Peter Zwiener, global president of Wolfgang’s Steakhouse, built his career on family, ambition, and a shared passion for exceptional dining. The story behind the steakhouse is really a collaboration between him and his father.
Wolfgang Zwiener, Peter’s father, was born in Germany during World War II. Coming from a lineage of restaurateurs, his life took a dramatic turn because of the war. At 20, he immigrated to the United States with nothing but determination, working his way up in the restaurant industry. For decades, he dedicated himself to a renowned New York steakhouse before retiring.
Peter, despite pursuing a successful 16-year career in banking, always envisioned opening a restaurant with his father. “We always talked about our dream of opening a restaurant together,” he said.
In 2003, when his father retired, Peter took a leap of faith, leaving his career to start his new journey. By 2004, Wolfgang’s Steakhouse was born. The restaurant’s debut was met with immediate acclaim. “It was an instant success. The New York Times even wrote a great article titled ‘After 40 Years, a Waiter Is the Boss,’” Zwiener said.
Fast forward 21 years, Wolfgang’s has expanded to more than 40 locations worldwide, a proof to the powerful collaboration between a father, a son and a team of seasoned industry professionals. With steakhouses across the globe, Wolfgang’s stands out for its pursuit to quality, consistency and customer experience. “We focus on quality, consistency and the customer experience,” Zwiener said.
A critical factor in maintaining this standard is their approach to sourcing. “We don’t rely on local distributors for beef. Instead, we ensure that all our restaurants, whether in New York or the Philippines, receive the same high-quality steak from the same supplier. That way, a steak in Manila is just as good as one in New York,” he said.
For Zwiener and his team, quality also shows in the ambiance and service, which are signature elements of the Wolfgang’s experience.
The expansion into the Philippines was inspired by the restaurant’s loyal international clientele. “Our New York locations attract guests from all over the world, including many Filipino diners,” Zwiener said. “One day, a restaurateur from the Philippines who dined with us said, ‘You have to open in the Philippines.’”
Curious about the country’s dining culture, Zwiener visited the Philippines and was immediately drawn to the local passion for food. “Filipinos have a sophisticated palate and a strong desire for the best quality meals. Since many Filipinos travel abroad for world-class dining, we thought, ‘Why not bring that experience here?’”
With the right local partnership in place, Wolfgang’s opened its first Philippine location nine years ago. The response was overwhelmingly positive. “Now, we have seven locations in the Philippines and plan to open at least five more in the next 12 to 18 months,” Zwiener said.
From its humble beginnings on Park Avenue, Wolfgang’s has evolved into an internationally recognized steakhouse brand. However, expansion has never come at the cost of quality or tradition. “The Wolfgang’s brand is built on high-quality ingredients, excellent service and a classic steakhouse experience,” Zwiener said.
Despite its global footprint, Wolfgang’s remains adaptable. “Even as we expand internationally, we keep our standards consistent while also respecting local cultures. For example, in Malaysia and Indonesia, we serve halal beef. In Japan, we had to adapt certain service elements. But overall, we maintain our identity while making minor adjustments to suit each market,” he said.
For those looking to experience the best of Wolfgang’s Steakhouse, Zwiener has a few recommendations. “The perfect meal starts with a seafood platter featuring shrimp cocktail, lobster cocktail and crab meat cocktail,” he said. “Then, I’d add a couple of slices of our thick-cut sizzling bacon and maybe a crab cake.”
Salads, such as the Wolfgang Salad or the Beverly Hills Chopped Salad, make for excellent starters, but the real star is the steak. Zwiener’s favorite is the porterhouse for two. It is dry-aged for about 30 days and offers both sirloin and filet mignon in one cut. Another favorite of his is the rib-eye, which is rich in flavor and ages beautifully.
For sides, Zwiener recommends classics like creamed spinach, mashed potatoes or German potatoes. To round out the meal, he suggests cheesecake or apple strudel à la mode, paired with a selection from Wolfgang’s award-winning wine list.
As a global brand, Wolfgang’s faces unique challenges when expanding into new markets. “The first challenge is importing our beef. Every country has different regulations, taxes and import duties, so we have to ensure we can bring in our meat before opening a restaurant,” Zwiener said.
Staffing is another key consideration. To maintain consistency, training employees to Wolfgang’s standards can take weeks or even months. Even sourcing local ingredients such as seafood, vegetables, and bread requires meticulous planning. “Each location requires careful planning to maintain our quality,” Zwiener said.
Brand awareness also varies by region. Some markets are familiar with them, while others require an introduction to their taste profile and dining experience. “It takes time, but once people try our food, they understand what makes Wolfgang’s special.”
While Wolfgang’s has remained largely unchanged for over two decades, the brand is not afraid to introduce small innovations. “Our philosophy is to maintain consistency. Our menu has barely changed in 21 years because we focus on perfecting what we do best,” Zwiener said.
Occasionally, the steakhouse adds regional touches. “In the Philippines, we added steak rice. In Korea, we introduced kimchi,” he said. The restaurant’s ambiance also evolves subtly. “We refine our ambiance to keep the experience fresh while maintaining the classic New York steakhouse feel.”
Wolfgang’s has no plans to slow down. “We’re expanding rapidly. We’re opening in Iloilo, Cebu — both downtown and Mactan — and Alabang,” Zwiener said. The brand is also diversifying. In Boracay, they introduced a grill concept with lower-priced options. Some locations now offer live music and an expanded bar menu.
Wolfgang’s is growing on a global scale. “We’re expanding into Latin America, increasing our presence in Europe and enhancing our catering business,” he said.
The brand has also launched food trucks in the Philippines, China, Japan and Indonesia. Wolfgang-branded retail products are also entering the market. “We want Wolfgang’s to be a globally recognized luxury brand known for quality, service and ambiance,” Zwiener said.
If Wolfgang’s Steakhouse were a car, Zwiener knows exactly which one it would be. “A BMW. It was my father’s favorite car; he loved the 750i. BMW represents quality, consistency and service, just like Wolfgang’s Steakhouse.”
When asked about a standout guest experience, Zwiener recalled a memorable night. “One standout moment was when Donald Trump came to celebrate his son Eric’s birthday at our Park Avenue restaurant. The place was packed, but a guest actually gave up their table so he could sit down. He had a fantastic time and really enjoyed the experience.”
On a personal note, Zwiener shared that he has transitioned from a night owl to a morning person. He described himself as “totally spontaneous — I don’t plan,” and when given a choice between chocolate or flowers, he picks chocolate. “It’s sweet and satisfying. Flowers just wither away.”
