MANILA, Philippines — Filipinos are musically inclined. That’s why singing or performing is a staple in almost every Pinoy get-together. Music is a part of that cultural identity.
This has become Cowboy Grill’s image, where good music (as a form of entertainment) and good Filipino food (as a gastronomic experience) are the main dishes that are up for grabs. This resonates its “Where-fun-and-party-starts” tagline. That fun party entertainment is courtesy of local acts that have graced Cowboy Grill’s stage.
Among them are Prism Band, Arnel Pineda, Blakdyak and The Draybers Band led by Mitoy Yonting, shared entertainment manager Gilvani “Vani” Reyes with The STAR. As a traditional route, venues like Cowboy Grill have become the launching pad of some artists before entering the mainstream recording scene.
Arnel is now the lead vocals of Journey. Blakdyak was part of the reggae movement. Mitoy, The Voice of the Philippines Season 1 winner, sits as hurado of Tawag ng Tanghalan (TNT). It speaks of Cowboy Grill’s entertainment connection. “We’ve adjusted to the musical tastes or preferences of people,” said Vani of how the bar-restaurant stays relevant to the now — and attuned to the past. “We’re in the right formula, which is to cater to our existing customers.” Again, patrons are hooked on the music Cowboy Grill plays night after night.
“We still have the classics, the dynamic kind of music, R ‘n B, (for the) millennials, we have introduced Ex-Batallion,” he said. “Shanti Dope will be here next month. Silent Sanctuary, for the older millennials, has done concerts for the past two years here.”
Aside from the well-curated nightly entertainment like Retro Night and Chill & Groove, it has special events or concerts once a month. Cowboy Grill taps such established and new artists as Aegis, Barbie Almalbis of Barbie’s Cradle, Jireh Lim, Moymoy Palaboy, Rivermaya, Siakol, Shanti Dope, Spongecola and Silent Sanctuary.
As for the music repertoire, it carries classic music, which means rock, mellow rock and disco classics. This addresses the musical need of 20 to 30 percent of its loyal clients that saw Cowboy Grill’s humble beginnings as part of Golden Pizza, Inc.’s endeavors.
Top to bottom: Aegis, Mitoy Yonting, I-Axe and JBrothers are some of the acts that have graced the party venue.
Mainstream or Top 40 songs are also played at Cowboy Grill. The bands are expected to know them not only by muscle memory but also by heart to accommodate requests.
“What the customers want to listen to (is) what they play,” said Vani. “From dinner time to 11 p.m., we have the classic. Late night, around 12 midnight, that’s when (the music for the) young crowd comes in,” he said of the music-playlist line-up.
Vani added they have DJs and millennial bands, which take the reins until the wee hours of the morning. There’s also an open mic. Surprise, surprise. Cowboy Grill habitués should catch its primetime slot.
“During primetime, we want our customers to see (and experience) quality entertainment,” Vani said. “Primetime is from 10 p.m. to 1 a.m. 2 a.m. onwards (is for the) open mic. Pwede na silang kumanta.”
While enjoying the music, customers can partake in its bestsellers like Buffalo Wings, Crispy Pata, Nachos and Sisig dishes. Also being served are pasta and chicken meals and pizza (that ranges from All-Meat, Cowboy Especiale, Manila, Nachos to Seafood and Sisig Supreme). There’s Mega Sampler (of Camaron Rebosado, Cheese Sticks, Chicken Wings, French Fries, Inihaw na Pusit and Bangus, Pork BBQ, Sisig with Tropang Tagayan or Beer Barrel) for groups.
Since it celebrates its 24th year, Cowboy Grill offers the 24@24 promo, which runs until June 11, that for every purchase of Tropang Tagayan Max, diners can choose any meal from the 24 meals at P24.
Cowboy Grill looks at the opportunity to operate from lunchtime, merienda to dinner. According to marketing manager Erickson Caper, it plans to include K-Pop and talent show (Pilipinas Got Talent and TNT) semi-finalists and finalists in its list of performers.
“When it comes to concepts, yan na yan (it is already existing and in place),” Vani said. “(But) we (will continue to) modernize Cowboy Grill. We won’t change the concept because that’s how we have become known for. As for entertainment, we go with the trend. Whatever is new will just be added to (our line-up).”
Why do Filipinos love to mix good music with good food?
“I think it’s in our culture and we are used to it,” he answered. “Kapag may piyestahan, may videoke.”
This dining- entertainment venue fulfills that and more.
(Cowboy Grill has branches located in Mabini and Malate, Manila; Las Pinas; and Delta, Quezon Ave. For reservations and other inquiries, call 525-1474, 522-0429, 801-7644 and 922-1130. Check our Facebook page Cowboy Grill Restaurant for updates and promos.)