Asia with a twist of snow

Banking on the Filipino talent to blend Eastern tastes and sensibilities with Western standards, four entrepreneurs have hit on a winning restaurant formula.

The brainchild of cousins Kervin and Jorge Valero and brothers Lawrence and Lloyd Kenneth Sy, Grill Asia on Tomas Morato in Quezon City offers grilled Asian specialties that have been updated so they’re served with less oil and are more appetizing in presentation.

One of Grill Asia’s bestsellers is Kalbi or Korean Beef Ribs. While the traditional version is made of short ribs usually swimming in sauce, the restaurant’s version looks more like meaty American-style ribs.

Thus far, the stream of celebrities from nearby broadcasting networks ABS-CBN and GMA7 who frequent the place have become firm adherents of the Grill Asia concept. Celebrities like Mark Gil, Amy Austria and Cesar Montano have brought their families to savor specialties like asparamaki or fresh asparagus wrapped with Japanese pork barbecue; Manila Thrilla which is meaty ribs with the familiar adobo taste but minus the lard; and thick tofu soup.

Kervin Valero recalls: "We wanted to put up a business that would be bankable, cater to the basic need, and would be the first in its category." That was two years ago when the marketing and finance graduate from the US began bouncing to his cousin and friends the idea of opening a restaurant offering Asian food. After an exchange of emails and discussions, they sat down and fleshed out Grill Asia.

Combining youthful passion and entrepreneurial spirit, the four men behind S & V Foods Group are applying management theories they learned in school to their business. Jorge Valero, who has an agriculture degree, is in charge of food and beverage; Lloyd, a communications engineer, takes care of property; Lawrence, who took up business administration in Wales, handles administration.

Each of them have autonomy running their departments, but when they need to make major changes in direction of the company –like the opening of an outlet–they sit as a board and brainstorm.

But business details aside, they always find themselves discussing new dishes to put on Grill Asia’s menu. Kervin discloses: "Whenever there is a new menu, we ask ourselves: Will it make us more profitable? Is it within the reach of the pocket of our diners? Does it reinforce our brand image? How will it affect the quality of our service and operations? Is it Asian? Is it healthy?"

All of the restaurant’s 85 or so dishes were subjected to these criteria before making it to the menu. The winners include Takh Kalbi Gui, seafood curry, Vietnamese spring rolls and super salpicao. Takh Kalbi Gui is a generous portion of chicken fillet marinated in Grill Asia’s own Korean barbecue sauce and smothered in sweet Korean chili glaze.

The Vietnamese spring roll is a most refreshing salad of turnips, shrimp, pork, cucumber and aromatic basil in a rice wrapper. Dipped in nuoc cham, Vietnam’s basic sauce dip equivalent to our patis, the roll is the perfect antidote to weary tastebuds. Former First Lady Imelda Marcos ordered the dish twice within a certain week.

Seafood curry features succulent seafood that is char-grilled to sear in its natural goodness, then enhanced by the delicate richness of coconut cream and fragrant Thai green curry.

Aside from the nouvelle touches, Grill Asia’s portions are generous and reasonably priced. In addition, the restaurant offers a contemporary Asian ambience. Soft jazz and contemporary pop serve as back-ground music while guests have a choice of sitting in sleek benches or fully upholstered seats surrounded by contemporary Asian accents.

Kervin is confident that Grill Asia has room for growth. His optimism stems from an industry analysis that Asian food will be a hot trend in the next three years. "Asian food entices a sense of calm, perhaps because of the ingredients used, mainly aromatic herbs," Valero proffers.

Just a little over a year in operation, S&V Foods Group is now mulling on opening an outlet in Makati following the clamor of loyal patrons that includes political figures, musicians, movie and TV stars.

In anticipation of bigger things to come, Kervin Valero and his group wants to ensure that Grill Asia’s high standards will be replicated when the opportunity to expand comes. "We want to keep focused on our standards. We inculcate in our staff the ideas and philosophy behind our standards, mission and vision."

He smiles: "Aside from providing healthy Asian food presented in a new way, we want Grill Asia to be a springboard for Filipino talent. Who knows, we may just be the first Filipino food chain in this category to go international."