Homegrown pizza chain eyes Luzon entry in 2 years

CEBU, Philippines — Cebu-based pizza chain Alberto’s Pizza is preparing to enter Luzon within the next two years, extending an expansion drive that has established the company across the Visayas and Mindanao.

The planned move into Luzon would give the home-grown chain access to the country’s largest consumer market and marks its next significant step after more than a decade of expansion beyond Cebu.

Amie Opalla, Alberto’s Pizza’s business development manager, said the company is targeting Luzon as part of its longer-term growth strategy.

The company opened its first outlet on B. Rodriguez Street in Cebu City in 2008. It subsequently expanded beyond its Cebu home base, building a network across the Visayas and Mindanao as it positioned itself as an affordable pizza option in the mass market.

The Luzon expansion will test whether the brand can replicate that growth beyond the regions where it has built its strongest presence.

For Alberto’s Pizza, the challenge will be to balance geographic expansion with the operating model that has supported its growth, including keeping prices accessible while maintaining product availability and service standards across a wider network.

The company’s plans come as Philippine food and beverage operators continue to expand through regional markets, with home-grown brands increasingly competing with national and international chains for consumers.

More details on Alberto’s Pizza’s planned Luzon locations, investment requirements and expansion model were not immediately disclosed. — (FREEMAN)