Gerry’s Grill founder bets big on Spanish fine dining
After spending more than three decades building Gerry’s Grill into one of the Philippines’ most recognizable dining brands, restaurateur Gerry Apolinario could have easily stayed within familiar territory. Instead, he has embarked on one of the biggest projects of his career by bringing Asador de Aranda, one of Spain’s most respected restaurant groups, to the Philippines.
For Apolinario, the venture is more than simply opening another restaurant. It is about introducing authentic Castilian cuisine to a country whose culinary heritage has been shaped by more than three centuries of Spanish influence.
“Asador has a market niche,” Apolinario says. “I’ve spent a lot of time in Spain and Europe and I kept asking myself what concepts could work in the Philippines. The flavor profile of Spain and the Philippines is actually very close. When Filipinos taste the food, it feels familiar. It’s not something completely foreign. It’s something they already know, only prepared differently.”
Unlike Gerry’s Grill, which built its reputation on Filipino comfort food, Asador specializes in traditional Spanish cuisine centered on wood-fired roast suckling pig, lamb, premium steaks and regional dishes prepared using techniques that have remained largely unchanged for generations.
Genesis
The brand traces its roots to Aranda de Duero, a historic town in northern Spain renowned for its roasting tradition and world-famous Ribera del Duero wines. Grounded in these local traditions, Martiniano Palomero and Julia del Cura officially launched the first Asador de Aranda in Madrid in 1983.
Over the next four decades, the restaurant became one of Spain’s best-known dining brands, earning a reputation for its traditional clay ovens, carefully selected ingredients, and unwavering commitment to authentic Castilian cuisine.
It was during his frequent visits to Spain that Apolinario first discovered the restaurant.
“When I travel to Spain, I’m a regular customer,” he recalls. “Among all the Asador restaurants in Spain, this is the one that’s really everywhere. Most restaurants have only one or two branches, but Asador de Aranda has built a strong presence throughout the country.”
Bringing that same experience to Manila required far more than simply securing a franchise agreement.
The restaurant’s signature clay oven was built by Spanish craftsmen using the same specifications found in Spain. Several pieces of specialized kitchen equipment unavailable in the Philippines were imported directly from Europe, while Filipino chefs underwent months of training in Spain before the restaurant opened.
Spanish chefs also came to Manila to oversee the launch and ensure that every dish met the parent company’s exacting standards.
“Quality control is very important,” Apolinario says. “Our chefs trained in Spain, and we also brought people from Asador because we wanted to make sure the experience here is consistent with what customers receive there.”
Even the ingredients follow strict standards established by the Spanish parent company.
“It’s not just because they’re from Spain,” he explains. “They’re certified to meet Asador de Aranda’s specifications. They’re very strict about quality.”
‘Authentic’
According to Apolinario, the company explored local alternatives but found noticeable differences in breeding methods, feed composition and fat content that affected the final product.
The commitment to authenticity naturally required a larger investment than a conventional restaurant. Training teams in Spain, importing equipment, sourcing premium ingredients and constructing the signature oven significantly increased the capital requirements of the project. Yet Apolinario believes authenticity is precisely what will distinguish Asador in an increasingly competitive dining market.
His confidence also reflects his view of consumer behavior.
While many restaurant operators have focused on affordability amid slower economic growth, Apolinario believes premium dining continues to attract a loyal customer base.
“I’ve seen restaurants in San Francisco that remain full regardless of whether there’s a recession,” he says. “People with high disposable income continue dining out. For them, the cost of a meal isn’t what determines whether they go to a restaurant.”
Rather than competing directly with casual dining chains, he sees Asador serving a different segment of the market.
“In every market segment, there’s an opportunity,” he said. “Gerry’s has its own price point. This is a different market with its own niche.”
The location reflects that strategy. Instead of opening immediately within Metro Manila’s busiest commercial districts, Asador chose a quieter site near Dasmariñas Village and Forbes Park, where affluent residents can enjoy easier access and convenient parking.
Without an extensive advertising campaign, the restaurant’s opening weekend was fully booked, driven largely by word of mouth. Many diners had already experienced Asador de Aranda during their trips to Spain and were eager to revisit the brand closer to home.
“We want a slow burn,” Apolinario explains. “Word of mouth is better at this stage. If too many people come before the kitchen and operations are fully ready, you create problems. Every restaurant needs a break-in period.”
The roadmap
Although Asador Philippines has only recently opened its doors, Apolinario is already looking beyond the first restaurant. His initial plan is to establish approximately five locations before evaluating further expansion.
For someone who spent decades building Gerry’s Grill into one of the country’s most successful restaurant chains, the launch of Asador represents more than another business venture. It reflects a belief that authenticity and patience remain competitive advantages in an industry increasingly driven by speed and convenience.
Rather than creating a localized interpretation of Spanish cuisine, Apolinario has chosen the more difficult path of preserving a culinary tradition that has earned Asador de Aranda its reputation in Europe. It required importing equipment, training chefs overseas and adhering to strict quality standards, all of which increased both cost and complexity.
Whether that strategy succeeds commercially remains to be seen. But in a restaurant industry where concepts are often adapted to local tastes, Asador Philippines is making a different bet: that there is a growing market for diners seeking not just Spanish-inspired food, but an authentic Spanish dining experience built on decades of tradition.
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