Pinoy’s love affair with Mr. Softy

Filipinos have a soft spot for ice cream. But on a regular basis, most Filipinos, particularly those in the C and D segment can hardly afford to buy hard ice creams (or those branded frozen delights sold in half or one gallon containers).

Fortunately, the Perea family of Marikina founded the Mr. Softy Ice Cream Co. Inc in November 2000 which brought the soft ice cream technology into the country.

The company at first brought the technology to sell the ice cream maker machine. But it promoted the machines by putting up its first outlet in public markets, the first being in the public market of Marikina City in 2000, where the family resides.

The first experience at the Marikina public market was a pleasant surprise for the company–with a long line of people waiting to buy the soft ice cream. Because of the warm reception, the Pereas decided to put up more outlets.

Between November 2000 and February 2002, the company was able to expand its outlets from 30 to 50. The current count is 150 outlets, of which 15 are company owned and located in Metro Manila.

It formally opened for franchising through the Mr. Softy Franchise Co., which was established in 2004.

The company expanded very fast in the provinces. It has outlets in Cagayan De Oro, Butuan, Davao, Iligan and Gen. Santos in Mindanao and in the Visayas it has stores in Cebu (with 10 outlets), Bacolod, Samar, Bohol, Aklan and Tacloban. Soon it will open an outlet in Boracay. Its outlets in Luzon are in Bulacan, Bataan, Nueva Ecija, Baguio, Tarlac, Pampanga and Pangasinan.

For the first quarter of 2006, Mr. Softy plans to put up five more stores ( Mall of Asia, SM Fairview, SM. Sta. Rosa and Market Market).

"But from the long list of applicants, it seems there will be more stores to be opened," said Vinson S. Perea, general manager of Mr. Softy Ice Cream Inc.

Prior to joining his family’s company, he was a multi awarded sales executive of various conglomerates like the Republic Chemicals Inc. and Loctite Philippines Inc.

The first outlet of Mr. Softy was put up in Sta. Lucia Mall. "Our customers are usually the C and D when we started but now we are beginning to see more of the upper C and B markets buying our products because of the new offerings of dips and glazes added to our ice cream flavors,"  said Virgo Perea, a marketing graduate from Letran College and general manager of Effective Marketing, a subsidiary of Mr. Softy Co. Inc. which is in charge of distribution and franchised stores.

A franchisee in Borongan, Samar (identified as the most depressed province in the country) was able to put up a second outlet in less than a month because Mr. Softy sold very well among the people.

"The best selling outlet is Baguio and believe it or not, the best selling flavor is strawberry, which I can not really understand," said Vinson Perea.

"The people in Borongan love our products because Mr. Softy ice cream is cheap at P6 per cone (though its price can go until P22 for the glazed toppings) and it enables our customers to treat themselves to something cool after a hard day," Vinson said.

Mr. Softy is no longer a lowly product–with its humble beginning at the Marikina public market. Now it does caterings even to conferences done in hotels; company parties and product launches (like drug companies and medical associations) and even private gatherings.

One flavor mix per store can serve up to 240 customers. "Most of our customers arrange with our outlets to serve their favorite flavors and come back for them," Perea said.

Depending on the location of outlets–with the best selling store at Megamall–flavor mixes served vary. In Megamall for instance, the outlets are able to sell three different flavor mixes throughout the mall hours, especially during weekends.

The company has also been getting inquiries and orders for soft ice creams in gallons or half gallons, which the Pereas are seriously studying. "Offhand, this is not our line of business and would rather focus on our core business for the time being," Vinson said.

For 2006, the company is expanding into more areas in Luzon and would like to have its presence felt in virtually every mall in urban centers.

It is also studying the prospects of going mobile, meaning operating an ambulant truck store especially in gatherings with big crowds, said Victor Perea, founder and president of Mr. Softy Ice Cream, himself a former ice cream man having come from Presto Ice Cream of CFC.

From just five company members when it started in 2000, Mr. Softy has now grown to a work force of 50 to 60 people. It has also gained steady patronage from adults, college students, yuppies and only lastly, from children.

"So many have tried to copy us and even reduced their prices, but they did not stay long in business because they could not get our formula, product quality and consistency in service and products," the elder Perea said.

Those who tried to compete with us frontally ended up selling their machines to us and we buy them for our outreach programs, Perea added.

* * *

Mr. Softy Ice Cream Co. Inc.
#74 Tangerine St., SSS Village, Marikina City
Phone: 9418163; 9348007