PLDT Enterprise Supports Alfamart’s Rapid Expansion with Smart's Superior Mobile Connectivity

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Delivering reliable, high-performance connectivity across over 2000 retail stores nationwide

Alfamart Trading Philippines, Inc. (Alfamart), the minimart chain of the SM Group, continues to strengthen its retail operations nationwide through its longstanding partnership with PLDT Enterprise, leveraging reliable mobile connectivity on the high-performance network of Smart Communications, Inc. (Smart) to support its growing workforce and expanding store network.

PLDT Enterprise and Alfamart leaders come together during a partnership engagement aimed at strengthening connectivity and supporting Alfamart’s expanding retail network nationwide. The collaboration highlights both organizations'' shared commitment to reliable digital solutions that enable efficient operations across Alfamart’s growing store footprint. From left to right: Mary Ann Pagsuyuin, Senior Relationship Manager, PLDT Enterprise; Tony Radovan, Head of Key Industries Group – Retail; Armie Sason, Head of Key Industries Group II, PLDT Enterprise; Victor Genuino, Head of Key Industries Group, PLDT Enterprise, and President and CEO, ePLDT and VITRO Inc.; Harvey Ong, Chief Operating Officer, Alfamart Trading Philippines, Inc., Jason Ngo, Chief Technology Officer, Alfamart Trading Philippines, Inc.; Carmelita King, Head of Fixed Assets and Supplies, Alfamart Trading Philippines, Inc.; Eli Bonsol, Senior HR Manager for Corporate Branding – Human Capital Group, Alfamart Trading Philippines, Inc.

Known for its aggressive growth and expansion plans, Alfamart has built a strong presence across the Philippines, particularly in underserved communities, by providing access to essential goods at competitive prices. With a total network of 2,494 existing branches and plans to open at least 400 new stores annually, reliable communication across its stores and office-based teams is critical to sustaining day-to-day operations and supporting continued growth.

A Commitment to Supporting the Retail Industry

PLDT Enterprise’s collaboration with Alfamart underscores its commitment to supporting the retail sector, particularly large-scale retail operations that rely on seamless coordination across geographically dispersed locations. By providing dependable communication support, PLDT Enterprise helps ensure that retail teams remain connected, responsive, and operationally efficient as Alfamart continues to scale.

To support Alfamart’s communication needs, PLDT Enterprise provides Smart Postpaid Plans, enabling employees across stores and offices to benefit from wider network coverage and reliable mobile connectivity brought by Smart. Running on Smart's superior and resilient mobile network, these solutions help facilitate day-to-day coordination, improve responsiveness, and support the operational demands of a fast-growing retail organization.

“Retail operations depend on consistent and reliable connectivity, especially as store networks continue to grow,” said Victor Genuino, Head of Key Industry Group at PLDT Enterprise and President and CEO of ePLDT and VITRO Inc. “Through our longstanding partnership with Alfamart, PLDT Enterprise remains committed to supporting their operations with mobile solutions that help keep teams connected and enable business continuity.”

A Partnership Built on Reliability and Service

With Alfamart’s transition to Smart services starting in 2020, highlighted by the advantages of nation-widest network coverage and aftersales service, the partnership has now reached its third renewal, with PLDT Enterprise continuing to support Alfamart’s postpaid requirements for both store-based and office-based users. The collaboration reflects a shared focus on reliability, service quality, and long-term partnership—key factors that support Alfamart’s continued expansion and operational efficiency.

From Alfamart, Harvey Ong, Chief Operating Officer, shared that the partnership with PLDT Enterprise continues to play a role in supporting the company’s expanding operations. “As Alfamart grows its store network across the country, having a reliable telecommunications partner is essential. PLDT Enterprise’s mobile solutions and service support our teams as we continue to serve communities nationwide.”

Through this collaboration, PLDT Enterprise reinforces its role as a trusted technology partner for large retail organizations—supporting Alfamart’s mission to improve accessibility to essential goods, generate employment opportunities, and contribute to local economic development across the Philippines.

To learn more about PLDT Enterprise’s solutions, visit [UTM]

About PLDT Enterprise

PLDT Enterprise is the corporate business arm of PLDT, the leading telecommunications and digital services provider in the Philippines. Dedicated to delivering innovative fixed-line, wireless, and ICT solutions, PLDT Enterprise enables businesses to adapt to evolving technological needs, optimize efficiency, continuity, and connectivity, and enhance customer experience. With a strong commitment to doing business responsibly, PLDT Enterprise aims to contribute to the United Nations Sustainable Development Goals by enabling digital transformation, championing meaningful innovations, and bridging the digital divide.

For more information, visit pldtenterprise.com.

SM pilots Alfamart franchising to empower entrepreneurs and communities

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Alfamart Philippines, the minimart chain of the SM group, has recently launched its franchising program, opening doors for micro, small, and medium enterprises (MSMEs) to grow alongside its nationwide expansion.

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

The 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, in October 2024. The second, opened in August 2025, 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 Harvey T. Ong, Chief Operating Officer of Alfamart Philippines.

