MANILA, Philippines — The battle for grocery shoppers in southern Metro Manila is intensifying as Gokongwei-led Robinsons Retail Holdings Inc. expands its premium supermarket chain, The Marketplace, with two new locations in Las Piñas and Parañaque—backed by opening-week discounts reaching 50% on selected products.
The expansion brings a wider selection of imported groceries, premium meats, fresh produce, international wines, and specialty household products closer to residents of South Metro Manila.
The Marketplace officially opened its new branch at Evia Lifestyle Center in Las Piñas on October 16, 2026, while a second store in BF Homes, Parañaque, is scheduled to open on October 23.
For Robinsons Retail, the move reflects a strategic push to strengthen its presence in residential communities where convenience, shopping experience, and product variety are increasingly important to customers.
But beyond the discounted groceries and imported brands, the openings raise a bigger business question: Can premium supermarkets continue expanding as Filipino households balance their appetite for quality products against everyday spending pressures?
Two New Supermarkets Target South Metro Communities
The Marketplace is bringing its premium grocery format to two established shopping areas in southern Metro Manila.
The first new branch opened at Evia Lifestyle Center in Las Piñas, a retail and lifestyle destination serving households in the city’s southern neighborhoods and surrounding communities.
The second store is scheduled to open in BF Homes, Parañaque, on October 23, further expanding access to premium groceries in one of Metro Manila’s major residential districts.
The BF Homes location will operate as a standalone supermarket along Aguirre Avenue, according to separate reporting by BusinessMirror.
Diana Prince U. Ang, deputy general manager of The Marketplace and Shopwise, said the expansion is designed to make the supermarket chain more accessible to southern Metro Manila residents.
The strategy focuses on combining everyday grocery shopping with wider product choices and a more curated retail experience.
Both locations strengthen the company’s presence in the southern part of the metropolis, where established subdivisions, lifestyle centers, and commercial developments create opportunities for neighborhood-focused supermarkets.
Waitrose, Woolworths and French Groceries Join the Shopping Experience
One of The Marketplace’s biggest selling points is its range of international and specialty grocery products.
The two new branches will feature imported food selections from several international brands, including:
- Waitrose from the United Kingdom, known for its grocery and specialty food products.
- Casino from France, offering French retail grocery selections.
- Woolworths from Australia, providing additional international food choices.
Customers can also expect fresh fruits and vegetables, Australian beef, premium meat cuts, seafood, deli selections, cheeses, specialty pantry ingredients, and international snacks.
For home cooks, the expanded assortment offers greater access to products that may not be commonly available in conventional neighborhood grocery stores.
The chain also carries locally sourced products and everyday household necessities, aiming to combine practical grocery shopping with premium food discovery.
The expansion reflects a changing supermarket business model in which retailers increasingly compete through product selection and customer experience rather than location alone.
Up to 50% Off: Opening Promos Designed to Attract Shoppers
The Marketplace is introducing promotional offers to encourage consumers to visit its new stores.
During each branch’s opening week, shoppers can find:
Discounts of up to 50% on selected items, Buy 1 Take 1 offers, and other promotional deals.
The offers began with the Evia Lifestyle Center opening on October 16 and are expected to accompany the BF Homes Parañaque launch on October 23.
However, the maximum 50% discount does not apply to every item in the supermarket.
The deals are limited to selected merchandise and applicable promotional periods, so customers should check individual product prices and store announcements.
For The Marketplace, such promotions serve a dual purpose: introducing the new locations to customers while encouraging shoppers to explore its broader assortment.
Whether first-time visitors become regular customers will depend on pricing, availability, product quality, and convenience after the introductory discounts expire.
Beyond Groceries: Wine, Wellness and Specialty Lifestyle Products
The new supermarkets are designed to go beyond conventional food retailing.
Alongside fresh food and household essentials, The Marketplace will offer beauty products, wellness items, personal care merchandise, and specialty lifestyle selections.
Wine is another important element of its premium retail positioning.
