Christmas baskets for P250? Robina Gokongwei-Pe says it’s possible

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It all began with a bold claim. Trade and Industry Secretary Ma. Cristina Aldeguer-Roque suggested that a complete Noche Buena feast could be assembled for just P500. Curious shoppers flocked to supermarkets — some determined to prove her wrong, others eager to see if it could really be done.

At Robinsons Supermarket, the challenge went even further.

“This season, families can enjoy a meal with a Christmas basket for as low as P250 with our specially curated bundles,” said Robina Gokongwei-Pe during Robinsons Supermarket’s 40th-anniversary celebration and relaunch at Robinsons Galleria on Dec. 16. “Making holiday celebrations more accessible to everyone.”

Festive bundles that stretch your budget

Curated around classic Filipino holiday dishes, the P250 bundles allow families to enjoy a festive spread without overspending.

One bundle is perfect for a sweet-style Filipino spaghetti feast, complete with spaghetti noodles, savory corned beef, rich tomato paste and sweet spaghetti sauce, a touch of Maggi Magic Sarap, and Nestea Lemon Iced Tea.

The second bundle focuses on creamy macaroni salad, featuring rainbow macaroni, tuna flakes, smooth coconut cream, sweetened condensed creamer, and a simple gulaman jelly for dessert.

While modest for large gatherings, these bundles offer Filipino families the chance to celebrate the holidays together — without stretching their budgets.

For Robina, making food affordable isn’t just a marketing strategy — it’s part of her lifelong mission with Robinsons Supermarket, having been raised in a family that values frugality and simplicity.

A family legacy behind every aisle

Robina’s connection to Robinsons Supermarket is deeply personal. After studying at the University of the Philippines and in New York, she was entrusted by her father, JG Summit founder John Gokongwei Jr., to run the fledgling supermarket.

“I finished at New York University where my dad sent me after I was kidnapped while in my senior year at UP as an Economics student. But I was not kidnapped in UP ha? I was kidnapped along P. Tuazon in QC. And Ping Lacson rescued me after seven days,” she shared.

With no prior business experience, she embraced the challenge of growing it from scratch, laying the foundation for what would become one of the country’s most trusted supermarket chains.

“In the early ’90s, we got sued for using an apple as our logo (to denote Fresh),” she shared. “So I asked the one who filed the suit if he wanted us to change the logo to talong. He dropped the case!”

Her favorite memory? “Emceeing the opening of our first branch in Cebu City in 1985. It was our first store, and we had no budget to hire an emcee.”

From these humble beginnings, Robinsons Supermarket has grown into a key part of Robinsons Retail Holdings Inc. (RRHI), where Robina now serves as chairman of the board.

A modern, wellness-focused shopping experience

Robinsons Supermarket at Robinsons Galleria has undergone a major transformation, offering a modern, convenient, and enjoyable shopping experience. Wider aisles, brighter lighting, and clearer signage make it easier for shoppers to find what they need.

A dedicated wellness section helps customers make informed, better-for-you choices, featuring keto-friendly, low-sugar, no-sugar, gluten-free, organic fiber, and low-sodium options, as well as Beauty and Health Supplements.

The Food-to-Go section has also been upgraded, featuring Uncle John’s favorites, the Hearty Chicken Meal, and the crowd-favorite Hotdog Duo — two eight-inch hotdogs. Exclusive brands like Healthy You and Meadows offer quality alternatives at competitive prices.

Shoppers can also enjoy Everyday Low Price selections, P50-pack vegetables, and bi-monthly Red Super Savers promotions with rotating discounts of at least 10 percent.

This relaunch reinforces Robinsons Supermarket’s brand promise: “bringing goodness home” by helping customers make smarter choices every day.

Expansion and growth

Robinsons Supermarket recently opened new stores, all reflecting the brand’s modern look. These initiatives are part of a broader plan to relaunch existing stores and open more locations in 2026.

Under Robina’s leadership, Robinsons Supermarket empowers Filipino families to enjoy quality products without overspending. With modern designs, expanded offerings, and continued growth, the supermarket proves that bringing goodness home isn’t just a promise — it’s a tradition that evolves with every generation.

We asked Robina some questions to get a peek behind the scenes:

THE PHILIPPINE STAR: How has Robinsons Supermarket evolved over the years?

ROBINA GOKONGWEI-PE: When we started 40 years ago, the Fresh Section was tiny because people still went to the palengke. Now we sell a lot of Fresh at palengke prices.

What makes Robinsons Supermarket different?

It serves all markets.

Is it true that it’s cheaper to shop here?

Prices are reasonable for the quality and service you get.

Does it sell galunggong? How about caviar?

We sell galunggong but not caviar.

If you could describe Robinsons Supermarket in one word, what would it be?

Mabango

If Robinsons Supermarket were a person, how would you describe its personality?

Approachable

How often do you shop here?

Once a week

Which section do you go to first? Why?

The fruit section, because I love watermelon.

Do you have a guilty-pleasure aisle?

The one with spicy dried pusit and spicy dried dilis.

Favorite junk food? Healthy food?

Jack & Jill barbecue-flavored V-Cut. Watermelon.

What do your husband and kids usually make you buy?

Junk food. Jack & Jill pa din.

One habit that keeps you productive?

Watching the UP men’s basketball team play their best.

One habit for success?

Know what’s happening on the ground.

If you weren’t in business, what would you be doing?

I’d be a vet — except I flunked Physics, so never a vet.