Binalot expands in Dubai

MANILA, Philippines - Filipino owned Binalot has expanded in Dubai, marking its first foray overseas.

Binalot hopes to open 20 more outlets in the Middle East in the next five years.

The company is currently looking for foreign partners that intend to promote Filipino food and culture in their own country, said Binalot Fiesta Foods president Rommel Juan.

There are 450,000 Filipinos in Dubai, bringing the total number of Filipinos living in the United Arab Emirates to 700,000.

Filipinos constitute 21.3 percent of the population in Dubai so the need for a good Filipino food brand is necessary in this market, he said.

The expansion in Dubai was done through a franchise granted to a local company in the Middle Eastern city to ensure it can serve the local market the best way possible.

Juan said the company plans to open two more stores in Dubai and eventually even more across the Gulf Cooperation Council.

Binalot now joins the roster of local food giants Jollibee Food Corp. and the Maxs group that bared plans for their international expansion.

The Jollibee Foods Group has more than 3,000 outlets, of which 630 are abroad.

The company earlier announced it formed a joint venture to open 1,400 Dunkin Donut outlets in China. It also bought a 40 percent stake in American fast casual burger chain Smashburger.

“We believe Binalot can succeed wherever there are Filipino communities looking for fresh and clean Filipino food,” Juan said.

Binalot, known for its Pinoy meals wrapped in banana leaves, now has 34 branches in and outside Metro Manila.