Monday, April 25, 2011

More Outlets Planned for Waffle Food Cart

by:  Jeffrey O. Valisno

FOOD CART operator Waffle Time, Inc. aims to open more outlets by the end of the year as it aggressively expands in Luzon and Visayas through franchising, a company official said last week.

Grace E. Barañao, Waffle Time vice-president for operations, said the company plans to open at least 50 more outlets this year, 20 of which will be opened to interested franchise partners. The company currently has 423 branches in the Philippines and Indonesia. Out of this total, 171 are franchise-owned outlets.

“Waffle Time is a pioneer of this concept of cooking waffles on site, and having different variants,” Ms. Barañao told BusinessWorld in an interview.

“We think it is time for us to expand are branch network to more areas nationwide,” she said.

Waffle Time began in 1998 with a single cart at the Atrium Mall in Iloilo City offering cheese and hotdog waffles. After opening seven branches in Iloilo City, Waffle Time expanded to Manila in 2002.

Currently, Waffle Time sells 16 variants from savory-filled waffles to sweet-filled waffles .Waffles cost between P10 to P20 each.

The company official said Waffle Time wants to take advantage of its commissary in Dagupan, Pangasinan to open more branches in Luzon.

In particular, she said the company is keen to receive franchise proposals from key cities in Pampanga, Zambales, and the Ilocos region.

Meanwhile, Ms. Barañao said Waffle Time is also interested to open more outlets thru franchising in Mindanao, since the company has a commissary in Davao City, and Cagayan de Oro City.

A three-year franchise package of Waffle Time costs P250,000 net of taxes.

After opening more branches in the country this year, Ms. Barañao said Waffle Time plans to expand in Asia Pacific next year. Waffle Time currently owns eight branches in Indonesia. 



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