New Market Report: Full-Service Restaurants in the Philippines

From: Fast Market Research, Inc.
Published: Tue Aug 25 2015

The continuous expansion of shopping centres in the Philippines is opening up more space for the operators of full-service restaurants to expand their existing brands and introduce new ones. Building one’s own brand, however, is becoming a less popular option as franchising, licensing and entering into joint ventures to bring in an international brand into the country is more commonly undertaken by entrepreneurs in full-service restaurants. Among the new foreign brands that were introduced into the channel in 2014 were Hong-Kong based brand Tim Ho Wan, Canadian brand Steveston Pizza and American brand Todd English Food Hall. It also seems that the ramen craze shows no signs of slowing down as new additions were introduced in 2014 such as Ippudo, Ramen Iroha and Ramen Sora.

Competitive Landscape

Independent players dominate full-service restaurants, combined accounting for 78% of total value sales in the channel during 2014. Among chained players, Max’s Group Inc was the leader in 2014 with a value share of 5%. Max’s Group Inc is a newly formed entity after Max’s Inc acquired Pancake House Inc. The merging of these two companies resulted in the formation of a company with a much wider portfolio of brands including Max’s, Pancake House, Teriyaki Boy and Dencio’s. Among its brands, Max’s and Pancake House are strong performers, being the leaders in their respective categories. In 2014, Max’s Group Inc made known its plan to expand its business interest to include the operation of the food and beverage operations of various holiday resorts in the Philippines.

Full Report Details at

Industry Prospects

More foreign brands are expected to enter full-service restaurants in the Philippines over the forecast period. American brand Applebee’s is already among those that should be watched out for as Global Restaurant Concepts Inc confirmed its launch in the country during the first quarter of 2015. The company is also reported to be in talks with four other international companies, including one which owns a burger restaurant. The excitement that foreign brands generate among consumers who are looking for variety is likely to encourage more companies to bring in more international foodservice brands rather than create a home-grown one. International brands are also perceived as providing a more authentic rendition of a particular cuisine, which makes them the go-to places for consumers craving a particular dish.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Full-Service Restaurants industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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