Transformation overload: How Greenwich takes the ‘barkada’ experience to the next level
(The Philippine Star) - November 9, 2017 - 12:00pm

MANILA, Philippines — The Filipino barkada deserves an environment where they can enjoy great company with great food and service to match,” said Greenwich president Albert Cuadrante. “We want them to experience our best-tasting, best-value pizzas and pastas in a young, modern pizzeria-inspired store look that is perfect for bonding and sharing.”

If there’s one thing that the homegrown pizza and pasta brand’s hip store transformation goes to show, it’s how Greenwich continuously progresses and evolves through the years. Gone are the bright, vibrant colors of the old Greenwich as its new pizzerias now carry a more sophisticated aesthetic. From the brick walls adorning its spaces, to the typography on its panels, one could mistakenly believe you were lost in a pizzeria somewhere abroad. At its core though, Greenwich is still the same chain that offers the best-tasting pizzas and pastas that barkadas have loved ever since.

This design transformation shows Greenwich’s upgrading efforts in recent years, shifting its store design offerings for customers. From being a fast-food joint where groups just dine and go, Greenwich has elevated its dining experience to a fast-casual restaurant where barkadas can come in, hang out, and bond over great food and shared memories.

As Greenwich evolves its aesthetic, the brand proves its dedication to serving barkadas, staying true to the youthful, hip and trendy values that have long been embedded in their DNA. Sticking to those values also mean being constantly open to innovation and creativity.

The result? A rustic-meets-industrial design that could rival any trendy establishment, as is commonly seen in many millennial-centric businesses such as cafés and bars. Borrowing mid-century elements and industrial architecture, the stores feature several Instagram-worthy elements, like the use of wood and bricks to create that familiar neighborhood feel. Timeless details married with modern design elements create that warm and intimate setting, perfect for a local hangout.

With Greenwich’s image overhaul, it’s clear that Greenwich is targeting this generation’s millennials, who often dine out with their barkadas and, as social media natives, demand a more interactive experience when it comes to their dining choices.

Greenwich’s new pizzerias, for example, feature visual elements such as artistic murals and graphics in-store, perfect to spruce up Instagram feeds. A key design of the Pizzerias features a see-through window where diners can watch the magic of creating the best-tasting pizzas up close.

Aside from the brand’s slick new look that is sure to get several double taps on social media, of course, one more thing to look forward to in Greenwich’s new fast-casual concept is its menu. Greenwich still offers the best of its pizza and pasta menu, such as its best-selling Hawaiian Overload pizza, Ultimate Overload pizza, and the Lasagna Supreme.

Greenwich’s store re-design has since contributed to a double-digit growth year on year since its 2014 launch. The brand expects to end 2017 with about 20 percent sales growth from last year.

In case you and your friends have not decided where to catch up over lunch or dinner this week, drop by Greenwich and witness the overloaded transformation first-hand.





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Greenwich, the country’s favorite pizza and pasta chain, has close to 300 stores nationwide. For delivery, call #55555 or order online via

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