A taste of Holland

When Bernardino Guingona first tasted the sausages flown in by a Dutch friend, he was immediately hooked.

A graduate of the California Culinary Academy, Guingona set to work, creating as many as 16 toppings–using every possible ingredient from kesong puti or cottage cheese to caramelized onions– for the sausage samples.

"That, in brief, was how Holland Sausages, Inc. was born in 2000," said the president and general manager. The company is partly owned, managed and operated by JM PRO-Freeze Co., which is in the business of cold storage.

Business has grown in the last three years, in terms of company-owned outlets, which number nine, and the menu, which now include rice and pasta and Philippine-made sausages.

"What works for us is our value-for-money proposition. For example, our Holland Sausage Sampler has three types of sausages, rice, an egg, and drink at the price of P55. We are also the only sausage house that uses grilled garlic pan de sal, which absorbs the dressing and enhances the texture or feel of the sausages," said Guingona.

Franchising models

Holland Sausages will launch its franchising program during next month’s Second Franchising Show organized by the Association of Filipino Franchisers, Inc. The business models range from a two square meters cart to a 30 sqm. full dine-in restaurant, preferably near cinemas or schools.

"Our market is young and adventurous," said Guingona, who has yet to meet a non-hotdog/sausage lover among the 21 and below market. Given its choice of toppings ranging from garlic aioli to pesto mayo, it is also a sophisticated market.

All outlets will need additional dry storage space not necessarily within the selling area.

While the price for its franchise package has not been finalized, estimated investment for a three square meter kiosk is inside P1 million with payback expected in 18 months.

To complement the franchising launch, the company has in place a commissary /kitchen that can service the requirements of as many as 90 outlets.

"Production is overseen by a competent team of cost control analysts, purchasing officers, and comptrollers as well as a vast network of high quality suppliers," he said.

Being a chef himself, Guingona would not have it any other way.