The Jollibee Group Is Bringing Singapore's Tiong Bahru Bakery to Manila
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Tiong Bahru Bakery, the neighborhood bakery that has become an essential stop for many locals and tourists in the Lion City, is making its way to the Philippines. In a filing with the Philippine Stock Exchange, Jollibee Foods Corp (JFC) said it is establishing a joint venture company with Food Collective, Pte. Ltd. (FCPL), one of the largest Asian food service companies, that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the country.
JFC said it would own 60 percent of the business while FCPL will own the remaining 40 percent. The joint venture will be the franchisee of both brands in the Philippines.
Both companies said it would invest as much as P250 million to the joint venture, which shall have its own resources and personnel. JFC is expected to take the lead in the management and operation of the business.
There are currently 16 Tiong Bahru Bakeries and five Common Man Coffee Roasters across Singapore and Malaysia.
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Tiong Bahru Bakery has made a name for itself as the "Home of the Hand-made Croissants." Long lines have become a fixture in its original location at the Tiong Bahru neighborhood of Singapore.
Common Man Coffee Roasters, meanwhile operates all-day dining restaurants in both Singapore and Malaysia. It also does coffee roasting, sale of coffee products, and operates a Coffee Barista Academy.
Common Man Coffee Roasters will start its operation in the Philippines in 2023.
Coffee and a croissant at Tiong Bahru Bakery in Singapore
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“We are excited to enter this joint venture with FCPL to own and operate the Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines,” said JFC CEO Ernesto Tanmantiong. “These brands will be a strong addition to JFC’s foreign franchised brands and will allow JFC to capture an even greater opportunity and strengthen JFC’s position for further growth in the Philippine market.”
JFC currently operates three foreign franchised brands in the Philippines: Burger King (127 stores), Panda Express (18 stores), and Yoshinoya (seven stores). These brands contribute around three percent to JFC’s consolidated systemwide sales.
At the end of June 2023, the JFC Group operated 6,617 stores worldwide: Philippines (3,287) and International (3,330): 511 in China, 389 in North America, 340 in EMEA, 673 with Highlands Coffee mainly in Vietnam, 1,117 with CBTL and 300 with Milksha. Its largest brands by store outlets worldwide are Jollibee with 1,609, CBTL 1,117, Chowking 613, Mang Inasal 569, and Highlands Coffee 673.
FCPL is a majority-owned subsidiary of Titan Lifestyle Holdings Pte. Ltd., a wholly owned subsidiary of Titan Dining LP in which JFC has a 90 percent participating interest. The company is incorporated in Singapore and its primary activity is owning and operating lifestyle brands, including Tiong Bahru Bakery and Common Man Coffee Roasters.
