"When I was invited to set up shop here, everything was raw land and nobody in his right mind wanted to put up a restaurant in the middle of nowhere with no other night spot or activity to boot. But I was convinced that I could make something out of this place," Laurel said.
Diners go to Jaymi’s grill for two reasons: Good Filipino food (especially the grills) and ambience because its location in the middle of vacant spaces makes it very cool at night and its beautiful lights and man-made waterfall provide a respite for tired office workers from Makati and Taguig, especially those working in call centers in the area.
"At first (when it was still Dencio’s) a lot of people thought my place was a Japanese restaurant. Its fine architecture plus simple but catchy furniture and fixtures made it a class on its own," Laurel said.
Back in 2001, there was just Laurel’s place and Le Souffle operating at the Fort.
During its first year of operations, Laurel made his buffet prices very cheap at P200 per person, which is why the place was always full with a lot of waiting guests. "The waiters did not know what to do then," he recalled.
At its peak, Jaymi’s had 110 employees but now its work force is down to 90 in two shifts–from 11 a.m. to 1 a.m. the next day. The busiest time at Jaymi’s is dinner until after midnight. Jaymi’s comes in different area setting: an open air (usually frequented by smokers and big groups that are drinking) covering 120 sq.m.; a mini golf area for kids (where sandwiches and short orders are served) while children practice putting which is another 100 sq.m.; an airconditioned diner with a floor area of 120 sq.m. and another 50 sq.m. in the middle, where additional tables can be set for a better view of the man-made lighted waterfall at night.
"We can accommodate up to 550 people, which it experienced three years ago when Pfizer had a private function," Laurel said.
The bestsellers at Jaymi’s are crispy pata; pork sisig and crispy fried hito (catfish) and grilled squid. The lunch buffet costs P295 per person for adults and P170 for children.
Laurel has received a number of offers for franchising with one even asking that he set up a franchise in Somalia, which he flatly denied. He was even offered by Harrison Plaza to put up a franchise store, but he gave in to Walter Mart mall in Pasong Tamo, Makati, where he put up a branch last year.