Optimistic about the popularity of their brand and product, a young Manila-based entrepreneur is confident of getting a positive market response as he opens two new branches in Cebu this month.
Tapa King franchisee James Osorio Fantone of JCMP Asian Cuisine, Inc. said that Tapa King is a very popular brand in Manila and its market strength is what prompted them to decide to open two more branches in Cebu.
Tapa King has recently started operating in Cebu with its BTC branch under a different franchisee.
Meanwhile, JCMP Asian Cuisine, Inc.’s two new branches will be opened in Paseo and SM. Their Paseo Phase II branch will be opened before December due to construction delays while the SM City Cebu outlet will soon operate this coming November 15.
Fantone is also applying for a regional franchise of Tapa King and outlaid plans of taking the brand to Visayas and Mindanao areas like Davao, Bacolod and Cagayan de Oro.
Tapa King started doing business in June of 1987 as a so-called “hole in the wall” operations at the heart of Makati City’s business district. It found its niche at the office workers who came for a quick and affordable meal yet delicious and satisfying.
Tapa King likewise did efficient business in delivering to buildings around Makati and nearby areas which later become one of the major operational competencies of Tapa King’s business and led to its growth.
A decade after 1997, Tapa King’s one-store “hole in the wall” operations grew to 14 company-owned stores and that year also marked the start of their franchising operations. And now it has more than 30 stores nationwide.
“We grew up eating Tapa King and we really love it. We believe so much in the brand and we are very confident that it will also hit here in Cebu,” said Fantone about the reason why they invested in the brand.
Fantone came from Manila and had stayed with his family for three years here in Cebu due to work and later on decided to stay for good as they saw the city’s development potentials.
“Cebu is a melting pot of everything and I’ve known a lot of people from Manila who are already here and does not want to go back,” said Fantone.
In terms of branding, Fantone stressed that they will not have a hard time marketing Tapa King products nor the brand here in Cebu as they noted that Cebuanos already are familiar with it and very much aware with “tapsilog” food concept.
He said that, “Cebuanos who are frequent in Manila knows about Tapa King and those who came from Manila also love Tapa King so it will definitely be easier for us to penetrate the market.”
Fantone also added that, “we are not competing with anybody in our category. There might be small “tapsilogan” outlets around town but we are not threatened by them but rather we are thankful for them because they have paved way for us since they have done the test for us and made “tapsilog” known to Cebuanos.”
As for those who has not yet tried or tasted Tapa King, Fantone urges them to, “taste it and once you do, you will definitely like the brand. Tapa King has already perfected their tapa variants and we can ensure really good food and excellent service in our outlets.” — Rhia de Pablo