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. Alfamart 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. For franchising inquiries, please email franchising@alfamart.com.ph.

Growing Together: A Tale of Two Businesses

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For a small business, growing at a comfortable pace can be tough. Not only do you have to worry about keeping yourself out of the red, you’ll also have to make the right amount of profit so you have enough to invest back into developing your business. 

The Express Clean branch in San Fernando, Pampanga was the first of many in a fruitful partnership with Alfamart, the first and only Super Minimart chain in the Philippines. 

This was pretty much the reality that Arles Uy was faced with when he started Express Clean, a self-service laundromat, back in 2017. “It was a total risk with doubts and uncertainty involved,” Uy related. He added that starting his business was a gamble with whatever savings he had at the time. “As an entrepreneur, you need to be ready to take those calculated risks.” 

But a chance meeting with Alfamart, the first and only Super Minimart chain in the country, changed everything. Fortuitously, Alfamart was looking for partners to grow with, by subleasing some of their space to small businesses. Express Clean began their partnership with Alfamart in December 2017, opening their first branch in San Pedro, Laguna, right beside the store. 

Since then, Express Clean has expanded to seven branches; each beside an Alfamart store. “Alfamart provided us the platform to jumpstart our growth in the industry,” Uy said. “We saw remarkable potential in the concept of a self-service type of laundry. Our partnership with Alfamart helped us realize it,” he added. 

Ever since its entry into the Philippine market in 2014, Alfamart has kept its development grassroots-focused, constantly looking for partners to grow with “When we brought the brand in from Indonesia, we didn’t just take the Alfamart name,” said Alfamart Philippines COO Harvey Ong. “We also brought with it the philosophy of starting from the bottom up, growing with the communities we serve and the partners that we engage with,” he continued. 

The self-service laundry shop remained operational and lucrative even during the pandemic and ensuing quarantines.

Much like other small businesses, Express Clean was also affected by the recent Coronavirus Disease 2019 (COVID19) pandemic’s economic impact. “Undeniably, this pandemic has tested the mettle of many businesses, including ours,” Uy said. “Fortunately for us, our operational system has already been established, hence, enabling us to withstand the situation. With the support of Alfamart, as well as the flexible arrangements they provided their tenants during this crisis, not only were we able to consolidate our operations, but we were also able to open up new branches during the lockdown period,” he explained. 

“It is through the help of reliable partners that we were able to overcome the challenges of the pandemic,” Ong concurred. “We can rely on them, and they can rely on us,” he concluded. 

For more information on how your business can work together with Alfamart, you may visit https://www.alfamart.com.ph/be-a-tenant/. 

Alfamart offers Neovent Glass Containers for special promo price

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Alfamart, the first and only Super Minimart chain in the Philippines, has something special for its customers. You can now purchase Neoflam’s Neovent glass containers at a special price by completing three stamps on an Alfamart stamp card.

Neoflam is a Korean kitchenware brand that makes elegant and tough products like containers, knives, pots, and pans. With this promo you now have a chance to get the Neovent food storage containers at an amazing discount.

Neovent containers have amazing build quality with shock-resistant borosilicate glass. The containers have lids with an airtight locking mechanism which ensures your food remains fresh for a longer time. These containers are especially convenient in this time of quarantines because we are mostly at home enjoying cooking or splurging on food deliveries. Glass containers also make for better food storage compared to plastics because you can be entirely sure that it is microwave safe and, unlike plastics, there is smaller chance of contamination.

First, acquire a stamp card at an Alfamart near you. Every PhP 100 purchase earns you a stamp on the card. If you have three stamps, just surrender the card and purchase either a Neoflam 0.32L square glass container for PhP 165.00; a 0.64L rectangle glass container for PhP 205.00; or a 1L rectangle glass container for PhP 270.00.

If you want to purchase another one of these containers, simply get another stamp card and fill it up with three stamps again.

The promotion runs from July 1 – August 31, 2020, while the redemption period is until October 31, 2020. Visit your nearest Alfamart branch for more details.

Alfamart"s Collaboration and Partnership: Business Growth in the New Normal

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The economic downturn brought about by the COVID-19 pandemic can never be overstated. In the wake of the disease – and the quarantines implemented to control it – countless businesses have been forced to cease operations, and ultimately, close shop. 

Of course, there are those who are fortunate enough to survive. However, as the economy continues to bear the brunt of diminished consumer spending, even mere survival is becoming a challenge. The prospect of sustained growth seems to be on another level entirely. 

Alfamart, the first and only Super Minimart chain in the country, has always believed that collaborations and partnerships are the keys to growth, especially during trying times. 

“Partnerships have been a key component and core foundation of Alfamart’s progress,” said Alfamart Philippines Chief Operating Officer Harvey Ong. “Ever since we started in 2014, we have been collaborating with landowners, lessors, suppliers, and partner consignees to make sure we can give the best selection and service to our customers,” he continued. 

As far as Ong is concerned, an alliance can only be called a true partnership if the benefits apply to all stakeholders. A prime example of this is their tie-up with DECS, a spin-off of the original Diao Eng Chay Chinese deli of Binondo fame. 

