Binalot mulls more branches overseas

MANILA, Philippines - Homegrown fastfood chain Binalot Fiesta Foods Inc. is gearing up for expansion abroad after successfully marking its first international venture in Dubai last month.

Binalot founder and chief executive officer Rommel Juan, in an interview yesterday, said they are eyeing to expand in countries such as Singapore, Hong Kong, Taiwan and Indonesia.

He said the company is currently looking for franchisees in these countries.

 “We’ll focus on countries with high Filipino population. I am actively looking in areas nearer in the region with  plenty of Filipinos that here spending power,” Juan said.

In Dubai, Binalot has already entered into a deal with conglomerate Al Ahli Holdings Group to be the brand’s franchisee in the Middle East.

The first Binalot branch in Dubai and also outside the country was opened last month.

 “It was well received. Majority of our customers are Filipinos but there are also those from different nationalities. At least we got our feet wet and get acclimated to foreign business climate,” Juan said.

According to Juan, Dubai is expected to be a large market for Binalot given that there are currently 600,000 Filipinos there in which 80 percent dine out four times a week.

“Dubai is multi-cultural and they’re finding out that Filipino food is good. Now, I think we are under-represented when it comes to food. When you go abroad, you don’t really see mainstream Filipino restaurants that foreigners go to. So we are with Al Ahli in their thrust to introduce Filipino cuisine to the rest of the world,” he said.

Juan said the initial plan is to open about 20 Binalot branches throughout the Middle East with Al Ahli over the next five years.

“I have always dreamed of serving our meals to our kababayans. With OFWs now all over the world, we hope to follow them wherever they may be,” he said.

Locally, Binalot has 35 branches, 10 of which are company owned.

Juan said the company hopes to end the year with more than 40 stores in the country.

Binalot is a 19-year-old Filipino fastfood chain that offers rice and viand wrapped in banana leaves.