Philippine firms shift into crisis mode after devastating Mindanao earthquake

Philippine companies across retail, hospitality, telecommunications, financial services, and other industries have launched safety checks, relief initiatives and fundraising campaigns following the powerful magnitude 7.8 earthquake that struck Mindanao on Monday, as the death toll continued to rise and search and rescue operations remained underway.

According to the office of civil defence, at least 45 people had died as of Wednesday morning, while 630 were reported injured and 17 remained missing. The Philippine institute of volcanology and seismology (Phivolcs) said the earthquake was triggered by movement along the Cotabato Trench, the same fault system responsible for the devastating 1976 Moro Gulf earthquake and tsunami.

Among the most widely shared videos following the disaster was footage showing the partial collapse of a shopping centre that housed a Jollibee outlet. The clip quickly circulated online, prompting a response from Jollibee Foods Corporation (JFC).

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The company said all personnel at its stores in the city had been accounted for.

"At this time, we have received no reports of injuries in our stores located in the affected areas," the fast-food giant said.

Elsewhere in the city, shopping mall operators moved quickly to evacuate visitors and suspend operations while structural assessments were carried out.

SM City General Santos, which sustained visible damage to parts of its facade, said evacuation procedures were immediately implemented and inspections were being conducted to assess the impact of the earthquake.

At the same time, SM Foundation launched Operation Tulong Express in partnership with the Philippine Red Cross and SM Malls nationwide, encouraging cash donations to support affected communities.

The Gokongwei Group's Robinsons Malls likewise suspended operations at Robinsons GenSan to facilitate building inspections.

"We are deeply relieved to report that all personnel are safe and there are no casualties," Robinsons Malls said.

The group's hospitality arm, Robinsons Hotels & Resorts, also confirmed that all guests and employees at Grand Summit Hotel in General Santos City were safe.

"Some adjustments to upcoming bookings may be necessary, and our team is on hand to assist with any inquiries," the company said.

Meanwhile, Robinsons Land Corporation said engineering and technical teams had been deployed to conduct what it described as “rigorous structural inspections”.

Other major retailers also reported temporary closures and evacuation efforts. KCC Mall of Gensan and KCC Mall of Marbel said customers and employees were "safely guided outside to the evacuation area" before the facilities were temporarily shut for inspections and safety assessments amid continuing aftershocks. Photos circulating online showed portions of KCC Mall of Gensan sustaining damage.

Beyond operational updates, a growing number of brands have shifted towards relief and recovery efforts.

Ayala Foundation deployed assistance teams on the ground, while Lazada launched a donation drive encouraging customers to contribute to recovery efforts for affected families and communities.

Digital payments platform GCash created dedicated donation channels linking users to multiple relief organisations and foundations. The firm also amplified its fundraising initiative through sponsored content on Facebook in partnership with Philippine Daily Inquirer to expand reach and encourage donations.

Telecommunications providers Globe, PLDT and Smart also mobilised restoration teams to assess network infrastructure and restore connectivity services in areas affected by the earthquake, ensuring communications remained available as recovery efforts continued across Mindanao.

Insurance providers also used their platforms to communicate support measures. InLife issued advisories regarding employee safety and customer support, while Oona Insurance shared information on claims processes for customers affected by the earthquake.

Meanwhile, St. Peter Life Plan and Chapels announced that it would provide free funeral and deathcare services to families who lost loved ones in the disaster. The company said assistance would be available through its chapels in General Santos, Koronadal, Davao, Digos, Malita, Calinan and Toril, while coordinating with local authorities and government agencies.

As aftershocks continue and damage assessments remain ongoing, the response from Philippine businesses has extended beyond operational continuity and employee welfare to include fundraising and community recovery efforts, reflecting the increasingly prominent role brands play during times of national crisis.

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