Fruitas branches out with launch of new brands, provincial expansion

RIDING on the economic dynamism of key cities and provinces outside the capital, Fruitas Holdings Inc. (FHI) expanded its network in the Visayas and Mindanao with 70 new stores, bringing its total store count to 849.

In keeping with its goal to serve the fast-growing food cart industry, FHI opened more than 70 new stores this year. Its growth was driven by its entry into new markets outside Metro Manila, including locations in Cebu, Davao, Dagupan, Leyte, Iloilo and Cagayan de Oro, as well as the opening of new food brands.

Further driving its expansion was the launch of food brands serving various market segments, which include Cascades Lifestyle Park, UVA, Chikenini and LA Steak.

“Fruitas Holdings plans to further strengthen our footprint outside Metro Manila. We have been doubling our number over the past years and would like to sustain this momentum,” said Lester Yu, Fruitas Holdings Inc. president and CEO.

In 2017 FHI reported P1.2 billion in consolidated sales, a 130-percent increase from its half-a-billion sales in 2016, which was driven by aggressive expansion and opening of stores for the year. The company has been almost doubling their stores for the past two years. In 2016 FHI capped the year with 415 stores, a 60-percent increase from 2015. Last year FHI ended with over 750.

Alongside its expansion, Fruitas Holdings also partnered with GCash to integrate the Scan-to-Pay feature into their payment system, which allows their customers to do cashless transactions in 45 of its pilot stores. The company is targeting to launch the mobile payment system in all FHI brands nationwide by end-2018.

“To advance the growth of our physical stores, we also plan to grow with technology through GCash. It will be an opportunity for us to provide an easier and more efficient payment system and create a better experience for our consumers,” Yu said.

Fruitas Holdings Inc. currently has over 20 brands under its portfolio namely Fruitas Fresh From Babot’s Farm, Buko Loco, Juice Avenue, Buko Ni Fruitas, Fruitas Ice Candy, De Original Jamaican Pattie Shop and Juice Bar, The Mango Farm, Johnn Lemon, Black Pearl, Cindy’s Candy Cloud, Tearex, Shou La-Mien Hand-Pulled Noodles, Friends Fries, 7,107 Halo-Halo Islands, The Pub, Munifico Pizzeria, Fancie, Fruitas House of Desserts, Uno Cinquenta The Lifestyle Park, Le Village The Lifestyle Park, and Cascades The Lifestyle Park.

FHI is the leading group in the food cart industry in the Philippines. Since its first stall opened in 2002, the group now has over 800 stores all over the country and over 20 brands in its portfolio.

*this article was copied and originally published in BusinessMirror, last September 14, 2018 and can also be found at

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