'Carinderia-Type' Pizza Business Mulls Expansion

9 February 2012


CEBU CITY, Cebu, Philippines - In a move to make pizza more affordable to the mainstream market, a Cebuano-owned pizza chain has pioneered the offering of "carinderia-type" pizza products.

Biaño's Pizzaderia, a "pizzaderia" coined after "pizza-carinderia" is now gaining foothold in Cebu, said its owner Alberto Biaño.

"Filipinos love to eat pizza but this kind of product is seen to be expensive for the masses. They only buy it for special occasions," said Biaño

Started in 2009, Biaños Pizzaderia is now present in 20 locations in Visayas and Mindanao, making quality pizza food product affordable to many people.

In Cebu, there are eight Biaño Pizzaderia outlets, while the rest are in Bohol, Dumaguete, Zamboanga, and in Mindanao, in Butuan, Cagayan de Oro, Dipolog and Oroquita City.

Biaño said the company is set to expand in Luzon, where the market is bigger.

He said the pizza-chain's niche is its affordable price with a box of pizza costing between P100-P250.

"Even with its low-price, we do not cut-down on the toppings," Biaño stressed.

He said part of his business' marketing plans is to introduce the "carinderia-type" pizza to the countryside.

Starting off with its aggressive expansion, Biaño announced that the company will commission the marketing expertise of Maverick, a business development agency, led by Carlo Borromeo.