FRANCHISE BUSINESSES AND MARKET

PERFORMANCE

Aficionado Germany Perfume was manufactured and

distributed nationwide by Central Affirmative Co.,
Inc. It all started by a man in the person of Mr. Joel
Cruz in 1999. With a couple of hundred pesos, Sir
Joel decided to put up perfume business where he
seeked the assistance of his friend who is now the
Vice President Internal of the company. The house of
Sir Joel’s mother located in Sisa St. Sampaloc Manila became their marketing office. They have
developed the product in best quality and affordable prices and named the product as “AF” or
AFFIRMATIVE. This is where JOEL CRUZ ENTERPRISE was born.

Initially, the product was sold at the first outlet of Ever Gotesco-Grand Central in Caloocan
City. But the demand of the product in the market continues to grow that the garage area can no
longer accommodate the production of the product. The company then rented a small, two-
storey apartment along the same street in Sampaloc, Manila.

In year 2001, the company was register as a corporation, now called, CENTRAL
AFFIRMATIVE COMPANY, INC.

In September of 2001, the brand name AFICIONADO- Germany Perfume was granted
registration and became the trademark brand of the product. The growth of the company has
continuously expanding from Metro Manila, to Luzon, Visayas and Mindanao.

The company ventures again in Franchising business. The first Franchise outlet opened in Laoag
in March 2004.

In July 2005, with the company’s dynamic Research and Development team launched its new
product extension, the Aficionado Bath and Body Spray mostly commonly known as Aficionado
cologne.

Right now, they have 60 franchise stores out of a total of almost 150 stores nationwide. They are
happy to hear the testimonies of our several franchise partners about the success of their
Aficionado business and how they are proud to belong to the number one (1) in the industry in
terms of market scope and share in the country.
 FINANCIAL SHARE OF AFFICIONADO PERFUME

YEAR GROSS PROFIT

2005 3,718,740

2006 4,492,627

2007 5,128,609

2008 6,392,280

2009 7,391,014

The figure shows that only two percent of market shares among perfume businesses were
created by the Aficionado perfume house. Among other competing perfume houses, Aficionado
was able to maintain its’ annual sale of 7,000,000 as being franchised in all over the country. We
have included Victoria’s Secret, Polo perfumes, CK perfumes and Bench Perfumes as the main
competitors in the perfume industry being listed to the most outstanding Perfume houses in the
country.
 For 15 years, Potato Corner has been the leader in
the food cart/ kiosk/ counter-type business in the
Philippines. Aside from the popular flavored French
Fries , we also offer other delectable products such
as baked potatoes, hash browns and loopy fries.

The company, Cinco Corporation, launched its

operations in the Philippines in 1992. After three
months, its Franchise operations began. By 1994,
Potato Corner grew to having 70 outlets – a combination of carts, kiosk, and counters.

Potato Corner managed to weather 1998′s Asian economic crisis. Boastfully, it is on its track in
its planned hyper-growth year by targeting to increase its revenues by 100% versus last year. At
present , Potato Corner has 170 outlets and continues to grow.

FINANCIAL SHARE OF POTATO CORNER

YEAR GROSS PROFIT

2006 3,888,654

2007 5,567,732

2008 5,978,965

2009 4,753,234
 Icebreaker Scrambles offers you an
excellent ice-shaved desserts at a very
reasonable prices. Probably the first to
serve the tastiest and cleanest scrambles
in places like malls and other prime
locations.

With its original and distinct taste, IceBreaker Scrambles will bring you back to the nostalgic and
delighted times of your childhood, but with a twist! This is because these desserts are prepared
with the outmost standards in quality and hygiene, using only purified water as ice and imported
dairy products to come up with a flavorful result.

As of this writing, there are 33 foodcart stations located in the Philippines.

Additionally, IceBreadker Scrambles will chill your kids party! Now you can
enjoy this scrambles freshly-made at your own event! If you cannot go to us, we will quench
your thirst at your own convenience.

FINANCIAL SHARE OF ICE BREAKER SCRAMBLE

YEAR GROSS PROFIT

2010 5,367,157
 Bibingkinitan is the today’s market-leading
bibingka-chain and first to introduce mini-
bibingka in the Philippines. With 130 stores
nationwide in key cities like Cebu, Davao,
Baguio, Pampanga, Iloilo, General Santos
City, etc. Filipinos in the whole country can
easily enjoy their soft and moist bibingkas
anytime, anywhere. Bibingkinitan was also
awarded the Fastest-Growing franchise in the
2007, 2008, 2009 Franchise award by
Entrepreneur Magazine and is currently undergoing HACCP and ISO Certification for Excellent
Product Quality.

FINANCIAL SHARE OF BIBINGKINITAN

YEAR GROSS PROFIT

2009 8,592,280

2010 9,391,014
 Khaleb Shawarma was first established on July
27, 2006. The name “Khaleb” was obtained
from the word “Khalel” which is the name of
Superman in Kryptonite, and is also a Hebrew
word which means “God of Man”. It also
connotes “superiority”. In addition, a not so
profound secondary definition was acquired
through the owner’s nicknames and the initial of
their surname. To combine them makes Khaleb.

Despite being relatively new in the market, the company is working its way to expand its reach
by the help of advertising. The company was featured in a business magazine of a newspaper
and was just featured in some famous show. It is also being requested for school, corporate
gatherings and special events- UP Centennial Celebration, UP Lantern Parade, UPCAT, UP Fair,
Ruffa Gutierrez’ RAMP for a Cause and World Pyro Olympics to name a few. It also does
catering to special occasions. The company often caters in Malacanang for some special
functions of the First Family such as birthdays, reunions, meetings with cabinet members and
other government officials.

FINANCIAL SHARE OF KHALEB SHAWARMA

YEAR GROSS PROFIT

2007 6,897.096

2008 5,978,965

2009 6183,234