every time they open a Little Manila destination, we’re part of it. Ang plano nila, they’re going to open another one in Al Satwa next February,” Juan said. “Al Ahli is looking at going outside of the Middle East, as well,” he added, but said it may expand on its own in other continents.
Little Manila aims to be an ambassador of Filipino cuisine not just for Filipino expatriates but for locals intrigued by Filipino food.
Another prime opportunity to reach more customers is in the offing next year as the Al Ahli Group will open another Little Manila in Abu Dhabi.
Binalot has 14 Filipino employees stationed in Al Muraqqabat but will start hiring locally in other branches.
While it hinges its growth on Al Ahli’s expansion in the Middle East, the Filipino fast-casual food concept also aims to tap into markets with a booming overseas Filipino worker population, citing Singapore ,Taiwan and Indonesia as ripe markets.
“We’ll focus on countries with a lot of Filipinos but we’re one with Al Ahli in bringing Filipino cuisine to the rest of the world,” Juan said.
In the domestic market, Binalot is aiming to open six stores nationwide, two of which will be company-owned.
By year-end the Filipino restaurant will have 40 stores overall, with total company-owned stores tallied at 10. It is also aiming to introduce a Binalot Express, a new and smaller format that can be introduced in malls.