DoubleDragon (DD) and Jollibee (JFC) have unveiled a new store format at DD’s CityMall-Calamba Laguna location. This innovative concept offers a four-brand combo store from a single kitchen, allowing customers to order items from Jollibee, Mang Inasal, Greenwich, and Chowking through a combined ordering process. JFC refers to this as a “Multi-Brand Store” (MBS). This strategic approach is aligned with DD’s “provincial community center concept,” supporting the expansion of its CityMall concept across the nation. Led by Injap Sia and in a joint venture with Tony Caktiong, owner of JFC, the companies plan to roll out the MBS format nationwide.
The MBS strategy draws inspiration from Yum! Brands, known for owning KFC” href=”https://www.bestfastfoodfranchise.com/archives/tag/kfc” target=”_blank” rel=”noopener” data-wpil-keyword-link=”linked”>KFC, Pizza Hut, and Taco Bell” href=”https://www.bestfastfoodfranchise.com/archives/tag/taco-bell” target=”_blank” rel=”noopener” data-wpil-keyword-link=”linked”>Taco Bell. Similar to the convenience of combined Pizza Hut and Taco Bell locations, MBS locations aim to cater to diverse quick-service preferences within a group setting. While this strategy offers cost efficiencies, shared resources, and cross-promotion benefits, there are potential drawbacks. Concerns include the risk of brand dilution and compromises in menu offerings or service quality to fit multiple brands under one roof.
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Despite potential challenges, the success of Yum! Brands using this strategy over the years demonstrates its financial viability. While each brand’s experience in a combo store may differ from standalone locations, the combination strategy has proven advantageous for shareholders. This move, validated by other quick-service industry leaders, reflects a trend towards maximizing operational efficiencies and market reach in the competitive food service landscape.