Fruit Magic expands business to pizza, yogurt ice cream

MANILA, Philippines - It is easy to be complacent if you have been consistently on the top of your game. But not for local juice bar chain Fruit Magic Co., Inc. “As the pioneer of the juicing industry in the Philippines, Fruit Magic sees its dominant market position as a challenge to expand, and venture into new markets that would keep the company a cut above the rest,” said Fruit Magic director for marketing Martin Escalona.

Among the new things going for Fruit Magic is its concept store spin-off, the Fruit Magic Lounge. Escalona explained that while current Fruit Magic outlets are usually kiosks in malls and in Fitness First gyms, Fruit Magic Lounge has a dining area where customers can relax while enjoying their Fruit Magic favorites. “Aside from that, Fruit Magic Lounge carries an expanded menu which includes pizzas and pastries, wraps, and sandwiches,” Escalona said. “These are gourmet food that have been given a healthy twist,” he added.

The first Fruit Magic Lounge opened recently at the Shopwise Supermarket in Libis, Quezon City. The 60-sqm. establishment is decked with colorful walls, predominantly in orange, yellow, and purple. Customers can enjoy their orders in comfortable chairs. “We thought of coming up with a store like this since we noticed most of our customers, who are mostly college students and young professionals, enjoy hanging out in coffee bars to read, surf the Internet, or chat with friends,” Escalona said.

The company is bullish about the prospects of its new store concept that a second Fruit Magic Lounge has been opened just a few weeks after the first. The new store, which has 40-seating capacity, is located on a 110-sqm. commercial space at the residential condominium Victoria Towers, near the studios of ABS-CBN Broadcasting Corp. in Quezon City. This outlet has a 10-seater conference room ideal for business meetings and is also Wi-Fi ready.

From the looks of the first store, Fruit Magic Lounge is sure to put up a great challenge to coffee store chains scattered around the metropolis. “Our greatest advantage is our healthy menu offerings. And then of course, not everybody likes to drink hot coffee, especially when the weather is warm,” Escalona said.

Aside from its nutritious food, Fruit Magic Lounge sets itself apart from its competitors by having a show kitchen where customers can actually see how their orders are being prepared.

“We believe in our products, and we think that the best way to showcase what we offer is by having a show kitchen,” Escalona said. “With the show kitchen, we can guarantee that our food is always fresh, since it is only prepared after customers have placed their orders,” he added.

In addition to Fruit Magic Lounge, the company is gearing up as it forays to new food concepts beyond juices and shakes. Upon the idea of Escalona himself, Fruit Magic Co. Inc. has diversified by venturing into pizzas late last year.

The company’s pizza bar, called Pizzaiolo, is already gaining a loyal base of customers in its first outlet at the atrium of the Manila Ocean Park behind the Quirino Grandstand in Luneta Park.

Escalona said unlike existing pizza parlors, Pizzaiolo boasts of its creative pizza varieties that are affordably priced from P175 to P280. Aside from savory pizzas, Pizzaiolo is already finalizing plans of boosting its menu with dessert pizzas for the sweet-toothed customers. “Even if some will say that the pizza restaurant business has already a lot of formidable players, we believe we can survive because of our innovative pizzas,” Escalona said, adding that a second Pizzaiolo store will open soon near the Eastwood Cinemas.

As if expanding to pizzas is not enough! Fruit Magic Co. has also ventured into frozen yogurt. It has recently opened Green Mango, a small store at SM Sta. Mesa Manila offering flavored yogurt ice cream. “We believe there is a market out there for flavored yogurt ice cream,” Escalona said. “Some Filipinos think yogurts are sour, but wait until they try what we have to offer. It would be the best alternative to ordinary ice creams,” he added.

Green Mango offers its yogurt-based products at a cheaper price point than existing ice cream outlets selling yogurt varieties. “Our yogurt ice cream sells at P48 per cup, that is almost half the cost of what other stores are selling,” he explained.

For inquiries, call 3646927or log on to www.fruitmagic.com.ph.