Restaurtant chain bares expansion

Gerry's Bar and Restaurant, formerly known as Gerry’s Grill, said it will put up more branches this year to keep up with the competition by keeping up and targeting the millennials.

Francis Villaluz, senior marketing manager of Gerry’s Restaurant and Bar, said the original concept of Gerry’s to be a winding hub has evolved through the years to be a dining place so it can remain relevant and competitive in the current times. It naturally transformed into a family-oriented restaurant because of the demand of the times.

With the emergence of the digital natives or more popularly known as the millennials, Villaluz said Gerry’s has quickly responded to the growth of this segment.

“We need to become relevant to the modern times. From Monday to Friday, millennials dominate our restaurants,” Villaluz noted.

In fact, Gerry’s has even managed to expand overseas particularly in Singapore, Qatar, and the United States. It has 82 branches overall.

Villaluz said Gerry’s will create a big bang this year with the establishment of more branches to mark its 20 years in service.

“We want to be associated with active people. In response, Gerry’s has been establishing presence in places where millennials tend to go such as malls,“he added.

Established in February 14, 1997 as a bar where people can unwind, eat, drink, and relax, Gerry’s has endured the intense food battle among casual Filipino restaurants.

To entice the millennials, Gerry’s has introduced more menus for this market. Known before to offer their famous sizzling sisig and inihaw na pusit, Villaluz said Gerry’s introduced the Chicharon Liempo, Salt and Pepper Squid, and Spanish Style Bangus and other menus that have enticed the interest of millennials.

“Being a bar and restaurant, we are aware that we need to step up to become the ideal spot for the millennials. But as they grow older they will realize that Gerry’s will remain relevant for them when they have their own families,” explained Villaluz.

Still in response to the changing times, Gerry’s shifted playing to band music from the music of the 80’s to current pop hits and music from You Tube stars. It also offered larger food servings for millennials.

He mentioned the millennial’s penchant for eating has favored Gerry’s. As more and more people, especially young professionals gained bigger earning opportunities, the more chances they will go out and eat at Gerry’s.

As much as possible, Gerry’s keeps the presentation of their menus pleasing to the eye.

“Millennials easily get attracted to appearance of food. They love to post it in their IG accounts,” he said.

Villaluz said Gerry's will not rest on its laurels and will continue to promote Filipino food to the world as part of the advocacy of the company.

"It is our way of thanking the Filipinos that made Gerry's a household name since 1997. He is a believer that Filipino food is world-class." (BCM)