Potato Corner

Potato Corner is a global Philippine food franchise known for its flavored French fries. Potato Corner's first stall opened up in SM Megamall in October 1992 in the Philippines under Cinco Corporation.[2] As of 2022, Potato Corner is present in 19 countries globally which include the Philippines, Indonesia, United States, Panama, Australia, Thailand, Hong Kong, Cambodia, Singapore, Vietnam, Malaysia, Kuwait, Myanmar, Saudi Arabia, Canada, the United Kingdom, New Zealand, the United Arab Emirates and China.[1]

Potato Corner
Current logo since 2023
Product typeFrench fries outlet chain
OwnerShakey's Pizza Asia Ventures Inc. (SPAVI)
CountryPhilippines
Introduced1992 (1992)[1]
MarketsSoutheast Asia, Middle East, East Asia, Oceania, North America, Europe

International expansion
A Potato Corner stand in Los Angeles, California

Potato Corner was founded by Jose Magsaysay Jr., Ricky Montelibano, Danny Bermejo and George Wieneke in 1992. Montelibano is Magsaysay's brother-in-law and was the first to introduce flavored popcorn to the Philippines. Although he had been working for a local Wendy's for nine years, Magsaysay needed to support his family and came up with the idea of flavored fries, based on Montelibano's business. They had to borrow money to raise the starting financial capital of ₱150,000 (US$6,000). Magsaysay left his management job at Wendy's and the first Potato Corner, a cart in Mandaluyong, opened in October 1992. Within thirty days, all of them were able to pay back their loans.[3][4]

Former logo used until 2023, but still used in their packaging.

After their initial success, they began to consider expanding through franchises. Magsaysay knew only the basics of franchising from his job at Wendy's and at the time it was a novel idea in the Philippines. As such, their first franchisee agreements were largely informal and their first franchisee signed a document they copied from online. The group raised funds for their expansion and quickly became large in the local market.[3]

In 2006, Potato Corner opened its first international store in Indonesia.[5] This was followed by Potato Corner's first entry in the United States in February 2010 and first store in the United States in 2012.[5] In April 2017, Potato Corner opened its first Hong Kong franchise in Tsim Sha Tsui.[6] As of 2022, Potato Corner is available in the Philippines, Indonesia, United States with multiple locations (Ontario Mills Mall Franchisee: Josemari Macasaquit), Panama, Australia, Thailand, Hong Kong, Cambodia, Singapore, Vietnam, Kuwait, Malaysia, Canada, Myanmar, Kingdom of Saudi Arabia, The United Kingdom, New Zealand and the United Arab Emirates. In late 2022, the franchise expanded to the United Kingdom opening the first outlet in London. The franchise also expanded to New Zealand opening its first outlet in Auckland and in the United Arab Emirates opening their first outlet store in Ibn Battuta Mall.[5]

Awards and recognition

Potato Corner garnered a number of accolades through the years. Potato Corner bagged the Best Franchisee of the Year for three consecutive years from PFA and DTI. Awarded by the same organizations, Potato Corner also received the Franchisee Excellence Hall of Fame Award in 2003 and the Global Filipino Franchise Award in 2017.[7]

Marketing and advertising

Mascot

Potato Corner's official mascot, Spudster, was introduced by the brand in 2009, and can be seen in all of its stores and buckets. Spudster received a Master License for Los Angeles County in 2009.[8]

Criticisms and controversies

In August 2023, Potato Corner Philippines received criticism when their discriminatory job posting went viral on social media.[9][10][11]

References
  1. Dumlao-Abadilla, Doris (3 December 2018). "Globalizing corporate Philippines". business.inquirer.net. Philippine Daily Inquirer. Retrieved 29 September 2019.
  2. "Potato Corner Seeks Franchisees As it Ramps Up Branches to 5,000 in Next 5 Years". Entrepreneur.com.ph. Retrieved 29 August 2018.
  3. Gamboa, Rey (10 December 2016). "A very interesting entrepreneurial start". The Philippine Star. Retrieved 13 December 2022.
  4. Featherston, Ellie (25 July 2019). "We're fast. We're always ready: Jose Magsaysay". The CEO Magazine. Retrieved 13 December 2022.
  5. "PH's leading french fries business Potato Corner opens first store in HK". Primer Media Inc. Retrieved 30 August 2018.
  6. "Potato Corner's first Hong Kong store is an early hit". ABS-CBN News. 13 April 2017. Retrieved 15 December 2022.
  7. Arceo-Dumlao, Tina. "New life, new vision". Retrieved 30 August 2018.
  8. "Our History". Potato Corner. Retrieved 30 August 2018.
  9. "Potato Corner addresses flak over insensitive job posting that went viral".
  10. "Potato Corner apologizes for viral 'discriminatory' job posting".
  11. Malasig, Jeline (22 August 2023). "'Taking this seriously': Potato Corner says it values 'diversity' amid flak over job posting". Interaksyon. Retrieved 22 August 2023.
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