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AFFI. Day 5, Ten years into the business, a more sensible, more credible Rommel Juan now holds the reins of the company. His authority is no longer questioned, as he has paid his dues as far as experiences in the food industry is concerned. He has achieved the initial vision of creating a Filipino fast-food, and so the vision evolves.
The challenge now for Rommel is in growing the company, increasing its market share, and achieving top-of-mind awareness with the general public, while staying true to the initial vision. One thing sure in Binalot will remain consistently Pinoy - in concept, menu, and appeal.
"Kung ano'ng gusto ng customers as long as it's in line with the vision, pinakikinggan namin sila (Whatever the customers want, we listen to them). We hold a "Breakfast with the President once a month and we get the frontline order takers, kusinero, kasi ang frontliners ang pinaka-nakadidinig sa mga customer. Tapos mag-uusap kami - ano ba ang gusto ng tao, ano ang hinahanap nila? Tingin n'yo, bakit malakas 'yon? (cooks, because the frontliners directly listen to the needs of customer. Then we discuss - what do people want, what do they look for? Do you think it'll work?) How much are they willing to pay? It's sort of a focus group. At the same time, I visit the outlets. Tinitignan ko kung ano ang uso ngayon, ano'ng itinitinda nila (I observe trends and what other stores are offering)."
With everything great happening at Binalot, one can certainly understand why Rommel Juan loves his job. Though he has yet to make a fortune from the company - all profits are plowed back into funding more stores - he is enjoying the ride and reveling in the triumphs they have achieved with every challenge.
"I can say the company is successful because it has stood the test of time. We're stronger than ever, we're growing at an unprecedented rate right now and we're evolving, our systems are getting stronger. That is the success I am looking at right now, not financial yet. I tell people, as long as I enjoy it. I wouldn't be doing this if I didn't enjoy it. The last ten years was a breeze for me. Parang di ko naramdaman pero maraming naituro sa akin (It's like time went by so quickly, but has definitely taught me a lot). As I said before, I think the failures and mistakes taught me more than the successes."
Learn Rommel did. In his day-to-day as president of Binalot, in his meetings with suppliers, franchisees, consultants, he tries to pick up something new to learn. Still the kid selling stickers, it is the interaction he is after, the camaraderie after the sale.
His love and passion for Binalot is such that he cannot see himself doing anything else right now. He has more plans for the company, which includes expansion to the provinces and tapping the overseas market.
Rommel is proudest of the brand he has built which now rings a bell in the mall-going crowd. Their brand is so catchy, in fact, that they have already caught the attention of copycats.
"Pag sinabi mong Binalot, may recall (There's already recall when you mention Binalot). I'm proud na kinokopya kami (that we're being copied), but of course, I'm not entirely happy about it. I'm proud that it's a proven business concept and people trust it enough to be a part of it as franchisee."
He is likewise proud of the organization he was able to establish formally which is now complete with Human Resources, Business Development, Construction and Liaison, and Marketing departments.
The challenge now for Rommel is in growing the company, increasing its market share, and achieving top-of-mind awareness with the general public, while staying true to the initial vision. One thing sure in Binalot will remain consistently Pinoy - in concept, menu, and appeal.
"Kung ano'ng gusto ng customers as long as it's in line with the vision, pinakikinggan namin sila (Whatever the customers want, we listen to them). We hold a "Breakfast with the President once a month and we get the frontline order takers, kusinero, kasi ang frontliners ang pinaka-nakadidinig sa mga customer. Tapos mag-uusap kami - ano ba ang gusto ng tao, ano ang hinahanap nila? Tingin n'yo, bakit malakas 'yon? (cooks, because the frontliners directly listen to the needs of customer. Then we discuss - what do people want, what do they look for? Do you think it'll work?) How much are they willing to pay? It's sort of a focus group. At the same time, I visit the outlets. Tinitignan ko kung ano ang uso ngayon, ano'ng itinitinda nila (I observe trends and what other stores are offering)."
With everything great happening at Binalot, one can certainly understand why Rommel Juan loves his job. Though he has yet to make a fortune from the company - all profits are plowed back into funding more stores - he is enjoying the ride and reveling in the triumphs they have achieved with every challenge.
"I can say the company is successful because it has stood the test of time. We're stronger than ever, we're growing at an unprecedented rate right now and we're evolving, our systems are getting stronger. That is the success I am looking at right now, not financial yet. I tell people, as long as I enjoy it. I wouldn't be doing this if I didn't enjoy it. The last ten years was a breeze for me. Parang di ko naramdaman pero maraming naituro sa akin (It's like time went by so quickly, but has definitely taught me a lot). As I said before, I think the failures and mistakes taught me more than the successes."
Learn Rommel did. In his day-to-day as president of Binalot, in his meetings with suppliers, franchisees, consultants, he tries to pick up something new to learn. Still the kid selling stickers, it is the interaction he is after, the camaraderie after the sale.
His love and passion for Binalot is such that he cannot see himself doing anything else right now. He has more plans for the company, which includes expansion to the provinces and tapping the overseas market.
Rommel is proudest of the brand he has built which now rings a bell in the mall-going crowd. Their brand is so catchy, in fact, that they have already caught the attention of copycats.
"Pag sinabi mong Binalot, may recall (There's already recall when you mention Binalot). I'm proud na kinokopya kami (that we're being copied), but of course, I'm not entirely happy about it. I'm proud that it's a proven business concept and people trust it enough to be a part of it as franchisee."
He is likewise proud of the organization he was able to establish formally which is now complete with Human Resources, Business Development, Construction and Liaison, and Marketing departments.
To be continued...
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