Kuya J expansion hinges on regional representation

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MANILA, Philippines — Filipino casual dining restaurant Kuya J is fueling its growth and strengthening brand affinity by reinforcing its culinary roots as a humble eatery from Cebu.

For the restaurant, this means presenting a more inclusive menu from Luzon, Visayas and Mindanao to all its 81 branches and 16 franchises nationwide, strengthening the brand’s unique proposition as a Filipino restaurant that truly represents the country’s diverse regions.

Kuya J Group chief operating officer Don Tirol cited the brand’s origin in Cebu as a defining characteristic that sets it apart in the competitive Filipino casual dining scene, with their extensive menu of signature regional specialties giving them an edge over other Filipino restaurants.

“As more Filipinos have embraced domestic destinations post-pandemic, a significant trend has emerged: the modern Filipino diner has also become increasingly familiar with a wider array of local dishes,” Tirol said.

Kuya J’s menu includes not only classics like crispy pata and sinigang but also signature dishes such as Ilocos’ dinakdakan to the Visayas’ chicken halang-halang, which aren’t typically available in other Filipino casual dining restaurants.

“Presenting diversity in our menu also allows us to leverage the projected growth of culinary tourism in the country. Our particular focus on strengthening our regional representation allows Kuya J to cater to a wider audience and truly establish its restaurants as key destinations for culinary tourism.”

Forging collaborations is also another way the brand fulfills its promise of showcasing broad regional representation. Recently, it has partnered with iconic pasalubong favorites to create innovative desserts: Ube Piaya Cheesecake made with BongBong’s piaya from Bacolod and Otap Tiramisu created with Titay’s otap from Cebu. For Tirol, these partnerships give them an opportunity to tap into the iconic brand’s strong customer base.

The evolving post-pandemic dining culture has also significantly heightened consumer expectations beyond just food quality, compelling Kuya J to accelerate its rebranding and restaurant revamping initiatives across all locations.

“Our analysis of current market trends indicates that today’s diners prioritize a holistic experience,” said Tirol. “They expect exceptional cuisine to be complemented by inviting and contemporary spaces that enhance their overall satisfaction and encourage repeat visits. This understanding underscores our strategic investment in upgrading our restaurant ambiance to meet these elevated expectations,” Tirol said.

To further extend its reach and share its successful model, Kuya J is bolstering its franchising program, inviting passionate entrepreneurs to join its growing family and bring the diverse tastes of the Philippines.