The Bistro Group celebrates 30 years, announces new restaurant concepts

The Bistro Group marked its 30th anniversary with a celebration on Jan. 28 at Hard Rock Cafe in S Maison, Pasay City, reflecting on three decades of shaping the casual dining scene in the Philippines and unveiling new restaurant concepts.

It all started in 1994 when Chairman and CEO William Stelton introduced TGIFridays to the Philippines, opening its first location in Glorietta, Makati. Stelton recalled being impressed by the energy and excitement of the American brand during a visit to the U.S., leading him to bring it to Manila. “That was why I decided to bring the concept to the Philippines,” he said. At the time, the Glorietta branch was the largest TGIFridays in the world. “We had hundreds of people queueing when we launched it. The market’s enthusiastic acceptance of the brand was amazing.”

The Bistro Group's executive committee led by William Stelton, chairman and CEO (5th from right) and Jean Paul Manuud (extreme right)

From that single concept, The Bistro Group expanded into a major player in the food and beverage industry, introducing brands such as Italianni’s, Denny’s, Buffalo Wild Wings, Texas Roadhouse, Randy’s Donuts, Olive Garden, Hard Rock Cafe, and El Pollo Loco. The group also ventured into Asian cuisine with Watami, Modern Shang, Red Lotus, Bulgogi Brothers, Secret Recipe, and Fish & Co., as well as homegrown concepts like Krazy Garlik and Siklab+. Spanish brands such as Las Flores, Tomatito, Rambla, and Rumba followed, alongside Bistro Elite concepts Helm, Ember, Savage, and The Test Kitchen. In December 2023, the company introduced Morton’s The Steakhouse.

“From nine concepts and 53 stores with almost P2 billion in revenue in 2013, we ended 2024 with 26 concepts, 225 stores, and P9 billion in revenue,” said Jean Paul Manuud, president of The Bistro Group. The company has a strong presence in Metro Manila, Pampanga, and Bataan and has expanded into the Visayas and Mindanao regions, opening locations in Cebu and Bacolod.

New brands on the horizon
To kick off its 30th year, The Bistro Group is set to launch several new international concepts:

Dave & Buster’s – a U.S. chain known for its combination of dining, drinking, interactive games, and sports entertainment

• Fogo de Chão – a Brazilian steakhouse specializing in churrasco
  Longhorn Steakhouse – an American chain serving steaks, ribs, and chops
• Dessert 129 – a Korean dessert brand
• Juniper – a gin-focused concept from Corporate Executive Chef Josh Boutwood, opening in February at Shangri-La Plaza

These openings align with The Bistro Group’s strategy to expand its footprint, with a goal of launching over 100 new stores in the next five years.

“We will also grow existing brands that are scalable and whose business models can be replicated while maintaining quality and service,” said Manuud. He noted the success of Siklab+, the group’s first Filipino concept, and Texas Roadhouse, which has been one of its top-performing brands.

The Dawn at Hard Rock durinfg Bistro 30th

A focus on people and service
Beyond expansion, The Bistro Group credits its success to its workforce. “Ours is a story of people. Our human resource is an essential contributor to our growth and profitability,” Manuud said. The company invests in training programs to engage and motivate employees and ensures high standards of customer service across all locations.

Over the past three decades, The Bistro Group has weathered challenges, including the global health crisis and economic downturns. Despite market uncertainties, its brands have not only survived but thrived, with a commitment to consistency, hospitality, and innovation.

Looking ahead, The Bistro Group plans to continue evolving with industry trends and technology while maintaining what it calls a “triangle balance” between employees, suppliers, and customers.

With 30 years behind it, the company is poised for further growth in the Philippine dining landscape.