Are we ready for the 'hambāgu' experience?

6 days ago 12

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Located at the Mall of Asia, facing the SM Hypermarket side of the mall, the first thing I had to ask on my first visit to Niku Niku Oh!! Kome was what does the name of the restaurant mean. Lucky for me, I had both Emelda and Eric Teng, with daughter Mia, all present on that visit, and it was Emelda who was happy to report that it roughly translates to Beef Beef and a Grain of Rice. And I loved it—how the Japanese can be so literal when creating a brand, letting you know right away what you’re in for when crossing the threshold of their eating establishment.

Niku Niku Oh!! Kome is here to give us the genuine Japanese hamburger (hambāgu in Japanese) experience. And yes, we’ve had hamburger steaks as a menu item of eateries that have a Japanese provenance, but trust me when I say that NNOK is out to demonstrate what a specialty mainstream hambāgu brand from Japan is ready to offer—how different its approach is. And based on my first taste, I’m sure it’ll be one that Filipinos will be happy to indulge in on a very regular basis.

I was made to understand that it took close to a year of research by the Japanese principals before the doors of this Mall of Asia branch could open (it officially opens April 25). The team that was sent here were checking on the eating habits of Filipinos, helping create the ideal price points, guaranteeing the quality and consistency of the supply of locally sourced ingredients such as eggs, and ensuring that the brand’s reputation and equity could be sustained.

The high-quality beef used at NNOK is freshly minced on a daily basis—and it’s part of the demonstration aspect of their store window. Even the polishing of the Japanese rice is done on the premises. It’s all part of the promise of why the NNOK hamburger is different and one of a kind. No excess fat, no extenders, just pure minced beef—and that’s the brand promise. And in true Japanese style, there’s no bun, bread or added ingredients that will detract from your enjoyment of the “fresh” beef patties.

It is a Hambāgu Steak experience that knows why you’ve come to the eatery. You either order the Hamburg Steak, with options that give you two or three patties. And you can combine these with the variations on the Hamburg Steak, namely the Cheese Hamburg Steak or the Mushroom Gravy Hamburg Steak. The steak will come to you medium rare, and you’re free to let it cook some more in front of your seat.

The Cheese Hamburg is served with cheddar smothered over the patty, then Parmigiano is grated in front of you and showered over the cheddar. The Mushroom Gravy Hamburg Steak is served in a small pan, with the hamburger swimming in gravy and festooned with slices of mushroom. Both hit the proverbial spot, and I was conflicted over which was my favorite—that’s how good both were.

All the set meals come with a bowl of rice, their soup, broccoli and an egg. You can choose between raw egg or poached, and you’re entitled to refillable rice, soup and broccoli. So given the very attractive price points for the meal, and how there are refillable elements to the set, I really foresee great success for Niku Niku Oh!! Kome.

My first visit was with some good friends from the marketing department of SM Supermalls, and they were all praises for the quality of the beef and how lightly they were digested, as the patties were pure beef. It truly made a difference, and it’s far too easy to say that here—you’ll only understand what we mean when you’ve gone and sampled the food. I just hope other branches crop up soon. I loved how the chopsticks, soup spoons and napkins are in a drawer right where you’re seated. And don’t forget the array of sauces that are offered to enhance the flavor of your steaks.

It truly is Beef, Beef, with more than just a grain of rice, and I’m not complaining!

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