Wing Zone Southeast Asia expansion planned

Wing Zone Southeast Asian master franchisee JNM Dining Concepts says it believes there are huge opportunities for the US fast-casual dining restaurants across the region.

Singapore-based JNM Dining Concepts recently revealed plans to open 10 restaurants in the Philippines in partnership with Viva International Food & Restaurants. Over time, 50 will open.

But that is just the start, JNM Dining Concepts CEO Johnny Mayani told Inside Retail Asia.

“The deal in the Philippines is the first of more to come. We are focused on Southeast Asia at the moment.”

Mayani said the company was looking for partners in Indonesia, Thailand, Vietnam, Myanmar and Malaysia – and even further afield in Hong Kong.

Wing Zone co-founder and CEO Matt Friedman launched an international growth strategy after the US economy began to buckle in 2008. The concept was born back in 1991 at the University of Florida by Friedman and business partner Adam Scott and started franchising in the US in 2000.

Wing Zone restaurant

Known for its flavoured wings and burgers, the company now has more than 100 outlets open or in development across the US, along with diners in Malaysia, Panama and Singapore.

In the Philippines, Viva International Food & Restaurants, which also runs Botejyu Authentic Japanese Restaurant chain and Paper Moon Tokyo Cake Boutique and Cafe, plans for the first Wing Zone to open in Manila’s SM Megamall next year.

JNM Dining Concepts will provide supply-chain management, vendor management, branding, training and development strategy for Viva.

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