MANILA, Philippines — Angel’s Pizza, a leading pizza chain under Figaro Coffee Group Inc. (FCG), is setting its sights on international markets while aggressively pursuing its ambition to become the top pizza brand in the Philippines.
FCG chairman Justin Liu told The STAR that while international expansion isn’t an immediate goal, it remains a future objective. “It is not in our immediate goal at the moment, but something we hope to achieve in the future,” Liu said regarding Angel’s Pizza’s potential overseas ventures.
In a previous interview, Liu mentioned that the group is prioritizing Angel’s Pizza for international expansion discussions. “We’re talking to several parties right now but there’s nothing definite yet, still in negotiations,” he noted, adding that the initial focus will be on expanding within Asia.
Domestically, Liu aims to elevate Angel’s Pizza to the top spot among pizza brands in the Philippines within the next five years, both in customer preference and store count. “We have less than 130 stores while our major competitors have over 300. We are still expanding in Visayas and Mindanao to increase our presence,” Liu explained.
Liu also mentioned that the expansion into provincial areas could serve as a foundation for the future growth of other FCG brands. FCG, through its subsidiary Figaro Coffee Systems Inc., manages and franchises a network of restaurants including Figaro Coffee, Angel’s Pizza, Tien Ma’s, and Café Portofino.
“I hope we can open 300, maybe 400 stores of Angel’s Pizza in the Philippines eventually. I dream that we can be the number one pizza player here. It’s a tough challenge, but we will try our best,” Liu stated. He acknowledged the competitive landscape, with rivals like Shakey’s, S&R, and Pizza Hut posing significant challenges.
In the provinces, Angel’s Pizza is often compared to Greenwich, prompting the company to evolve its menus and pricing strategies. “We are working on evolving our menus and pricing points to stay competitive,” Liu said.
Currently, FCG operates 207 stores across all its brands, with Angel’s Pizza accounting for 128 of these outlets. The group’s continued expansion efforts underscore its commitment to strengthening its market position both locally and internationally.
