Bistro Group cooks up fresh market plans for 2010
MANILA, Philippines - The restaurant industry has proven its resiliency in challenging times and continues to show great potential in good times. That is why, even during economic letdowns, we see new restaurants and food businesses mushrooming everywhere.
This business landscape is even kinder to those who have an impressive track record, affording them business longevity and customer trust and satisfaction, just like the Bistro Group (the company behind the success of TGI Friday’s, Italianni’s, Fish & Co., Flapjacks and the recently opened Billy Rock and Pig Out).
Bistro Group marked its 15th anniversary in December 2009, a year dampened by global financial crisis. Despite this, it strengthened its market position and continued to enjoy leadership in the local casual-dining segment.
Highlights of the 15th year included the addition of two homegrown concepts: Billy Rock, a bar specializing in signature drinks and bar chow, which opened at the Shangri-La Plaza Mall in May 2009, and the family grill place, Pig Out, which launched its first branch in Nuvali, Sta. Rosa, Laguna, last December. Bistro also opened the 10th Italianni’s store in Nuvali.
Foreign Franchises, Homegrown Concepts
When Bistro Group opened the first TGI Friday’s restaurant in Glorietta 15 years ago, signs of success could already be gleaned from the market’s enthusiastic response. TGI Friday’s brought in firsts like refillable iced teas, big servings and a casual and ebullient style of service. It elevated the status of the wait staff, who were not only servers but, in essence, one of the most recognizable symbols of the Friday’s brand.
Its success propelled the company to introduce other concepts with that distinct Bistro touch such as Italianni’s, which became an easy favorite of lovers of American-Italian dishes. In 2006, the Bistro Group brought in yet another successful international franchise, Fish & Co. Then, in 2008, it ventured into its first local restaurant concept called Flapjacks, offering an extensive array of dishes available at any time of the day, every day.
Customer Satisfaction Drives Business
“Guests are integral to our business,” said Lisa Ronquillo, Bistro Group director for marketing. “They define our success, to a large extent. So we always listen to our market. Their feedback is acted upon because they made us who we are and brought us where we are now. So it’s always about them.”
The Bistro Group explores creative ways to provide an exceptional dining experience and always has something new to offer. “During these times, guests are looking for the best deals, that’s why we introduced promotions such as Bundled Lunch and the Bistro Frequent Foodie (BFF) card,” Ronquillo added.
The BFF Card gives a 20-percent discount to cardholders when they dine at Bistro restaurants. Loyalty programs are in line for cardholders in the coming months. Inquiries are welcome at the marketing department (tel. nos. 899-4543 and 899-0700).
New Concepts & Expansion
Today there are 10 TGI Friday’s, 10 Italianni’s branches, five Fish & Co. and four Flapjacks outlets in Metro Manila. And with Friday’s currently making waves in Cebu, Bistro is looking into more provincial opportunities in the coming year.
In 2010, the company is bullish on capturing a bigger market share. “We are optimistic about the times ahead,” Ronquillo said. “We strive to be better every day. We will definitely continue to grow our brands, both foreign and homegrown. The public can expect new branches opening in key provinces as we try to bring the Bistro experience to more people. There will be new restaurant concepts that we will bring into the local scene, and other related ventures,” she shared.
