Just Kitchen: International Expansion to the Philippines

In May 2022, the founder and chief executive officer of Just Kitchen Holdings Corporation (Just Kitchen), a Canada-based and publicly listed operator of ghost kitchens in Taiwan, met with the company’s management team to deliberate on the company’s plan to expand into new markets, specifically, the Philippines. Their optimism for the Philippine market stemmed from the country’s growing online food delivery industry, favourable demographics, and supportive government policies. While the founder his team explored this expansion possibility, they recognized that entering the thriving online food delivery market presented advantages and disadvantages, and questions loomed: What would be the most effective approach to enter this market? And, equally importantly, what challenges and pitfalls should they anticipate as they ventured into such a business opportunity in the Philippines?