Seafood City has partnered with Filipino brands to launch SFC+, a digital marketplace app designed to serve Filipinos living in North America. Known as a popular “grocerant” that blends a grocery store with a restaurant, Seafood City draws about 1 million visitors each week to its stores.
Seafood City’s new app will expand its services beyond shopping to offer a more comprehensive platform for Filipinos abroad.
SFC+, which was officially launched in Makati City, allows users to shop for authentic US and Filipino products, send remittances, pay bills, and invest in various services that benefit their loved ones back home. The app also provides exclusive access to discounts, rewards, and a range of brand partnerships, making everyday transactions easier for Filipinos in North America.
“This is our way of giving back to our countrymen who keep on giving,” said Elewin Rebaya, EVP of Seafood City. “Our ecosystem of benefits is the advantage they unlock once they download the app and become SFC+ members.”
Seafood City partnered with leading Filipino brands and financial institutions, as well as non-governmental organizations for SFC+. These include ABS-CBN, Philippine Airlines, SM Group, BDO Unibank, and East West Bank USA. The app simplifies global transactions, making it easier for Filipinos to access products and services from home.
Winston Damarillo, president and co-founder of Talino Ventures, noted that SFC+ aims to enrich the experience of Filipino customers through seamless integration with brands they know and trust. He highlighted the ease of sending gifts and remittances through the app, as well as plans to include real estate investments and other verticals in the future.
SFC+ also offers other benefits such as zero-fee remittance services, bill payments, and the ability to convert rewards points into Philippine Airlines Mabuhay Miles. The app enables users to make direct donations to causes like the ABS-CBN Foundation and Gawad Kalinga, which makes it even more encouraging to use.
The company plans to continue expanding its offerings, with more partner brands and services coming soon to the platform.
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