FilAm opens ‘fish and chips’ resto

The upbeat economic landscape of Cebu, driven by tourism and information technology related investments, prompted a Filipino-American entrepreneur to set up a unique restaurant outlet here to take advantage of the fertile business environment.

Deonie Riveral opened its first food outlet that offers fish and chips, called “Johnny’s Fish and Chips Co.”

“Cebu is a very dynamic city. I don’t believe Cebu is saturated with restaurant facilities, any food outlet introduced here with unique offering could surely thrive,” Riveral said in an interview with The Freeman.

Riveral said, together with his wife Debbie Ann, Johnny’s Fish and Chips Co., outlet is going to pioneer the introduction of new food offerings in Cebu, focusing on fish and chips concepts, with varied international menus.

“While we are introducing a relatively new concept for food choices here, we also want to serve other dishes to provide wide choices for dining customers,” he said.

The 44-seating capacity restaurant is located near the San Carlos University-Talamban Campus.

While most Filipinos desire to migrate to the United States, Riveral has seen a great opportunity for business here in Cebu, taking advantage of the strong tourism and IT-related investments here.

Although its location is near a university, Riveral said the restaurant is positioned to attract the upscale market segment or the A, B, C, consumer base.

“We offer the convenience of a fast food, but with a fine-dining ambiance,” he said.

Compared to other known restaurants which serve mostly hamburgers and fries or chicken and pizza, “we believe we offer something new, something different,” he said.

With the growing number of health-buff consumers, Riveral said there is a big possibility that the company will open a mall-based outlet soon, “but we have to establish our brand first, and introduce this new food concept.”

Riveral is also open to offer the restaurant for franchise package, but he said the market still has to be introduced well in this new concept of fish and chips food options, after he will pursue a franchise offer of the restaurant’s expansion venture.