The Philippines’ largest shawarma chain has selected Singapore as its first international outpost, citing ease of business set-up and the ‘most suitable country in Asia for proof of concept out of the Philippines’. Over the last two years, the brand has also explored expansion to the United States, but Singapore was the fastest to respond with straightforward regulations, which made it easier for the brand to execute its expansion earlier. Shawarma Shack opened its first Singapore outlet in Toa Payoh, HDB Hub on 30 July, and is set to open its second in Poiz Centre, Potong Pasir in October. The brand is also exploring outlets in the west and east regions of Singapore.
First started in 2015 in a night market at a commodities market in Divisoria, Manila in the Philippines, Shawarma Shack quickly gained a loyal following of working professionals who could not get enough of its delicious, healthy, and filling shawarmas. The brand experienced rapid growth from 2018, with its hundredth store opening by April that year. Just 11 months later, in March 2019, Shawarma Shack outlets had reached 400 across the Philippines.
Founder, President, and Chief Executive Officer Walther Buenavista never expected such a great response for his humble business idea of selling shawarmas at Mall locations. He wanted to provide Filipinos with warm, hearty, and delicious easy-to-eat foods while on the go. Catering to the young working professionals in Metro Manila, Shawarma Shack provided quick and satisfying lunch meals that did not cost too much – something their customers could enjoy every day.
“My wife, Patricia, and I wanted to provide warm and enjoyable quick meals at great value to my fellow Filipinos, so they did not have to worry about their daily lunch expense. We decided to make shawarmas as they were complete, healthy meals with meat and fresh vegetables that were easy to make and consume. This worked well as a food concept for a mall-based stall. We did not expect our humble food idea to take off the way it did,” says Walther. “With the rapid expansion, we had to quickly invest in a central kitchen, technology, and professional staff to continue providing great-tasting shawarmas at great value. The crazy thing is, over the last 5 years we opened an outlet every 2 days!”
With more than 1,000 staff and 850 outlets across the Philippines, Shawarma Shack is the most recognised and fastest-growing shawarma chain in the country. In 2018, Shawarma Shack signed popular actor and singer Daniel Padilla and actress Kathryn Bernardo as brand ambassadors, which further heightened the brand’s awareness and mass appeal.
Shawarma Shack Eyes Rapid Expansion Across the World, With Singapore as Springboard
Shawarma Shack started getting enquiries from overseas markets for its brand and began talks with American companies in 2023. However, the process was long and tedious. To speed this up, Walther decided to launch overseas himself and provide proof of concept for the demand of his shawarmas beyond the Philippines. If Singapore proves successful, Walther believes that Shawarma Shack will go a long way, with many more stores opening around the world and Singapore as his second headquarters. “Singapore has been wonderful to work with. With straightforward regulations and efficient people and companies, all the infrastructure we needed to set up the business was done within a few weeks,” Walther offers. “Shawarma Shack aims to open 5 self-owned outlets in Singapore within the next 12 months. We are also open to franchise requests for here and the region.”
Shawarma Shack in Singapore will provide the same hearty meals as Shawarma Shack in the Philippines, with slight differences in its menu. Its signature Wraps, Rice Meals, and Salad Boxes come with chicken and beef options and may be complemented with its Sloppy Fries, Potato Popcorn, or Original Shawarma Nachos and local drinks like Yeo’s Iced Lemon Tea and First Harvest Green Tea. Prices start from S$5.90 for regular shawarma wraps. A must-try is the brand’s popular Classic Broasted Chicken Rice (S$10.90). Shawarma Shack also offers Light and Loaded Combos for the more health-conscious.
“We hope that Singaporeans will love our shawarmas and we look forward to a long and meaningful journey with our Singaporean landlords, staff, partners, and suppliers and to draw on Singapore’s expertise to quickly expand into the region,” adds Walther.
For more information on Shawarma Shack, visit www.shawarmashack.ph.
Shawarma Shack (Toa Payoh)
Address: 190 Lorong 6 Toa Payoh #01-564A Singapore 310190
Opening hours: 8am to 9pm, Mondays to Sundays, including Public Holidays
Facebook: www.facebook.com/shawarmashacksg
Instagram: www.instagram.com/shawarmashacksg
Official Hashtags: #ShawarmaShackSG