Doing a great job as a neighborhood ‘grocerant’
Mallgoers passing the Rustan’s side of Glorietta 4 in Makati City in the past few months, who got curious about the construction of a new shop called Joel’s Place, thought that it could be either a grocery or a restaurant. They’re in for a surprise, because it’s actually both.
Joel’s Place is a hybrid grocery and restaurant, thus the term “grocerant.” It was set up by its president and chief executive officer Donnie Tantoco, along with his cousin Christopher Tantoco as chief operating officer and Donnie’s son Christian Tantoco as brand manager. They got the idea from their travels abroad, and in December 2023, they opened the first Joel’s Place at the Proscenium Retail Row in Rockwell, Makati.
“Originally, we were planning this to be our first store,” Christopher told Lifestyle at the launch, held a day before opening the Glorietta branch to the public on July 11. “But then again, Rockwell proceeded quicker. It was like an incubator for how Filipinos would respond to Joel’s Place.”
The Rockwell crowd responded favorably to the variety and quality of goods that the grocerant offers, laid out in a way that feels like a neighborhood. The fruits, vegetables and daily essentials are grouped at The Grocer; the meat products at The Butcher; the marine sources at The Fishmonger; and baked goodies at The Baker. Then there’s The Deli, where shoppers can enjoy sandwiches, salads and hot meals. For fresh juices, there’s The Juicer and for coffee concoctions, The Barista. Wines and spirits are also available at The Sommelier.
Tweaks
Christian explained that they made a few tweaks in the Glorietta store to “create a different shopping experience” that caters specifically to the location’s demographics. The Barista, for instance, has been positioned near the entrance to be more accessible to those needing a java fix while rushing to their workplace.
There are new products, too, Christopher pointed out. “We introduced a lot of categories, like our Grab and Go, our premarinated meats, rice bowls. We imagine this as an introduction to a wider, larger market.”
Christian added, “Joel’s Place offers healthy and good food. We also offer what is convenient.” They also have gelato because they’ve learned that customers want it. “So it’s a constant conversation with users and fulfilling our mission of being a neighborhood grocerant.”Who’s Joel, shoppers may ask? He’s Donnie’s brother, who passed away some years ago and is fondly remembered for his inspiring love of life and its beauty. That’s exactly what the people behind Joel’s Place want customers to feel inside the grocerant. INQ
