Store opening in Chrysanthemum Village in San Pedro, Laguna with Alfamart COO Harvey T. Ong and Engr. Leovino C. Datario, the first franchisee of Alfamart, and wife Doris Datario.
Alfamart Philippines, the minimart chain under the SM Group, has rolled out its pilot franchising program, offering new opportunities for micro, small, and medium enterprises (MSMEs) to grow alongside its expanding network nationwide.
The program kicked off in Laguna with two pioneer franchise-owned stores. The first opened in October 2024 through Engineer Leovino C. Datario, a long-time Alfamart lessor. The second, launched in August 2025, was established with Arles A. Uy Jr., owner of AAU Corporation, which operates 15 Express Clean laundromats located beside Alfamart stores. As of end-September, Alfamart’s total store count reached 2,337 nationwide.
“This reflects the SM Group’s commitment to inclusive growth and entrepreneurship,” said Harvey T. Ong, Chief Operating Officer of Alfamart Philippines. “By empowering tenants to become franchisees, Alfamart enables MSMEs to grow in step with our expansion — creating jobs, supporting local economies, and uplifting communities.”
As part of SM’s retail food business, Alfamart merges the accessibility of a neighborhood store with the product range of a supermarket — a hybrid model increasingly popular across Southeast Asia. It caters to families and communities that value convenience, affordability, and quality.
Alfamart Philippines is a joint venture between SM Investments Corporation and Alfamart, one of Indonesia’s largest retailers with over 21,000 stores. Its product lineup includes daily essentials, groceries, fresh and frozen goods, snacks, SM Bonus items, and personal care products at competitive prices.
Interested entrepreneurs may reach out to franchising@alfamart.com.ph for more information on the program.
