Company and Marketing Strategy Analysis: Pancake House

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EXECUTIVE SUMMARY A. History Originally established in 1970, Pancake House’s Pioneering entrepreneurs Milagros Basa, Leticia Zamora, and Carmen Zaragosa introduce freshly baked pancakes and waffles in varied flavors and preparations to a predominantly rice-based consuming market. As it opens its first restaurant in Magallanes, Pancake House geared to serve the A, B, and upper C markets. Sta. Rosa Food Services Corporation (SRFSC) was incorporated to handle the management and operation of Pancake House in 1974. Several years later, it was jointly co-owned by another formidable company, Extrovert Inc. After nearly three decades, in January of 2000, the Pancake House chain expands to different parts of Central Luzon.…show more content…
The first franchised outlet opens in Greenhills in San Juan in 1978. Following this successful launch, more Pancake House outlets – both company-owned and franchised – open in strategic sites. The company expands its operations steadily, requiring the setting up of a central commissary to support the logistical and operational needs of the growing number of restaurants. In 1998, another company Extrovert Inc., is established to hold ownership of the succeeding Pancake House outlets. After nearly three decades, in January of 2000, the Pancake House chain expands to different parts of Central Luzon. Out of a total 22 outlets, three outlets are situated in Laguna and Tarlac, while the rest are Metro Manila. Nine are company-owned and the others are franchised outlets. On February 15, 2000, Martin P. Lorenzo leads a new local investor group in the purchase of all of SRFSC and Extrovert’s operating assets pertaining to the Pancake House chain of restaurants. The new owners become known as Pancake House, Inc. On December 15, 2000, the bell rings as Pancake House, Inc. is listed at the Philippine Stock Exchange. Four years after his successful venture in the casual dining business, Lorenzo starts to direct the company’s brand expertise towards other pioneering brands: Dencio’s Bar and Grill (2004), Teriyaki Boy (2005), and Le Coeur de France (2008). In 2004, the

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