Cebu entrepreneurs launch progressive dining concept

CEBU, Philippines —  Entrepreneur John Paul ‘JP’ Chiongbian and partners have introduced another ‘original’ to Cebu’s rebounding dining scene, with the introduction of a progressive dining concept.

This group of Cebuano entrepreneurs established the Elevate 88 company to open the “CUR8” restaurant at Banilad Town Center (BTC), the company’s flagship outlet to start the themed-dining trend in Metro Cebu.

In an interview with Chiongbian, he said that after the pandemic, the dining-out appetite of Cebuanos has improved, coupled with a shift of preferences looking for something experiential with a prominent local touch.

This unique concept so far introduced in Cebu, Chiongbian explained that CUR8 offers its version of all-day dining, highlighting modern Asian cuisine.

“We pride ourselves in creating original concepts for Cebu, like an all-day progressive dining experience,'' said Chiongbian.

“When 4 p.m. begins, we introduce to Cebu – and a culture we all need in our community –a 'happy hour' to decompress from work, and to network,” said Chiongbian, who is also the president of Sugbo Mercado Food Bazaar Inc., (SMFBI).

A trailblazer in terms of unique food and resto-bar business concepts, Chiongbian explained that this progressive dining concept was conceived about five years ago, but the realization took quite a while due to the pandemic.

CUR8 pushes the boundaries of modern cuisine by presenting unique versions of classic Asian dishes, Chiongbian said. At the same time, the bar aims to introduce Happy Hour culture to the city.

Post-pandemic, Chiongbian believes that the food and beverage industry in Cebu is facing a promising future, while industry players will be bringing in unique concepts such as themed food outlets, including a progressive dining experience.

The company is drawing up plans to open more themed-dining concepts in Cebu moving forward.

CUR8 opens its doors at 11 a.m. By 2 p.m. customers may move on to coffee, tea, and pastries. Towards the sunset, CUR8 transforms into offering cocktails starting at four o’clock, which he described as Cebuanos’ favorite hour, the  “happy hour” up until dinner time.

At half past 9 p.m., the lights go dim, creating the nightlife mood, the restaurant will progress into a resto-bar until it doors at midnight.

With this progressive dining concept, CUR8 will be able to capture a different kind of customers—from lunch, coffee break, cocktail to dinner to chill nightlife ambiance.

Despite the expectation of budget tightening due to rising inflation, Chiongbian expressed confidence that the food and beverage business or the restaurant industry in general in Cebu will remain vibrant, saying dining out, and having a good time is very much part of Filipino culture.

“No matter what your mood is, you will always look for a venue to celebrate, unwind or destress,” he said.

The company tapped the culinary expertise of Christian Bernard and the interior design expertise of Kathrynn Dawn Sy, a rising architect, to execute “the progressive dining theme” of CUR8.