This TV director is also a savvy entrepreneur

MANILA, Philippines -  Rich Ilustre, director of TV5’s popular talent show, “Talentadong Pinoy,” is excited about his latest project which promises to be another top-rater, the recently opened Napa Restaurant & Bar, a casual dining place serving American-Italian comfort food in the heart of Quezon City.

 His new venture, however, requires him to take on a different role that goes beyond clever camera work. Rich now channels the skills of a savvy entrepreneur and a charming brand ambassador.

“This is the first time I am taking a hands-on role in restaurant operations. Although I am not exactly new in the food business, Napa Restaurant & Bar is different because it's not a franchise but a totally new brand,” says Ilustre, who is one of the partners of GJ Prime Food Corp., operator of the new restaurant located at 12 Scout Borromeo Street in Quezon City.

Business venture

After getting a degree in Computer Science from Ateneo de Manila, Ilustre, who has always been interested in film, took courses at UCLA Extension and worked as in intern in NBC Studios, Los Angeles. 

 On his return to Manila, he worked as an assistant director in several TV shows and made-for-TV movies.  His big break came in 1998 when he was chosen by Asian music-television network Channel [V] in Hong Kong to direct its Philippine-based show, "Sigaw Manila."  He went on to direct music videos and programs on MTV, RPN9 and eventually TV5’s "Philippine Idol", "Shall We Dance", “PO5”, “Lucky Numbers” and "Talentadong Pinoy,” which he helped conceive and grow from an upstart program into a long-running and multi-awarded industry leader.

Despite the rigors of working long hours on TV, Ilustre’s mind was set on ventures outside the entertainment industry: “In between TV work, I would look for investment opportunities.  Being quite a food-lover led me to the food retail business. Our family started with a franchise of a local Chinese fast-food kiosk in 2001. Later, together with some friends, my sister and I acquired a franchise of Gerry's Grill in SM Pampanga in 2003, in Ali Mall and Union City, California in 2006 and in Cerritos, California in 2008. We are set to open another branch in Singapore early next year.”

Having dabbled in the food business for 10 years, the young entrepreneur continues to learn the ropes of operating a restaurant. Providing able support in Napa are his business partners Chef Berna Hewins, executive chef and sommelier who supervises kitchen operations; Architect Jay Aguilos, who is in charge of construction requirements and the restaurant’s upkeep; Rich’s sister Angelica Santos who oversees finance; and Ramil Gandola who helps in marketing.

“My experience as a TV director is an advantage in many ways. Among other things, it trained me to be meticulous in visual design and composition. I worked closely with our interior designer Cynthia Gaerlan to make sure the different dining areas of Napa are visually pleasing to the customers – from the furnishings to the color scheme and lighting,” says Ilustre.

Napa Restaurant & Bar was borne out of the vision of Ilustre and his partners to open a new kind of casual dining place in Quezon City. House specialties include their brick-oven pizzas, signature pastas, steaks, grilled specials and decadent desserts.

The Scout area in Quezon City where Napa is located is replete with eateries and food outlets catering to guests and clients from all walks of life.  Being able to stand out and outperform competition is a huge challenge.

The biggest challenge, according to the TV director, is to have all the departments working together and running smoothly. This requires efficient communication and work systems which then enable the entire restaurant to carry out its owners’ vision to deliver the best dining experience to its guests.

In the future, Ilustre hopes to fuse his lifelong interest in food with his love for directing via a cooking show. In the meantime, he is happy to see Napa Restaurant & Bar gain a devoted following, as more and more people discover its delicious food and distinctly cozy atmosphere.