Filipinos love to eat, which explains why practically every major global food brand is in the country; fast food brands, especially. These international franchises and their local imitations dominate. Filipino dining taste, in turn, has become very Western.
It was this way until a band of young entre-Pinoys realized, in 1996, that the Philippines has as much to contribute to the culinary world as burgers & french fries, pizzas & spaghettis, plastic spoons & styropacks. Their Filipino pride pursued the rebirth of Pinoy classics – adobo & bistek, tapa & tocino, sisig & longganisa, even salted egg & tomato against the onslaught of “Colonel Sanders, Ray Krock and his jolly clone”.
Their flash of inspiration led to the re-discovery of an age-old but very clever Filipino dining practice much better than styro lunch packs – banana leaves! Equally clever, their “banana insight” inspired the birth of BINALOT Fiesta Foods.
Today, the “adobo pride” is being proven right. In just a little more than 10 years (and without the international financial resources of multinationals), BINALOT has grown from a humble stall in Shaw to a 37 store-strong major franchise player competing with the fastfood icons. 8 out of 10 are franchise stores, proof of the solid BINALOT franchise formula.
Its “All-Time Pinoy-Vorites” main menu – 12 of the most popular Pinoy dishes – now gives Filipino consumers affordability and value-for-money superior to the “one-piece chicken meal” routine. And the “banana leaves” are a welcome refreshing substitute to the non-biodegradable styro box.
BINALOT’s ultimate vision to be the preferred Truly Filipino Quick Service Restaurant in the Philippines reflects not so much its business ambition as its belief, its ADVOCACY in fact, that Filipino food is among the best, that local menu is world-class menu and that a truly Filipino fast food concept (not just the clones) can go global.
The same Advocacy believes also in developing young small-to-medium entre-Pinoys, just as they were in 1996, to propagate wealth. Hence, BINALOT franchise packages have been so designed as to multiply individual entrepreneurship – the real key to national economic progress.
Beyond cuisine, however, BINALOT is really about advocating Pinoy values & culture, the best in and of the Filipino (his humor included). With culinary excellence, BINALOT aims to advance Pinoy excellence.
The fast food market, locally and globally, has been longing and is ready for a truly Filipino recipe-based fast food and BINALOT, “The Ultimate Filipino Food Experience”is championing for “adobo” recognition.