‘Franchising on FIRe’: Franchisers tackle 4th Industrial Revolution at FAPHL 2020

Published February 3, 2020, 12:00 AM

by manilabulletin_admin

Dom Hernandez (1)
Franchise Asia Philippines 2020 Overall Chair Dom Hernandez

Overcoming the challenges and harnessing the opportunities being presented by the so-called Fourth Industrial Revolution (FIRe) to the domestic franchising industry will be the overarching theme of the 2020 edition of the Franchise Asia Philippines (FAPHL),  recognized globally as Asia’s biggest and grandest franchising event.

The Philippine Franchise Association (PFA) said it adopted the theme “Franchising on FIRe” for the 2020 FAPHL to send the message that the industry is bent on emerging from this Industry 4.0 baptism of fire a more vibrant and stronger catalyst of inclusive growth in the country.

“We are now at the dawn of the Fourth Industrial Revolution,” said PFA President Sherill Quintana, “and we would like to help the franchising sector prepare for the challenges and the opportunities ahead. Like fire, Industry 4.0 can destroy businesses by making them irrelevant because of disruptions,” she explained. 

Sherill Quintana (1)
PFA President Sherill Quintana

Quintana continued:“Just think of what Grab and AirBnB have done to the taxi and hotel industries, respectively. But fire can also be a tool to fuel growth or create pathways. What we need is an intelligent and strategic response to the changes coming our way. That is why digitalization continues to be one of the priorities of PFA.” 

Harnessing the power of technology and how it is affecting the way people live, work and interact will be at the center of the four main components of the 28th edition of the FAPHL, which will run from March 25 to 29 at the SMX Convention Center-Manila.

The 4-in-1 franchising event will feature:

A two-day international conference that will present global best practices and business solutions by renowned experts (March 25 to 26); 

A three-day international expo that is a one-stop shop of franchise and other investment opportunities from home-grown and foreign concepts (March 27 to 29); 

Educational seminars to help aspiring franchisees invest on the right franchise and potential franchisors transform their businesses into successful franchises (March 27 to 29); 

A two-day Certified Franchise Executive (CFE) Program to help professionalize the Philippine franchise sector and help sustain efforts in raising the global competitiveness of Philippine franchising (March 23 to 24).

Quintana, the new PFA president, stressed that part of her priorities is to encourage the Philippine franchising sector, especially PFA members, to embrace new technologies to improve their business processes and to expand their markets. 

“This is also the reason why digitalization takes center stage in the holding of our franchise event this March,” Dom Hernandez of Potato Corner, who is the Overall Chair of Franchise Asia Philippines 2020 shared. 

The week-long activity will commence with the Certified Franchise Executive (CFE) program, which will have internationally-renowned franchise guru Greg Nathan as speaker.  This will be held at the AIM Conference Center-Manila.


The international conference will feature more than 80 experts, 7 plenary sessions, 15 breakout sessions and 40 roundtable discussions. Keynoting the conference are Senator Aquilino ‘Koko’ Pimentel III and Ms. Catherine Monson, who chairs the US-based International Franchise Association. The said event will also feature international franchise guru Greg Nathan and motivational speaker Scott Friedman. Aside from the mentioned international speakers, the conference will also feature speakers and industry experts representing renowned brands such as Shopee, Lalamove, Angkas, Lazada, Zomato, Kasa Arkhitekton, McDonald’s and Jollibee.


Rounding the week-long line-up of activities is the three-day international expo, which will feature over 800 brands in the ground and 2nd floors of the SMX Convention Center. “We continue to make our franchise exhibit bigger and better in response to the continued interest among Filipinos to start a business via franchising,” Hernandez said. Aside from the expo, FAPHL 2020 will also feature franchise seminars and business matching activities.


“We are also proud that Franchise Asia Philippines continues to be a magnet for international brands that want to expand here,”  Hernandez added. “This year, our expo will showcase international franchise brands from Korea, Malaysia, Singapore, US and many more.”


Entrance to the expo is free for those who register online.