Kuya J expansion hinges on regional representation

Filipino casual dining restaurant Kuya J is fueling its growth and strengthening brand affinity by reinforcing its culinary roots as a humble eatery from Cebu.

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For the restaurant, this means presenting a more inclusive menu from Luzon, Visayas and Mindanao to all its 81 branches and 16 franchises nationwide, strengthening the brand's unique proposition as a Filipino restaurant that truly represents the country's diverse regions.

Kuya J Group chief operating officer Don Tirol cited the brand's origin in Cebu as a defining characteristic that sets it apart in the competitive Filipino casual dining scene, with their extensive menu of signature regional specialties giving them an edge over other Filipino restaurants.

"As more Filipinos have embraced domestic destinations post-pandemic, a significant trend has emerged: the modern Filipino diner has also become increasingly familiar with a wider array of local dishes," Tirol said.