Philippine FamilyMart CVS, Inc. announces the opening of the world’s largest FamilyMart in Manila. The 400-square-meter store is soon to open on the ground level of UDENNA Towers in Bonifacio Global City, Taguig.
The largest FamilyMart outlet, as with the other branches of the Japanese convenience store here in the country, will feature a more youthful, vibrant, and engaging design. The food counter will be the central area of the retail space, and its menu aims to ensure that there is an exciting variety of authentic Japanese cuisine as well as Filipino favorites.
“We are aiming to be more relevant to the market we believe needs to be served,” says PFM general manager Bernard Suiza.
It seeks to cater to the demographic of extremely busy urbanites who end up eating daily meals outside—from breakfast, lunch, and dinner, to snacks in between. An increasing number of city dwellers are also opting for transitory homes within the metro, such as dorms and apartments, who are seeking alternative and better food establishments for daily sustenance.
While still making other everyday offerings easily available, FamilyMart has zoomed in on food, taking cues from the role that the brand plays in its strong markets such as Japan, where commuters treat convenience stores or konbini as a haven for daily sustenance.
“This is the pivot to food that we are embarking on here in the Philippines—going back to the essence of what konbini is, which is hearty, home-cooked meals,” explains Suiza. He articulates this strategy as “ready to eat, ready to heat, take and bake” food.
This entails a stronger focus on edible items in terms of variety, flavor, and quality. Thus, an integral part to achieving this is having a hot kitchen in each FamilyMart store.
“Our hot meals are served freshly cooked and prepared,” notes Suiza. While stores also offer ready-to-eat or microwaveable meals, fresh meals will be a trademark that FamilyMart hopes to create.
This strategy also means FamilyMart will be focusing on key urban areas in the Philippines where there are dense populations of BPO employees, office workers, condo dwellers, and other similar types of urbanites.
As such, its concentration of stores will be in areas such as Makati, Bonifacio Global City, and Quezon City. According to Suiza, they are currently embarking on expansion in these areas.
PFM is working closely with FamilyMart Japan for research and development of its menu and offerings. Also coming into play is valuable synergy with other business units within PFM’s parent group, Udenna. Well-loved Filipino restaurant brand Conti’s will provide expertise in commissary production of meals, while Chelsea Logistics through its wholly owned affiliate Worklink will provide vital supply chain support.
Little but thoughtful touches will make the Japanese konbini experience even stronger. The trademark entrance chime of FamilyMart stores in Japan, for instance, will soon be played in its Philippine counterparts. Its international best-selling Famichiky breaded chicken fillet has also been slowly introduced to the local market, gradually gaining cult following among Filipino foodies.
Further making the case for a stronger food and drink lineup, and in line with the booming beverage market, Suiza adds that FamilyMart will soon be launching its own signature brewed coffee blend in partnership with Japanese brand UCC.
