Cowboy Grill Celebrates It's 24th Anniversary

This Filipino restaurant bar continues to thrive by retaining its classic live bands roots with new innovations 

Cowboy Grill, the beloved restaurant and bar known for its live bands and good food, celebrates its 24th anniversary with new innovations and new product concepts.

Established by its founding chairman Leopoldo L. Prieto, who brought the first Shakey's Pizza restaurant in the Philippines, the first Cowboy Grill started when Shakey's decided to shift to a family-oriented restaurant from a food outlet with live entertainment. To retain the live band concept, the owners decided to establish Cowboy Grill, right next to Shakey's.

Cowboy Grill Keeps The Party Going For 24 Years

Opening a new restaurant might have its own challenges, but maintaining one that will most likely survive the changing food landscape and thrive for a long time requires the right strategies.

And through the years, Cowboy Grill has found the right recipe for success - maintaining good menu that is reasonably priced, having discerning eye for latest trends, and keeping diligent employees who take pride in their work.

“One of our success points is, we have a strong grasp of our brand concept. We know what we want, and what direction we are heading. We want Cowboy Grill to be the best place that provide guests with high quality entertainment and premium products that are reasonably price and served promptly by friendly employees. We envision it to be the go-to place where everyone - regardless of age - can enjoy and party the night away,” said Mr. Erickson Caper, marketing manager of Cowboy Grill.

With this clear vision comes the necessary strategies and operational elements that enable Cowboy Grill to position itself in the dining industry and take a huge slice of the market.

Operated by Golden Pizza Inc., Cowboy Grill anchors its business to good, sumptuous menu that suits even the most discerning customers. For the past 24 years, it has been serving a wide selection of mouth-watering dishes and drinks. Its bestsellers include Sisig dishes, Crispy Pata, Buffalo Wings, and Nachos. It also serves pasta and chicken meals, as well as pizza choices such as Cowboy Especiale, Nachos Pizza, All-Meat Pizza, Seafood Pizza, Sisig Supreme, and Manila Pizza, among others.

For group dining, Cowboy Grill has Mega Sampler, composed of Sisig, Inihaw na Pusit, Inihaw na Bangus, Cheese Sticks, Camaron Rebosado, Chicken Wings, Pork BBQ and French Fries, which comes with a choice of Beeer Barrel or Tropang Tagayan (three liters of preferred drinks).

Aside from food, probably the biggest draw why people head to Cowboy Grill is its live bands, providing high-quality entertainment every night. Cowboy Grill has a roster of approximately 30 bands performing different music genres. The bands have already gained their strong following among its customers.

“When we conducted a survey on why people visit Cowboy Grill, 40 percent says because of the bands. About 28 percent comes here for our food. That says a lot on how we run our business. If the people don't like the repertoire of the band performing that day, we already lost about half of our customers. We really depend on the bands' ability to read the crowd. Fortunately, our bands can adapt easily on the latest music trends.

In this business, we recognize the need to keep up to date with the latest trends. We have to identify the trends and adapt rapidly to meet the consumers' needs and wants. That is how we remain the leader in the industry.”

Another key element for its success is its solid management, giving high regard to its employees. Cowboy Grill has been working to give its employees and key personnel a good work atmosphere that fosters professionalism, teamwork, productivity, growth, and integrity. It instills on its employees a pride in the company.

“We are past that stage where we need to differentiate ourselves from the competition. What we are focusing now is how to keep our share of the market pie, while leveraging on our strengths.”

Good Relationship With Employees At The Core Of Cowboy Grill's Business Stategy

In an industry with a high employment turnover rate, store supervisor Rose Fernandez has never thought about leaving Cowboy Grill, a restaurant operated by Golden Pizza Inc. For the past four years, she has been working at the food outlet, in increasingly senior roles.

Her career in the food service industry started when she was just 18 years old, as a part-timer. That time, she was burning the midnight oil finishing her Mass Communication degree at the Polytechnic University, while working at Cowboy Grill to earn enough money for her education.

Cowboy Grill pays it forward with 24@24

If there is one resto bar in the Metro that most of us can relate to, because of the unforgettable night out gimmicks and entertainment with family and friends, it is the Cowboy Grill.

The Cowboy Grill reminds us of the countless drinking sprees, gigs of our favorite bands, celebrations of all the occasions we can name, the true meaning of “barkadahan”, and the friendship and love, which were developed while having fun at Cowboy Grill.

For 24 years it has stood the test of time, witnessed a lot of important events in our lives, and until now it is our reliable partner in relishing fun and entertainment with the people we love.

Humble beginnings

Twenty four years ago, Cowboy Grill was established just to accommodate the customers of a sister company who were looking for live band shows and at the same time enjoy palatable dishes. Its first branch opened in the busy street of Mabini, Ermita, Manila, which easily gained a lot of following. With its spacious entertainment area, good sound system, reliable and good-looking crew and staff, and of course excellent show bands, Cowboy Grill became the leading entertainment spot in the Metro.

