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Ministop Philippines: A true business partner
Photos by Thaddeus Reantaso
Apr 19, 2013
Ministop Philippines, a chain of 24-hour convenience stores that operate as a grocery and fast food diner combined, has a core business policy that is has given the acronym QSC+A. It stands for "Quality, Service, Cleanliness and Assortment/Availability," five customer service targets that are relentlessly pursued by the company and its business partners--the company prefers to call its franchisees by that name--all the way down to the store staff.
The company's pursuit of QSC+A is evident in every part of the Ministop experience--from the customer's entry through its doors up to the time the product is consumed. "In everything we do," says Paul H. Darroca, business development officer of Ministop Philippines, "we think of the customer first, and we make each of our business partners clearly understand that QSC+A means always putting the customers first."
At the store level, QSC+A translates to the five important words that Ministop trains its entire staff to say to every customer: "Good morning!" upon entry, and "Thank you for visiting Ministop!" on leaving. And as important, QSC+A has been integrated into the design of the Ministop store itself: "Ministop builds its own kitchen within the store plus the dining tables and chairs," says Darroca. "You can actually sit down, chat, and enjoy your meal inside the store. Unlike other convenience stores, Ministop is not just for emergency grocery purchases by people who need to leave after a minute."
Established in December 2000 as a joint venture of the Robinson's Retail Group, Mitsubishi Corp., and Ministop Co. Ltd. of Japan, Ministop Philippines offers a franchising package that follows the "shared investment, shared expenses" principle. "The company shoulders at least half of the expense even if the store is being run by a business partner," says Darroca. "We don't only share the business with the business partner; we also share the risk."
A business partnership with Ministop falls under two categories: the investor type, and the operator type. The investor type covers construction costs, the joining fee, the merchandise, and some ancillary store equipment. On the other hand, the operator type requires less capital investment from the business partner and Ministop will shoulder the construction costs entirely.
Regardless of the choice of business package, Ministop provides and maintains a strong and consistent support structure for its business partners' outlets. "Seldom will you find a business partnership model that will invest equally with you in a particular store," explains Darroca. Even the big franchising companies out there will tell you, 'Put out the money and we'll give you the training, but the risk will be yours 100 percent'. But here in Ministop, if you close down, both of us lose our money."
To provide day-to-day support to its business partners, Ministop uses what it calls a "store adviser network system." A store adviser, who is assigned to handle five to seven stores, visits a store twice a week for assessment of performance, discussion of action points and strategic plans, and introduction of new products and procedures. "It's as if there's a customer who regularly goes to your store and tells you the things you have to improve on, and all of that in writing," says Darroca.
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