Shawarma Shack, a name synonymous with quick, affordable meals in the Philippines, is making a bold strategic move. For its first international expansion, the company has chosen Singapore, viewing the city-state not just as a new market, but as a critical “proof of concept” for its global ambitions. This decision highlights a well-calculated business approach, leveraging Singapore’s stable and efficient environment.
According to a company press release, founder and CEO Walther Buenavista revealed that while a US expansion had been explored since 2023, the process was “long and tedious.” In stark contrast, Singapore’s straightforward regulations and business-friendly setup allowed the company to execute its plans much sooner. This choice underscores the importance of selecting a test market where a brand can quickly validate its model without unnecessary red tape.
By successfully establishing a foothold in Singapore, Shawarma Shack aims to demonstrate the viability and appeal of its fast-growing brand beyond the Philippines. This successful launch serves as a powerful case study for potential franchise partners and investors worldwide, de-risking future expansions and building international credibility.
With its first outlet now open in Toa Payoh and a second planned for October, the company’s ambition is clear. Mr. Buenavista stated that the brand aims to open five self-owned outlets in Singapore within the next 12 months. This initial phase will provide crucial data and insights into how the brand’s model and menu—which features some “slight differences” to cater to local tastes—adapt to a new consumer base.
The success of this strategy could be a major turning point for the company. As Mr. Buenavista noted, if the Singapore venture proves successful, it will not only pave the way for numerous stores to open globally but also cement Singapore’s role as the company’s second headquarters. This strategic, measured approach offers a valuable lesson for other Philippine brands with global aspirations.
