An experiment in food delivery in the Makati commercial business district 18 years ago has now turned into the popular Binalot food chain. “We just keep growing, and going with the flow,” Binalot president Rommel Juan says. “I was barely out of college when my brother and a friend, my two sisters and my aunt started Binalot.” The experiment became a success and turned 18 this month. Binalot has another experiment, which is to expand overseas. Juan recently visited the United Arab Emirates to check on how Binalot could be accepted in the market. He came home with positive news. He says Filipinos he met in UAE are looking for their favorite Tapa Rap Sarap and Bistek Walastik wrapped in the original eco-friendly wrapper of banana leaves and an outer wrap of Kraft paper stamped with the variant’s name. Binalot hopes to jump-start the international operations in the UAE next year. Established in 1996, Binalot started as a food delivery service by three young entrepreneurs. Two years later, the company ventured into the food court scene. In 2004, the brand expanded into franchising and dine-in stores. It has since become a household name especially for working-class Filipinos, families and students. Today, Binalot is known as a food chain that merges the traditional and modern cuisines. The company takes pride in serving classic Filipino comfort food wrapped in banana leaves. It is presented in such a way that it is compact and suited for Filipinos on-the-go. Binalot successfully blends traditional Filipino food and packaging to today’s fast-paced, contemporary lifestyle. The mere mention of Binalot evokes sense of nationalism and Filipinos’ good nature. The innate sense of humor among Filipinos brings a smile each time they hear or read Along Came Talong or Anytime Inihaw, which are among the recipes of Binalot. These are names only Filipino will understand and will relate to, no matter where in the world he or she stays, according to Juan. For the 18th birthday celebration, Binalot thinks of a fiesta not only for staff and crew, but for loyal customers as well. “This is our fiesta year,” Juan says, adding that Binalot now has almost 50 outlets. Juan also reveals fresh things for the company, including a new and robust management team headed by Irene Lucas as chief operating officer and Judee Morente as operations manager. Cristina Martinez heads marketing efforts. To celebrate its 18th year, Binalot is sharing its blessings by inviting patrons from almost 50 branches to join the lucky draw to have their own fiesta in their home or office. Juan says Binalot’s success is also the success of many Filipinos. In 2006, the company launched its corporate social responsibility program called Dahon, referring to Dangal at Hanapbuhay para sa Nayon, which has helped thousands of Filipinos. In 2008, Binalot received an Anvil award of merit from the Public Relations Society of the Philippines for the CSR program. The following year, it was recognized by Entrepreneur Magazine as best local homegrown franchise. In 2009, it garnered the fastest-growing franchise in the 2009 Franchise Awards. In the same year, the Philippine Retailers Association cited Binalot as among the outstanding Filipino retailers. Today, Binalot continues to expand and extend its influence, bringing with it the Filipino culture in sumptuous meals. The contemporary layout of its stores coupled with the traditional Filipino food it serves makes the brand one of the leading food chains promoting local cuisine, with a cultural touch to it. Binalot envisions itself to be the preferred quick service restaurant in the Philippines, as it provides healthy Filipino food, preserves Filipino heritage and supports communities in terms of livelihood.
Posted on: Sun, 26 Oct 2014 10:11:08 +0000
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