Casual resto chain to open in Cebu

The Bistro Group Restaurant Concepts, operator of chic resto brands in the country, will open its 10th TGI Fridays outlet in Cebu --- its first venture outside of Metro Manila.

TGI Fridays is one of the most recognizable icons in American casual dining, and is confident to capture the growing number of sophisticated consumers in Cebu, said Robert “Bob” Santos, the chain’s vice president for operations.

Despite the “price conscious” characteristic Cebuanos’ are known for, Santos said TGI Fridays is confident to hit the “taste buds” of Cebuano diners, because of its quality and western inspired menus.

“We made a study of the Cebu market, and it showed that the market is ready for ‘branded” dining experience. This is so far, the first American casual dining restaurant in Cebu,” Santos said.

TGI Fridays will open its store at the Ayala Center Cebu, at the new expanded wing called “The Terraces”. The company, which is also the operator of Italiannis, Outback, and Fish & Co., has spent about   P35 million for the opening of its Cebu outlet.

“We are not just a seasoned restaurant, but our brand will offer value,” Santos said emphasizing that menu prices of TGI Fridays in Cebu will be pegged competitively. In fact, the Group has decided to diversify some prices of its offerings and strengthened its middle-range menu options to fit the unique preference of the Cebuano market.

Besides, he said the robust growth of tourism in Cebu, as well as the growing number of Business Process Outsourcing (BPO) workers, are one of the two primary sustaining backbones for the restaurant to expect good performance here.

“It’s high time for us to come here. We also noted that foreign retail brands are top performers in Cebu,” he said because of this indication, TGI Fridays will perform well here.

Although The TGI Friday’ menu is American-themed through and through,there is room enough to accommodate local flavors. The undoubtedly Pinoy item on the menu, the pork liempo is one of the restaurant’s best sellers.

In Cebu, Santos said TGI Fridays will also introduce menus that are unique to Cebuano market.