Lots of Choices at Greenbelt 3

Despite its blue-chip corporate image as the age-old traditional leader in real estate, Ayala Land never ceases to surprise the market with its creativity and trend-setting ventures. Among the country’s more upmarket and hip food court projects is its newly-established "Food Choices" in Greenbelt 3, Makati. Here, the country’s top restaurant entrepreneurs were assembled by Ayala Land to open and operate outlets in a casual yet elegant food court with artistic murals, decorative partitions, multi-color tables and chairs and layered ceiling patterns. A total of 1,500 to 2,000 customers are served by Food Choices everyday, with the average meal between P120 to P130 each.

The Philippine STAR’s interview with Ayala Land officials Rowena Tomeldan and Francisco "Francis" Roxas, as well as with the various restaurant entrepreneurs coincided with the fun-filled luncheon birthday celebration of Lifestyle assistant editor Tanya T. Lara and sub-editor Kathy Moran. In the middle of the interview, the editorial team of the Lifestyle section burst into laughter when Tender Bob’s Steak 29-year-old general manager Lamberto "Bambi" Meer, Jr. was unexpectedly asked by Tanya, "Are you always tender?" Meer smiled and readily replied: "Most of the time." Health-buff Kathy asked Francis Roxas if Food Choices had a vegetarian outlet, and Roxas explained that various outlets serve good vegetable dishes but there is no exclusive vegetarian resto.

None of the usual food court names can be found in Food Choices of Greenbelt 3, since all outlets are operated by entrepreneurs from the best and biggest restaurant chains and establishments in the country. How will they compete against each other in this free market of delicious foods and competitive prices? How will this upscale food court fare vis-a-vis other food courts of rival malls? How can high-end restaurateurs fare as operators of popular food court outlets catering mostly to office people on weekdays and families on weekends? Who are these top restaurant entrepreneurs who have started to roll up their sleeves in this exciting food market?

Shin Kanzen, the popular Japanese outlet, is operated by businesswoman Mary Ann Cuenca Tinio of the famed Furusato and Zen restaurant group. With 26 years of Japanese cuisine experience and four outlets, Tinio said that Shin Kanzen serves the same high-quality foods at lower prices. She revealed that she pays her three Japanese chefs in Japanese yen currency. Her dad, the famed contractor Rudy Cuenca, pioneered the business when the Japanese restaurant Furusato approached him to be their local partner.

Gloria Maris Wok Shop is the food court version of the Chinese restaurant chain, which 26-year-old Andrew Lim and his cousin 21-year-old Maan Lim said already has 12 branches nationwide, and they welcome franchise inquiries. They also hire Hong Kong chefs to help maintain the international standards of their Chinese foods. Francis Roxas and this writer ate the popular roast duck rice from this outlet.

Mama Nita’s is the Filipino food restos operated by entrepreneur Roberto Felix of Country Spice Grill and Restaurant in Ortigas Center. He said that the outlet is named after his mother Nita.

Circo Steak & Seafood is the popular venture of 35-year-old Gary Jamora, who studied to be a chef in New York. This venture is Gary’s fifth restaurant, and he has the support of his business partners, his sister Therese Jamora-Garceau, 36, and her husband, 37-year-old Scott Garceau. Scott said, "My brother-in-law Gary is the brains behind this outlet and the delicious grilled foods. The food court is doing very well – we like the lines and crowds here in Greenbelt 3." They also own Cucina in Robinsons Galleria.

Ceya is the outlet offering Asean cuisines, operated by the Leonor family, who are the same people behind the Burger Machine chain. There are actually five business partners, but the busiest in operations are 34-year-old Zel Eliserio and 39-year-old Junboy Leonor. Although a food court outlet, Ceya has its own commissary in Taft Avenue, Manila.

Tender Bob’s Express is the American diner, and food court’s version of the Tender Bob’s in Libis. Bambi Meer said that unlike most of his lawyer relatives, he prefers to be a restaurant entrepreneur. His outlet serves roast beef dishes.

Thai BBQ is a restaurant franchise from Los Angeles, California operated by entrepreneur George N. Pua of the Tony Roma’s Group and the Macau Restaurant Group. He also has a Thai BBQ on Jupiter Street, Makati. When asked why he has so many different kinds of restaurants, Pua replied: "I have many friends whom I have to entertain, so I decided to go into the restaurant business, and I discovered that I enjoyed it a lot."

Andale is the Spanish food outlet operated by Mingoy’s restaurant group.

Sorabol is a Korean food outlet which is a franchise from San Francisco, California and operated by the Casa Armas restaurant group. The name refers to a prosperous ancient city in Korea. Business partners are 31-year-old Lorraine Aguila and 32-year-old Laura Lim. Lorraine happily and half-seriously reminded this writer: "Don’t forget to add that Laura is hardworking and still single." The Korean noodle dish called chapchae was a favorite of Lifestyle editor Millet Mananquil and the other guests, too.

Bellini’s is the Italian food outlet owned by Italian Roberto Bellini and his Filipina wife Ma. Luisa Junsay Bellini. Ayala executives led by Francis Roxas heard about their good food business in the Marikina Shoe Expo in Cubao and invited the couple to open at Greenbelt 3. A romantic, photojournalist Roberto said he first met Luisa in the Press Office of President Cory Aquino in 1986 and he proposed marriage 10 minutes after. The love-struck couple married one week after that fateful meeting, and they have since been making beautiful music and delicious Italian dishes together.

Toast is the soup, salad and sandwich bar run by a young businesswoman from the Trillo family of the Magnum and Pravda group.

Cheesecake, etc. offers delightful desserts from the Cinnzeo group.

Bar Ciao offers fresh fruit shakes and alcoholic beverages, and it is operated by the Big Chill group and the L’Opera group.

Taqueria Chilanga is the Mexican snacks outlet, with a restaurant of the same name in Savana Market, Metropolitan Avenue, Makati. The outlet name means "City Girl" in Mexican Spanish. Illa Rustia said that Filipinos are not yet used to the delights of Mexican snack dishes, but she is hopeful the taste for burritos, tacos, quesadillas and similar will continue to grow.

I Love Cakes is another dessert outlet, and is operated by entrepreneur Claudette Liao of Easton Place, Valero Street in Salcedo Village, Makati.

Pazzo Gelato is the Italian ice cream and shakes outlet owned by businesswoman Ma. Lourdes Senn.

Two other outlets are Sabrett hotdogs and Matahari Indonesian deli and snacks.

Food Choices in Greenbelt 3 is truly a gastronomic feast spread over a 2,000-square-meter floor area of delightful foods. It is informal yet elegant, classy yet affordable. It is impressive, with food stalls and outlets operated by the country’s top restaurant entrepreneurs. Despite the slow economy,there seems to be no business as appetizing, as robust and as creative as the kaleidoscope of food businesses in Food Choices.

Please send comments/suggestions to wilson_lee_flores@hotmail.com or P.O. Box 14277, Ortigas Center, Pasig City.