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Friday, January 23, 2004
Shakey’s seeks control of market
By Jessica B. Natad
THE US-based Sha-key’s is set to regain control this year of the country’s pizza and pasta eating market, which is now dominated by Greenwich Pizza Corp.
According to Shakey’s franchise and business development officer Annie Manzano, International Family Food Services Inc. (IFFSI), Shakey’s master franchisee in the Philippines, is now drawing out plans to become number one again, a status the company enjoyed 20 years ago.
Based on the latest results of the Usage Attitude and Image survey, Shakey’s ranks third, after Pizza Hut, in the pizza market, she said.
Manzano said one of the market control strategies now being implemented by IFFSI is the opening of more Shakey’s outlets in key provincial areas in the country.
IFFSI is now inviting entrepreneurs to become sub-franchisees of Shakey’s, and open up more branches in other areas in the country.
In Cebu, Shakey’s Cebu sole sub-franchisee Danny Tan opened last week his fifth outlet in Cebu, located in the Ayala Center Cebu.
Manzano encouraged Tan to open more outlets in other areas in the Visayas including Bohol and Ormoc.
Shakey’s now has 79 outlets nationwide. The 48 outlets are owned by IFFSI.
On the other hand, Greenwich, which is owned by Jollibee Foods Corp., has more than 200 outlets nationwide.
Manzano said IFFSI is also broadening its market reach by re-imaging and redesigning Shakey’s image in the country to attract the family market, and lowering the prices of some of its products to attract the middle-income market.
Shakey’s has been in the country for 29 years. Other players in the pizza market include Domino and Don Henrico’s.
(January 23, 2004 issue)
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