Michael “Mike” Concepcion, the son of Standard Hospitality Group (SHG) founder John Concepcion, is taking a leading role in shaping the future of the family business with its latest initiative, "SHG 2.0." This new phase is all about refreshing their brands, improving operations, and preparing for the next decade. One of the flagship projects of this transformation is the reopening of Kiwami in Bonifacio Global City (BGC), Taguig.
"We’ve been in the business for more than a decade, and it’s time to think about what the next decade looks like for us," said Mike, during an interview with Manila Bulletin. The chat was held inside the still-under-construction Kiwami in BGC, offering a preview of the new interiors ahead of the much-anticipated reopening of Kiwami BGC on Oct. 9, 2024. "SHG 2.0 is about reinforcing our foundations—our organization, our systems—and ensuring that we are ready for growth. Kiwami’s reopening is a key part of that."
A refresh
Kiwami, first launched in 2021, was an experiment of sorts for SHG. The concept brings together several "master kitchens," each focusing on a single dish, but providing a variety of culinary experiences for diners. While the brand quickly gained a following, Mike admitted there was room for refinement. "We didn’t have a clear roadmap when we started. We were learning as we went, trying to figure out what worked and what didn’t."
The decision to renovate just a few years after opening was driven by the goal of enhancing the dining experience while making operations more efficient. "A lot of people asked us why we renovated so soon. We were doing well, with lines out the door. But for us, it’s about not resting on our laurels. We saw an opportunity to improve, and we took it," he said.
The changes to Kiwami’s layout allowed the restaurant to add 20-25 percent more seating without expanding its footprint. "The space didn’t grow, but we optimized our layout, tucked away the open bar and cashier, and created a better flow for guests," Mike explained. A new "moment area" welcomes diners with a sense of calm before they are seated, something inspired by hotel lobbies. "We wanted to give people a moment to pause and take in the atmosphere before diving into the dining experience."
A key feature of the updated Kiwami is its now-viral soft-serve ice cream. "The ice cream started as a small idea but turned into something massive," he said. "It became so popular that we’ve branded it as our sixth master kitchen. We’ve even added a takeaway window outside the restaurant to make it more accessible." This move not only improves service flow but also taps into the increasing demand for on-the-go desserts.
Along with the physical transformation, Kiwami’s menu has also been refreshed. "We’ve introduced new menu items like the Hibachi, which features large plate dishes that are perfect for sharing," Mike said. "We worked with a chef from Sydney known for his expertise in sauces. He created dishes like charcoal-grilled chicken and pork chop, paired with chahan fried rice, which are ideal for sharing at the center of the table."
The Hibachi sharing plates are a collaboration between SHG and Sydney chefs Max Smith and Douglas Barker, former alumni of the renowned izakaya Cho Cho San. Chef Max, who has experience at Michelin-starred establishments in London, served as head chef at Cho Cho San for seven years.
The most exciting new addition, however, is Koyo, Kiwami’s modern take on sushi. "People have been asking us to do sushi for a while, but we knew we had to approach it differently," he said. "We created Koyo as a handroll bar. It’s a format that allows us to play with creativity and premium ingredients while still offering an accessible price point."
Handrolls made with high-quality marinated and aged fish, paired with homemade sauces, are served in a casual, approachable setting. "We collaborated with Chef Mark Manaloto, who has led some of the finest omakase experiences, and tasked him with creating a handroll lineup that stays true to his craft while remaining accessible to our market."
Kiwami is part of SHG’s broader plans for expansion, which include a new location in the Mall of Asia by the second quarter of next year. "We’re expanding strategically. After Mall of Asia, we’re looking at Ortigas," Mike revealed. "We’re careful with growth. Each location needs to be intentional, with the same quality and experience."
From retail to food
Mike Concepcion’s role in SHG 2.0 reflects the increasing involvement of the next generation in Standard Hospitality Group. Alongside his sister, SHG Marketing Manager Nicole Concepcion, he focuses on creative direction, brand development, and business strategy— his official title in SHG is Head of Brand. "It’s a good mix," he said. "My sister brings the ideas to life, and I help shape the vision."
Mike comes from a successful background in retail, having introduced brands like Carhartt WIP and Aesop to Manila. "Retail is much easier compared to food," he explained. "In retail, you’re dealing with products that don’t have a shelf life. Food is much more complex—you’re handling quality, safety, guest experience, and operational challenges." But despite the differences, Concepcion is excited about applying his retail expertise to SHG’s restaurant business. "I have so much respect for people in the food industry. It’s not for the faint of heart, but I love the challenge."
Mike, who graduated with a degree in marketing management from De La Salle University, began his career in 2013 when he co-founded Ronnie and Joe, an eyewear store. The success of that venture paved the way for Commonwealth, which expanded alongside the rise of streetwear.
"I started my first business, Ronnie and Joe, in 2013 with my partner. That success led to Commonwealth, which grew during the streetwear boom. Now, I’m bringing that experience to SHG and helping the company grow," he said.
SHG 2.0 isn’t just about cosmetic changes. It’s a comprehensive strategy to ensure the company is ready for the future. "We’re scaling the business, opening new concepts, and reinforcing the things we do well while fixing what needs improvement," Mike explained. "It’s about being sustainable and creating a scalable model for the next decade."
Kiwami’s transformation exemplifies SHG’s fine-casual approach—offering a premium dining experience at a casual price point. "Our constant goal is to elevate our establishments to provide the best customer experience possible, even in what might be considered a casual setting," he said. "That’s what sets us apart at Standard Hospitality Group. We’re always pushing to deliver more value to our customers without compromising on quality."