Bulusan alert level raised

When Red Kimono opened at the Fort Strip in Fort Bonifacio in 2005, it strove to be different from more popular Japanese restaurants by offering the Better than Buffet Kamameshi Festival menu that includes an extensive selection of Kamameshi rice and typical favorites like tempura, teriyaki, sushi, yakitori, vegetarian delights and even dessert for P485 per diner.

What made it supposedly “better than buffet” was that customers did not have to queue up at a buffet table and settle for kept food. They just ordered from the Better than Buffet menu and waiters served them freshly cooked dishes straight from the kitchen.

The innovation paid off with the 250-square meter restaurant achieving payback in less than two years, making it one of the most successful restaurants in the area. Success also allowed it to open a branch at the Silver City Mall, located within the Frontera Verde complex in Ortigas Center, Pasig.

Jumbo Japs, Inc. president Michael Dargani says the market for Japanese dining is sophisticated and can appreciate the differences among what’s offered in the market.

“We use Japanese ingredients but we innovate in the way we put them together. Many have already tried to copy us since we launched our Better than Buffet service. Anyone can serve buffet just as anyone can serve à la carte. The difference is in the quality. We take great pride in our quality. We feel we are at par with the best Japanese restaurants out there,” says Dargani.

Jumbo Japs owns Red Kimono, as well as the Jumbo Japs fastfood outlet in Gateway Mall in Quezon City.

Red Kimono restaurants sport a design philosophy that follows the principles of Zen. The interiors are streamlined to achieve harmony, balance and lack of clutter. This is done by using straight lines and natural elements like wood, stone and water, and cream tones.

Another novelty at Red Kimono is the newly- launched outdoor grills. Diners enjoy authentic Japanese style grilled meats which they can cook themselves right on their table using in-house sauces and condiments.

Dargani counts as Red Kimono regulars families, yuppies, health-conscious individuals, and a large international community. “Our Better than Buffet menu is thoroughly enjoyed by all.”

The recently opened Red Kimono in Pasig is a little smaller at 170 square meters and seating 150 compared to 250 seats at the Fort. But avid customers can certainly look forward to more dining options from the Red Kimono team.

“We are certainly open to expansion. However, we are very selective about where we put our restaurants. Location is key. In fact, due to our international following we were selected by the International School Manila to open on their campus. That store will open in August of this year.  We have also been offered to expand with SM and we are currently studying that very intently.  We are a restaurant company that is open to a diverse range of concepts and ideas not limited to Japanese, though our present focus is Japanese,” says Dargani.