Food producer Bounty Fresh Group is looking beyond the country’s biggest urban centers for its next phase of restaurant growth, expanding into emerging cities and municipalities where competition is lighter and consumer demand continues to rise.
Restaurant Group President James Benedict Carreon said the company’s expansion strategy is driven by location quality rather than a predetermined store count, allowing the business to focus on long-term profitability.
“We don’t have a definite number,” Carreon said. “It’s hard to commit to a number because the metrics are the rent and the location.”
Rather than concentrating on the crowded restaurant markets of Metro Manila, Metro Cebu and Davao, Bounty Fresh is prioritizing secondary and tertiary cities that are experiencing rapid economic growth but remain underserved by national dining brands.
“Our guidance is to be where the market is,” Carreon said. “We’re looking at emerging regions, municipalities, and secondary and tertiary cities.”
The group currently operates about 34 company-owned Chooks-to-Go dine-in restaurants and has no immediate plans to franchise the concept. Carreon said retaining company ownership enables the business to maintain consistent food quality, service standards and operational discipline.
“Our standards are controlled by our own team and our chefs,” he said.
Site selection also plays a critical role in the company’s expansion strategy. Bounty Fresh favors locations near government offices and other high-traffic areas where people naturally pass on their way home, helping ensure steady customer flow and stronger returns.
At the same time, the company is strengthening its existing network by making Chooks-to-Go takeout outlets more self-sufficient. Stores are being equipped to prepare meals on-site, reducing reliance on a central commissary while making better use of Bounty Fresh’s vertically integrated supply chain.
Carreon said the approach supports the company’s commitment to keeping its products accessible, affordable and consistently available, while extending its reach into fast-growing communities that offer significant room for expansion.
