By Alithea De Jesus
Who would have thought that the small burger player in the bustling Ortigas Center is now in Australia? Yes, you read it right. Brothers Burger, the favorite burger of Filipinos, who have discriminating palettes has conquered down under.
Photo collage from THEPHILBIZNEWS/MAS
It was a big leap and a milestone that is worth sharing.
Started on June 23, 1999, at the height of the Asian Financial Crisis, the triumvirate of Jose brothers – DJ, Martin and Quito introduced in the Philippines the first-ever hand-crafted flame-grilled gourmet burger and named it Brothers Burger, which was quite a daring gambit on the part of Jose siblings given the fact that the Philippine market is dominated by two fast-food giants in the burger category.
And the gambit paid off, Brothers Burger captured the upscale Filipino market segment longing to eat a different burger — a gourmet burger at that!
The Jose siblings redefined the burger restaurant in the Philippines by coming up with varieties of burgers that set apart from what Pinoys are accustomed to.
Now Brothers Burger, the Philippines’ first flame-grilled gourmet burger resto recently opened its first international store in Australia located at the Tenancy 6, Castlereagh Road, Penrith, NSW.
Brothers Burger Pty Ltd directors Chriselle Jimenez and Edmund Narvaez said the opening of Brothers Burger in Australia is part of the brand’s efforts to break into the global markets.
The store opening was attended by the Acting Head of Post of the Philippine Consulate General in Sydney, Consul Emmanuel Donato K. Guzman and DTI Sydney’s Consul Commercial, Alma Argayoso.