From a humble dream of owning a shawarma stand to becoming one of the most recognized fast-casual dining brands in the Philippines, The Shawarma Shack has redefined what it means to blend perseverance with innovation. With over 800 locations nationwide, the brand has become a staple in Filipino dining, known for its high-quality, affordable, and delicious shawarma offerings.
At the heart of The Shawarma Shack’s success is Walther Uzi E. Buenavista, CEO and President, whose dedication and vision have propelled the brand to unprecedented heights. In this exclusive interview with World Franchise Associates, Walther shares the inspiring journey of The Shawarma Shack, from its early challenges to its triumphs, and how the brand continues to thrive in a competitive industry. Learn about the pioneering “Buy-One, Take-One” concept, the investments in state-of-the-art facilities, and plans for global expansion as it sets its sights on conquering international markets.
How did you enter the franchise business?
After attending a franchise seminar, we were able to create a franchise package to grow Shawarma Shack. Within a brief period, Shawarma Shack started what would become organic growth and eventually, more and more stores. Currently, the brand has over 800 stores all over the Philippines and still growing.
Where and how did the idea of your concept come from?
Shawarma Shack is a company that was borne out of the simple “diligence and perseverance” values in business. In my younger years, every time I went out of school and on my way home, I always passed by a shawarma stand along the way and bought their products because shawarma is one of my favorites. I have dreamt of having a shawarma stand. In realizing my dream, my wife and I faced many challenges but using the values as the compass we continue to grow and succeed.
We believe that what goes around comes around, and they want to share this triumph with other people. They created a system around the idea of providing Filipinos with clean, delicious, and affordable food and scale so that everyone can benefit.
The Buy-One, Take One Concept is not just a pricing strategy but more importantly, it extends the virtues of sharing, and eating together while building bridges, and connecting everyone.
What makes your brand different from your competitors?
Competition in the food industry in the Philippines is very tough. Aside from all brands present in the market, moms and pops stores are very rampant. What sets as apart from our completion, aside from the quality of product itself, is that we have a state of the art commissary. We have invested in a modern commissary equipped shawarma processing facility employing smart technology.
Furthermore, when all other food companies rely on imported machineries to prepare and pack their food, we built own machines designed with Filipino ingenuity. We were able to automate our food processing facility by being self-reliant and strategic. This means that we are able to continue production in whatever circumstances we have, rain or shine. Compared to other commissaries that need to stop operations if they need to repair or replace an imponed part, we have an in-house team of technicians to troubleshoot any problem within a couple of hours.
What are the essential qualities that you look for in a franchisee?
Aside from financial capability to have the Shawarma Shack franchisee business, the entrepreneur should have the following qualifications:
- Commitment to providing high-quality service
- Excellent business judgement
- Strong work-ethics
- Knowledge of the food service and restaurant industries is a huge plus
- Hands on management
How long does it take, on average, for your franchisee to realize their investment?
In an average, the franchisee’s ROl is from 9 to 13 months. Some of our franchisees, because of a very good location, high foot traffic, and good management, they were able to realize it in a shorter period of time. Most of these franchisees became a multi-unit franchise owners.
What was the major challenge you faced in your career and how did you overcome it?
Starting Shawarma Shack was really challenging especially with the presence of other brands in the market. I can still recall that my objective is just to move the inventory we had, especially since most of our raw materials are highly perishable. Instead of cutting down prices, decides to sell every shawarma with one more free shawarma- the Buy One, Take One promo. In an effort to make sure that our stock does not go unsold. The Buy One Take One scheme became a hit where we had our first store.
Also, we even wrote a lot of proposals to different student organization to various University where we can sell our products. Out of more than a thousand student organizations, only a few responded. That doesn’t stop us, my wife and i persevered in growing Shawarma Shack. We also send out proposal letters to different malls that even after more than 10 rejections, they have finally accepted it.
The advent of the pandemic became a major threat to our operations, but instead of closing some of our stores, we at Shawarma Shack focused on online food delivery.
What is your best achievement?
The company and I were given various recognition in the Philippines and abroad. From being awarded the “Franchise Company of the Year” to receiving the “Young Entrepreneur” awards, what I like the most is being recognized as “CSR Company of the Year” by Kiwanis International last 2023. As pan of our corporate social responsibility being the first providers of meals to front-liners in several hospitals all over Metro Manila during the pandemic, the company was also the first one to distribute relief goods to victims of the 2020 Taal Volcano explosion. Since then, Shawarma Shack has been consistent and committed to lending a hand to Filipinos rising from the aftermath of calamities.
How does your business day start?
Wherever I am, my business day starts by always checking all the departments through my ever-reliable department heads, I am regularly in touch with them to immediately address any concerns that may arise.
What was your best moment throughout your franchise career?
Every time that there’s a franchise applicant, for me, that’s the best moment. it just shows that there’s an individual who believes in the brand. It will also equate to providing another entrepreneurial opportunity and will create employment.
Where do you see your brand in the next 5 years?
In the next 5 years, I see Shawarma Shack‘s presence to various countries especially the Southeast Asian Region as we are currently working for the expansion of the brand globally. I am actively participating into different franchise expos abroad. As of this writing, I am already with different talk to possible master franchisees to bring Shawarma Shack into their respective countries.
Any tips you want to impart to our readers who want to be in the franchise industry?
Entering the franchise industry can be a great way to be your own boss with the backing of an established brand. However, entering the franchise industry requires dedication. You have to do your research, choose a franchise you’re passionate about and understand your target market.
It is also important to plan your finances that will cover the start-up costs and the ongoing fees. Make sure you have the capital to cover them. You also have to consider Location, location and location as picking the right spot can make or break your business. Look for a high-traffic area with good visibility. Lastly, you have to embrace the franchise system.
Take advantage of the training and support offered by the franchisor. They can provide valuable guidance and your compliance to the guidelines should be observed to ensure brand consistency.
To know more about Shawarma Shack, visit https://worldfranchisecentre.com/franchise/the-shawarma-shack/
