Business Feature Food

The Abaca Group plans expansion while keeping quality of products

Amid baking challenges and overcoming the perception of being expensive, The Abaca Group has managed to achieve healthy growth—starting out in 2006 with a boutique resort + restaurant and expanding to eight brands with over 20 outlets in Cebu today.

Several more will be added to the number this 2019, including Red Lizard branches in Manila that will be opened through a franchising agreement, said The Abaca Group Founder Jason Hyatt.

“The only requirement for expansion is that customers can’t notice,” he added, citing the need to maintain the group’s exceptional food and service.

Chef Patrick Corpuz, Director for Business, credited their consistent growth to a strengthened team. The company is set to open another Abaca Baking Company in Ayala Center Cebu and Luncheonette outlets in SM City Cebu and Ayala Center Cebu.

The Abaca Group
COMPANY GROWTH. The Abaca Group Director for Business Chef Patrick Corpuz (left) and founder Jason Hyatt discuss with reporters the company’s expansion plans.


Filipino restaurant at The Reef

The Reef Mactan Hotel and Residences, where Abaca plans to put up a Filipino restaurant, is also scheduled for completion and opening this year.

Mr. Hyatt said their vision for the Filipino restaurant is it should replicate home cooking and showcase local ingredients.

“Isn’t it strange that we don’t have Filipino restaurants in our hotels?,” he asked, adding that tourists who come to the country usually ask for places where they can try local food.

The Abaca Group founder also announced he has been tapped to handle the food and beverage management of the upcoming “apart’hotel” Citadines in Cebu City and has created a separate business for this purpose.

According to him, what they wanted to do was create partnerships with developers that will allow them to open commissary kitchens in hotels to aid in their expansion.

The Abaca Group
CHALLENGE. The Abaca Group Founder Jason Hyatt says the requirement for their expansion is the need to maintain the group’s exceptional food and service.


Expansion opportunities

To put up an Abaca Baking Company in other areas, added Mr. Hyatt, the challenge is to figure out how to make baked goods travel.

Since ABC prides itself in fresh breads and pastries, it needs to find a way to bake everyday and bring the products across great distances.

Partnerships with other businesses that will allow them to put up their own kitchens in hotels and similar developments will help solve this particular challenge, said Mr. Hyatt, adding that The Abaca Group will need such collaborations to grow nationwide.

Mr. Corpuz said they have several concepts in mind for additional brands that will probably be introduced in the next two years.

“We’re streamlining our product line and trying out different techniques,” he cited. The different Abaca outlets serve to cater to different business segments.

The Abaca Group


Challenges to growth

Through its growth years, The Abaca Group also had to contend with a reputation for being expensive.

While this has hounded them for a few years, Hyatt said they see it as working to their advantage now.

According to Corpuz, the typical business model of targeting a specific price point has worked well for their restaurants.

All through the years of serving quality and exceptional food, albeit at prices seen in the past as costly, the market is now finally ready for The Abaca Group.

The Abaca Group


The Abaca Group


The Abaca Group


Food Lifestyle

The Abaca Group rewards diners with free treats in promo cards

The Abaca Group of great food comes up with an appealing offer for diners: a promo card for every order at any of its dining establishments.

Get a card for a Jake’s chicken sandwich or luncheonette burger for an order of P1,000 or more at Red Lizard, a free corn chien fried rice or phat cooler when you spend P1,000 or more at Phat Pho, and either a free pasta pomodoro or hand tossed pizza with orders of P750 or more.

I particularly love the freebies offered by the Abaca Baking Company: getting your second frozen or hot coffee drink for only P50 or free and a complimentary boxed retail with your first two orders.

Abaca Group promo cards
PROMO CARDS. The Abaca Group promo cards with appealing offers to diners.


Signature treats

Nina Olalo, Events and Marketing Coordinator, said they wanted to reward diners with signature treats in The Abaca Group’s restaurants through a series of cool and distinct cards.

The promo cards come with fun scripts like “Have a brew-tiful day” and “I like you a latte” for the ABC coffee treats or “This is nacho ordinary snacks” for the mini nacho freebie at Red Lizard. There’s even “You & me pho’ever” for a free large pho with orders of P750 or more at Phat Pho.

Abaca Group promo cards
The launching of the promo cards was held in Red Lizard.


Promo cards

Receive one of these 21 unique promo cards when you dine in at any of The Abaca Group restaurants, including Maya, Abaca Baking Company, Phat Pho, and Tavolata.

Other sumptuous treats offered for free or at a huge discount with #TheAbacaGroupPromoCards — chicken taquitos, mini nacjos, tacos, burritos, and queso dips at Red Lizard; corn chien fried rice, phat cooler, banh mi sandwich, egg rolls and phos at Phat Pho, and margarita at Maya.

The Abaca Group made the announcement during a gathering of media and bloggers at Red Lizard last Friday, January 25, 2019.


Photos of the launch at Red Lizard

The Abaca Group promo cards


The Abaca Group promo card


Tha Abaca Group promo card


The Abaca Group promo card