Makati City – From Tokyo-inspired ramen houses to energetic izakayas, Japanese restaurants in the Philippines are flourishing. For Teriyaki Boy, this culinary revolution brings a new challenge—reinvention.
The popular Japanese casual dining restaurant has always been known for authentic yet affordable
Japanese cuisine, and this is now reflected in its new logo and restaurant interiors.
From sushi to soba, the eclectic world of Japanese food can be quite intimidating to some
Filipinos because it fuses art with taste—leading them to believe that it is expensive.
In contrast, Teriyaki Boy’s new theme goes against this notion,
as it welcomes them to a place that delivers an authentic Japanese-cuisine experience for an affordable price.
Under the ownership of Max’s Group Inc. (MGI), Teriyaki Boy is focused on going back to the basics of the
brand—the very same elements that made it a compelling restaurant when it was first launched thirteen years ago.
The process drew insights from Brian Tiu—the original founder and owner of Teriyaki Boy,
who has been working closely with Max’s to oversee the brand’s development.
The Max’s Group values brand authorship, so it simply realigned
Tiu’s original vision with where Teriyaki Boy is today. In doing so, the brand can focus on what it does best—
affordable and authentic Japanese.
Through hard work and collaboration, Max’s Group has taken the Teriyaki Boy dining experience to the next level. From look to feel, its new theme is unmistakably Japanese.
Dining in modern Japan
The minute you enter Teriyaki Boy’s store in Glorietta, you’ll notice a difference.
For one, the logo now features the icon of a boy with a headband in a shape that is
reminiscent of the elegant forms of Japanese calligraphy. For another, wood has been
seamlessly integrated to the restaurant’s interior, creating an ambiance that wakes the appetite.
Wood is a prominent element in Japanese design, and it is now present in
different sections of the restaurant.
Stones have likewise been added to the dining area to contribute to its
Japanese-inspired theme, as these objects symbolize stability in the country’s culture. Finally,
Japanese artworks and murals complement the store’s new design palate.
Teriyaki Boy’s flagship store in Glorietta is the first to sport the brand’s new design scheme,
which will eventually be cascaded to its 35 outlets—including stores in Katipunan, Greenhills,
and Fairview Terraces.
Previous ownership also rebranded a few years back,
but the latest look of Teriyaki Boy marks a totally different campaign
under the steadfast guidance of the
Chicken Teriyaki: Still one of the best
The restaurant has not strayed from the original recipe of its signature chicken teriyaki,
which is still considered as one of the best in town. This delectable dish is grilled to
perfection and topped with a savory sauce that is distinctly Teriyaki Boy.
Moreover, this classic has only gotten better with age, as the Max’s Group continues to
go through great lengths in upgrading the products and service
platforms to build an even better dining experience.
With the emergence of many Japanese specialty restaurants, however, it is vital for
Teriyaki Boy to differentiate itself in a fiercely competitive segment.
With the concept of affordable and
authentic Japanese deeply embedded in the brand’s character,
it also places particular emphasis in variety.
In a big group, for instance, some like ramen while others crave for katsu.
But they don’t have to dine
in different places, because they can find both these dishes and more at Teriyaki Boy.
For the Max’s Group, the best way to move the brand forward is to remain loyal to its roots—
the original inspirations that made it one of the most coveted Japanese restaurants in the country.
About Max’s Group Inc.
The Max’s Group Inc. (PSE: MAXS) traces its heritage to the beginning
of Max’s Restaurant in 1945,
which was founded by Maximo Gimenez. Today, Max’s Group is the biggest brand in the Philippines’
casual dining segment.
Its family of restaurants includes Max’s Restaurant, Max’s Corner Bakery,
Pancake House, Dencio’s,
Yellow Cab, Teriyaki Boy, Kabisera ng Dencio’s, Sizzlin’ Steak, Le Coeur De France, and Maple.
The company also locally operates international food brands, like Krispy Kreme and