The last time I had the pleasure of having a long chat with Taters COO Joseph Brian Tanchanco was ten years ago, during the brand’s 20th anniversary celebration with a Le Grand Circus theme. Much like savoring a bag of Taters’ signature butter-smothered popcorn, reconnecting with him last week felt comforting and familiar—like catching up with an old friend.
This time, however, there was a noticeable shift. Brian was more relaxed, exuding a quiet pride in making Taters one of the country’s most beloved snack and as he shared several insider insights (some of which I can’t disclose yet), it became clear that Taters is just getting started on an exciting new chapter.
What started as a humble snack stand catering to moviegoers has, over the past three decades, grown into one of the most recognized brands in the Philippines’ food and beverage industry. Now in its 30th year, Taters remains committed to excellence, continually adapting to the ever-changing preferences of its dynamic market
Like most businesses, the pandemic proved to be quite a challenge for Taters, as cinemas closed and barely operated on minimum capacity, Brian said it was a crucial point for them. Despite the challenges faced by the cinema industry, Taters remained a beloved staple for movie lovers, ensuring that the magic of the movies was still accompanied by the familiar crunch of their favorite snacks.
“We had so much plans beyond the cinema and that was accelerated by the pandemic,” Brian told us as we sat in one of the private rooms of the SM Mall of Asia Gamepark.
When the world came to a standstill during the COVID-19 pandemic, businesses everywhere had to adapt to survive. Taters did so with remarkable ingenuity, embracing innovation and diversification to meet the rapidly changing needs of its customers.
“We saw it as a time for us to make new friends and expand our partnerships. Instead of slowing down, we aggressively opened non cinema community outlets at BF Homes, Acacia Estates and other clustered subdivision. We also offered a more diverse menu and if we were only visible near the cinemas before pandemic, we eventually opened more stores at the ground floors to satisfy shoppers impulse snacking.” he added.
As for making more friends, this drive towards innovation in product offerings would not, of course, be successful if Taters didn’t join forces with some of the biggest names in the country’s retail scene.
On its 30th year, Taters marks the beginning of an exciting new era in its history as it collaborated with SM Gamepark, the SM Group’s own amusement facilities arm.
Brian said they initially negotiated with SM Supermalls to be the official snack providers of their bowling centers nationwide. There are 12 bowling centers nationwide but that number continues to grow as SM develops more Game Parks, like the biggest one located at the SM Mall of Asia.
With Taters expanding into game parks and sports centers, these venues now become hotspots for those wanting to combine physical activity with delicious snacks.
“Tying up with SM Gamepark gives us the opportunity to expand our reach to mall-goers who are out for a good time,” says Brian. “Whether they’re throwing a party, having a night out with friends, or need snacks to add to the fun while they’re at play, our extensive menu is bound to have something to satisfy their cravings.”
Simultaneously, with the rise of streaming media, Taters met the snacking needs of homebound customers by making their products available through community outlets and delivery services, ensuring that their favorite treats were just a click away, even in the comfort of their homes.
“Adapting to the evolving needs of the market keeps us on our toes,” company CEO Ana Maria Tanchanco says of how the brand has changed since 2020. “By looking into what customers want, we can calibrate our offerings, do the necessary research and development, and consider innovative additions to satisfy the public.”
From just popcorn and chips, Taters now caters to the diverse tastes of the Filipino public. While light snacks to munch on remain its primary stock in trade, the company has diversified its offerings to include heartier fare: practically everything from hotdogs garnished to one’s liking, to crispy chicken or fish, and to sandwiches to enjoy alone or with a buddy. One of their latest offering is the Chocowhich which is smores tucked in a brioche buns—which makes it both a sandwich and a dessert—and something you can only find at Taters.
The brand’s evolution from a niche cinema snack provider to a versatile and widely accessible purveyor of great food is the secret to its ongoing success – and the rewards are totally TRENTA-stic.
TRENTA-stic Celebration Promos
In celebration of its 30th anniversary, Taters and SM Gamepark offers exclusive promotions, and a host of events that promise to make the TRENTA-stic celebration truly unforgettable. Taters encourages loyal customers to join the Trentastic Game On Sport + Snack Tournament which pays homage to the brand’s long-standing commitment to excellence.
Note that this partnership is exclusive to the following SM Gamepark branches: Taters SM Mall of Asia Gamepark; Taters SM Megamall Bowling; Taters SM North EDSA Bowling; Taters SM Fairview Bowling; Taters SM Southmall Gamepark; Taters SM Sta. Rosa Gamepark; Taters SM Cebu Bowling; Taters SM Seaside Bowling; Taters SM Lanang Bowling; and Taters SM CDO Bowling.
Drawing inspiration from the Olympics, Trentastic Game On is designed to highlight the best in competitive gaming, whether in basketball, billiards, and table tennis among others.
The tournament goes beyond mere competition. Indeed, it celebrates the spirit of perseverance, skill, and the relentless pursuit of being the best: the values that Taters upheld for three decades.
Taters is also spotlighting individual achievements with the Trentastic Champs promo.
This exciting initiative allows participants to showcase their skills in specific games and be rewarded with delicious prizes.
Activities include:
● The Bow Blitz Champ: In this archery-themed challenge, players who score 30 points inside the yellow ring in a single game will receive a FREE Minor Superpop. This promo is all about precision and rewarding those who hit their mark; and
● The Turkey Striker Champ: For bowling enthusiasts, this challenge offers a FREE Classic Churkey Hotdog to any player who strikes a Turkey (three consecutive strikes). It’s a tasty way to celebrate consistency and skill.
Both challenges put an emphasis on the spirit of competition and excellence that has driven the brand to success and recognition.
Central to Taters’ enduring success is its unwavering commitment to quality and innovation, which is presented in the new Trentastic Bundles.
These specially-curated sport+snack packages were created to enjoy with a variety of leisure activities.
Offered at a discount, these sport+snack combos are the right stuff to enjoy during bowling nights, karaoke sessions, darts games, or simply enjoying a day at an amusement park or gaming arcade.
Through these value-packed bundles, Taters not only enhances the overall experience for its customers but also reinforces its reputation as a brand that consistently delivers excellence in both product and service.
SECRET MENU
Now before you call yourself a true Taters fan, you should know that they actually have a secret menu. It’s actually quite easy to get, all you have to do is ask for their menu and turn it over.
This secret menu includes a Duo, trio and a 4-in-1 Superpop that lets you pick up to four-flavors; Duo Tater and House Fryes; Cheesy Overload or BBQ Overload Fryes and Chips; and a Double Dog Sandwich!
You can also get frozen packs of fryes, Chicken Fingers, Chicken Bites, Churkey Hotdog, Beef Hotdog and Angus Beef Patty! Now how’s that for even more snack choices!
With all these – and more – one can be sure that TRENTA-stic Taters has won the hearts of the Filipino public, and will continue to do so for years to come. Head over to www.ilovetaters.com for more info and franchise opportunities!
