INDEPENDENT oil player Phoenix strengthens its efforts to evolve into an increasingly consumer-facing business amid the challenges of the Covid-19 pandemic by launching an innovative new format for its convenience retail brand FamilyMart.

Launched in Cebu on Oct. 28, the new retail format is a compact version of the full-option concept store that Phoenix launched in November 2019. Catering to motorists and the surrounding communities, FamilyMart initially opened three branches in strategic locations in Cebu in Phoenix V. Rama, Phoenix Banilad, and a standalone store in Banawa.

“We are happy to have come up with a clear-cut strategy to bring FamilyMart to Cebuanos, especially during this challenging environment with the ongoing Covid-19 pandemic. It is crucial that we make essentials, especially food, more accessible, while prioritizing safety, and, at the same time, providing added business opportunities to our franchisees. It requires less investment, yet still provides the same excellent service and quality products FamilyMart has become known for,” said Phoenix president Henry Albert Fadullon. “We have always wanted to bring FamilyMart to more Filipinos, and through this new store concept, we are able to accomplish this goal,” he added.

Limited retail space

The new FamilyMart stores in Cebu will focus on curated offerings of the Japanese convenience giant’s best-selling and original quick-service restaurant products, such as onigiri (rice balls), ramen (noodle soup), and yakiniku (grilled meat). Further, the stores will offer Posible digital-based payment services for safer, contactless transactions.

Phoenix developed the new FamilyMart store format as a suitable solution for limited retail areas of 15 square meters to 20 square meters. It offers a more attractive proposition to investor-franchisees with its lower investment cost of P500,000, which is up to 90 percent lower than regular FamilyMart franchise packages.

After Phoenix acquired FamilyMart Philippines in 2018, it has re-positioned the brand to bring a genuine Japanese lifestyle retail experience to Filipinos, especially busy urbanites, office employees and professionals. / PR