Justin Chua, a 4th generation owner of DECS, was a former Alfamart employee who was inspired to start his own business. When he was starting DECS, he saw it fit to partner with Alfamart so that their products could reach more people. 

“Partnering with Alfamart helped DECS achieve its main objectives,” Chua explained. “Our market reach has expanded considerably, and we have been given an opportunity and a channel to introduce DECS products to non-Filipino-Chinese.” 

Justin Chua is a 4th generation owner of the iconic Diao Eng Chay deli in Binondo. Through their partnership with Alfamart, more people outside Chinatown were introduced to their legendary delicacies. 

DECS’ lumpia, dimsum, and pies were a big hit with Alfamart’s customers and introduced the legendary Diao Eng Chay lumpia, dimsum, and pies to a whole new audience. 

“DECS’ growth climbed faster than we imagined,” Chua enthused. 

Another Alfamart partner-success story is Bakeshop16, a baked goods and pastry supplier. The proprietors, mom Eunette Ong and her daughters Erica and Eryll, believe that working with Alfamart gave their young business a good boost, especially with their brand equity. 

“Being associated with Alfamart helps in building the consumers’ perception towards Bakeshop16,” Eryll said. She also pointed out that the partnership came with exciting challenges that became opportunities for growth. 

“Our partnership with Alfamart encouraged us to learn more about production and logistics,” she explained. “Nowadays, with careful planning and close coordination with Alfamart, we are able to build an even stronger partnership with them. Thus, we are still growing with Alfamart,” she underscored. 

Alfamart’s partnerships with DECS and Bakeshop16 have allowed the entrepreneurs behind them to look past the present challenges. “Through collaboration, we are able to maintain our growth-oriented perspective, instead of the prevailing survival-oriented one,” the Alfamart COO emphasized. “We are always driven by our advocacy of community development and service. Of course, that extends to our partners as well. We should always be lifting each other up, no matter what happens,” Ong concluded. 

To know more about how to become a supplier for Alfamart, please visit https://alfamart.com.ph/be-an-alfamart-supplier/. 

Alfamart Ph continues Super Minimart openings to serve more communities

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Amid the Luzon-wide Enhanced Community Quarantine (ECQ), Alfamart, the first and only Super Minimart chain in the Philippines, has resumed its expansion to cater to the needs of local communities.

The newly opened Alfamart branch in Bagong Silang, Caloocan enforces strict social distancing in compliance with ECQ rules. Having “walking distance” Super Minimarts nearby keep residents from having to go out too far just to get supplies.

What was once a simple and mundane task has been made more challenging and risky by the ECQ. 

Grocery shopping is now much more complicated than it used to be, as people now have to contend with curfews, checkpoints, social distancing, and quarantine passes to help stem the spread of the COVID-19 pandemic. 

To help address these concerns and alleviate the burden on individual households, neighborhood minimarts like Alfamart have become more popular destinations for these errands, as they are closer to home. 

In the recent week, Alfamart opened eight new stores across Luzon; namely, in Tabun, Angeles, Pampanga; Barangay 176, Bagong Silang, Caloocan; Poblacion, Floridablanca, Pampanga; Palico, Imus, Cavite; Silangan, Rosario, Cavite; Daan Sarile, Cabanatuan, Nueva Ecija; Saog, Marilao, Bulacan; and Grand Valley Subdivision, Angono, Rizal.

Ten more stores are opening in other locations in May.

Alfamart Philippines COO Harvey Ong pointed out that the expansion amid the ECQ is more about following through on Alfamart’s advocacy to improve communities. “The ECQ has been very challenging for everyone, especially those living in communities that are significantly farther from malls, supermarkets, and groceries,” Ong said. “We want to bring that safe, convenient, and comfortable shopping experience closer to home through our Super Minimarts,” he continued.

Ong also highlighted how Alfamart is doing everything it can to reduce health risks, and inconveniences, for both employees and customers. “Our stores follow strict sanitary and hygiene protocols. We also provide PPEs for our frontline and backend staff,” he said. “Also, as part of our walk-to-work philosophy, we hire our store crew locally. As much as possible, we prefer our employees to be within walking distance of their assigned stores. This helps manage their travel time,” he further explained.

Ong enumerated other measures that ensure the store staff are taken care of such as free shuttle rides, proper coordination with checkpoints for expedited supply chain deliveries, proper scheduling and shorter operating hours.

Alfamart frontline staff disinfecting incoming customers to minimize transmissions. As seen in the photo Alfamart branches are operating at limited hours, instead of the usual 24/7, amid the ECQ.

Alfamart frontline staff restocking personal hygiene shelves. Keeping the shelves stocked amid the ECQ is a fully operational distribution center that delivers needed supplies to over 800 stores.

Most Alfamart employees are local hires from within the community. The Super Minimart chain has been encouraging a “walk-to-work” philosophy even before the ECQ.

“In these trying times, everyone is called to be vigilant and serve. Alfamart will do its part to help the community by keeping as many of our existing stores open and reaching out to more communities so we can serve more people,” he concluded.