Potato Corner, the globally recognized Philippine food brand best known for its “World’s Best Flavored Fries”, is gearing up to boost its presence in the Middle East to bring a beloved staple to all nationalities and introduce an employee education benefit program as part of an aggressive campaign to boost its presence and bottom line.
The first Potato Corner UAE store opened at Dubai’s Ibn Battuta Mall in 2022, marking its entry into the GCC, its ninth branch in the Middle East, and 1,389th store globally – solidifying continued expansion for more than 30 years.
For 2026, it has added two more to its Dubai pipeline. The Al Ghurair Centre branch has already opened, while another branch is planned at BurJuman Centre, in addition to branching out to other emirates, said Rolly Brucales, Managing Director of OTH Group, which owns the franchise rights to Potato Corner in the UAE.
OTH Group is also the owner of Off the Hook Seafood Restaurant and Zutto Suki Ramen Restaurant, another homegrown brand that has successfully served the UAE market and expanded into Qatar.
The new stores are part of its strategy to open at least three more branches in the UAE, which would help triple its revenue growth and further explore the franchising opportunity in the country, he said.
More importantly, Mr Brucales sees a “huge opportunity” for Potato Corner to expand in the GCC. Aside from the Philippines and the UAE, the brand is present in 12 other countries – Australia, Cambodia, Canada, China, Hong Kong, Myanmar, New Zealand, Saudi Arabia, Singapore, Thailand, the UK, and the US.
“We are aiming to secure the master franchise in the GCC region and expand aggressively, especially where Filipinos are longing for that familiar homegrown taste and nostalgia,” Mr. Brucales said.
“A Filipino brand resonates strongly with Filipinos because it evokes an emotional connection: the flavors, brand personality, and even the serving style remind customers of mall hangouts, school breaks, and family bonding moments back in the Philippines. It becomes more than just food; it becomes a comforting cultural touchpoint,” he said.
“At the same time, Filipino brands succeed with other nationalities by offering products that are universally appealing while maintaining a distinct identity. Fries, for example, are globally loved—crispy, shareable, and customizable – making them easy for non-Filipinos to enjoy without cultural barriers.”
In the UAE, a melting pot of nationalities, fries have been very successful – it is both a snack and a meal in itself – with the majority of restaurants and fast-food places offering them, making them a comfort food that is deeply woven into everyday urban culture.
“The country’s multicultural population has further strengthened the appeal of fries as a neutral, universally loved food that transcends cultural boundaries. Potato Corner has successfully tapped into this diversity by offering flavored variations that resonate with different taste preferences,” Mr. Brucales said.
To create even more brand awareness, Potato Corner is also being “intentional” on partnering with organizations that “align with our brand ethos”, including “family, community upliftment and responsible entrepreneurship”.
For us, sponsorship is not just logo placement – it’s a long-term value creation. We look for partnerships where both sides share purpose, measurable outcomes, and authentic engagement,” Mr. Brucales said.
“If the collaboration strengthens communities and reflects our core values, we are always open to meaningful conversations.”
Education assistance program
Meanwhile, OTH Group is also set to begin its Financial Education Support program for the children of its employees, part of a wide-ranging well-being campaign.
The company had already established a Financial Literacy Program to help its employees manage their personal finances and teach them proper budgeting and saving, in addition to a monthly incentive program and year-end performance bonuses designed to boost employee morale and maintain revenue that has consistently grown since 2020.
The Financial Education Support scheme will assist qualified children of OTH Group staff in the Philippines, covering those in junior and senior high school, or university.
“This will help them manage their financial obligations and at the same time sustain their outstanding performance as a prerequisite for availing the program,” Mr. Brucales said.
“OTH Group is not just a brand serving food – it also embodies the spirit of helping and bringing out the best in each other.”
