From humble beginnings to a national favorite: The Kuya J Journey

When you walk into Kuya J’s at SM City East Ortigas, you’re greeted by the inviting aroma of sizzling Filipino dishes, the sound of laughter from families gathered around tables, and the warm, welcoming atmosphere that makes you feel right at home. It’s hard to believe that this bustling restaurant, now a national favorite, started as a small eatery in the streets of Cebu.

The Humble Beginnings

Kuya J Restaurant was once known as “Ang Kan-anan ni Kuya J,” a simple eatery in Cebu that became popular for its delicious, home-cooked Filipino meals. Word quickly spread about the eatery’s mouthwatering dishes, and soon enough, it was a favorite among locals. The original owner, known as “Kuya J,” eventually moved to Canada, and that’s when the restaurant’s journey took a new turn.

The Transformation

When Winglip Chang and his team at iKitchen Inc. took over the eatery, they saw potential in what Kuya J had started. They decided to rebrand and develop the restaurant, transforming it from a modest eatery into a full-fledged dining destination. The menu was expanded, and the interiors were redesigned to create a more inviting and comfortable space for customers. Despite these changes, the essence of Kuya J—serving authentic Filipino food with heart—remained the same.

During my visits to the SM City East Ortigas branch with my family, I could see how this balance of old and new played out. We couldn’t resist Kuya J’s specialty, the Crispy Pata (Php745 regular | Php945 family) —a golden, crispy pork leg with tender, juicy meat that’s served with a homemade soy and vinegar dip. We balanced this rich dish with Monggo sa Gata (Php199), made with monggo beans, onion, garlic, shrimp paste, tomatoes, pork, coconut milk then topped with crispy chicken skin. Both were as delicious as they were satisfying, perfect examples of how Kuya J stays true to its roots while appealing to today’s diners.

National Expansion

From its humble beginnings in Cebu, Kuya J expanded rapidly, opening branches in major malls and cities across the Philippines. In just a few years, it grew to over 100 branches, making it one of the fastest-growing restaurant chains in the country. The opening of its 100th branch in Puerto Princesa, Palawan, was a significant milestone, marking the brand’s success in bringing its beloved Filipino dishes to a wider audience.

A big part of Kuya J’s appeal is its accessibility. By choosing strategic locations in popular shopping malls, the restaurant has made it easy for people to enjoy their favorite dishes wherever they are. The choice of Jericho Rosales as a brand ambassador also helped solidify Kuya J’s image as a family-friendly, approachable restaurant. Just like Kuya J, Jericho is known for his genuine, down-to-earth personality, making him the perfect face for the brand.

The Secret to Success

What sets Kuya J apart is its commitment to quality. The restaurant uses only the freshest ingredients, ensuring that every dish is flavorful and true to its Filipino roots. From classic favorites like Pinandan na Manok (Php295)—boneless chicken marinated in spices and wrapped in pandan leaves—to the comforting Pancit Canton (Php249) loaded with meat, shrimp, and squid, every dish is prepared with care and attention to detail.

Kuya J is also all about family. The restaurant’s warm, welcoming atmosphere, combined with its delicious, sharable dishes, makes it an ideal spot for family gatherings and celebrations. During our meal, we enjoyed a variety of dishes that catered to everyone’s tastes. The Palabok (Php249) was a hit, with its rich and flavorful shrimp sauce topped with eggs and chicharon bits, offering a delightful mix of textures and flavors. The Beef Pares (Php516) also stood out, with its tender pot-roasted beef in a mildly sweet and garlicky broth that added extra layers of flavor to the meal.

For something hearty and traditional, we ordered the Kuya J Kare-Kare (Php305 solo | Php605 salo), a dish that paired perfectly roasted peanuts with a creamy peanut sauce. The tender beef and fresh vegetables made for an irresistible, satisfying meal that was perfect for sharing. My husband also went for his favorite, the Sizzling Tofu (Php245). This creamy, vegetarian dish is Kuya J’s healthier offering, and with its light but flavorful sauce, it’s something we love to order when we’re looking for a balance on our table.

No meal at Kuya J is complete without dessert, and we made sure to try the Halo Halo Espesyal (Php89) and the Halo Halo Duo (Php89). Both were refreshing and packed with traditional Filipino sangkaps, making them the perfect sweet ending to our meal. We also couldn’t resist the Leche Flan (Php85), a creamy and milky luscious treat. This simple yet indulgent dessert was the perfect way to conclude our dining experience.

The Future of Kuya J

Kuya J’s journey from a small eatery in Cebu to a national restaurant chain is a true success story. By staying true to its roots while embracing growth and change, Kuya J has captured the hearts of Filipinos all over the country. With plans to expand to 200 branches in the coming years, Kuya J is set to continue its mission of bringing people together over good food.

This Kuya J Restaurant branch is located at 250- 252 SM East Ortigas, Ortigas Ave. Extention Brgy. Sta. Lucia, Pasig City, Metro Manila. For inquiries and reservations, contact +63 998 5894877.

Know more about Kuya J Restaurant by visiting its website or by following it on Facebook, Instagram and Tiktok.