In the 1990s, Subic felt like the closest thing to America. The U.S. bases had closed, but the weekend ritual of driving from Metro Manila to shop at duty-free stores was in full swing. Families filled carts with groceries, loaded their trunks with imported chocolates, and walked for hours through endless shops. After all that shopping, the highlight was eating—and that’s when a small steakhouse changed the game.
In a modest 30-square-meter space, Meat Plus opened with a simple but winning formula: a freezer of U.S. steaks and burger patties, sides to choose from, and everything cooked to order. Soon, it became Subic’s most popular stop, earning its reputation as “The Best Steaks and Burgers in Subic.”
Road Trips and Meat Plus Memories
My family made Meat Plus part of every Subic trip. After beach weekends or shopping sprees, we would pile into the restaurant—twenty or thirty of us at a time. The orders were predictable: rib-eye steaks, burgers, oven-roasted beef belly, pork ribs, and always, apple pie. It was noisy, joyful, and delicious.
Those meals were more than food; they were memories. The burgers were unlike anything else—juicy, perfectly seasoned, never too salty. For me, they remain the closest to the “perfect burger” of my childhood.
Tender Bob’s Brings Meat Plus to Manila
By 2000, the company behind Meat Plus introduced Tender Bob’s to Manila. Walking into that first branch, I spotted the familiar freezer stocked with Meat Plus favorites—and instantly knew this was the start of something big.
Tender Bob’s expanded the menu but stayed true to its roots. Steaks remained the star, especially the Skillet Signature Steak, nearly half a kilo of U.S. Angus rib-eye served sizzling. Burgers carried the same Meat Plus DNA, while desserts and milkshakes added playful twists.
The “Shake and Bake” was unforgettable—milkshakes blended with entire cakes, from banana cream to strawberry shortcake, turning a simple drink into a full dessert. For those with bigger cravings, the chocolate malt and caramel cakes delivered richness in every bite, the kind you boxed up to savor again at home. And if you wanted pure nostalgia, nothing beat the classic banana split—vanilla, chocolate, and strawberry in perfect harmony.
New Concepts: Kettle and Fireside
The Meat Plus family didn’t stop there. In 2013, they launched Kettle, which was immediately named Best New Restaurant. Its Buttermilk Fried Chicken—crispy on the outside, tender inside, paired with cornbread muffins, honey, and gravy—became a Manila favorite.
Soon after, Fireside followed. Originally in BGC and now in Molito, Alabang, it leaned into a more grown-up vibe with wine, cocktails, pizzas, and small plates. The must-try? Truffle Potato Chips—a simple idea turned into something addictive.
These concepts showed the group could innovate while staying grounded in the same comfort food philosophy that made Meat Plus and Tender Bob’s household names.
The Meat Plus Legacy Lives On
Three decades later, the original Meat Plus is still thriving in Subic. Branches in Clark and Baguio carry its legacy to new generations of diners. Parents now bring their children to enjoy the same steaks, ribs, and burgers they grew up with.
What makes Tender Bob’s Meat Plus special is its consistency. From Subic to Manila, the formula hasn’t changed: hearty meals, approachable prices, and flavors that balance American tradition with Filipino taste.
A New Generation at the Helm
Today, the second generation of the founding family continues the legacy. Leading the kitchens is Chef Chiloy Santos, the corporate chef overseeing menu development across Meat Plus, Tender Bob’s, Kettle, and Fireside. Low-profile but hands-on, Santos ensures quality and innovation without losing the brand’s heart.
It’s a strategy that works. Day after day, their restaurants are full—proof that consistency, comfort, and a touch of nostalgia never go out of style.
“Biting into a Meat Plus burger brought me back to the flavors of my childhood.”
American in concept but Filipino in spirit, the group’s restaurants are more than businesses. They are places where families gather, friends reconnect, and milestones are celebrated.
Why Tender Bob’s Meat Plus Endures
Not many restaurant groups last thirty years. Tender Bob’s Meat Plus has because it delivers more than steaks and burgers—it delivers memories. It captures the best of American comfort food while tailoring it to Filipino diners.
From Subic’s duty-free era to Manila’s malls, the journey reflects how dining in the Philippines has evolved. What began as a taste of America is now part of Filipino food culture: hearty, communal, and timeless.
As for me, I’m still that fan who gets a little breathless thinking about rib-eyes, burgers, ribs, and apple pie. Because some flavors never fade—they only grow stronger with time.
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Have you tried Tender Bob’s or Meat Plus lately? Share your favorite dish and memory with us in the comments.
