Village Connect
In a move that brings business ownership closer to Filipino entrepreneurs, Alfamart Philippines, the SM Group’s fast-growing minimart chain, has rolled out its first-ever franchising program—a milestone designed to empower local business owners while fueling inclusive growth in communities.
The pilot began in Laguna, where Alfamart partnered with two long-time collaborators turned franchisees. The first store opened in October 2024 under Engineer Leovino C. Datario, a long-time Alfamart lessor who took the leap from landlord to business owner. The second, launched in August 2025, was established with Arles A. Uy Jr., owner of AAU Corporation, which operates multiple Express Clean laundromats located beside Alfamart branches. Both entrepreneurs now operate their stores under the Alfamart brand—proof that local partnerships can evolve into lasting growth opportunities.
“This reflects the SM Group’s vision for inclusive entrepreneurship,” said Harvey T. Ong, Chief Operating Officer of Alfamart Philippines. “By transforming trusted partners into franchisees, we’re giving MSMEs the platform to scale with us while strengthening community livelihoods.”
With over 2,300 stores nationwide, Alfamart continues to redefine convenience retail—offering the reach of a supermarket and the accessibility of a sari-sari store. The franchising model opens a gateway for aspiring entrepreneurs to join a trusted retail network that delivers affordability, quality, and everyday essentials to Filipino neighborhoods.
A joint venture between SM and Alfamart Indonesia, which operates more than 21,000 mini-marts, the program underscores SM’s ongoing mission to make prosperity more inclusive—where every store not only serves customers but also empowers communities.
For franchising inquiries, interested entrepreneurs may contact [email protected].
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