Gloria Jean’s sees huge market demand in Cebu

The opening of several coffee shops in different parts of the city these days indicate a huge market demand for the product and a change in the lifestyle of Cebuanos, and this is the reason why a franchisee of an international coffee shop brand believes so much in Cebu as a growth area for her business operations.

 Lalaine P. Espiritu, the Managing Director of Zobella Group of Companies, the operator of Gloria Jeans Coffees here in Cebu believes that despite the many coffee shops that are mushrooming in Cebu’s business district these days, they still have a different market to penetrate and the market is not yet saturated as others might think so.

“If the market here is already saturated, businessmen like us will not be opening more stores in the city. The competition is a healthy one as it will give Cebuanos more choices.”

As for their market share Espiritu said that Gloria Jeans have a share of the market and as an Australian brand,” we have a distinct flavor too so we don’t believe that the market is already congested.”

Espiritu also added that, “there are a lot of local brands that are coming out in the market today and it shows that the awareness for the concept is increasing. The demand is there, and so the potential for a certain product is there.”

 But compared to other known brands in the market, Gloria Jeans Coffees boasts of serving coffee products from 100% Arabica flavored beans.  Its client base is composed of mixed market segments. In their boulevard branch they serve students, businessmen, and medical representatives.

Gloria Jeans Coffees has 32 branches nationwide and six outlets in Visayas and Mindanao regions composed of: Tacloban, Bacolod and Cebu. In Cebu, Gloria Jeans operates in the Boulevard at Capitol, Banilad Town Center, and Waterfront Mactan Hotel and Casino. Soon, Espiritu will be opening a new branch in the SM City Cebu’s high-end annex, Northwing.

But locating in the mall according to Espiritu is not at all a very tough challenge as they believe that locating in the area means already having a captured market. “The mall itself initiates awareness so unlike other locations there is already a captured market but what we will have to do is to put something that will make the market come and try our products.”

Espiritu outlaid expansion plans for Gloria Jeans next year. She revealed that about two to three more outlets will be opened in malls 

But not wanting to be so aggressive in penetrating the market, Espiritu is very much keen on making certain that the outlets she open for Gloria Jeans will do well. “We ensure that the outlets we open will do well and working within our capacity in terms of resources because resources would mean everything for a business,” she said.