theceomagazine.com | 33Jean Paul says of word-of-mouth
endorsements. “There was a time when we
used to spend a lot of money on advertising,
about eight per cent of our sales went to
different modes of advertising. But we
weren’t entirely sure that it worked.”
The Bistro Group intends to keep adding
to its portfolio of restaurants, but it puts a
lot of time and analysis into selecting these
establishments. An acquisition can easily take
two years to complete and must be done
with a carefully formed strategy in place.
“We have brands that are complementing one
another, rather than directly competing. We
want to ensure that we use these brands to
leverage growth in our company. However,
we are ready for expansion and are confident
that our knowledge of this sector represents
a significant competitive advantage.”
While there is an element of the
unknown any time a new restaurant is
brought on board, Jean Paul is satisfied the
group can face any challenges. “We look
forward to it. We don’t mind competition or
anything that makes us try harder to create a
better customer experience.”
BRINGING AN AMERICAN ICON
TO THE PACIFICOne of the most iconic QSR chains
Jean Paul and colleagues have brought into the
group is Denny’s, which began in California in
the 50s and now has more than 1,700 outlets
internationally. More than that, however, the
24-hour roadside diner has become part of the
fabric of contemporary American culture.
Jean Paul told local media he didn’t want to
bring a local knock-off, but the genuine item:
“We’re bringing not just the feel, but 90 per cent
of Denny’s menu here.” The Bistro Group staff
trained for four months to perfect both the food
preparation and service style.
The menu has a comfort food focus and includes
coffee, steaks, 'hand-smashed burgers' and
a ‘Grand Slamwich’ with pancakes, bacon,
sausages and eggs among other hearty fare.
There are also some Filipino dishes like Arroz
Caldo (chicken rice porridge) and Bistek Tagalog
(salt and pepper sirloin).
The group chose Bonifacio Global City,
a bustling financial district in Manila, as its first
Denny’s location. There are plans to open at
least another nine outlets.Interview | INSPIRE