Alfamart Philippines Launches First Franchising Program in Laguna

Alfamart Philippines, the minimart chain owned by the SM Group, has begun offering franchise opportunities with the opening of two pilot stores in Laguna, marking the first time the company has allowed external franchising.

The first franchise store launched in October 2024, operated by Engineer Leovino C. Datario, a previous lessor of Alfamart properties. A second followed in August 2025, in partnership with Arles A. Uy Jr. of AAU Corporation, which also operates 15 laundromats near existing Alfamart locations. As of today, October 8, 2025, Alfamart operates 2,337 stores across the Philippines, and this new program aims to accelerate that growth while empowering local entrepreneurs.

“This reflects the SM group’s commitment to inclusive growth and entrepreneurship,” said Harvey T. Ong, chief operating officer of Alfamart Philippines. “By allowing tenants to evolve into franchisees, Alfamart is enabling MSMEs to scale alongside its own expansion, strengthening local communities and livelihoods.” This move is particularly significant as the Philippines continues to see a rise in the importance of Micro, Small and Medium Enterprises to the national economy.

The franchising initiative represents a shift in retail strategy, moving beyond traditional corporate expansion to foster community-driven growth. Alfamart’s model, popular throughout Southeast Asia, provides consumers with accessible and affordable shopping options. Company officials stated they will continue to evaluate the pilot program and plan for further expansion of the franchising model in the coming months.