PERFORMANCE TASK

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Entrepreneurship in Tourism and Hospitality

SUBMITTED BY:

AGDON, EARL

Castillo, Pao

Mallare, Joseph
Business Profile
Gerry's Grill is a popular restaurant chain in the Philippines, with branches
worldwide. Founded by Gerry Apolinario, the first branch opened in Tomas Morato,
Quezon City, on February 14, 1997. Since then, the chain has expanded to over 110
branches in the Philippines and 140 globally, including locations in the U.S.,
Singapore, and Qatar. Known for its grilled seafood, pica-pica, and Filipino dishes,
Gerry's Grill has built a strong reputation for serving fresh and flavorful meals.

The restaurant is best known for its sizzling Bangus (milkfish), sizzling sisig, and
blue marlin, as featured in its logo. Originally conceived as a place for grilled food
and drinks, it naturally evolved into a family-friendly dining spot. Customers enjoy
Filipino favorites such as crispy pata, kare-kare, and inihaw na pusit, which pair well
with both alcoholic and non-alcoholic beverages. Gerry’s Grill continuously adapts to
customer preferences, regularly updating its menu and restaurant ambiance.

With a commitment to quality food and excellent service, Gerry's Grill continues to
expand both locally and internationally. Recent branch openings include locations in
Manila Ocean Park, SM North Edsa, and Marquee Mall, along with additional U.S.
branches. Despite its growth, the restaurant remains a favorite among Filipinos for
its great food, welcoming atmosphere, and dedication to customer satisfaction.

MISSION
“To exceed customer expectations focused on Product, Place, Price, People, and
Service excellence through an empowered organization."

VISION
“To be the preferred Filipino restaurant in the global market providing the best
casual dining experience."

Benefits/Opportunities
Riding on Trends
Gerry Apolinario, the founder of Gerry’s Grill, recalls how the restaurant began as a
simple grilling spot in Tomas Morato, Quezon City, during the height of the "ihaw-
ihaw" (grilled food) trend in the 1990s. Initially catering to those seeking well-grilled
dishes in a casual setting, the restaurant evolved as customers began bringing their
families, leading to a natural transformation into a family-friendly dining spot.

To differentiate from other grill-themed eateries, Apolinario refined the restaurant’s

concept, expanding the menu beyond grilled items to include classic Filipino dishes.
Strategic changes in ambiance, branding, and offerings helped Gerry’s Grill
transition from a casual griller into a well-loved family restaurant. From its humble
beginnings, it has grown into a global chain, proving that adaptability and customer
understanding are key to long-term success.

Capturing a different target market

GERRY Apolinario began as the barka-da's (gang) designated cook. Everyone would
be thrilled when he grilled pulutan for his pals and they drank beer. Gerry eventually
created his own concoctions after collecting recipes. He soon considered opening a
restaurant. "Nothing big, you know...we never expected that we would expand," he
stated, adding that initially, he wanted a spot where his barkada could just hang
out.
The first Gerry's Grill opened its doors on Tomas Morato in Quezon City in 1997. All
that was there was a bar and a spot for people to "ihaw-ihaw” and hang out after
work. Gerry soon saw, however, that entire families were entering. Even the elderly
would come here on Sundays. After realizing he needed to change his strategy,
Gerry started converting his establishment into a pub and restaurant for families.
They were not prepared for the market that Gerry secured; he assumed it would
merely be an after-office affair. It's better that folks now come in for lunch and
dinner.

Hands-on Management
Gerry Apolinario made the strategic decision to expand Gerry’s Grill through
franchising but remained selective, choosing only people he had known and trusted
for a long time. He acknowledged that growing the business was challenging, as
each new branch required his oversight to ensure consistency in operations, quality,
and service. This hands-on approach initially slowed expansion, as he had to
meticulously refine the restaurant’s system. However, after seven years of
continuous improvements, Apolinario felt confident that the brand was ready for
broader expansion. "Medyo okay na yung system namin (our system has
improved)," he shared, emphasizing that they had reached a stage where they
could efficiently share their products with others while maintaining the high
standards that made Gerry’s Grill a success. With a more structured system in
place, the restaurant was now in a stronger position to grow, bringing its signature
Filipino dining experience to more locations both locally and internationally.

