Prime Pacific consolidates casual dining brands into new venture

MANILA, Philippines – Restaurant operator Prime Pacific Grill Corp. (PPGC) is expanding its portfolio with the launch of Gerry’s Grill Plus to serve as the one-stop shop for its brands.

According to PPGC, the new restaurant concept would open before the end of the month at the UP Town Center in Quezon City.

“We have expanded the menu line for Gerry’s Grill Plus. It is a casual dining restaurant that will serve an eclectic mix of offers from our different brands – Gerry’s, Aresi, and Sweet Chili. It aims to be a one-stop shop of our best menu items,” PPGC president and chief executive officer Gerry Apolinario said.

PPGC serves an-all Filipino menu under the Gerry’s Grill brand while Italian-American food is offered under Aresi and Thai food is available under the Sweet Chili brand.

“Gerry’s Grill Plus will have a different look with new interiors and decors. It will be an entirely different dining experience,” Apolinario said.

The plan is to have more Gerry’s Grill Plus branches in new locations within the year.

Apolinario said the firm is also considering converting some of its Gerry’s restaurants to Plus.

Aside from Gerry’s Grill, Aresi and Sweet Chili, PPGC has other brands under its portfolio such as Kusina ng Gerry’s (do-it-yourself fast-casual restaurant), and Ramen Sora (ramen house from Hokkaido, Japan) which opened its first branch in Subic in December.

PPGC is also set to launch another Japanese food concept, Yakitori Binchotan.

The first Yakitorio Binchotan outlet is slated to open at AS Fortuna in Cebu this month.

PPGC plans to expand the reach of its Japanese food brands with Makati, Alabang and Quezon City eyed as locations for Ramen Sora outlets, and Balibago in Pampanga for Yakitori Binchotan within the year.

Ramen Sora and Yakitori Binchotan are operated under a joint partnership with the owner-operators of Ramen Sora in Japan and the US-Japanese chefs Yoshi Ishise, Tomio Hakada and Nori Suzuki.