Prime Pacific Grill Incorporated (PPGI) operator of homegrown restaurant chain Gerry’s Grill is set to expand its food service business with a new dine-in concept. Dubbed “Kusina ng Gerry’s” the do-it-yourself/fast casual restaurant has opened its first branch at the 3rd level of Lucky Chinatown Mall at Regina Regente Street in Binondo, Manila.
“We would like to provide diners an opportunity to visit Gerry’s more often. Kusina will have the same food quality, same relaxed, and wholesome dining ambience, but would offer affordable meals,” says Gerry Apolinario, PPGI president and chief executive officer (CEO).
PPGI’s CEO believes that it was necessary to put up a different brand that would focus on the intricacies of a new dine-in concept for more efficiency and a clearer identity. “Operation is simple. Customers go to the counter to choose and create their own meals or opt for a la carte, pay, and the server will bring the food to their table,” explains Apolinario.
Kusina’s combo meals provide guests a choice of viand, rice or noodles, and vegetable side - kangkong or pinakbet. Price range is from P120 to P160 pesos. A full meal at Gerry’s averages P250. “You save about 40%,” adds Apolinario.
Kusina also offers a la carte items, among them Gerry’s popular menu such as kare-kare, crispy pata, lechon kawali, sisig, and many others.
With more affordable offers Kusina hopes to increase its customer base’s frequency of visit. Apolinario says visits at Gerry’s are usually attached to special events or occasions: “If you go to Gerry’s once a week here in Kusina you can go twice or three times a week because budget is within reach.”
The first Kusina is a 200-square-meter restaurant that can accommodate at least 120 guests. A full service Gerry’s branch usually requires 250 square meters and can seat 200 guests.
Lucky Chinatown is a mall operated by Megaworld Properties. Aside from the first branch in Binondo, Kusina is set to open in four more locations within the second quarter of 2012: Imus, Cavite; Subic, Olongapo; Dagupan, and Cagayan de Oro.