Burger joint expands to 700 stores during pandemic

As a result, Minute Burgers mushroomed to 700 stores in a year where many establishments closed their shops.

“We place our trust in our franchisee partners and made them our priority during this period to ensure they receive the necessary financial and business support from us to continue to weather the crisis,” said Chai Catan, Leslie Corporation’s Franchisee Recruitment Manager.

Catan shared that very early into the announcement of the first lockdown, Minute Burger prepared concrete recovery and contingency plans to clearly outline the way forward for its brand and for the franchisees. This provided stability and confidence within its teams and franchisee network.

The Minute Burger team also fully supported its franchisees with store opening guidance and socially-distanced opening celebrations. Prior to opening, all stores and franchisees received intensive store operations training, which has since been adapted to suit a hybrid and online approach.

Adding to the growth of Minute Burger brand is also its agile pivot to online delivery services. Minute Burger worked quickly with their franchisees to scale delivery adoption within their network from just 4 stores in early January this year to over 446 delivery-ready stores nationwide in October, with more in the activation pipeline until the end of this year.

“We embraced the changes with an open mind. Rather than accept that stores should likely close and wait out the pandemic, Minute Burger aggressively pivoted to new sales channels on online platforms for online ordering and online delivery,” Catan added.

In addition, Minute Burger worked closely with local officials to ensure that their network was always compliant with local government unit regulations. The store design and operations teams worked closely with the Franchisees to transform the store processes and physical store design to adapt to the new safety standards that LGUs now require, so that their stores can continue to operate and serve their customers and communities, safely.

Leslie Corporation is one of the oldest local companies that has been serving Filipinos for s60 years since 1960. It formally established its Food Service Division in 1982 when Minute Burger’s first store was opened. Leslie is best known for its snack brands loved by Filipinos across the globe such as Clover Chips and Farmer John Premium Potato Chips, and for its affordable and delicious Buy 1, Take 1 burger brand, Minute Burger.

Source: Manila Bulletin

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