Resto chain focuses growth strategy on the local market

CEBU, Philippines - Creative Cuisine Gourmet is capitalizing its growth outlook on the lucrative dining market in the Philippines to further strengthen its foothold in the local market as global restaurant operators are likewise eyeing to operate here.

Creative Cuisine Gourmet, the operator of several restaurants in Cebu such as Chika-an sa Cebu, Big Mao, Café Alde, and catering services Creative Cuisine, will focus its expansion plan in the Philippine market, by widening its roster of restaurant concepts, said the company's president John Dytian.

The company opened its 12th "Chika-an sa Cebu" outlet Thursday, as it readies to open another five more outlets in the next few months.

"With the increasing income of our population, there is also the clamor for more and better brands. This is the effect of our robust economy. As a group we have to leverage our knowledge of the local market. We have to continue innovating focusing on our menu offering and enhance store design. We are also looking at introducing new concepts to the market," said Dytian in an interview with The Freeman.

With or without the ASEAN integration, Dytian said the Group is seeing the entry of a lot of foreign brands and is prepared to compete with the giants.

Of the groups several restaurant brands, Chika-an sa Cebu is one of the fastest growing brands for the company, Dytian said. It has entered franchise deals with investors in Davao, General Santos, Ilo-ilo, and Bacolod and other cities in the country.

Chika-an sa Cebu has come a long way from their first opening near the Cebu Redemptorist Church. After purchasing the brand from founder Jessica Avila in 2005, the Creative Cuisine Group has made the Chika-an sa Cebu into a casual dining brand known across the country with its presence in key cities in Visayas and Mindanao.

Even with the growing presence of international food chains and other trendy mall dining outlets, Dytian said this signature Cebuano establishment continues to live by patrons’ expectations, which pave the way for the brand’s entry to national presence.

The Group's latest addition to the restaurant concepts include, the food truck concept brand called “Big Daddy” and the modern kitchen concept restaurant called "Brique."—  Ehda M. Dagooc (FREEMAN)