“As our name implies, “Cowboy,” our resto bar is the place of people who easily get along with others. In other words, madaling or magaling makisama, walang kiyeme,” said Mr. Caasi Chief Operating Officer of Cowboy Grill.

Cowboy Grill with its new and better concept on how to keep its customers happy, Cowboy Grill became a hit to those who enjoy music, dancing and of course great food. It grew steadily and became the benchmark of other companies that venture into this kind of business.

“Because of its large seating capacity, Cowboy Grill serves as a mini concert venue to many aspiring entertainment groups. As a matter of fact, a number of Pinoy bands started with us, and we are very proud about it because it’s with us where they have nurtured their talents,” added Mr.Pili Operation Manager.

The smallest branch of Cowboy Grill can accommodate at least 300 people and the biggest can seat at least 1000. Currently, it has 4 branches located in Mabini and Malate, Manila; Las Pinas City and Delta Quezon City.

Aside from the nightly band shows, which play your favorite R&B, Jazz, Rock, Slow Rock, and even Hip-hop music, Cowboy Grill can also host your important occasions and get together. It offers catering and function and now delivery services and other party needs.

“You can avail of our great food from 10am to 6am every day though our Hot and Ready Meals for delivery. You can order our meals using the Honest Bee app.”

Great place, great food

Though Cowboy Grill has been known for its great fun and entertainment, it is also a place for people who are looking for great-tasting food. The 24 years it’s been in the industry proved that Cowboy Grill is not just about bands, beers and cocktails but scrumptious dishes as well that can be enjoyed by everyone.

Many of its customers can swear by their mouth-watering dishes that are both best for pulutan or viand like its sisig, caldereta, lechon kawali and fried chicken.

Since it started operation back in the 90s, Cowboy Grill gained the following of many foodies because of its great gastronomic fares. Cowboy Grill serves the usual Filipino dishes but unlike other resto bar, it has retained the original taste of every dish.

A long list of food choices is available for all occasions such as Inihaw na Pusit, Camaron Rebosado, BBQ, Inihaw na Tilapia, Lumpiang Shanghai, Crispy Pata, Kare-kare, Beef Salpicao, Adobo, Sinigang na Baboy, Sinigang na Hipon, Sinigang na Salmon Belly, US Beef Angus Tapa, Spicy Buffalo Chicken Wings, Bulalo,different kinds of popular sisig, Steak, Ternderloin, Gambas, Inihaw na Bangus, Kilawin Tanigue, Calamares, Pinaputok na Pla-pla, Pancit Bihon, Pancit Canton, Marinara, Chopsuey, Cowboy Grill Pizzas, different kinds of appetizers and a lot more.

“Our Sisig might be one of the bests that you can find in Metro Manila, our fried chicken is also one of our best sellers, our pizza can compete with other brands. We believe that in our industry, among other things, the food is one of the main reasons why customers go back to our establishment. Taking that as our utmost concern, we are proud with the line of dishes that we have in our menu and we are glad to offer these to our customers,” said marketing manager Erickson Caper.

Cowboy Grill 24@24

To thank its loyal patrons, Cowboy Grill in celebration of its 24th anniversary is launching its 24@24 Promo.

“Cowboy Grill is enjoying the support and patronage of our customers. They are our motivation to be better in everything that we do, and they are the reason why we are still in the industry. To thank them for their loyalty for the past 24years, we are offering our best 24 meals at P24,” explained Caper.

Together with some friends in the media and food bloggers, Cowboy Grill will showcase the 24 meals in an intimate gathering in its Malate Branch on May 16, 2018.

The 24@24 Promo will run for 24 days starting May 19 until June 11. For every purchase of Cowboy cocktail (Tropang Tagayan) Php 559.00 they can order any meal in the list of 24 meals for P24 only.

“As long as they availed of our Cowboy cocktail (Tropang Tagayan) they can order as many as 24 meals, and each meal will only cost P24. We want our customers to try and experience the good food that we offer. And I think this is the best way for them to try our great dishes,” Caper added.

The meals included in the promo are Sisig Pork, Calamares, Pizza Cowboy Especiale (Crispy), Pizza Cowboy Especiale (Chewy), Pizza Seafood (Crispy), Pizza Seafood(Chewy), Cowboys Chicken In A Basket, Chicken Buffalo Wings, Nicks Chicken, Mega Sampler, Crispy Pata, Nachos Grande, Sizzling Bulalo, Mixed Seafood, Gambas, BBQ, Grilled Posit, Ranch Beef, Adobo Caldereta, Pancit Canton, Bihon, Shanghai, Kare-Kare, and Mexican Sampler.

Cowboy Grill for 24 years has been a part of many people’s memories – be it failure, heartaches, joys and triumphs. But the most important fact is whenever you enter Cowboy Grill, you will begin to forget other things because in Cowboy Grill, it is all about fun and entertainment.

For more information visit www.cowboygrill.ph. For reservation and other inquiries you may call for Mabini #525-1474, Malate #522-0429, Las Pinas #801-7644, Delta #922-1130. Check our Facebook page Cowboy Grill Restaurant for updates and promos.

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