Jollibee Founder and CEO Tony Tan Caktiong received the highest recognition in the just concluded 21st Outstanding Filipino Retailers (OFR) Awards, bagging the President’s Award during elaborate rites at the Rizal Ballroom, Shangri-La Hotel, Makati.
Tan Caktiong was honored for his contribution in globalizing Philippine retailing by establishing Jollibee branches in other countries, thus, bringing Filipinos abroad closer to home. He also gave other nationalities a taste of the Philippines by experiencing the Filipino’s fast-food chain. He is branded as “Pillar of Brand Globalization.”
“Jollibee and Mr. Tony Tan Caktiong gave other Filipino retailers and brands the inspiration and encouragement to conquer the international market. Definitely, Mr. Tan Caktiong is our Pillar of Brand Recognition,” Philippine Retailers Association (PRA) President Rosemarie Bosch Ong commented.
The PRA said Tan Caktiong received this year's top honor "for his great success and influential contribution to the Philippine food retail sector by creating a super brand which brought to the world the true Filipino taste and the culture of spreading joy through food."
After a yearlong hiatus, the PRA brought back the OFR this year to recognize exemplary Filipino retailers who are models in terms of growth, creativity and best practices in business.
This year’s OFR Awards is aimed at encouraging more local retailers to go global, just like the President’s Award recipient this year.
Three new categories have also been launched this year, namely, Outstanding Visual Merchandising Campaign, Outstanding Marketing Campaign, and E-Commerce Excellence.
Fashion brand Penshoppe was recognized for having the Outstanding Visual Merchandising Campaign. Penshoppe presented the best display of merchandise that engages interest and entices customers to purchase.
E-Commerce Excellence was awarded to CLN for its digital marketing efforts, logistics, and credibility, while Levi’s was awarded with Outstanding Marketing Campaign for its best practice in improving sales and market share.
Philippine Chamber of Commerce and Industry president Ma. Alegria Sibal Limjoco, also president of Central Books and Roberto Claudio, chairman of Toby's Sports received Platinum Awards for their significant and influential roles and contributions to the Philippine retail industry. Their passion, leadership and longtime dedication to the PRA led to the development of the local retail industry.
SM Center Las Piñas, Megaworld Uptown Mall and SM Megamall were awarded Shopping Centers of the Year in the small, medium and large categories, respectively. Robinsons Supermarket was recognized for being the Supermarket of the Year. Metro Retail was awarded as Regional Retailer of the Year, while Commonwealth PH is the Most Promising Retailer of the Year.
At present, Commonwealth PH has only four retail stores across the metro.
The Retailer of the Year Award was won by Penshoppe, in recognition of its efforts to exercise excellent business practices, as reflected in sales growth, store operation, product marketing and promotional campaigns, omnichannel adoption and corporate social responsibility.