MESA Filipino Moderne Restaurant by Foodee Global has been around for 10 years and has almost 65 branches nationwide. In its 10th year of serving modernized Filipino dishes this 2019, the brand aims to target reaching 100 branches by 2021. The brand is maintaining 20-25% company-owned branches and the rest are franchises.
MESA, with its Road to 100 vision, decided to give the brand and boost and got Kapuso Primetime King Dingdong Dantes as the first celebrity endorser. Upon announcement, Dingdong said he wishes to have the 68th branch reserved for him.
Megastar Sharon Cuneta owns the Greenbelt branch while her daughter KC Concepcion owns the Megamall branch.
What to expect with Dingdong Dantes onboard:
Chief Operating Officer Eric Dee said, “We’re looking into the aspect of doing a TV commercial, but of course, now, we see the influence of social media so we are looking into doing videos for social media. You’ll see billboards as well and local store marketing within the MESA outlets.“
There will be menu updates and we will be seeing marketing collaterals with Dingdong Dantes in every branch.
Asked if there are plans for MESA to open branches abroad, Mr. Dee also shared that they are checking out the United States and Middle East locations with Los Angeles, California and Doha, Qatar as specific prospects.