CHILI’S has always been about flavorful food in a fun, casual vibe – a source of celebratory exuberance since its inception in the U.S. in the late 70S. This year, Chili’s marks its 21st year in the Philippines and since day one, it has successfully proven that there is no place else like it, to “Taste an American Original”.
Aside from its bestsellers like the baby back ribs, burgers, margaritas, fajitas and a plethora of delicious American comfort food, the extra kick comes from its sizzling atmosphere and friendly staff who would go out of their way to give their guests a memorable dining experience.
Over all, the most important ingredient in Chili’s Philippines’ success is their consistency in everything— from the flavor of every dish to the service, and welcoming warmth—making them an industry leader in the ‘casual plus’ dining sector.
Chili’s hot history
Everything started with the right mix—a solid friendship and the determination to bring a quality restaurant brand to the local restaurant industry courtesy of three enterprising men – Luigi Vera, Richie Yang, and Robert Epes. Luigi and Richie were schoolmates in Xavier School and coincidentally went to Sta Clara University in California where they met Robert.
They became fast friends who would hang out together after classes or gym sessions. “It was in 1987 when we first stepped into Chili’s in Cupertino, CA and we instantly loved their food,” recalled Managing Director Vera of parent company Am-Phil Group.
“We would always order the same things—steak fajitas, burgers, baby back ribs, wings over buffalo, and country fried steak. It was also at Chili’s where I got to try bottomless drinks.”
When the trio came back to the country, they decided to put up a business together. “Our theory was to go into business while all of us were employed elsewhere so that the business wouldn’t be supporting us,” Vera said.
(Vera and Richie were then working for their respective family’s firms while Robert was with Citibank). And they opted to franchise because of spare knowledge about the restaurant business.
Their choice was Chili’s simply because they loved the brand and the food. So in 1996, the first Chili’s branch in Greenbelt was born.
Chili’s fiery journey through the years When it opened, Chili’s became the hottest choice for young professionals and families who wanted to celebrate personal milestones.
Its success prompted the owners to expand to new locations.
Hence, in 1998, Chili’s Greenhills was opened. As in any start-up business, there were labor pains.
“There was no head office, we only had one accountant and it was really a struggle for us. Looking back, we wish our systems were as solid as they are now,” Vera said.
The Asian crisis in 1997 also didn’t spare Chili’s, but the partners stood fast and persevered. “Each time we opened a new store, the struggles were the same but somehow, we got better as time went by.”
Am-Phil Group started putting all systems in place beginning with having their own purchasing, IT and Accounting teams. Training became more extensive, giving way to smooth store openings from there on.
To date, Chili’s has 11 branches – 10 in Metro Manila located at Greenbelt, Greenhills, Tomas Morato, Rockwell Powerplant, Alabang Town Center, Megamall, Mall of Asia, U.P. Town Center, The Block SM North EDSA and Robinsons Galleria plus our first branch outside of Metro Manila located at SM City Clark.
New look, same bold, flavorful food
Chili’s Mall of Asia, U.P. Town Center, SM North Edsa, Robinsons Galleria, Geenbelt 5 and SM City Clark sport the new Chili’s look with a sleeker and more modern vibe, muted lights and streamlined furniture for a softer feel. Other branches are expected to don the updated prototype soon.
In 20 years, Vera observed that the market hasn’t changed dramatically. He still sees young professionals, and guests in their 20s and early 30s winding down with their friends or workmates. For most guests, Chili’s has evolved into more than just a place where you could dine and drink but also a place where they could celebrate birthdays and other occasions.
Chili’s bestsellers in 1996 remain the bestsellers of today: baby back ribs, burgers, fajitas, chips, nachos, chicken crispers and, yes, their margarita. Even so, Chili’s regularly updates their menu to make them relevant to the changing needs and wants of guests.
For instance, there used to be only three types of burgers. Now they have a wider variety including the Oldtimer, Classic Bacon, Southern Smokehouse and Craft Burger Bites. Aside from the classic bbq sauce, the baby back ribs now come served with honey-chipotle and honey bbq. Two of the popular dishes they’ve added, the Beef Salpicao and the Country-Style Pork Belly, are Filipino-inspired and are not found in the menu across the globe. The bar list has also evolved to keep in step with shifting trends.
