Flavored Fries to Become an International Franchise Brand

The world is one global market. Boundaries are crossed and distances seem just a few steps away. Such is the business world now. And more so, with franchise businesses that have spanned across the globe for years. The major players in international franchising are usually concepts that originated from developed countries. We have seen that trend in the Philippines.

Having witnessed this development, we have taken on the challenge to encourage homegrown franchisers to widen their perspective and look beyond country boundaries- to dream global. First of the several that took on the global dream was POTATO CORNER. More than its global perspective – it took the untraveled path of positioning itself in the mainstream market internationally.

In the United States, its locations are in malls whose market is truly a cross of different nationalities. Potato Corner was well aware of the competition it would face with very mature food retail franchise concepts in these malls and its growth factor is due to its unwavering focus on its business DNA and the company’s resiliency to adapt to the quirks of varying the markets. With these, POTATO CORNER is poised to have 21 branches by yearend after just over 2 years of operations in the US market. Its present franchisees are also a mix of various nationalities.

POTATO CORNER’s entry to franchising in the US was an entirely new process for the company. It made sure all aspects in the franchise regulation and laws are satisfied and complied with. The company even took on a greater task – it decided to register its franchise in California, which has the strictest franchise regulations. After months of work POTATO CORNER is a full franchisor with a Franchise Disclosure Document registered in four (4) states and has undergone its first annual renewal.

Having complied with all requirements for franchising, POTATO CORNER participated in the International Franchise Association – South Franchise Expo in Anaheim Convention Center on October 12 to 14, 2012. From our talks with the organizers it would appear that POTATO CORNER is the FIRST FILIPINO FRANCHISE CONCEPT participating solo with its own booth positioned side by side with other US and international concepts. There have been Filipino concepts that have participated in US Franchise Expos but they usually are in a franchise association booth and not a solo participant.

Witnessing a Filipino Franchiser participate in an International Expo is still another notch to the achievement of our homegrown franchisers. The registered surprise in faces of inquiries is a moment to behold particularly when they are informed it is a Filipino concept. The Owners, led by Chief Executive Officer Jose Magsaysay, Jose Montinola and Marivic Bermejo were on hand together with their franchise consultant on board Lyndah Bartolome to answer questions/queries and explain to visitors the concept of POTATO CORNER. While the surprise was in the fact that it is a Filipino concept, the banger was when visitors try the products. There were all sorts and all kinds of visitors. People who said they are health conscious but came back to try another sample. Visitors who thought it was simply French Fries but were persistent in asking what is in the flavors – it is so good. Visitors who have seen the stores in malls and were really interested to get a franchise. Or guests that have never seen POTATO CORNER and got a list of malls where POTATO CORNER stores are. Visitors from other countries who would like to franchise the concept having tried the products. Even those attending to their own booth came and said, we have to try the product as people have been saying it is good. What has happened is that there was a line of people waiting for their samples and eventually got interested in investing in a POTATO CORNER FRANCHISE.

Normally, Franchise Expos would achieve two (2) goals: generate warm leads for franchising and establish the brand in the market. On initial assessment, POTATO CORNER has achieved both goals.

POTATO CORNER’s participating solo in an international franchise show is a source of pride for us Filipinos. Indeed, our homegrown franchisors have the potential and the capability to compete in the international market. Concept and product need not be sophisticated. POTATO CORNER is a clear example, simple operations and known product but with a twist and unique proposition. If our homegrown franchisors would just take a step back and analyze their concept once again, they will see its potentials in the global market. Going global after all, starts with a dream and a firm commitment to pursue it. Armed with these, no one can stop you from being a global franchiser.