Saturday, June 30, 2007
Int’l fastfood eyes bigger sales growth
AN international fastfood chain wants to increase its revenues by 30 percent after moving to its new location following a three-month closure.
Frankie Lee, Kenny Rogers Roasters franchisee under the Golden Bauhinia Food Management Corp., said growth in revenues will be attributed to the fastfood chain’s new site on the third level of Ayala Center Cebu, which is expected to draw more customers in the area.
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Kenny Rogers, which used to be located in the lower ground floor, seized operations last March 31 and re-opened yesterday at the new location which can seat 120 customers.
Majority of fastfood establishments are now located on the third floor following the zoning plan of the Ayala mall, Lee said.
Optimistic
He said in its previous location, Kenny Rogers had average sales growth of only 10 to 15 percent annually.
Along with its new location, Lee is optimistic of a double digit growth since Kenny Rogers will be introducing additional product lines and a new type of service.
Unlike existing local and international food outlets, Lee said Kenny Rogers is a semi-fine dining and fastfood restaurant, which means customers will experience “semi-self service.”
“After making their order, they can get their priority number and return to their seats to wait,” said Maribeth Florea, Roasters Philippines Inc. franchise marketing officer.
Florea said Kenny Rogers caters to the market of young professionals, families and foreigners.
Alternative
Apart from its new location and internal design, Kenny Rogers is a “good alternative” for the health conscious market, said Lee.
The fastfood chain’s pride, roasted chicken, contains 29 percent less fat, 51 percent less calories and 43 percent less sodium (salt), said Lee.
Its food choices have grown to include grilled items, along with its banner products like pork ribs, and freshly baked muffins made of cornmeal.
With the high spending capacity of the new generation of Cebuanos, Lee said the local food industry, particularly the fastfood sector, will remain to be optimistic over a long period of time.
But despite this, he said the company has no distinct plans of opening another franchised outlet in the province.
“It will depend on the response of the market,” Lee told Sun.Star Cebu.
Kenny Rogers, which opened in 2004, is the first franchised outlet in Cebu.
Citing official records, Lee said there are 10 franchised outlets in the Philippines and 37 company-owned branches nationwide. (MMM)
For Bisaya stories from Cebu. Click here. (June 30, 2007 issue)
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