La Mesa Grill hits Cebu

Optimistic with Cebu's dynamic business environment and rapidly evolving urban lifestyle, a Manila-based restaurant company decided to invest in the area by opening its first Vis-Min branch in SM City Cebu.

La Mesa Grill is a food venture of restaurateur Rikki Dee who at the same time owns 76 fastfood outlets and 29 restaurants in Manila alongside business partner Senator Francis Pangilinan under FRD Food and Spices Incorporated.

Recently, this Manila-based company partnered with Cebuano businessmen Edwin Ortiz and Ato Alvarez which operates under LM Grill Cebu Corp. to open La Mesa Grill in Cebu.

The term of operation for La Mesa Grill is under a joint partnership venture with FRD Food and Spices Inc. and LM Grill Cebu Corp., said Ortiz and Alvarez in an interview.

Ortiz discussed that opening a branch outside Metro Manila posed as a big challenge for their partners in Manila who were unfamiliar with the discerning Cebuano clientele.

But eventually, they were surprised that even with its sophisticated interiors; it was able to attract a number of diners already.

“The reception that we have been getting from the market so far is great and we have already noticed insufficiency of space as this branch has been doing even better than in Manila. At first, Rikki was scared because the outlet looked elegant and classy with the showcase of Cebuano products and furniture but it went well,” said Ortiz.

He added that this is a proof that Cebuanos’ tastes has already changed along with the adoption of a more urban lifestyle brought about by the rapid development of the city.

“Cebuanos are known to be economical but now Cebuanos’ tastes have changed. They have become more adventurous when it comes to food and they prefer to eat out. So in the food business, it’s no longer all about affordability anymore. A restaurant these days have to offer great food and dining experience because of the stiff competition,” Ortiz stressed.

La Mesa Grill’s concept was integrated with the Korean, Japanese and Australian food establishments’ style of grilling food right at your own table but incorporated with a Filipino twist with its setting and dining experience similar to that of our native “ihaw-ihaw.”

Currently, the restaurant has three branches in the country, two of which are in Manila and the first one was opened at the SM Mall of Asia fronting the Manila Bay and the other is in Trinoma.

Ortiz said that after opening in SM City Cebu’s Northwing and catering to clients from classes A, B, and C, they are now looking at strategic areas to expand the business and confirmed that they will soon be putting up more La Mesa Grill branches in the city and even outside Cebu.

“The market is very encouraging so we are sure to open more outlets in the future to cater to the needs of the clientele. We are still trying to be careful even if sales are good but so far La Mesa Grill has been welcomed well by Cebuanos,” said Ortiz. 

This year, La Mesa Grill will open two additional branches in Glorietta and SM Megamall while plans of bringing the concept to San Francisco in California and Dubai are being discussed in the pipeline. – Rhia de Pablo