Pancake House was originally established in 1970 by Milagros Basa, Leticia Zamora

and Carmen Zaragosa to introduce pancakes and waffles to the Philippine market.
Back then, Pancake House had grown to 22 branches before being sold to a group of
investors led by Martin Lorenzo in February 2000. Pancake House, Inc. was
subsequently incorporated in March 2000 and was principally engaged in the
development, operation and franchising of a casual dining chain of restaurants
under the trade name "Pancake House". Since the acquisition, Pancake House
expanded to 79 outlets at the end of 2009.

1970
Three Pioneering entrepreneurs Milagros Basa, Leticia Zamora, and Carmen Zaragosa, First
introduced freshly baked pancakes and waffles in varied flavors and preparations to a
predominantly rice-based consuming market. The very first Pancake House restaurant opens in
Magallanes, geared to serve the A, B, and upper C markets.
1974 -1998
Sta. Rosa Food Services Corporation (SRFSC) is incorporated to handle the management and
operation of Pancake House. Several years later, it would be jointly co-owned by another
formidable company, Extrovert Inc. The posh Ayala Arcade in Makati becomes the new home of
the second Pancake House in 1995. Resounding market response spurs a third outlet at United
Nations Avenue in Manila. The first franchised outlet opens in Greenhills in San Juan in 1978.
Following this successful launch, more Pancake House outlets both company-owned and
franchised open in strategic sites. The company expands its operations steadily, requiring the
setting up of a central commissary to support the logistical and operational needs of the growing
number of restaurants. Another company, Extrovert Inc., is established to hold ownership of the
succeeding Pancake House outlets in 1998. 2000-2005
After nearly three decades, the Pancake House chain expands to different parts of Central Luzon.
Out of a total 22 outlets, three outlets are situated in Laguna and Tarlac, while the rest are Metro
Manila. Nine are company-owned and the others are franchised outlets. On February 15, 2000,
Martin P. Lorenzo leads a new local investor group in the purchase of all of SRFSC and
Extroverts operating assets pertaining to the Pancake House chain of restaurants. The new
owners become known as Pancake House, Inc. The bell rings as Pancake House, Inc. is listed at
the Philippine Stock Exchange on December 15, 2000 Four years after his successful venture in
the casual dining business, Lorenzo directs the companys brand expertise toward another
pioneering...
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Pancake House, Inc., a 100% Filipino-owned corporation, is principally engaged in the

development, operation and franchising of a casual dining chain of restaurants under the trade
name "Pancake House". The consumer brand name has traditionally been associated with
specialty pancakes and waffles and has likewise expanded to offer an array of popular
international dishes such as spaghetti, tacos and chicken. The original Pancake House was

established in 1970 by Milagros Basa, Leticia Zamora and Carmen Zaragosa to introduce
pancakes and waffles to a predominantly rice-based consuming market. The first Pancake House
branch opened that same year in Magallanes alongside the old Magallanes Theater. The
restaurant positioned itself to serve the A, B and upper C markets.
In 1974, Sta. Rosa Food Services Corporation and Extrovert Holdings were incorporated to hold
ownership of the succeeding Pancake House outlets. It successfully opened its first franchised
outlet in Greenhills, San Juan in 1978.
On February 15, 2000, a new investor group led by Mr. Martin P. Lorenzo entered into an Asset
Purchase Agreement with SRFSC and Extrovert for the purchase of all the operating assets of the
latter. On February 16, pending the final purchase, a new team of management and employees
was organized to take over the company-owned outlets operated under the new management. On
March 1, 2000, the new investor group incorporated Pancake House, Inc. On March 2, 2000,
PHI, as the acquisition vehicle of the investor group, finalized the purchase of the operating
assets.
Since then, Pancake House has opened numerous branches nationwide and continuously delights
customers by delivering the perfect casual dining experience --offering delicious comfort food,
serving it well in a warm and homey ambience. These efforts were recognized as the Philippine
Franchise Association (PFA) awarded Pancake House as Most Promising Filipino Franchise in
2004, followed by Most Outstanding Franchise...
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