GOODAH!!!
UNDERGOING MAKE-OVER AND EXPANSION

The first ever and only all-native food chain in the country, Goodah!!!, is undergoing a massive make-over and an expansion program under its new owners and management, according to a press statement from Del Sol Foods, Inc. which recently bought the chain from its previous owners, Goodah Foodhouse Corp.

Goodah!!! became a well-known and solidly patronized food chain starting in the 80s when it popularized traditional hot and quickly-served Filipino snacks like 'goto', 'arroz caldo', dinugguan and pares as well as acronym-named ensemble-dishes consisting of a fried rice base (sinangag abbreviated to 'si') and fried eggs (itog abbreviated to 'log') combined with companion meats with names like 'tapsilog' (tapa, sinangag at itlog), 'longsilog' (longganisa), 'tocilog" (tocino), The chain became iconic of Pinoy culture and so popular that it inspired the movie "Goodah!!!" and such phrases as "pagkain for every all" and "open 25 hours".

Del Sol President and GM Jose Antonio Soler disclosed that major changes being undertaken within the business are projected to propel it into a leading franchising operation in the country within the year. He estimates that some 25 franchised outlets and another 22 company-owned outlets will be operational within 2006 and expects this number to increase to over a hundred within Metro Manila alone before end-2007. Already a new franchised outlet has opened in Gil Puyat Ave., the first Goodah!!! in the Makati CBD and one is opening next month in the Ortigas Center.

Alluding to ease with which Solerex Water Technologies, Inc., which he also operates, succeeded in establishing over 350 Crystal Clear water stores spread throughout the archipelago within just a few years, Soler admits that the commissary set-up required for franchising outside Metro Manila would not allow the same ease of expansion and that provincial franchising, despite incessant demands, will not be initiated earlier than the last quarter of this year.

Del Sol bought Goodah Foodhouse's assets inclusive of the absolute rights to the Goodah!!! name and brand; and three company-owned outlets only last December. So far it has already undertaken initial brand name and identification enhancements and facilities improvements. Two of the three company-owned outlets have been relocated into "better, more visible and more traffic dense locations" according to Soler referring to the Goodah!!! stores in West Avenue, Q.C. and President Avenue in Paranaque.

In the ongoing-processes Del Sol will also allow existing franchised agreements with other outlets to expire in order to allow a completely regenerated corporate image and identity unless the present franchisees agree to stiffer terms and conditions in line with the reinvigorated vision and objectives of the new owners.