The Marketplace is the exclusive retail partner of wine-rating platform Vivino in the Philippines, allowing shoppers to access information such as product reviews, ratings, tasting notes, and food-pairing suggestions.
This creates a more specialized shopping experience for consumers interested in exploring international wine selections.
By combining imported food, fresh products, and lifestyle merchandise, The Marketplace is positioning itself as a shopping destination rather than simply a place to purchase basic groceries.
The concept may appeal to families seeking convenience as well as customers looking for specialty ingredients and premium products.
Robinsons Retail Expands Its Premium Grocery Footprint
The Marketplace operates under Robinsons Retail Holdings Inc., the Gokongwei Group’s publicly listed retail business.
The group also operates other retail formats, including Robinsons Supermarket, Shopwise, Uncle John’s, and specialty retail businesses.
According to BusinessMirror’s October 16 report, The Marketplace had 39 branches nationwide before the latest two-store expansion, with 30 located in Metro Manila.
Its existing network also included stores in Cebu, Calabarzon, Baguio, Iloilo, and Cagayan de Oro.
The two South Metro additions would bring that reported total to 41 branches once both are operational, assuming no other store openings or closures.
Earlier in 2026, the company opened a location at Molito Lifestyle Center in Alabang, Muntinlupa, reinforcing its focus on established southern Metro Manila communities.
The Marketplace also expanded into Antipolo through a new Vista Mall location.
These developments show a broader strategy of establishing premium supermarkets in residential and lifestyle destinations where convenient access to imported products and curated grocery offerings may attract repeat customers.
Why Southern Metro Manila Is Becoming a Retail Battleground
The company’s latest expansion highlights the commercial appeal of Las Piñas, Parañaque, Muntinlupa, and surrounding communities.
These areas contain a mix of residential subdivisions, shopping centers, schools, office developments, and established commercial districts.
For supermarkets, proximity to households can be an important advantage because groceries are frequently purchased rather than treated as occasional discretionary shopping.
A well-positioned neighborhood location may encourage regular visits, particularly when shoppers can purchase both daily necessities and specialty items in one trip.
However, premium grocery retailers must compete not only with other supermarket chains but also with membership-based grocery stores, discount retailers, convenience stores, and online grocery platforms.
Customers may be willing to pay more for specialty or imported products while remaining price-sensitive when purchasing everyday essentials.
That creates a challenge for retailers attempting to combine a premium identity with frequent household shopping.
The Bigger Retail Trend: Premium Choices Meet Price-Conscious Consumers
The Marketplace’s expansion reflects a wider trend in Philippine retail, where companies are developing different store formats to appeal to increasingly varied shopping preferences.
Discount-focused retailers compete on affordability, while premium supermarkets place greater emphasis on imported brands, specialty products, service, and convenience.
Both formats can attract customers, but they address different consumer needs.
The Marketplace is betting that there is sufficient demand in South Metro communities for stores offering a combination of premium and everyday merchandise.
The strategy could help Robinsons Retail deepen its reach into established residential neighborhoods and attract shoppers seeking products not consistently available in ordinary supermarkets.
Still, opening new branches does not automatically guarantee stronger sales or profitability.
The company must manage operating costs, inventory, product availability, and customer loyalty while maintaining competitive prices.
The commercial outcome of the two new branches has not yet been disclosed.
The Bigger Question: Can The Marketplace Turn Two Openings Into Lasting Growth?
With Evia Lifestyle Center already welcoming shoppers and BF Homes Parañaque preparing for its October 23 launch, The Marketplace is strengthening its position in southern Metro Manila.
The expansion gives consumers additional supermarket choices while introducing more competition to the premium grocery segment.
For Robinsons Retail, the opportunity is to build customer loyalty through location convenience, international product selections, and a shopping experience tailored to local communities.
But the true measure of success will not be the opening-day crowds or the popularity of promotional discounts.
It will be whether households return regularly after the sales end.
As The Marketplace expands its premium grocery footprint, the bigger question is whether Filipino shoppers will continue choosing quality and convenience—or whether price competition will ultimately decide who wins South Metro’s next supermarket battle.
