Food connoisseur and visionary Gem Zeñarosa, who is better known as the man who reinvented pita wraps through food chain Turks that he founded, has opened the first foreign branch in one of Asia's top destinations, Tsim Tsa Tsui in Hong Kong.

Tsim Tsa Tsui, more popularly known in the autonomous Chinese territory as TST, is one of the busiest and best places to launch a business in Hong Kong.

The popular logo of Turks, which delighted many Filipinos for its distinct and elegant design, will now be a new sight in the shopping and party district of HK.

Zeñarosa made Turks a household name. The opening of its first overseas branch in HK signals the commitment of Turks to become a dominant food business brand across Southeast Asia.

This expansion does not only show the strength of Turks as the top pita wraps business in the Philippines with nearly 700 branches and more than 180 franchisees throughout the archipelago.

The overseas foray of Turks is also a signal of the vigor of food business industry.

Turks is the first Filipino pita wrap brand to expand food business footprint outside the country's borders.

Expanded reach

The demand to bring its products to other countries in the face of globalization was a huge challenge that was made even tougher to ignore due to mounting clamor abroad.

Zeñarosa, heeding the call, had to find the perfect location for overseas expansion.

He, however, said that despite the numerous requests, he cannot just grab every opportunity or open the door for franchising.

Investing in faith

Turks started 16 years ago in SM Sta. Mesa as a small kiosk offering a revamped version of the Arabian delicacy Shawarma that perfectly fits the Filipino taste buds.

Zeñarosa also knew he will succeed because he puts his trust in the Lord.

A devout Iglesia ni Cristo, he knew in his heart that all his dreams will be realized if he will put God in front of his life.

As Turks continue to grow, the idea of expanding in Asia came after countless inquiries for franchising from different parts of Asia and even in the US and Europe.

Since the clamor for Turks to bring its products to other countries has grown louder, Zeñarosa has been going around to find the perfect location in Asia for its expansion.

He, however, said that despite the numerous requests, he cannot just grab every opportunity or open the door for franchising.

"The expansion in Hong Kong has been in our expansion plan abroad. I believe it is an excellent location to open a business given the number of foot traffic and healthy economy," he said.

Added to that is the huge army of overseas Filipino workers in the territory.  He added that there is a lot of great food and great restaurants, fast-food and even street foods in HK.

"We are confident that a 'specialty food concept' like Turks with excellent quality would capture the market of HK."