Homegrown restaurant chain brand King Sisig is poised to end the remaining quarter of 2017 with more provincial doors, specifically mapping out strategic areas in Luzon as part of its aggressive expansion campaign.
By year-end, King Sisig will have a total of 20 branches with the expected opening of three new provincial outlets in SM City Santa Rosa and SM City San Pablo in Laguna, and Ayala Malls Feliz in Rizal. The move to locate in the said shopping malls is seen to strongly bolster the restaurant’s commercial presence, according to Fernando G. Iso, assistant vice president of King Sisig Royal Foods Corp., the company behind King Sisig chain of restaurants.
“The SM mall locations are chosen for their potential in contributing to the fast-paced growth of the company,” he said. To date, King Sisig has 15 company-owned branches and two franchised outlets with provincial operations at the Santa Lucia Mall in Cainta, Rizal.
In addition to Laguna and Rizal, Iso said they are looking into penetrating ideal locations in South Luzon. “These areas are chosen because of the potential they have in contributing to the company’s growth, as well as to strengthen King Sisig’s presence in these areas,” he added.
Apart from the fast-growing King Sisig franchise, King Sisig Royal Foods Corp. also operates Bulalo World (now with 17 outlets, and known for its Hot Bulalo meal served with unlimited rice) and Lechon Factory (famous for its Lechon Chicken, a quarter-cut chicken grilled on lava rocks and served with unlimited Lechon Rice and soup).
“The remaining months of 2017 will signal more exciting developments for the two restaurants as they are also set for provincial expansion with four new branches for Bulalo World [two in Laguna, one in Batangas, another one in Cavite], and three for Lechon Factory [one each for Batangas, Pampanga and Laguna],” Iso announced.
Along with the opening of new provincial doors are employment opportunities for locals in the said areas. According to Iso, they are hoping to create around three hundred jobs, from management to crew members, for the provincial expansion of the three brands.
A key success factor for King Sisig is its unique value-for-money positioning. “The captured market of the mall audience also helped in this performance as we offer the best alternative to traditional fast- food restaurants, with our varied affordable offerings and royal customer service,” Iso said.
As for stiff market competition, Iso is confident that King Sisig will go up successfully against local and foreign restaurant brands. “This is of course a challenge, but there is also an opportunity for King Sisig to feature its familiar, yet differentiated, food offerings to the market,” he remarked.
One way to further boost brand familiarity in the new territories is by putting up a total of 25 billboards across Metro Manila, South Luzon and Central Luzon. Aside from this marketing effort, the company is also updating its menu, starting with the launch of a new side dish, Sizzling Tofu Sisig by mid-October.