This article was first released in eNegosyo Newspaper on October 2003, where I worked as a writer for one year. Such an inspiring and unbelievable story of how a woman managed to make Greenwich as Philippines’ homegrown pizza brand from just-a-hole-in-the-wall pizza store back in 1971. So whenever you take that bite on your favorite pizza, remember how the owner persevered to bring excellent and reasonably-priced food on your plate.
It was in 1971 when Mrs. Cresida Tueres, founder of Greenwich, opened a “just-a-hole-in-the-wall” pizza store in Greenhills. Mrs. Tueres, who has this passion for cooking and has great entrepreneurial spirit, offered delicious food at an unbelievably low price. Her friends and relatives loved the good food she’s offering that they wanted to have their own Greenwich stores. Since then, Greenwich started franchising and had 50 stores at a very short time under Mrs. Tueres’ management. And as others say, the rest is history.
After more than three decades, Greenwich recently opened its 200th store – a milestone in Greenwich’s long history of serving the community with exquisitely delicious pizza and pasta. Situated at Orosa corner TM Kalaw, Manila, the new Greenwich store evidently shows the company’s leadership in the pizza chain industry. “We have more stores than our two closest competitors combined,” Ms. Gina Navarrete, General Manager of Greenwich Pizza Corporation, proudly said giving emphasis on stores’ accessibility all over the country.
Indeed, Greenwich Pizza Corporation is already halfway towards its vision of being the No.1 in the country and beating the multinationals – the same vision that Mrs. Tueres and Mr. Tony Tan Caktiong, Jollibee Foods Corporation’s president, share when their partnership started in 1994.
All For the Customers
Aside from Greenwich stores’ accessibility to its target market, its management team is also proud of their food serving time – the fastest among all the pizza chains in the country, their focus on customer, which prompted their market studies, and their product testing for new products. In fact, when Greenwich’s management team conducted a research and found out that most Filipinos still prefer to eat rice meals during lunch and dinner, they decided to offer Crispy Fried Chicken meal two years ago and Baked Rice Melt a year after.
Greenwich’s logo has gone through a lot of innovation. From its green logo when it started, Greenwich today uses two vibrant colors: vivid rose and brilliant green, which reveals an image that surely won’t grow old.
Truly, Greenwich has evolved from being just a merienda place into being a whole-day barkada place, where everyone has more food choices. With its continuous innovation and expansion, Greenwich will surely remain as the undisputed leader in the pizza chain industry as it develops to its fullest potential. “All I can see with Greenwich is growth,” Ms. Navarrete said, as she visualizes the future of Greenwich in the industry.
Business Opportunity for Filipinos
Jollibee Foods Corporation’s continuous support and assistance to Greenwich Pizza Corporation has made it very attractive to franchisees. From an initial investment ranging from Php 6M to Php 10M, the franchise package includes franchise fee, equipment, furniture and fixtures, advertising and merchandising support, and design, construction, and maintenance of the store.
Today, Greenwich has 94 franchised-stores owned by only 51 franchisees, which shows that most franchisees double the number of their stores. This scenario clearly signifies that franchisees are satisfied with the outcome of their investment. However, franchisees should first prove that they have the ability to build and nurture that Greenwich brand, and perform their responsibility with the employees and the community, before they can have another Greenwich store.
“If you want to have a business for a long time, you should always think of the long term and listen to your customers. It may be difficult to get things right the first time. So commitment, perseverance, and hardwork are needed,” Ms. Navarrete advises new and aspiring entrepreneurs.