Couple entrepreneur eyeing to expand food kiosk venture

CEBU, Philippines - Barely a year after it was first introduced to the market, Jafar's, a middle-eastern food kiosk, plans to expand in strategic areas in Cebu as well as in other parts of the country, probably through franchising.

Started by a young Cebuano couple Alfonso and Maria Luisa Martinez, Jafar's initially started as an active participant in food bazaars but now has permanent take-out counter kiosks in Banilad Town Center (BTC) and Rustan's Supermarket area in Ayala Center.

In an interview with owner Alfonso Martinez, he said their mutual love for food and richly-flavored cuisines like Middle Eastern has paved way for a good business start-up. "The savory and rich combination of middle eastern inspired preparation appeal to Filipinos," said Martinez.

  Due to the promising sales turnout of its two kiosks, Martinez said the sole proprietorship company plans to open up at least 10 take out counters in the medium term, owing to the good prospects of food business in Cebu and in the Philippines.

Although, there are few specialty food outlets that are serving Shawarma and other middle-eastern food choices, Martinez said Jafar's on the other hand, is not claiming to be "authentic" but its preparation is only largely middle-eastern inspired.

At present, Jafar's is offering five choices of shawarma preparations, the rice meals, wrapped, and salad styles.

The 27-year-old food lover, together with wife Maria Luisa invested roughly P200 thousand to start off its first permanent kiosk in BTC, now the couple is up to invest at least P5 million to standardize its operation and quality, to prepare for its expansion target. (FREEMAN)