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Friday, March 29, 2024

Fruitas launches new brands, expands network

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Riding on the economic dynamism of key cities and provinces outside the capital, Fruitas Holdings Inc., a leading food cart chain operator, expanded its network in the Visayas and Mindanao with 70 new stores, bringing its total store count to 849.  

In keeping with its goal to serve the fast-growing food cart industry, FHI opened more than 70 new stores this year. Its growth was driven by its entry into new markets outside Metro Manila including locations in Cebu, Davao, Dagupan, Leyte, Iloilo and Cagayan de Oro, as well as the opening of new food brands. 

Further driving the expansion was the launch of food brands serving various market segments, which include Cascades Lifestyle Park, UVA, Chikenini and LA Steak.

Fruitas Holdings Inc. opens its third lifestyle park, Cascades, on Tomas Morato Ave. in Quezon City.

“Fruitas Holdings plans to further strengthen our footprint outside Metro Manila. We have been doubling our number over the past years and would like to sustain this momentum,” said Fruitas Holdings president and chief executive Lester Yu.

In 2017, FHI reported P1.2 billion in consolidated sales, a 130-percent increase from its half a billion sales in 2016 which was driven by aggressive expansion and opening of stores for the year. The company has been almost doubling their stores for the past two years. In 2016, FHI capped the year with 415 stores, a 60-percent increase from 2015.  Last year, FHI ended with over 750. 

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Alongside its expansion, Fruitas Holdings also teamed up with GCash to integrate the Scan-to-Pay feature into their payment system, which allows their customers to do cashless transactions in 45 pilot stores. The company is targeting to launch the mobile payment system in all FHI brands nationwide by end of 2018.

“To advance the growth of our physical stores, we also plan to grow with technology through GCash. It will be an opportunity for us to provide an easier and more efficient payment system and create a better experience for our consumers,” Yu said.

Fruitas Holdings currently has over 20 brands under its portfolio including Fruitas Fresh From

Babot’s Farm, Buko Loco, Juice Avenue, Buko Ni Fruitas, Fruitas Ice Candy, De Original Jamaican Pattie Shop and Juice Bar, The Mango Farm, Johnn Lemon, Black Pearl, Cindy’s Candy Cloud, Tearex, Shou La-Mien Hand-Pulled Noodles, Friends Fries, 7,107 Halo-Halo Islands, The Pub, Munifico Pizzeria, Fancie, Fruitas House of Desserts, Uno Cinquenta The Lifestyle Park, Le Village The Lifestyle Park and Cascades The Lifestyle Park.

Fruitas Holdings Inc. is the leading group in the food cart industry in the Philippines. Since its first stall opened in 2002, the group now has over 800 stores all over the country and over 20 brands in its portfolio.

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