A rebranded Filipino convenience chain aims to have 100 outlets by the end of the year.

All Day, formerly called Finds, is owned by businessman and former senator Manuel Villar. It currently has 75 stores in the Philippines.

The Philippine convenience store market is expected to heat up, with new entrants like Japan’s Lawson, which partnered with Filipino retailer Puregold to set up 2000 stores in the long term.

However, Villar said he is up against Japanese retailers.

“Circle K of US is entering the Philippine market and Alfamart, along with SM, will also find its way here. It seems like I am the only Filipino so how do I feel? I feel like I’m Jollibee competing with KFC and Burger King,” Villar said.

Villar also plans to expand its home furnishings retail chain called All Home as well as its department stores.