Time-tested recipe for long-term success
Thanks to social media, it’s never been easier to (re)discover family-owned restaurants such as Tsukiji. And like most community institutions, staying relevant over decades—and especially to a new generation—can be a struggle even with a loyal following.
Tsukiji (and its sister restaurants by extension), however, seems to be paying attention. With a legacy that started in 1989, siblings J and Malu Gamboa have seen it all—changing customer preferences, price increases, the long-term operational toll, and even losing their Japanese partners and beloved sushi chef.
And yet Tsukiji remains one of the most significant Japanese restaurants in Manila that continues to grow and see success.
Over three decades of excellence
Throughout 37 years, Tsukiji built a reputation on serving high-quality sushi, sashimi, Omi wagyu beef, and sukiyaki. This strong identity is rooted in being the first restaurant in Manila to directly import and serve fresh seafood and beef from the iconic Tokyo fish market (now the New Toyosu Market).
The bonds the Gamboa siblings create between their food and customers go beyond merely service or transaction. It is often a result of the emotional connection and memorable dining experiences cultivated in the third-floor space that evoke visits to Japan. “We started with a restaurant on the right side with a sushi bar (Tsukiji Izakaya), and then 25 years ago we opened the Tsukiji Yakiniku,” says Malu.
The only drawback is that their yakiniku dining room has largely been relegated to a hidden gem. “A lot of people say, ‘May yakiniku ba ‘yang Tsukiji?’” shares Malu.
So how are J and Malu countering this lack of awareness and building top-of-mind loyalty? Several keys to success stand out.
1. Engage customers with a hybrid marketing strategy
During the intimate press lunch, newspaper journalists, magazine editors, industry pioneers, and food content creators—most of them young—happily documented, recorded, vlogged, filmed, and photographed the product presentation and demonstration as well as the delightful menu prepared by master butcher Takeshi Suzuki.
But why does this matter?
Employing a hybrid strategy with young creators and legacy media means capturing the full spectrum of customers through a variety of formats. After all, as much as 71 percent of millennials and Gen Z make decisions on where to eat based on social media and 84 percent of Gen Z “actively try social media food trends.”
This new generation of creators and influencers naturally feel more like trusted friends and peers who understand their habits, meeting their audience of digital-first decision-makers where they are (TikTok and Instagram) in visual formats that could go viral.
On the contrary, tapping traditional media still matters, too. While also present online and navigating constantly changing algorithms, established journalism provides institutional credibility, long-form storytelling, access to a high-spending customer base, and, in some cases, prestige and print validation (usually seen in magazine and newspaper clippings hung on walls and awards handed to exemplary establishments).
In a nutshell, the Gamboa siblings’ understanding of an omnichannel marketing approach is the best way to tailor Tsukiji’s relevance and legacy in the future and remain competitive in a crowded Japanese dining market.
2. Balance heritage preservation and innovation
Heritage brands like Tsukiji serve as practical time capsules that bridge generations and communities, but it doesn’t necessarily mean remaining stagnant. Coexistence between authenticity and innovation on the menu is an important factor because food is influenced by evolving customer preferences and modern cultural and social needs.
Global food insights show that consumers still have a healthy appetite for traditional, heritage food, which includes Japan’s washoku, recognized as a UNESCO Intangible Cultural Heritage. This idea suits how heritage Japanese restaurants should ideally function today: balancing authenticity with innovation, which can take on many forms.
In Tsukiji’s case, it means promoting a facet of the restaurant (yakiniku) through a category they can own (A5 Omi wagyu beef from Shiga Prefecture), which opens up entry points for new customers (sirloin, ribeye, and tongue with special sauces) alongside trademark products (sushi and sashimi boat by Takashi Harima).
3. Sustain the micro-experiences
What also distinguishes the Gamboas from their competitors is the tried-and-tested commitment to micro-experiences: warm, friendly smiles as you walk in and leave the restaurant, or waitstaff showing their personality in their own unique ways (reading the room to crack jokes and interact).
Generating loyalty and repeat visits comes down to a few core factors, including food quality and service excellence. Both, according to studies, highly influence customer satisfaction that may then lead to loyalty. Honed in their multiple family-owned restaurants, the seasoned sibling restaurateurs have learned how to harness their experience and approach in front of house to great effect.
For the Gamboas, keeping customers needs to be relational more than transactional. A complimentary appetizer, a server addressing you by name, your shoes being neatly arranged on the side, a chef showcasing the raw ingredient at your seat. These details matter in building long-term customer relationships, improving revenue, and acquiring new ones.
This partly explains how they have maintained their dependability for premium, unpretentious Japanese food in Makati amid the rise of formidable competitors in the likes of Hinoki and Takumi—both just down the road.
Giving space for new growth opportunities in Tsukiji’s enduring traditional Japanese-inspired space marks another chapter in turning up their brand equity for the modern consumer. New restaurants should take a page or two from the Gamboas’ playbook.
Your new favorite amenity? A sushi omakase lounge experience
Yuki Anzai’s 10-week residency at Grand Hyatt Manila is good news for people keen on sampling his sushi selection
Yuki Anzai started dabbling in sushi when he was 15 years old, apprenticing at Sushi Masa in Higashimurayama, Tokyo. Sixteen years later, and after stints at Edomasa Japanese Restaurant in Santa Barbara, California, and the Philippines, he’s found himself in Manila serving high-end sushi omakase experiences in Filipino homes under the moniker Manila Sushi Chef.
His specialization is Edomae (Edo-style) omakase, a multi-course menu going for as many as 19 courses built around seafood from Toyosu Market.
But his next great adventure? Expanding his culinary territory with a 10-week takeover of Grand Hyatt Manila’s Round Bar at The Lounge. This marks Yuki’s first foray into a bigger hospitality segment of the industry. For Grand Hyatt Manila, this partnership sees them positioning an “underutilized” facility into a refined offering designed to draw in guests and create a new touchpoint centered on premium ingredients.
At the media preview, Yuki prepared a terrific set of nigiri—amadai (tilefish), shima aji (striped jack), hotate (scallop), otoro (tuna belly), and kinmedai (splendid alfonsino)—that favors a clean and balanced progression of flavors. His appetizer of crab with seared scallop, uni, and tosazu jelly features concentrated sea flavors and is just as successful.
The takeover runs from Sept. 9 to Nov. 15, from Wednesdays to Sundays, with 12 seats and two seatings every night (6 p.m. and 8:30 p.m.). Call 02-88381234 or 02-79181234, or email manila.grand@hyatt.com
