Being in the
business for 30 years definitely doesn’t mean you get to sit back, relax, and
leave everything on autopilot. If anything, you have to be on your toes, making
sure you can compete with all the new players and not get ousted by passing
fads. Thanks to this simple game plan, the Japanese franchise, Mister Donut,
has bagged two big awards at the recent Franchise Asia Awards held at the SMX
Convention Center: Best Overall Marketing Campaign of the Year, and the
International Master Franchise Award (Food: Small Store Category).
(from L-R): Atty. Victorio Dimagiba, Director, Bureau of Trade Regulation and Consumer
Protection, DTI; Dean Winston Conrad
Padojinog, University of Asia and the Pacific School of Management; Prof. Jose M. Faustino, Active
Consultant in Marketing, Leadership, Motivation and Strategy Formulation;
Jerome Tuguin, general manager, Mister Donut; Cherry Peña, marketing director,
Mister Donut; and Yvette Pardo-Orbeta, President, PFA.
The Best
Overall Marketing Campaign Award recognizes home-grown and international
franchise companies, in operation for at least 3 years, with a successful and
effective marketing program that was able to significantly contribute to the
growth of the company and advancement of the franchising sector. With about 25
product launches a year and trimedia marketing efforts as well as strategic
partnerships, Mister Donut bested its competitors, setting themselves apart
from the rest by emphasizing family values and the joy brought about by
their tamang-tama ang tamis at tamang -tama sa bulsa products.
The
International Master Franchise Award is given to stable, credible,
international master franchises with excellent reputation here and abroad,
operational for at least 5 years in the Philippines and 5 years in its country
of origin, that has become benchmarks in franchise operations particularly in
the sustained growth in sales, expansion, and employment. With more than
2,000 outlets nationwide covering everything from Ilocos Norte, down to South
Cotabato, Mister Donut has proven that a solid franchise infrastructure and
operational excellence, coupled with the desire to give all its customers the
best donut experience possible, cannot be beat. Every day, the company strives
to ingrain the importance of total customer satisfaction, accountability and
sense of ownership, synergy and teamwork, transformational innovation, and
executional excellence not just to their own employees but also to their franchisees
and all service staff and crew.
(from L-R) Bing
Sibal-Limjoco (Vice Chairman, PFA), Samie Lim (Chairman Emeritus, PFA), Terry
Yap (Mister Donut), Jerome Tuguin (Mister Donut), Atty. Miguel B. Varela
(President, Philippine Chamber of Commerce ) and Roberto S. Claudio (Vice
Chairman for International Relations, PRA)
Working hand in hand with their franchisees,
sustaining good relationships, and providing the needed motivation and support
is the key to their continuous growth and success. You’d think that things
would start slowing down for this 30-year old group but think again. Keeping
true to its commitment, Mister Donut will continue to churn out new innovations
to meet the needs of its fast-paced market for many more years to come.
