MANILA, Philippines - The Cheese Steak Shop, which gained prominence in the United States for its authentic Philadelphia-style sandwiches, is opening its second outlet in the country through its Philippine master franchiser.
The new Cheese Steak Shop branch at the Bonifacio Global City (BGC), is scheduled to open at the end of the month.
Margaret “Mai” Uy, president and CEO of The Cheese Steak Shop Philippines, which owns the master franchise of The Cheese Steak Shop in the country, said the BGC outlet is strategic because of its high-end market.
The opening of the new branch coincides with the year-long celebration of The Cheese Steak Shop, which currently has 28 branches in the US, for its 30th year in the industry.
As part of the celebrations, Metro Manila will get to experience the healthy sandwiches of The Cheese Steak Shop in their neighborhood as a “Food Truck” of The Cheese Steak Shop will go around several cities in Metro Manila, including Mandaluyong, San Juan, Pasig and Quezon City.
“We want to tell Filipinos in a grand way that The Cheese Steak Shop has really arrived in the Philippines and this shold give them a sense of pride because only our branches serve the authentic cheese steak sandwiches in Asia,” Mai emphasized.
The Cheese Steak Shop caravan will begin on July 19, with local officials to be invited to taste the Philadelphia-style cheese sandwiches in every stop at city hall grounds of the target cities.
The Cheese Steak Shop will also be highlighted at the Franchise Asia Philippines 2012 (FAP2012) Expo slated from July 27 to 29 at the SMX Convention Center. It is regarded as one of the promising foreign brands that have entered the country.
The Cheese Steak Shop Philippines opened its first branch in Makati last year with US Ambassador Harry Thomas and other prominent local and international guests presiding over the ceremonies.