Something for everyone

Enjoying a delightful meal in a restaurant has always been a pleasurable experience for families and friends. Whether it is a celebration of an important occasion or just hanging out, good food is always an excellent excuse for people to get together.

The country has its fair share of diverse restaurants. Each has its own way of seducing potential customers. Food, services, prices, ambiance, staff and the list goes on. The bottom line is: crucial to the success of a restaurant is its ability to differentiate itself from the other existing competitors. "Brand equity" as my marketing expert friend would say.

In one of the busy corners of Shopwise Arcade in Araneta Center is an eye-catching restaurant called Butter Diner. A curious glance through its windows tells you that this diner ventures to be more than the ordinary. As you enter the restaurant, you are instantly surrounded with a different feeling of nostalgia transporting you back to the ’50s. The name itself is enough to elicit attention from people. So what makes Butter Diner distinct from the rest?

Butter Diner was established last May 2006 by Dennis Gan and Melissa Sison. Their foreign partner and consultant is Chef Jeff Allen. A diner is a restaurant in the shape of a railroad dining car. That is why the original interior and furnishings of Butter Diner had counters and toasters both in the middle and on the sides. It allowed the customers to experience dining in the ‘50s era but these were later renovated to the present set-up of comfortable sofas and chairs although the toasters are retained on each table.

The American diner of the ’50s became an inspiration for the owners in creating this unique concept. It is evident from the menu that the restaurant offers: burgers, steaks and chops, salads, pasta, waffles, pancakes, sandwiches and milkshakes. However, these are not the only food choices offered since there are also Filipino and Italian dishes as well as assorted appetizers, desserts, soups and beverages. And prices are reasonable.

The best sellers are the bacon cheeseburger that is a half-pound burger, mushroom burger, tuna melt and hungry marine. And speaking of butter, it is the only restaurant whose menu boasts of 30 different kinds of butter to satisfy the palate.

Customers are guaranteed that Butter Diner only offers high-quality meals. Most of the ingredients are imported from the US. Most of the items are done in the commissary and are safely packed.

According to Dennis Gan, "Initially, we had a hard time introducing an American concept in Cubao. Most of the competitors in the area are Filipino restaurants." That is why opening a restaurant needs lots of preparation, an excellent concept and smart strategies. The owners noticed that at around 10 to 11 p.m. people in Ortigas who want to eat have no place to go except to the bars. They thought of opening a wholesome restaurant to fill in that gap.

It caters to residents around the area, office workers and students of UP, Ateneo, Miriam as well as musicians and artists who rehearse and perform at Araneta Coliseum. Dennis further explains, "We noticed many people go to Gateway Mall and so we also want them to come and try the foods served here in Butter Diner."

Butter yellow is the primary color of the restaurant: from the comfortable vintage chairs and sofas to the shade of the walls and little yellow tints in the cutlery and uniforms of the service crew.

Butter Diner is an enjoyable dining experience for both young and old. The ambiance instantly surrounds you with a relaxing feeling. Since the theme is the ’50s, lava lamps illuminate the diner. As you enter Butter Diner, a waiter with an Elvis Presley-inspired wig happily approaches you for the menu list. Other waiters wear Afro wigs. Groove to the retro music of The Supremes, Elvis Presley, Platters, Four Tops and Ella Fitzgerald.

Not only is the diner family-oriented, it’s also socially responsible. As Dennis points out, "Butter Diner is the only restaurant in Araneta which does not have steps. We got rid of the steps as high as four feet and leveled down the floor like the pavement outside. This is for the security of the old people who come to our place. At night, it is harder for them to see the steps."

As a testament to the growing number of customers, celebrities seen dining in the restaurant are Barbie Almalbis, Parokya ni Edgar, Danica Sotto, Orange & Lemons, Angel Aquino, Iya Villania and Cheska Garcia.