Franchising Mama Gie
MAMA GIE Fastfood counter started in 1980 managed and operated by Spouses Alfredo E. Costales (deceased) and Virginia P. Costales. The name “MAMA GIE” was derived from Virginia’s nickname Virgie or Gie for short and was widely known to friends and peers as “MAMA GIE”. Being both food enthusiasts, Alfredo an Ilokano with a keen business acumen and Virgie, a Kapampangan who is regarded by many as an excellent cook initially put up a Snacks Fastfood Counter at F. Ramos Street in Cebu City serving Kapampangan Snacks delights: like the PANCIT PALABOK, FRESH LUMPIA, DINUGUAN WITH PUTO, GUINATA-AN BILO BILO, and GOTO TOKWA’T BABOY. Their regular customers then were medical students from Velez College as well as Medical Representatives.
Having captured the discriminating taste of Cebuanos love and penchant for “Lutong Bahay” way of cooking, MAMA GIE eventually introduced a wide array of Kapampangan delicacies such as the famous Kalderetang Kapampangan, Kare-Kare, Menudo Rice and Callos to name a few. With MAMA GIE at the helm and her personalized touch in preparing these variety of foods, the increasing demands for more variety of Kapampangan menus signaled MAMA GIE to serve package meals during lunch break and dinner time — at this time the growing list of patrons now includes fellow Ilokanos and Kapampangans, Tagalogs and of course the regular Cebuanos - our “Suki.”
The sudden demise of Mr. Alfredo Costales prompted MAMA GIE to tap the services of her children who are all professionals in their respective fields and careers. Among the children she sought for their contributions and expertise are: a) Alex, who handles the financial aspect of the business, b) Alvir, who takes care of the whole operations, c) Allan handles purchasing and marketing while d) Alice is in charge of payroll and HR matter of the business. Of course aside from being the Chief Cook, MAMA GIE, the titular head of the family is the over-all-head of the company. Since the organizational structure of the business is now complete, MAMA GIE decided to incorporate the business. By July of 1994, the name of the company was called MAMA GIE CORPORATION.
The same year 1994, MAMA GIE Corporation was offered a space at SM City Cebu Foodcourt. At SM Foodcourt, MAMA GIE’s concept of Kapampangan foods was approved. Setting up of a foodstall in SM Foodcourt was a brilliant and wise move of MAMA GIE to corner the market. Indeed, MAMA GIE ranks no.1 in terms of SALES at SM City Cebu Foodcourt since the 2nd quarter of 1998. The reason for its success, “good food, fast service and quality not to be compromised” is the philosophy they have instituted among their workers. The top favorites are Boneless Bangus, Lechon Kawali as well as the other top seller menu items highlighted above are the gross seller items.
As MAMA GIE intends to move on to better heights, MAMA GIE is now embarking into Franchising with outlets at SM Cebu, SM Marilao, Robinson Galleria, La Nueva Cityhall Cebu, Globe Innove Canteen, Fiesta Market Market, soon to open Gateway Mall and SM Mall of Asia — again, a step that might spell blessings and success to its company and awarding Franchises nationwide for Restaurants and Foodcourt outlets. Be part of the success!
Franchise Fee: P 500,000
- Trade Name and Proprietary marks
- Site approval
- Construction supervision
- Training for Franchisee
- Kitchen and service crew
- Procurement program
- Marketing assistance
- Pre opening assistance
- Grand opening assistance
- Post opening assistance
- Operations Manual
- Research & Development
Initial Term: 6 years
Renewal term: 6 years
Total Capital Requirement: Pesos 2,000,000 food court style
Pesos 2,750,000 restaurant type
Royalty on gross sales:
- 4% for the first 2 years
- 5% for the 3rd and 4th year
- 6% for the 5th and 6th year
Advertisement: 1% of gross sales
Minimum required space: 35 square meter for food court, 80 square meter for restaurant
FREQUENTLY ASKED QUESTIONS
Q: To whom do you award MAMA GIE Franchises?
A: To people with preferable successful professional track record, not necessarily in the food business, with emphasis on people handling skills and management. Franchisee should be motivated to succeed and be outgoing persons with entrepreneurial spirit. It is important that Franchisee accepts the pros and cons of Franchising, those who desire total control are not suitable to be franchisees.
Q: How long will it take me to get the MAMA GIE Franchise open?
A: This depends on several variables; selecting a favorable location for your facility, completing training, renovation.
Q: What are the ongoing and advertisement fees?
A: The royalty is between 4-6% of gross sales. 2% of gross sales is the National Advertisement Fund as soon as the same is established. 1% of gross sales for Local Store Marketing to be spent by you to promote MAMA GIE within your territory. Pesos 15,000-30,000 you have to spend for advertising the Grand opening of the outlet.
Q: Will MAMA GIE provide the site and construction of the building or outlet?
A: Each Franchisee is responsible for securing his own location. All potential sites must be submitted to MAMA GIE for approval. Construction or renovation is entirely at the expense of the Franchisee.
Q: Can I remodel an existing structure?
A: Yes. The only requirement is that MAMA GIE must approve all remodeling to the specification of MAMA GIE to insure that our requirements and high standards are met.
Q: If I lease a space, will you design the store layout?
A: We will furnish you with a floor plan, sketch and basic specification for a MAMA GIE. Each Franchisee is responsible for customizing the basic plan to the dimension of the proposed location.
Q: What pre-opening services do you offer?
A: Prior to and upon opening, a MAMA GIE representative will assist you with training personnel, ordering inventory, and arranging a Grand Opening.
Q: What about Training?
A: Absolutely. MAMA GIE has spent a great deal of time and effort developing its product and system and accepts no compromise in quality or control. For this reason, we require Franchisee, Kitchen and Dining Crew to complete our training program and demonstrate mastery of certain basic skills. The cost of training is included in the Franchise Fee.
Q: Do you have a comprehensive manual for the operation?
A: Our confidential Operations Manual details the MAMA GIE system on every aspect of daily operation in your store.
RK Franchise Consultancy
Ground Floor Minnesota Mansion, 267 Ermin Garcia, Cubao
1109 Quezon City, Philippines
Manila (02) 912-2946, 912-2973, Nationwide Tollfree: 1800-10-88888RK