Mr. Joey Alvero, CFE

Chief Operating Officer (COO)

Potato Corner

Jose Arnold “Joey” Alvero is a hospitality and retail professional with more than 30 years of transnational experience in Hotel & Restaurant Operations, General Management, Franchising, Business Development, Strategic Planning, Acquisitions, Market Entry Start-up, and Team Development.


Joey was recently appointed as Chief Operating Officer of Potato Corner, the latest addition to the stable of WoW brands of Shakey’s Pizza Asia Ventures, Inc. (SPAVI). In his new role, Joey will be steering Potato Corner – the undisputed leader in the kiosk-based fries’ segment in the Philippines and a global brand with over 1,250 stores spread across 14 countries – in further deepening its presence in key markets, building on its strong equity among both consumers and franchisees, and delivering industry-leading margins for stakeholders.


Prior to his new appointment, he was the Vice President for International Operations, Business Unit Head for Franchised Store Operations as well as Director for Franchise and Business Development of Shakey’s Pizza Asia Ventures, Inc. (SPAVI), where he led the store network expansion & growth of the SPAVI brands - Shakey’s, Peri-Peri, R&B Milk Tea, and Project Pie - and developed the Franchise ACE program for its esteemed franchisees.


Previous to that, he was Planning and Business Development Director of Shakey’s Philippines wherein he strengthened the brand’s Countrywide Development Plan and steered the company’s Business Development team.


Before to Shakey’s Philippines, he was the Corporate Franchising and Channel Development Director of One Food Group and oversaw the development of the Mister Donut and Tokyo Tokyo franchising programs. Prior to that, he served as Regional Business Unit (RBU) General Manager for both Company-Owned and Franchised stores for Mister Donut.


He also had stints in Red Ribbon Bakeshop, Inc, McDonald’s Philippines, The Palace Hotel, Beijing, and The Mandarin Oriental, Manila in various managerial capacities in Operations and Guest Services early in his career.


Joey is a graduate of the University of the Philippines – Diliman, where he finished a B.S. Hotel and Restaurant Administration degree (cum laude).


Mr. Joey Alvero, CFE

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