Maximize the Potential of Its Current Brands

Maximize the Potential of its Current Brands

Given the time frame of the case, In order to attract new patrons, SFI should increase its number of branches of its current restaurant brands Sumosam, Mr. Kurosawa, John and Yoko, and Marciano’s. By doing this, they can further strengthen their branding, and eventually build a more solid following.

A good start for this would be to leverage on its partnerships with their existing partner malls. Given that currently they are only in greenbelt x and eastwood, the goal would be to be present in at least 70% of the Ayala and Megaworld Malls targeted to the AB Market. This way, maximum exposure would be achieved and familiarity would be built in the mindset of the market.

Also, they should not be limited within Metro Manila. Surveys and studies show that mega cities such as Cebu in Visayas and Davao in Mindanao are home to some of the most affluent families. Reaching out and establishing themselves in these places would help in further brand patronage.

Add Brands to its Portfolio

After maximizing the potential of its current brands, SFI can now start again in expanding its portfolio of brands that cater to different markets to make their vision of becoming the “Procter and Gamble” of the restaurant sector come alive. This is very feasible as they have a strong competency in the field of food, as evidenced by their dedication and passion in the craft as observed in their 5 very established brands at the present.

They can benchmark and get best practices from the Dee family who owns the chain of restaurants such as Kai, Todd English,Tim Ho Wan, and Mesa. Just like them, we believe that SFI are really capable of handling multi brands. What will set them apart in the Philippine food industry is that unlike that of Dee family who imports international brands, SFI creates its own.

Business Portfolio and Structure

Currently, SFI is playing in the Casual Dining scene.

They can expand to the Fast Casual by starting to cater to the CD market through partnerships with SM and Robinsons Malls as stated awhileago during the short term recommendations.

Lastly, they can leverage