Mr. Pizza, Korea’s top pizza chain with outlets in China and the US, opened its first store in the Philippines in May, easily satisfying the palate of Filipino diners.
Dine Asia Inc., the local company that brought the Korean brand, is ecstatic about the success of Mr. Pizza outlet at Greenbelt 3 in Makati City.
“We’re amazed by the warm acceptance of Mr. Pizza in the Philippines. This has been in the works since last year. We feel better that our store is making waves as the newest pizza craze to hit the Philippines lately,” says Dine Asia marketing manager Chunky Tiangco.
Mr. Pizza, established by MPK Group, beat global big-name players in Korea and has found similar success in China and the US, helped by women-targeted marketing and the slogan ‘Ladies First’.
The pizza chain opened its first store in Makati on May 15 and will soon inaugurate more pizza joints in Metro Manila and other urban centers.
Tiangco says Mr. Pizza offers what could be the world’s most unique pizza selection. She cites the craze that went with the launching of the brand in Greenbelt, where even top businessmen were seen dining in.
“We’re amazed by the warm acceptance of Mr. Pizza in the Philippines. This has been in the works since last year. We feel better that our store is making waves as the newest pizza craze to hit the Philippines lately,” she says.
Tiangco says the Korean influence has a big effect on Filipinos and even other cultures.
“Everything Korean is a great hit to many Filipinos especially the younger, more adventurous generation. But we observed that pizza parlors now are not just frequented by teens and young adults. Pizza, since its introduction in the Philippines has become somewhat of a staple that families are enjoying pizza together for snacks and even as main meals like for lunch or dinner,” she says.
She says unlike other pizza brands that tend to scrimp on toppings and quality, Mr. Pizza is 100-percent hand-kneaded, 100-percent full-heartedly topped and 100-percent grill-baked.
Mr. Pizza, she says, puts emphasis on premium quality, which means no shortcuts, no compromise and no shortage of quality for each and every food fares offered by the Korean pizza chain.
She says Mr. Pizza offers the longest list of pizza selections starting from the most basic like cheese to the most grand of flavors like Potato Gold.
The store’s premium line Eggta, Seafood Island, Potato Gold, Shrimp Gold, Gesal Montand, Macho Grande and Secret Garden are “must try” pizzas, she says.
The premium lines are created with toppings such as shrimp, crabmeat, round steak, chicken breast, and buttery potato, which are not just palate-ticklers but are quite healthy choices too, she says.
There are also Gorgonzola, Spicy Meat and Crab Cream, that make up another healthy batch of thin-crusted pizzas.
Mr. Pizza has brought in classic Korean varieties like the Bulgogi Pizza, Spicy Pork Bulgogi, New York Special, El Paso Deluxe, Vegetarian, Sweety, Mr. Pizza Combo and the very classic Cheese Pizza.
“What makes our pizzas unique is not only the combination of an assortment of toppings but how and what gets into our crusts. All our crusts are hand-kneaded for that fresh feel and taste and are actually made out of potato,” says Tiangco.
She says their pizza line-up is quite on the sweet side, a taste typical of Korean cuisine.
Also in the menu are choices of other staples such as the traditional chicken wings, pasta, salads and munchies like mozzarella fingers.
Mr. Pizza will also add more to the lineup of food offerings to include traditional Korean desserts made of an assortment of fruits and shaved ice.
By end-July, the brand will open its second outlet at Robinson’s Place Manila. It will have the ambience and feel that is the Korean signature of hospitality and graciousness, she says.
Mr. Pizza is rolling out at least 15 company-owned stores until 2016 while adding more fancy fares to its menu.
Three more stores are expected to open within the year at Uptown Bonifacio Global City, the Block at SM North Edsa and another possibly in Alabang.
Founded in 1990, Mr. Pizza has been the top pizza restaurant in Korea since 2009. It is the only food brand listed in the Kosdaq or the Korean Stock Exchange.
Tiangco says that while the market for pizza is already big, it continues to expand due to growing demand.
“Pizza is a staple just like burgers and chicken. We expect to create a new dining experience with Mr. Pizza. I assume that we have the widest array of pizza, so far,” she says.
“We take pride in being able to provide Filipinos the opportunity to experience Korea’s number 1 pizza brand,” Tiangco says.
Operated by Dine Asia, Mr. Pizza in Greenbelt is the brand’s 505th global outlet.
Unlike other pizza outlets that are fast casual diners, Mr. Pizza is a full-service restaurant.
Stores in the Philippines will be mall-based, Tiangco says.
The first Philippine branch at Greenbelt 3 is currently working on a delivery service that will be launched by early 2016.