Salady, Korea's No. 1 salad franchise brand, said on the 13th it opened its first master franchise (MF) directly operated store in Manila, the Philippines. MF is a model in which, instead of the headquarters entering overseas markets directly, it signs contracts with local corporations to receive brand royalties and fees and sells technical support and brand licenses.
According to Salady, on the 10th the first store in the Philippines opened at SM Megamall. SM Megamall, where Salady's first Philippine store is located, is a flagship mega mixed-use shopping mall in the Philippines. It is a local landmark visited by tens of millions of people annually and is considered a core commercial district with concentrated demand for offices, housing, shopping, and dining. The store has 28 seats and a total area of 60.93 square meters. It will be operated through Palette Passion Inc., the MF partner.
Manila is the economic and cultural center of the Philippines. The region is seeing growth in high-income professionals, centered on the IT and BPO (business process outsourcing) industries. In particular, among the MZ generation (born from the late 1980s to the early 2000s) with a global sensibility, interest in healthy eating habits and wellness lifestyles is rising, but there are limited dining brands that allow people to enjoy a healthy meal as part of daily life.
Reflecting this, Salady plans to set a new standard in the Philippine wellness dining market based on fresh ingredients and a balanced menu philosophy. In particular, it will strengthen its position as a premium brand in the Philippine market.
To that end, it newly developed a Salady Steak topping using premium tenderloin as a menu exclusive to the Philippine store. It plans to target local consumers' demand for premium healthy food. In addition, through a menu that strengthens K-food elements such as bibimbap and bulgogi, Salady aims to establish itself as a brand that offers a modern reinterpretation of a Korean-style healthy meal, the company said.
With this entry into the Philippines, Salady will gradually raise brand recognition in Southeast Asia. In particular, this year it is expected to increase sales and reinforce a stable operational base, focusing on markets it has already entered, such as Colorado in the United States and Kaohsiung in Taiwan.
Oh Se-deok, head of Salady's overseas business, said, "The Philippines is a region where the wellness dining market is growing rapidly, centered on a young and dynamic consumer base," and added, "Through cooperation with our local partner, we will introduce premium ingredients and differentiated Korean-style healthy dining menus, and naturally spread Korea's healthy food culture into daily life around the world."