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Franchise newbie guns for the ‘inihaw’ market

This new roasting business targets various market segments at reasonable price points.
By Toni Antiporda |

 

 

The roasters' club: (From left) Lirio and Arthur Posadas, with Sherielyn and William Riego

 

What’s a son to do when his father hands him the family business? Arthur Posadas decided to build on it. After all, when he took over D’Champ, the 10-year-old roasting business his father Conrado started, it already had six outlets in Marikina. 


Wanting to build a new brand, Arthur and his wife Lirio, with the help of their friends William and Sherielyn Riego, redeveloped D’Champ into what is now known as Inihauz. The name has a certain ring to it, and sounds very much like inihaw, the Filipino term for roast, “so that when people think of roast products, they would automatically think of Inihauz,” says Sherielyn. 

Inihauz carries the classic lechon manok and also a chili roast chicken variant. It also offers liempo and boneless lechon belly, as well as grilled boneless bangus from Dagupan. 

“As you can see, we carry all of our competitors’ products in one store,” says Arthur, noting this allows Inihauz to capture different markets at affordable price points.

 

 

The partners plan to further grow Inihauz, which started franchising in July 2014, but they want to saturate Metro Manila first and establish a bigger commissary to support their nationwide expansion. Inihauz is targeting to sign 15 franchisees this year. 

Eventually, they want to expand overseas. Already, they have received inquiries from Singapore, Malaysia, and the United Arab Emirates. “They want to bring our brand there even if it’s just new, but we’re not ready yet,” says Sherielyn. 

Being franchise newbies, they’re cautious in picking franchisees. In fact, they have rejected a number of franchisees based on the proposed locations. “We already have experience with this kind of business, so we know which locations will be good,” says Arthur.

*****
Franchise package
Total investment: P680,000 to P860,000 depending on store size and location
Contract term: 3 years
Inclusions: License to use trademark, name, and logo; site selection and evaluation assistance; store design and construction; franchise operations manual and systems training; startup business guidance; opening support; advertising and local marketing support.

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This article was originally published in the February 2015 issue of Entrepreneur magazine. To subscribe, click here

Photos by Vincent Coscolluela

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