Greenwich goes young, modern & industrial — but how cheesy is it?

MANILA, Philippines - Greenwich has a new look. But just how cheesy is it?

Greenwich now has a young, modern, industrial neighborhood pizzeria look. Interior designer Wilmer Lopez of W. Lopez Designs and Space Encounters explained, “The use of wood and brick in the interiors is meant to capture the feel of a real pizzeria.”

Apart from moving the kitchen to the front of the store so that customers can view the pizza preparation process through what the designer calls a “showcase window,” the space has been divided into five distinct dining zones: a lounge, main dining area, balcony, banquet, and enclosed dining area. Apart from the usual chairs, one can choose to sit in wooden or upholstered chairs, metal barstools, couches and benches in the different zones. The lighting is “street lamp-inspired,” and a digital menu board has been set up to make it easier for customers to decide what to order.

A design feature that will be unique to the new Greenwich Pizzeria consists of colorful wall collaterals and design elements painted or printed to adorn walls. These address the Filipino diners’ quirks. “Don’t ask for extra rice, ask for extra slice,” says one. Or, as an extension of Greenwich’s “cheesy” ad campaign: “Lasagna ka ba? Kasi I love every layer of your personality”; and “Lahat gagawin, pasta ikaw.”

“Inspiration for the graphics was the Greenwich itself,” says Thor Balanon, who heads the graphics and operations group at Space Encounters. “Personality was provided by the brand — the cheesy lines, the play on language and the unique humor.” 

The new look can be savored at Greenwich Pizzeria at SM North Edsa.

“We want our customers to experience something new. We want to change the look into something better,” explains Mavel Villanueva, Greenwich retail marketing officer. “The improvements and upgrades that come with the new store concept is the result of a realization that Greenwich is a pizza and pasta place that doesn’t look like one. We need to have a strong differentiating identity to be able to stand out from the rest.”

As provincial stores are renovated to showcase the new look, the graphics will change to make use of local dialects. We applaud the move and certainly look forward to seeing how successful the project will turn out.

With outlets all over the country and affordable prices that make it accessible to a wide market, Greenwich has evolved throughout the years as a favorite go-to place for locals who crave pizza and pasta. “The brand has been around for more than three decades,” says Villanueva. “Whether as a place where one can dine with friends, have working lunches with colleagues, or as a venue where entire families can bond by sharing a good meal, the welcoming atmosphere at Greenwich makes it a place where delightful moments happen.”

Including cheesy moments.