KFC to focus expansion plans in Vismin region

CEBU, Philippines - International fast food chain, KFC Philippines is directing its expansion focus on the Visayas and Mindanao market, as large chunk of its investments in the next five years will be poured in the region.

“This is where the economy is booming,” said KFC Philippines general manager Chacha Calma-Juinio.

Aside from adding another 90 more KFC stores across the country in five years, that will make a total of 300 branches, KFC is also spending at least P288 million this year, for the upgrading of the system of its high-volume stores, converting them to KFC Fusion Stores.

KFC’s global operation is bringing in a top-notch global system, to further improve customer service that is being piloted in the Philippines, together with other locations such as United Kingdom, and France.

In Cebu, two high-volume stores in Ayala Center and SM City had already been re-opened, and now servicing with its new system and modernized ambiance and facilities.

Juinio said about 40 percent of its total 210 outlets nationwide will be converted into KFC Fusion Store or new model store in the next few years. This year, about 20 stores will be renovated that will incur the company of about P288 million investment.

Currently, there are a total of four KFC food chain outlets in Cebu. Before the year ends, the company will be opening four more stores, she said.

KFC, which is one of the pioneering international fast food chains to enter the Philippines, is banking its bullish outlook on the dynamic market in the country, despite the fast growing entry of competitors.

 Juinio said KFC is confident of its food quality and service, putting its niche in the teens and young professional market based.

The growing number of population in the Philippines, with increasing purchasing power, brought about by the dynamic OFW remittances, and economic growth, specifically in the Southern Philippines, is one of the few factors that encouraged the company to put more investments on expansion and service improvement.

The new KFC Fusion Stores all over the country, is operating with its quick-response service systme, a refreshed store design and additional “sogood” in-store features.

There are currently 15 Fusion Stores including the KFC Ayala Center Cebu and SM City Cebu. The first introduction of Fushion Store in the Philippines, was the re-opening of its Market!Market! outlet in Taguig City in Manila in November of last year.

The KFC Fusion Stores provide free WiFi facility, charging stations, piped-in music facility, plus an interactive kiosk where group of friends and families can take picture, among other unique facilities and services.

Likewise, with the new system, customer’s waiting time for orders is cut by half, re-enforcing its leadership in service in the country’s fast food industry. (FREEMAN)