From TV director to restaurateur
MANILA, Philippines - Rich Ilustre is set to serve up another winning feast from his already-heaping plate of successes. From director of TV5’s popular talent show Talentadong Pinoy, to franchisee of Filipino food mainstay Gerry’s Grill, now he is co-owner of Napa Restaurant & Bar, the newest American-Italian dining place in Quezon City.
This latest among his diverse endeavors provides him the opportunity to channel his skills as a savvy entrepreneur and brand ambassador.
“This is the first time I am taking a hands-on role in restaurant operations,” says Ilustre, who is one of the partners of GJ Prime Food Corporation, operator of the new restaurant on Scout Borromeo Street in Quezon City. “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.
A taste of NAPA
Napa Restaurant & Bar was born out of the vision of Ilustre and his partners to open a new kind of casual dining place in Quezon City. House specialties include brick-oven pizzas, pastas, steaks, grilled specials and decadent desserts.
The restaurant boasts two main dining areas, an outdoor bar, al fresco patio and private function room. Napa can accommodate up to 200 guests. The restaurant, which drew inspiration from the rustic vineyards of Napa Valley located north of San Francisco, offers a fresh, relaxing vibe amid the busy city scene.
Quezon City’s Scout area in which 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 the competition is a huge challenge.
“First, your place must have superb food, for which Napa’s diners have already given rave reviews,” Ilustre shares. “But more than that, an excellent restaurant grabs its customers and keeps them coming back. You have to know your market very well and design everything to suit their profile — from location to menu selection, pricing, interiors, the entire dining experience.
Foodie enters the food biz
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 an intern in NBC Studios, Los Angeles. After his return to Manila, he worked as an assistant director in several TV shows and made-for-TV movies.
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.
“My experience as a TV director is an advantage in many ways,” he says. “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.
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 enable the entire restaurant to carry out the owners’ vision of delivering the best dining experience to its guests.
“My days get crazy, especially with the long hours needed in mounting a primetime TV show and now running a new restaurant,” Ilustre admits. “But no matter what interest or venture you choose to pursue, when you have the passion for it, if you love what you’re doing, it gives you the drive to succeed.”
