FoodVentures Philippines (FV-PH)

Let World Franchise Associates (WFA) Help You Bring Your Food Service Brand to the Philippines

FOODVENTURES PHILIPPINES (FV-PH) PROGRAMME INTRODUCTION

World Franchise Associates (WFA), in partnership with Enterprise Singapore (EnterpriseSG), invites qualified Singapore food service brands to join the Brand Accelerator Programme – FoodVentures Philippines (FV-PH).

FoodVentures is a structured end-to-end internationalisation programme, targeting progressive Singapore food service companies who are committed to scale overseas. The Programme consists of 3 key phases: Guide, Gear and Go, designed to help companies build their capabilities for scaling overseas. FoodVentures Philippines (FV-PH) has been created specifically to help Singapore brands enter the Philippines.

FV-PH PHASE 1 (GUIDE)

5th – 6th May, 2025

Interested food service companies are invited to join EnterpriseSG, WFA Managing Partner Troy Franklin, U-Franchise (U-F) President Chris Lim, and a host of other dynamic speakers for Phase 1 (Guide) of the FV-PH. This includes a deep dive into the Philippines market opportunity, followed by a one-to-one session with WFA.

All brands participating in Phase 1 (Guide) will be entitled to a one-year complimentary posting on WFA’s World Franchise Center and U-F’s websites. Completion of an initial onboarding form will be required for participation.

Programme Details:

Programme Agenda:

Speakers:

Troy Franklin

Managing Partner, WFA

Troy has 30+ years of experience in international franchising and business development across the F&B, retail, and services sectors spanning 70+ countries, including extensive experience in the Asia-Pacific, Indian Subcontinent, Europe, Middle East, and Africa.

Chris Lim

Chairman, PFA & President, U-F

Chris leads the Philippine Franchise Association (PFA), the country’s largest and globally recognised franchise body. He drives industry growth, global expansion, and ethical franchising, strengthening PFA’s impact on the 2,000-brand, 7.8% GDP-contributing sector.

Atty Carla Grepo

Commercial Counselor, Philippines DTI, Singapore

Carla is the Commercial Counsellor at the Philippine Trade & Investment Centre-Singapore, leading the Department of Trade & Industry’s rep. office at the Philippine Embassy. Her role involves promoting trade & investment between the Philippines and Singapore, working closely with businesses, government agencies, and industry leaders.

Yayen Portal

Head of Merchants, Grab Philippines

Yayen Portal leads the team that handles merchants on GrabFood, GrabMart, and FMCG in Grab Philippines. She is dedicated to overseeing and growing the business of our merchant partners. She develops and executes GTM strategies with the goal of serving the merchant community, to help enhance their business offerings and positively impact the lives of their customers through the Grab platform.

Panellists:

Aston Soon

Founder & President, Astons Group

Aston is the Founder and President of Astons Group, responsible for the overall management, strategic planning and business development of the group. Under his leadership, the group has grown significantly having developed 15 brands with more than 40 outlets worldwide.

Minying Wong

COO, Asian Foodmall (Singapore Master Franchisee, Tapa King & Shakey’s)

Minying Wong is the COO of Asian Foodmall Pte Ltd. that operates a highly successful Asian food court in Lucky Plaza. The group is also the master franchisee of top brands from the Philippines such as Shakey’s Pizza, Tapa King, JT’s Manukan, and Andok’s Chicken.

Jeff Chang

Global Chief Growth and Marketing Officer of Chatime

Jeff Cheng is the Global Chief Growth & Marketing Officer of Chatime responsible for brand development and product innovation in over 60 countries. He was also formerly General Manager at JDE Peets Southeast Asia, Marketing Director at Haagen Daz Asia and Global Marketing Director in Unilever.

Who Should Attend?

• Singapore Food Service Business Owners & Entrepreneurs
• Singapore Food Service C-suite Level/ Business Development & Franchise Heads

Participation Fee:

S$3,307 for each participating brand, limited to two participants per brand, with up to 50% support by EnterpriseSG. Participation includes a complimentary one-year posting on WFA and U-F websites valued at more than US$10,000.

FV-PH PHASE 2 (GEAR)

Initial Market Visit from 8th – 9th July, 2025

Programme Outline:

A comprehensive Philippines market entry programme starting with an initial market visit to include the following activities:

• Market Immersion  including the following activities: 
  • Legal Brief on operating a Food Service brand in the Philippines
  • HR Brief on employment practices for the Food Services industry in the Philippines
  • Property/Leasing overview and visits to selected mall properties in Metro Manila

• Partner Recruitment initiatives, including the following activities: 
  • Participation in a Business Matching Event
  • One-to-one Meetings with Candidates
  • Brand exposure at the Philippines Franchise Expo

Participation Fee:

S$5,788 – S$8,600 for each participating brand, with up to 50% support by EnterpriseSG.

Note:

• Fees will vary within the indicated range based on the number of brands that join Phase 2 of the Programme.
• Participating brands are responsible for their own air travel, accommodation, and related costs involved in the market visit.

FV-PH PHASE 3 (GO)

Programme Outline:

Guidance and support in advancing initial discussions with qualified candidates through to the execution of a long-term Franchise or JV agreement, including:

• Advice and support on the next steps with qualified candidates following initial meetings in the Philippines.
• Access to best-practice recruitment materials for use in engaging with qualified candidates.
• Assistance with developing a project timeline to be used by the parties for progressing discussions.
• Assistance with developing a due diligence checklist.
• Assistance with developing and managing a discovery visit to Singapore.
• Assistance in negotiating and finalising initial and long-term agreements.

Participation Fee:

S$3,969 for each participating brand, with up to 50% support by EnterpriseSG.