The taste of iconic Bacolod Chicken Inasal has been loved by many Filipinos, especially those from its place of origin, Bacolod City. This dish is a cultural and culinary icon in the Philippines known for its distinct flavor that screams Filipino spices and tender texture. In fact, it has been getting global recognition too, being ranked as one of best Filipino dishes by the prestigious food and travel magazine, TasteAtlas. In their October 2024 update, Chicken Inasal earned a remarkable 4.5 out of 5 stars and was listed as the top 1 best dish in the Philippines.
The secret to this dish lies in its complex yet balanced flavors. The chicken is marinated in a mixture of local spices and ingredients including vinegar, soy sauce, calamansi, and annatto oil then grilled over hot charcoal, resulting in a savory, tangy, aromatic, and slightly smoky experience with a crispy exterior. To enhance the taste further, it is traditionally served with a dipping sauce with chili peppers, which adds a fiery kick, and rice that brings a comforting balance to the palate.
This was made popular by Filipino restaurants, and among the many establishments offering this Bacolod specialty is JT’s Manukan Grille. It stands out as a proud Filipino brand that has made it its mission to share the authentic flavors of Bacolod with a broader audience. From a modest pop-up takeaway store, JT’s Manukan Grille has evolved into a celebrated Filipino brand, now boasting over 40 branches in Luzon, Visayas, and Mindanao, along with an international outpost in Singapore.
JT’s Manukan Grille as a custodian of Filipino cuisine
Founded by actor Joel Torre and his wife, Cristy, JT’s Manukan Grille has been serving Ilonggo-style chicken dishes for over two decades. It began as a takeaway store in Ortigas and Quezon City in 2003 and has now grown into a well-loved restaurant.
JT’s Manukan Grille's success is not only due to its delicious food but also to its commitment to spreading the beauty of Filipino cuisine passed from generation to generation. The signature inasal served at JT’s is the result of meticulous experimentation by Joel and Cristy, who infused their family recipes into the marination process. Their team ensures that every dish served is well-cooked, crisp on the outside, and tender on the inside.
Ever since it was started, there has been unwavering support from Joel Torre’s peers in the entertainment industry and local community. “Business became really brisk and boomed straightaway with Joel’s friends in the entertainment industry showing their all-out support. On any given night, one can spot actors or basketball players sitting curbside enjoying a paa or pecho with a bottle of beer,” shares Mike Torres, JT’s Manukan Corporate Secretary.
Today, JT’s Manukan Grille has 40 branches composed of restaurants and takeaway stores. For JT’s, this is not just about expanding the business—it’s about sharing the heritage, stories, and flavors of the Philippines with the world.
Expanding horizons from Philippines to Singapore
One of the key factors contributing to JT’s Manukan Grille’s rapid expansion has been its partnership with GrabFood. According to Mike Torres, ever since they partnered with the food delivery platform in 2019, JT’s has been able to reach a wider audience, including customers who may not have the opportunity to visit their physical locations.
“Prior to Grab, it was challenging for our branches without delivery drivers to cater to customers who wanted to have food delivered. We could only deliver to the immediate vicinity, and this took time,” Mike explains. When Grab branched out into food delivery in 2018, JT’s immediately saw the potential.
“We reached out to the Grab team and requested to join. I can still recall meeting the Grab representatives back then and how seamless it was to join. We were one of the first to partner with GrabFood, and it’s been a smooth ride ever since,” Mike continues. “The Grab team was easy to work with, and the transition was smooth.”
“Dine-in and walk-in customers are important to our business, but there’s a big market out there who may not be aware of your brand, and partnering with a platform like Grab is a surefire way to increase exposure.” He then shares that one of their key considerations in opening in a location is GrabFood’s presence in the area.
The delivery service has been reliable for JT’s, with minimal complaints, according to Mike. “We believe Grab is strict with the drivers and services they offer, which helps maintain the quality of the customer experience.”
Over the years, JT’s Manukan Grille has also participated in various GrabFood initiatives. From Scan-to-Order to Dine-Out Deals, these promotions and online-to-offline solutions have proven to be effective in increasing market reach and sales. “There are so many offerings that GrabFood has for their users to choose from, and these usually come with discounts which encourage customers to order more,” says Mike. “GrabFood has substantially contributed to our sales, and we attribute a large percentage of that success to the platform.” This support has enabled them to maintain successful operations while continuing to champion Bacolod cuisine.
Customers enjoy their meals inside JT’s Manukan Grille's cozy dine-in locations
“I think that GrabFood creates a win-win situation for everyone because they offer benefits not just for themselves, but also for their merchant partners and customers,” he explains.
The restaurant is also part of GrabFood’s Flash Deal and Best Seller promotions, which have further boosted their visibility and sales. In fact, JT’s will be part of GrabFood’s 50% off promotion on October 31, an initiative that’s expected to drive even more customer engagement.
GrabFood’s regional visits have also been instrumental for their business strategy. Mike mentioned that during these visits, they discuss market insights, experiences with diners, pulse of the Filipino customers, feedback, and share ideas on how to proceed and increase customer base.
“I can recall meeting some Grab representatives from Singapore and they wanted to get feedback on new offerings they have in the pipeline. I shared what I thought of their plans and we had an amicable discussion. We are always ready to share our insights with Grab, especially if it leads to more lucrative deals in the future.”
He explains that GrabFood has ultimately allowed JT’s to bring the flavors of Bacolod Chicken Inasal and other Filipino dishes directly to customers’ homes wherever they are, vastly extending their market reach and customer base.
They were able to open more stores in different locations including Metro Manila, Negros Occidental, Rizal, Batangas, Cavite, Laguna, Bicol, Boracay Island, Surigao Del Norte, and overseas, in Singapore.
Looking ahead, the restaurant has its sights set on expanding further, with plans to open more stores in key cities across Asia.
Valuing a harmonious partnership with GrabFood
For Mike, what sets GrabFood apart is not only the platform’s ability to boost sales and reach, but also the supportive relationship between the restaurant and the Grab team. “We value our relationship with GrabFood the most,” Mike emphasizes. “The team assigned to us is very accessible, hands-on, and accommodating. I think that’s the foundation of having a successful partnership.”
The collaboration between JT’s and Grab is built on mutual respect and a shared passion for delivering excellent service. “I think it’s the harmonious relationship we have with Grab. The team behind Grab are energetic, understanding, and enjoyable to work with,” Mike shares.
As JT’s Manukan Grille continues its journey of sharing Filipino cuisine with the world, the restaurant looks forward to strengthening its partnership with GrabFood and exploring new ways to reach even more customers.
The brand is proud to be among the many local businesses benefiting from the platform's commitment to supporting growth for all its partners, regardless of size
With the continued support of GrabFood, JT’s Manukan Grille is well on its way to achieving its mission of bringing the taste of Bacolod Chicken Inasal to an even broader audience.