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Manila Bulletin devider Business devider The Stock Market devider SM-backed Alfamart opens doors to MSMEs with new franchise model

SM-backed Alfamart opens doors to MSMEs with new franchise model

Published Oct 8, 2025 12:38 pm  |  Updated Oct 8, 2025 01:31 pm
Alfamart store opening in Chrysanthemum Village in San Pedro, Laguna with Alfamart COO Harvey T. Ong and Engr. Leovino C. Datario, the first franchisee of Alfamart, and wife Doris Datario
Alfamart store opening in Chrysanthemum Village in San Pedro, Laguna with Alfamart COO Harvey T. Ong and Engr. Leovino C. Datario, the first franchisee of Alfamart, and wife Doris Datario
Alfamart Philippines, the minimart chain of the SM group, is ramping up its nationwide expansion with the launch of its franchising program, which also opens doors for the growth of micro, small, and medium enterprises (MSMEs).
SM Investments Corp.said Alfamart’s pilot began in Laguna with two franchise-owned stores. The first franchise store was launched with Engineer Leovino C. Datario, a long-time Alfamart lessor.
The second was in partnership with Arles A. Uy, Jr., owner of AAU Corporation, which operates 15 Express Clean laundromat branches beside Alfamart stores. As of end-September, Alfamart has expanded to 2,337 stores nationwide.
“This reflects the SM group’s commitment to inclusive growth and entrepreneurship. By allowing tenants to evolve into franchisees, Alfamart is enabling MSMEs to scale alongside its own expansion, strengthening local communities and livelihoods,” said Alfamart Philippines Chief Operating Officer Harvey T. Ong.
Part of SM’s retail food business, Alfamart blends the convenience of a neighborhood store with the breadth of a supermarket — a format gaining strong traction across Southeast Asia, particularly among families and communities that value accessibility and affordability.
Alfamart Philippines is a joint venture between SM and Alfamart, one of the leading retailers with more than 21,000 mini-marts in Indonesia.
It offers a wide assortment of products catering to daily needs including a selection of basic groceries, SM Bonus products, fresh and frozen goods, snacks, and personal care items at reasonable prices
Alfamart Philippines is expanding its network by at least 200 more new stores in Luzon this year to further strengthen its commitment to making fresh goods and daily essentials more accessible to Filipino neighborhoods.
The chain has successfully expanded across 11 provinces, including Cavite, Laguna, Batangas, Quezon, Rizal, Bulacan, Pampanga, Nueva Ecija, Bataan, Pangasinan, and Zambales, as well as 15 cities in Metro Manila.
“Our continued growth is anchored on the needs of the neighborhoods we serve. We remain committed to strengthening our presence in the underserved areas in order to provide the communities better value and easier access to essential goods,” said Ong.

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SM Investments Corporation Alfamart Philippines Harvey T. Ong
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