FOR A CITY known for taking food seriously, finding a meal that delivers both flavor and value is always worth talking about. That is exactly what Chili’s Grill & Bar hopes to bring to Iloilo following the opening of its newest branch at SM City Iloilo on September 22.
The Iloilo branch marks the 27th Chili’s branch in the Philippines, bringing the American casual dining brand’s signature bold flavors, generous portions and laid-back atmosphere closer to Ilonggo diners.
At the heart of the new dining experience is an offering made for those who want a satisfying meal without having to order several dishes: the All for Me meal, priced at P380.
The set offers diners a complete meal in one order, making it an accessible way to experience Chili’s while enjoying the hearty portions and flavors the brand is known for.
For first-time customers, it can also be the perfect starting point — a chance to discover what has made Chili’s a familiar name among diners around the world.
From Texas to Iloilo
Hailing from Dallas, Texas, Chili’s was built around a simple idea: bringing people together over good food and good times.
When the Am-Phil Group brought Chili’s to the Philippines in 1995, it was not simply about introducing Southwestern-inspired comfort food to Filipino diners. It was about bringing the feeling of home, laughter and community to the table.
Nearly three decades later, that philosophy remains at the heart of the brand. Filipinos have embraced Chili’s in their own way, with signature dishes such as its Baby Back Ribs becoming familiar favorites.
Today, Chili’s has 27 branches across the Philippines, while the international brand has grown to more than 1,500 locations in 32 countries around the world.
And now, Iloilo has officially become part of that story. For the Am-Phil Group, the exclusive franchise holder and operator of Chili’s Grill & Bar in the Philippines, bringing the restaurant to Iloilo has been years in the making.
“We’ve been wanting to come to Iloilo for a long time. Three or four years ago, nag-visit na kami dito,” said Chili’s Director of Operations John Arthur Latinazo.
A taste for good food
The decision to establish a presence in Iloilo also comes at a time when the city’s dining culture continues to flourish.
Iloilo’s designation as a UNESCO Creative City of Gastronomy reflects a community deeply connected to food — and diners who know what they want.
“Iloilo was awarded UNESCO City of Gastronomy. It says a lot about Ilonggos. Very particular sila about their food,” Latinazo said.
For Chili’s, that discerning palate is an opportunity rather than a challenge.
“I think competitive naman yung lasa namin, yung portions namin and the whole experience with Chili’s,” he added.
Latinazo also sees something distinct in the way Ilonggos dine.
“I think yung Ilonggos, when they eat, they really want to savor the flavor. Hindi sila yung nagmamadali,” he said.
That appreciation for flavor and experience fits naturally with Chili’s dining concept.
An ‘All for Me’ kind of meal
Among the restaurant’s best-known offerings are its Baby Back Ribs, Chicken Crispers and Cajun Shrimp Pasta, each reflecting the brand’s emphasis on generous portions and bold flavors.
Its appetizers and shareable dishes also make Chili’s a natural choice for groups and families looking to linger over food and conversation.
But for diners who want something complete and satisfying on their own, the P380 All for Me meal stands out. It offers a full-course dining experience in a single set — an option for those who want to enjoy Chili’s without having to build a meal piece by piece.
For Latinazo, however, value is not simply about finding the cheapest meal.
“Yung tao dito, they are not looking for that discount, they are not looking for cheap meals,” he said. “They are really looking for good meals — flavorful, masarap — and I think kaya namin yun.”
That means no shortcuts when it comes to the food.
“Competitive kami in that sense. Hindi naman kami nagtitipid sa pagkain namin,” Latinazo said.
From Dallas to Iloilo, Chili’s continues to build its story around the same things that started it all: good food, good times and people coming together around the table.
And with the P380 All for Me meal, alongside its signature best sellers, Iloilo diners now have another place where they can do exactly that — one flavorful meal at a time./PN
