You may notice that a few supermarkets in the metro offer ready-to-eat meals that you can consume in a corner where a couple of tables had been set up, but you may not consider it anything more than a practical way to satisfy your hunger while doing your grocery. It’s actually an attempt to introduce the concept of a grocerant — or a hybrid of grocery stores and restaurants.
At Joel’s Place, a new shop at the Proscenium Retail Row in Rockwell Center in Makati City, you can really feel you’re in a grocerant and so much more. “We wanted to create an experience and a journey where you feel like you’re just walking in a neighborhood,” Joel’s Place president and chief executive officer Donnie Tantoco tells DAILY TRIBUNE during a tour of the establishment.
Donnie goes on sharing that he got the inspiration from the exquisite neighborhood of La Mare in France and the “extraordinary stores” in Europe and Hong Kong. So he and his cofounder, Christopher Tantoco, his son, decided to meet the owners of those stores “so we’ll know the what and the why and the how they created such inspiring places.”
Four years later, the Tantocos, who belong to the enterprising family that built the Rustan’s retail empire, came up with their own version of those grocerants, not just “copy and paste” what they learned from their travels abroad. He points out that there’s a “modern interpretation of something Filipino” in every aspect of Joel’s Place. Its layout, for instance, is a reminder that the Philippines is an archipelago, so the passage between shelves of goods look more like isles rather than aisles.
To maximize the neighborhood feel, Donnie suggests starting the tour of the place at The Barista section to get a cup of coffee and sip it while moving to The Baker section for some delectable bread or pastry. Bestsellers include whole wheat baguette with dried fruit and Pulled Pork Cronada, which is a cross between a croissant and empanada.
From there, you can start shopping in the different sections: The Grocer, The Butcher, The Fishmonger, The Dairy and The Charcutier. In between shopping, you can freshen up at The Juicer or you may stop by The Sommelier for some wine and spirits to take home or enjoy right there before calling it a day.
“We don’t ask who our target market it, whose lives we want to elevate,” says Donnie. Indeed, there’s something for everybody, including those who have specific food preferences. Gourmands will delight in delicacies like Martiko Bloc de Foie Gras de Pato (a premium duck foie gras block renowned for exceptional quality) and meat lovers salivate over Dok Dall’Ava Prosciutto Bone-In Leg (a type of ham regarded for delicate flavor).
Vegetarians will appreciate the wide selection of greens, including the homegrown yet elusive pako (fern), as well as the heirloom grain adlai. Pescatarians have a lot of options, from fishes and crabs to ulang (river prawns) and pitik (slipper lobster). Dito for those on a Keto diet or just cutting down on sugar and carbs as there are many options for their needs.
You can also head straight to The Deli for a hearty meal. Top choices include Lechon Style Pork Belly, Prime Rib Roast, Beef Yakiniku Skewers, Adlai Seafood Paella, Mango Cream Bomb and Coconut Streusel Pie. Maybe later you can do your grocery without really running. After all, this is a place you can just enjoy the relaxing atmosphere.