Delicious Food
Gerry’s Grill’s greatest strength has always been its food. Unlike other restaurants
that rely on just one or two signature dishes, Gerry’s Grill takes pride in offering
guests a wide variety of options. This diverse selection allows diners to experience a
true feast, creating a warm and celebratory atmosphere where families and friends
can enjoy a generous spread of Filipino favorites. “So when you dine at Gerry’s, it
always feels like a fiesta, with a big spread of food on the table being enjoyed by
everyone,” shares Gerry Apolinario. This philosophy of abundance and variety has
helped the restaurant maintain its appeal over the years, making it a go-to spot for
Filipino cuisine.

Despite the knowledge and success, they have gained, the team behind Gerry’s
Grill remains grounded and continuously pushes themselves to improve. They
refuse to become complacent, embracing a mindset of constant growth and
innovation. "We like to maintain this thinking that we are not number one for us to
consistently strive harder," says Ngo, a key figure in the company’s leadership. This
philosophy has guided the brand in maintaining its competitive edge and ensuring
that it stays relevant in the ever-changing restaurant industry. As Gerry’s Grill looks
toward the future, this commitment to excellence and continuous improvement will
be instrumental in sustaining its success for the next 20 years and beyond.

Challenges
Cutthroat competition
Gerry’s has always been no stranger to competition. When Gerry Apolinario and
Jerome Ngo first opened Gerry’s Grill in 1997 in Tomas Morato, Quezon City, they
found themselves in a highly saturated market filled with similar grill restaurants. At
the time, almost every dining concept incorporated a grill, making it difficult for any
single establishment to stand out. The competition was cutthroat, with new
restaurants opening rapidly, each offering their take on grilled dishes.

Villaluz recalls the early challenges, noting that there was an identity struggle due
to the overwhelming number of similar eateries. “Almost any concept back then had
a grill. [Competition] was cutthroat because they were opening left and right, and
their menus were also pretty good. There was an identity struggle then because
people would go [and ask]: What was the name of that grill again?” he shares.
Despite these challenges, Gerry’s Grill persevered by focusing on quality food,
excellent service, and a welcoming atmosphere, which helped solidify its name in
the industry and distinguish it from the rest.

Death of the grill trend

When the grill trend eventually faded, Gerry’s faced a new challenge: competing
with the next wave of restaurant concepts, which were dominated by American-
style casual diners. Many food establishments shifted their focus to burgers, steaks,
and Western comfort food, making the restaurant industry even more competitive.
However, Gerry remained unfazed by these changes and stayed true to its core
identity. Instead of following trends, they stuck to their game plan—offering a wide
variety of quality Filipino dishes that customers could enjoy together.

This strategy proved to be a key strength as Gerry’s continued to thrive,

establishing itself as a go-to dining destination for Filipino families and groups.
Recognizing that their best-selling dishes were meant for sharing, they strategically
positioned most of their branches inside malls, where foot traffic was high and
people gathered for social occasions. Whether it was a casual get-together, a family
celebration, or an after-work bonding session, Gerry’s provided a welcoming
atmosphere with flavorful, homegrown cuisine. By staying authentic to its brand and
focusing on Filipino communal dining, Gerry’s not only survived industry shifts but
continued to expand, proving that quality food and strong customer connections
matter more than fleeting trends.

Rebranding
As part of its rebranding efforts, Gerry’s Grill evolved into Gerry’s Restaurant & Bar
to eliminate the misconception that it only specializes in grilled dishes. This change
aimed to highlight the restaurant’s diverse menu, which includes a wide range of
Filipino favorites beyond grilled fare. To enhance the overall dining experience, all
branches have been fully air-conditioned, ensuring a more comfortable environment
for guests. Additionally, ample parking spaces have been provided to improve
accessibility and convenience for diners. Recognizing the importance of appealing
to a younger demographic, the restaurant has also updated its playlist, creating a
more modern and inviting atmosphere that resonates with a wider audience. These
improvements reflect Gerry’s commitment to staying relevant while maintaining the
warm and festive dining experience that has made it a favorite among Filipino
families.

Digitalization
As the world embraced digital transformation, Gerry’s took proactive steps to stay
ahead of the curve, ensuring that it remained relevant in an increasingly online-
driven marketplace. Instead of remaining passive, the company formed a dedicated
social media management team to strengthen its digital presence and keep its
connection with customers alive. By leveraging social media platforms, Gerry’s was
able to engage with its audience, promote new offerings, and maintain brand loyalty
even during challenging times. In addition to digital expansion, Gerry’s ventured
into new opportunities abroad, launching Avenida, a Filipino restaurant located in
downtown San Mateo, California. This new concept restaurant aims to introduce
Filipino cuisine to a broader international market while staying true to the rich
flavors and culinary heritage that Gerry’s has always been known for.

