Biaño pioneers pizzaderia concept

CEBU, Philippines - Cebuano-owned pizza chain Biaño's Pizzaderia is going to pioneer offering carenderia-type pizza products in the Philippines to make pizza affordable to the mainstream market.

Because of this positioning, the company, led by Alberto Biaño is up to offer the brand for franchise package that will reach out the nationwide market, specifically in Luzon area.

Started in 2009, Biaños Pizzaderia is now present in 20 locations in Visayas and Mindanao, making quality pizza food product affordable to everybody.

Despite the seemingly crowded players in the pizza market, Biaños is confident that the brand will create its own niche saying “we are the pizza chain for budget-conscious consumers. Flavor and price are our edge in the growing pizza market.”

He said Filipinos love to eat pizza, however over the years, this kind of product is seen to be un-reachable to the lower segment in ordinary days whenever they want to eat. Unless, for special celebration or occassion.

This is the reason, why the brand is positioning as the first carenderia-type of Pizza chain in order to lure the mainstream consumers.

In Cebu, there are eight Biaño Pizzaderia outlets, the rest are in Bohol, Dumaguete, Zamboanga, and in Mindanao, in Butuan, Cagayan de Oro, Dipolog and Oroquita City.

This year, the company is geared towards expanding its reach in the huge Luzon market, offering the concept via franchise package.

According to Biaño although it is tempting to introduce this concept in the urban areas, the main target he said is to make its presence in the countryside, wherein quality pizza product is elusive and slightly expensive.

Starting off with its aggressive expansion, Biaño announced that the company will commission the marketing expertise of Maverick-a business development agency, led by Carlo Borromeo to help them communicate to the Filipino market, that pizza after-all is not as expensive, but it can now level-off as a mere street-food in terms of pricing. — (FREEMAN)