How Gem Zeñarosa and his wife Angel established one of the fastest growing food franchises in the Philippines

By Poch Eulalia

I’m certain you can imagine the distinct aroma that comes with the toasty goodness of a fresh pita wrap from Turks, but it wasn’t always the franchise giant that it is today.

Gem L. Zeñarosa and his wife, Angel, entered the business 15 years ago with no food business experience. They only had one goal in mind: to make Turks an integral part of the Philippines’ biggest shopping malls.

“I remember the sleepless nights formulating the recipes and preparing the pita bread, sauces, and meat. I only had a handful of staff during the first years of my business so I had to do most of the work requirements. Also, I wanted to make sure to buy the best ingredients for my product so I did the supplies purchasing by myself,” says Zeñarosa.

To ensure only the freshest ingredients were used, Zeñarosa would shop at Balintawak Market. He also took charge of the logistics by driving to the mall each day to deliver the ingredients to each branch.

As the company grew, Zeñarosa had to face problems revolving around the increasing demand.

“One of the problems we encountered, especially during the first years of our operations, was the astonishingly high demand for our product. We kept on increasing our daily supply but we always sold out even before the mall closed. We had to come up with quick adjustment and expansion in our commissary to keep up with the customers’ demand,” Zeñarosa recounted.

He would also have to face the global pandemic. “The pandemic was unprecedented and it took us all by surprise. We had no idea that such a thing could ever happen to the whole world in this lifetime. We had to close down some of our stores, particularly those located in office buildings, schools, and hospitals,” explains Zeñarosa.

Today, Turks’ production team utilizes modern equipment in food processing and practices high standards of health and sanitation in food handling in compliance with FDA regulations. Their bread machine is fully automated and can produce thousands of pita bread in a day.

One of the problems we encountered, especially during the first years of our operations, was the astonishingly high demand for our product. We kept on increasing our daily supply but we always sold out even before the mall closed.

The first drive-thru concept store of Turks has recently opened at White Plains in Quezon City, to cater to its growing market as part of its 15th anniversary.

The new store features a contemporary design with a high ceiling and a giant industrial fan as its main feature. Seating capacity is limited to 10 seats only. The overall look projects an airy and comfortable atmosphere for the diners. A dedicated bicycle rack is also available to cater to bike enthusiasts.

To date, Turks has more than 600 stores nationwide. It will open an additional 12 branches. The next step Zeñarosa is eyeing is globalization.

“Globalization is the next target for Turks. We’re hoping to start our international operations this year. We were supposed to open in the US and in Hong Kong last 2020 but we were sidetracked by the pandemic. With the easing of travel restrictions and reopening of the borders, we hope to finally push through with this plan.”

Asked for his secret to success, Zeñarosa was quick to point to God, saying, “All my plans are anchored on my faith. My company’s course of action is borne from the strength and direction I draw from God.”