After Dubai, Wendeli foods will soon be available to OFWS in Japan, Portugal

AS the global economy reopens with the easing pandemic situation, homegrown Wendeli Meat House has started to distribute its own version of Filipino favorites tocino, longganisa, tapa and burger patty that come either in frozen or ready-to-eat meals to overseas Filipino workers (OFWS) and migrants in the United Arab Emirates (UAE) and soon in Japan and Portugal.

Being a former OFW herself, Krizzia Ann Loyang Tanabe started her own company, the ifranchise Business Services Corp., in 2017 upon her return to the Philippines for good. That was the time when she established the company with more than a thousand of food outlets.

“[Unfortunately] almost three years ago, the world stopped. Covid-19 dominated our lives and the rest is history. We are aware of the challenges and the impact of the aftermath of the pandemic and the effects of the trauma it left us,” she said during the Wendeli International Franchise launch that was held recently in Parañaque City. “As the president and CEO of ifranchise, it was and is my responsibility to keep the business going not just for myself but for everyone working for me. They are my family.”

Confronted by the health crisis, she did not think twice to close down all the stores inside the malls since food and beverage (F&B) is one of the most affected businesses during the crisis. Thinking of other ways to turn around the business, she then conceptualized Wendeli to go full blast for national distribution, with commissaries in Quezon City and Antipolo. Eventually, its products became a hit during the lockdown periods. The success of this venture then resulted for ifranchise to specialize in developing, marketing, and managing multiple other F&B brands, such as BBQ Break, Food Caravan, and Coffee Spot.

It also diversified into other businesses, such as ipharma Mart (pharmacy convenience store), ifuel (gasoline station), Faces&curves (beauty and wellness), and ifarm (hotel and resort).

“We were able to survive from the impact of the pandemic and sustain our livelihood,” Tanabe said. “So here we are presenting Wendeli, a product made from grief and of survival, borne out of love and our passion to inspire and uplift every Filipino around the world.”

It was only last December 2022 when the owner started to bring the food brand to UAE, catering to OFWS in Dubai through the New Era Supermarket. Apart from this Middle Eastern country, ifranchise has also put up representative offices in the United States, Singapore, India, Portugal and Japan to open doors of opportunity to every Filipino living and working there.

“Next week, we’re flying to Japan to set up the [Wendeli] kitchen there, with our business partners,” she told the Businessmirror in a sideline interview during their global franchise kick off. “So the [opening] target will be in the second quarter of this year and, hopefully, the same with Portugal. We don’t want to rush. We wanted to make sure that the permits and licenses, and the food distribution will be completely done as we move forward to our international expansion.”

The company is, likewise, set to open soon the ifuel in Zimbabwe this year. Other entities under the ifranchise will be opened for franchising abroad to bring local brands closer to the international market, especially where most OFWS are located. “The 1.83 million data of overseas Filipino workers in 2021 is nothing compared to the more than 12 million Filipinos overseas, in diaspora. The Filipino diaspora refers to people who trace back their ancestry to the Philippines but living or residing outside the country, and it applies to both people of Filipino ancestr y and citizens abroad. It is one of the largest and most spread out in the world. And so, we are on the look out to be serving all of our more than 12 million ‘kababayans’ around the world,” Tanabe said.

“Lastly, to support the Prosperity Program of the Marcos administration, we would like to assure you that we are ready to connect the gap between providing you livelihood opportunities thru ifranchise Business Corp., Wendeli and our other brands, and pave the way to making your dreams a reality,” she stressed.