Embark on a journey into the dynamic realm of HOUSE OF FRANCHISE, where the entrepreneurial vision of Jonathan So and Carlito Macadangdang Jr. transformed their dream of food franchising into a vibrant reality. In 2006, they founded their franchising company, marking the inception of a groundbreaking venture that would reshape the industry.Their inaugural brand, Jo’s Waffle House, took the market by storm in May of the same year, setting the stage for subsequent triumphs with SIOMAI KING, NOODLE HOUSE, SIOPAO DA KING, and BURGER FACTORY. Each brand garnered public acclaim through distinct offerings, capturing hearts with unparalleled selling propositions.
SIOMAI KING, renowned for serving five pieces of siomai per serving, defied market norms, while NOODLE HOUSE’s affordable and delectable stir-fried noodles became a staple for students and the working class. SIOPAO DA KING’s innovative buy 1 take 1 concept and BURGER FACTORY’s signature longaburger and buy 1 take 1 approach made them popular choices for on-the-go indulgence.
In 2015, HOF introduced JC, a franchise catering to the health, beauty, and wellness market, featuring premium products sourced from around the world. The flagship product, JC Organic Barley from New Zealand, propelled JC to international success with branches in Dubai, Abu Dhabi, Singapore, Taiwan, Qatar, and Italy.
By 2018, HOF’s food franchise division, led by SIOMAI KING, surpassed 1,000 stores, solidifying its status as one of the industry’s most sustainable and rapidly expanding food cart franchise companies.
Even in the face of the pandemic, House of Franchise seized the opportunity to not only grow but also innovate. The online franchise revolution was born, giving rise to the digital franchise platform “shoplinks” for JC and food cart concepts. This initiative provided unparalleled options, convenience, and ease for both franchisees and customers.
The visionary move also spawned the revolutionary daily super app, “toktok,” evolving from a two-wheeled motorcycle delivery service to a multifaceted digital shopping mall. With features like food ordering, digital bill payment, e-wallet services, ride-hailing, and more, toktok quickly amassed two million app downloads in just two years.
