Phl to lead franchise boom in Asia

MANILA, Philippines - More foreign business concepts are expected to establish their presence in the country as the Philippines takes on the image of a catalyst in the growth of the franchising industry in Asia.

Alegria ‘Bing’ Sibal-Limjoco, former president of the Philippine Franchise Association (PFA) and currently the group’s vice chairman, said foreign brands are taking advantage of the Filipino talent and innovation in expanding their brands in the region, particularly since the Philippines is already recognized globally as an originator of good franchise concepts. Jollibee, for instance, has been named as one of the Top 10 restaurant concepts in the world.

“The growth of the franchising industry will be coming from Asia and it will be spearheaded by the Philippines. When it comes to franchising, we are way ahead compared to other countries in Asia,” stressed Limjoco, who is also CEO of Francorp Philippines.

This development, she noted, makes the Philippines a magnet for foreign franchising concepts that have plans of making it big in the region.

Caffe Bene of Korea, for instance, is set to open its first store in the Philippines in July, Limjoco said, adding that the firm has about 800 coffee shops in Korea.

To make sure franchisers in the Philippines will get continued retooling, Limjoco said the PFA periodically brings in foreign experts. Some such foreign experts will be featured in this year’s Franchise Asia Philippines (FAP) 2012 Expo from July 25 to 29 at the SMX Convention Center.

“PFA always strives to give its members the tools to grow their concepts by bringing in foreign experts to speak to them in such events,” Limjoco emphasized.

Franchise Asia Philippines 2012 is considered as Asia’s premier 4-in1 event. It puts together in one show four huge gatherings including the International Franchise Conference on July 25 and 26, the three-day International Franchise Expo on July 27-29, the Franchise Seminars to be conducted simultaneous with the Expo; and, the Certified Franchise Executive (CFE) Program on July 23 and 24 at the AIM Conference Center Makati.