IN the bustling, thriving urban district that is Burgos Circle in Bonifacio Global City, a humble space dwarfed by the surrounding skyscrapers and imposing dining establishments nearby once stood idle and unnoticed. Neglected by society for years and left to crumble on its own, the property never had the chance to show its “shine” and show the world the real value it holds.
That was, until one man gave it the appreciation it deserves and breathed life into what was already considered by many as something that’s already at the end of its life.
I fondly remember Jim Fuentebella, currently the director and the vice president for Marketing of the Max’s Group Inc. (MGI), back in 2011 during the time when we were about to launch the first Jamba Juice store of the then- Max’s Group of Companies in Bonifacio High Street (we just celebrated JJ’s 4th anniversary on November 11, hurray!). Unknown to a lot of people, Jim’s involvement in conceptualizing the look and feel of the flagship Jamba Juice store was not only limited to sharing his ideas and insights on how we can best introduce the brand to the active-attractive market here in the Philippines. Not contented with just walking around and watching the entire store come to life, Jim even went as far as installing the individual lights of the JJ store himself.
Over the weekend, I had the honor of witnessing another masterpiece of the Max’s Group transform from a mere sketch draft into reality after we opened Burgos Eats, a pioneering shared space, multiformat dining concept that puts five of the company’s loved brands—Krispy Kreme, Jamba Juice, Teriyaki Boy, Pancake House and Yellow Cab—under one roof. By bringing the different dining experiences of these brands in one shared space, Burgos Eats provides a convenient hub for people to get together and interact with the space and with the rest of the community over a variety of good food within the buzzing district of Burgos Circle, a highly urbanized hub in the Metro characterized by a community of people leading multifaceted cosmopolitan lifestyles.
Shared spaces and shared experiences
It took MGI at least one-and-a-half years to finally open Burgos Eats and welcome the entire Burgos Circle community into an exciting new space that feels more like a “village clubhouse.”
“This entire property used to be a warehouse that nobody wanted,” Jim said. “We’ve drawn inspiration from the idea of parks and plazas and designing how we would like Burgos Eats to appeal to the people here. We want this structure, this space, to feel like it has long been part of this community and we want people to use it in whatever way they’d like.”
Jim says that the excitement that MGI felt was really more about how they envisioned all the elements within the space to interact with each other. “We wanted a space where the brands really share in the experience. If you notice out in front, we have glass panels for both Yellow Cab and Pancake House, which are adjacent to each other, so diners can see through the stores, end-to-end, and interact with the elements from the other side of the space.”
Once people step inside the space from the front entrance, the first thing that welcomes you is a plant tower made from wooden scaffolding used by the construction workers in building the entire structure. “That scaffolding got moved a lot and truly served its purpose,” Jim explained. “It’s a humble element that’s present in every construction site in the Philippines. But I felt that, once you add casters underneath it, put fresh orchids on it, and give it the space it deserves, it will enjoy a new life of its own and shine with a unique character that nobody has ever associated it with in the past.”
Another interesting feature of Burgos Eats, Jim shares, is the communal table lying at the center of the entire structure. “It represents the overall vision of MGI for Burgos Eats. We’d like people to come together here in the space that we have curated and truly share in the experiences of each of the brands that we’ve brought here.”
A new take on their “own” space
Unlike in the past where they have to comply with all the rules, the regulations and the policies imposed by their mall partners, for example, Jim said that one of the things they really enjoy the most with Burgos Eats is the freedom they have in their hands in terms of doing whatever they like within the given space.
“We can say ‘yes’ in everything now because we are our own landlords here,” Jim noted. “Unlike in the malls, for example, here people can even bring their pets and enjoy their company. Sometimes, you’ll even see kids on hover boards roaming around here. We encourage the community to use this like it’s their own park because we want them to feel that this space is an extension of their home.”
At Burgos Eats, visitors will find themselves surrounded by the multiple yet distinct characteristics of MGI brands—the vibrant New York mood of Yellow Cab; the family-friendly Japanese experience of Teriyaki Boy; the joyful sweetness of Krispy Kreme treats; the warm, homey atmosphere of Pancake House; and the healthy blends of Jamba Juice—all under one roof.
Wherever they may be in any of the five stores at the venue, customers can also order whatever they want from all five restaurants without having to physically move from one store to the next. An example would be ordering a smoothie from Jamba Juice without leaving the table in Pancake House—an innovative approach that gives diners the chance to experience the diversity of dining experiences that MGI offers.
With this blueprint in mind, Burgos Eats truly sets itself apart as a unique retail establishment that transforms one’s ordinary dining expectation to curate a more intimate yet interactive urban dining experience. With the rich mix of flavors and interaction, Burgos Eats thus becomes an epicenter of leisure and activity that gives the Burgos Circle community a momentary escape from the buzz of the busy Metro.