How Local Flavors Won in NextGen in Franchising Philippines 2024
The NxtGen in Franchising Philippines Competition is a nationwide search for the future stars in Philippine franchising. This year, NxtGen in Franchising Philippines celebrated its 10th anniversary during the Franchise Asia Philippines 2024 International Conference held last month at the SMX Convention Center. Led by the Philippine Franchising Association (PFA), the International Conference is the biggest gathering of key players and leaders in the Philippine franchising sector, where franchisors and entrepreneurs can look forward to learning from thought-provoking sessions and panels as they explore, expand, and excel in their business journey.
Joel Tugade is the overall chair of the NextGen in Franchising Philippines 2024
“We are standing as the sole NxtGen program globally that continues to grow,” said Joel Ryan Tugade, president of Coolaire Consolidated and overall committee chair of NxtGen in Franchising Philippines 2024. “In these 10 years, we have discovered the potential of over 300 concepts and transitioned from focusing on the individual entrepreneurs to embracing a broader concept-driven competition. What started as a program focused in NCR, we are now a truly nationwide program looking for talents in Luzon, Visayas, and Mindanao,”
NxtGen in Franchising Philippines Sneak Peek
From onboarding and shortlisting 200 aspirants to screening and judging the remaining competitors, NxtGen in Franchising Philippines has named four area winners, each representing NCR, Luzon, Visayas, and Mindanao. The winners are included in the NxtGen Accelerator Program.
“This program brings together the best minds and business skills, marketing, branding, and communications, to train and capacitate participants,” explains Tugade. This program also gives support not only to the winners but also to finalists and qualifiers, helping turn their business goals into reality and sustain their dreams.
Area Winners’ Innovations
Innovation has always been at the core of the NxtGen in Franchising Philippines competition in finding the next generation of successful franchisors. Take a look at how this year’s winners displayed innovation in their franchise business:
From traditional Filipino delicacies to gourmet treats
The innovation of transformation
From NCR, Casa Bernas, owned by Elgyn Bernas, is a gourmet Filipino delights concept that started in April 2020, when, during the pandemic, they gave Casa Bernas Kutsinta to frontliners as a sign of gratitude and support.
Today, their best-selling products are the Original Kutsinta and Black Kutsinta, Petite Puto Bumbong, Palitaw Balls, Macapuno, Dulce de Leche, and Otap, many of which are featured by local celebrities in their social media accounts.
From sales of P450,000 in 2020, Casa Bernas earned P3 million last year. “Being a gourmet kakanin, we are very different from ordinary kakanin because we give a premium on the quality of ingredients, craftsmanship, presentation, branding, and experience,” Bernas says. “Casa Bernas is built on authenticity and quality. Our commitment to quality has earned us a loyal customer base and strong reputation. Truly Filipino pride in every bite.”
A library cafe promoting a reading revolution
The innovation of advocacy
From Luzon, Libro Espresso was founded by Gemma Berania in 2022 to become a component of a literacy-rich community and nation. With branches in Tagaytay, Cavite, Batangas, and Lipa, Libro Espresso isn’t just a café but a beacon of reading advocacy.
“Libro Espresso is where books, coffee, cuisine, and advocacy come togetherm” Beranis says in her final pitch. “Simply put, we let you read and borrow our books while dining and then you can take our books home with you through our library membership. The unique blend of our library and cafe drives our profit while championing literacy. With around 3,000 books, our cafe is making a difference, one cup and book at a time.”
A year after opening, Libro Espresso was able to grow their gross profit margin from 50 percent to 70 percent and reach an impressive ROI of 57 percent. “Our success is both financial and transformative,” Berania says. “With our library membership, loyal patrons, and partnership with public schools, we are igniting a reading revolution. Just imagine the impact. We are not just dreaming about change, we are driving it.”
Filipino dessert and drink in one and Filipino Bayanihan
The innovation of synergy
From Visayas, Tsoko Specialty Drinks, founded and co-owned by Ejay Christian Co, is the first-of-its-kind 100 percent natural dessert drinks concept that combines beloved Filipino desserts and drinks into one. This synergy has proven to be effective due to Tsoko’s rising popularity among avid customers, media outlets, and investors, with over 3,000 local and overseas franchise inquiries from Canada, UAE, Australia, USA, Malaysia, and Singapore.
“Tsoko uses ingredients that grow from Luzon to Mindanao, this way we could give our customers a true taste of home,” Co says in his pitch. “Every drink that we make like our Signature Tsoko, Ube Lava, or Banana Turon is a convergence of flavors that can satisfy and refresh different generations – a novelty for the young and nostalgic for the young-at-heart.”
What’s also unique about Tsoko is the interactive experience they provide, where customers are the ones who seal the can of their own Tsoko drink. “Our unique sealing process connects you directly with our brand, and makes you a part of every can of Tsoko.”
In order to make 100 percent natural dessert drinks, Tsoko tapped a network of community farmers and growers to help them secure the produce that they need to expand their drink lines. “By doing this, we are not just making better business, we are elevating the future of Filipino families who are the backbone of our nation’s agricultural heritage,” Co says. “True success to us is about lifting others along with us as we continue to rise. Together, let’s make Tsoko a brand that embodies Filipino bayanihan.”
A barbeque bucket for every Juan
The innovation of convenience
From Mindanao, Barbeque Boss, with Mr. Joshua Barrientos as president, is a full-service restaurant and a staple in Davao City for 25 years. Their hero product, pork barbeque, is consistent, affordable, and loved by many, along with other Filipino favorites.
“I envisioned the company to meet the demands of today’s fast-paced world and a year ago, I asked myself, ‘How can more people try our best-selling pork barbeque?’ Barrientos says. “Thus, the creation of Barbeque Boss Express, a takeout concept, which has a streamlined menu and faster takeout service. Our signature innovation, the Barbeque Bucket is for everyone, and one stick is only P10.50.”
From 2017 to 2023, Barbeque Boss had a yearly average of 14 percent annual sales increase. Barrientos also shared that he loves sports and to give back to the community, Barbeque Boss actively supports athletic activities and events as well as students. In fact, since 2022, Barbeque Boss has helped six students to graduate with the aim to help more.
NxtGen in Franchising Philippines 2024 Champion
Raking in 49 percent of the on-site votes, Tsoko Specialty Drinks is the NxtGen in Franchising Philippines Competition 2024 Grand Winner.
Looking Forward
A key program under PFA’s Advocacy Cluster, NxtGen in Franchising Philippines is one of the best avenues for up-and-coming franchise brands to gain recognition, support, and the opportunity to grow from one to many. The next NxtGen in Franchising Philippines competition will be held during the Franchise Asia Philippines 2025 International Conference and if you want to know if your business is qualified, you may take the pre-qualification assessment here or nominate a business you’re passionate about here.
Velle Cacha-Manuel is a Certified Franchise Executive and the AVP for Marketing of the IFCP Group of Companies – U-Franchise Sales & Management, Francorp Philippines, and ActionCOACH Philippines.