As part of its ongoing digitalization efforts, Gerry’s has also introduced QR code-
based feedback forms, replacing the traditional comment slips. This innovation
allows customers to easily share their dining experiences by directing them to a
dedicated feedback page on Gerry’s website, improving the company’s ability to
gather and analyze customer insights. Beyond these digital advancements, Gerry’s
has also built a strong social media presence with Kwentong Gerry’s, a series of
short films that first premiered in 2017 to celebrate the brand’s 20th anniversary.
These heartwarming and often humorous films reflect the fun personalities and
experiences of Gerry’s loyal customers, further solidifying the restaurant's
reputation as not just a dining destination but also a place where cherished
memories are made.

Covid pandemic
The COVID-19 pandemic took a significant toll on the restaurant industry, and
Gerry’s was no exception. With strict lockdowns and dining restrictions in place,
both its local and international operations suffered tremendously, forcing the
company to rethink its business strategies. For Gerry Apolinario, the challenges
were especially daunting, as the uncertainty surrounding the industry’s future
placed immense pressure on him as a leader. He admitted to struggling with a close
bout of depression during the early months of the pandemic, as he faced the reality
of declining sales, temporary closures, and the difficulties of maintaining operations
in a time of crisis. Like many in the food service sector, Gerry’s had to quickly adapt
to survive in a drastically changed dining landscape.

However, despite these struggles, Apolinario chose to see the global crisis as an
opportunity for growth and innovation. Rather than solely focusing on the
challenges, he and his team explored new business avenues that they had never
considered before. This led to the launch of Gerry’s Home Experience, a new
product line featuring frozen ready-to-cook meals that brought the restaurant’s
signature flavors directly to customers' homes. These frozen items, which include
some of Gerry’s best-selling dishes, became widely available in groceries and
supermarkets, allowing the brand to stay connected with its loyal customers even
when dine-in services were limited. By diversifying its offerings and expanding into
the retail market, Gerry’s not only survived the pandemic but also discovered a new
revenue stream that continues to complement its restaurant operations today.

Rebranding(again)
Gerry Apolinario, president and CEO of Gerry’s, envisions his rebranded enterprise
as a restaurant that has successfully emerged from the challenges of the COVID-19
pandemic. With a renewed focus on being a family-friendly dining destination,
Gerry’s has undergone a major transformation from its previous identity as an open-
air, dimly lit party spot into a warm, inviting space designed for families and
gatherings. “We are now a family restaurant, better than ever. We are back from the
pandemic. This is the new look we wanted to give our customers,” Apolinario stated.
The flagship branch in Tomas Morato, Quezon City, was the first to undergo this
significant change, reopening with a cozier and more welcoming ambiance that
encourages family bonding and special celebrations. As part of this rebranding, the
restaurant has officially dropped “Grill” from its name, now simply called Gerry’s,
reflecting its transition into a relaxed yet sophisticated dining experience that is no
longer focused solely on grilled dishes or nightlife but instead on a broader, more
inclusive menu.
To align with this new vision, all Gerry’s locations nationwide will be redesigned,
moving away from the bar-centric layout and embracing a home-like atmosphere
that makes diners feel more comfortable. The interiors will be enhanced with
wooden elements and lush greenery, creating a cozy, nature-inspired aesthetic
reminiscent of a family home. “In the past years, customers have come here for
drinks. Now, we have infused more cuisines, and drinks are just secondary,”
Apolinario explained. The menu has also evolved, retaining beloved Filipino favorites
like crispy pata and sisig, while introducing more kid-friendly and family-oriented
dishes to cater to a wider audience. The updated menu, which launched in January
2023, focuses on authentic Filipino flavors while ensuring that every meal fosters a
sense of togetherness and shared experiences. Through these thoughtful
renovations and innovations, Gerry’s is redefining itself—not just as a place for
delicious food but also as a venue where families can create lasting memories
together, reinforcing its identity as a true Filipino family restaurant.

Realizations/Learning
Our group learned much about how Gerry Apolinario run Garry’s Grills.