After finding success with the Chili’s franchise in the Philippines, Louie Vera and his partners were looking for their next big idea. What they came up with wasn’t based on market research or corporate trend reports—it came from something much simpler: personal craving.
“We loved Chinese food,” Vera says. “But at that time, halos lahat ng Chinese restaurants were pang-lauriat—big tables, big menus. Wala yung regular, everyday Chinese na casual.”
In the early 2000s, most Chinese restaurants in Manila were designed for family celebrations or formal gatherings. There was very little in the way of accessible, casual dining for people who just wanted good Chinese food on a regular day. Vera and his business partners saw the gap—and decided to fill it themselves.
In 2001, they launched Super Bowl of China, a homegrown restaurant brand created from scratch to offer comforting, everyday Chinese food in a mall setting.
Unlike Chili’s, which came with a complete franchise playbook, this new venture required building everything from the ground up. “We created it on our own,” Vera says. “We hired a Chinese chef from Hong Kong. Siya yung nag-build ng menu. Siya rin nagturo sa mga tao.”
They started with a modest commissary to support operations and ensure consistency across locations. The first branch opened in SM Megamall, one of the largest malls in Metro Manila, making it easily accessible to office workers, shoppers, and families looking for an affordable meal.
The goal was clear: a Chinese restaurant that served quality food quickly, comfortably, and at a price point that encouraged regular dining, not just special occasions.
“We wanted something na pwede mong kainin kahit Tuesday lang,” Vera explains. “Yung tipong affordable, masarap, and hindi kailangan ng buong pamilya para kumain.”
But the launch came at a turbulent time. “Nag-financial crisis nung time na ‘yon,” Vera recalls. Chili’s was experiencing slower performance across its three locations due to the economic downturn. Yet in contrast, Super Bowl of China started to gain momentum.
“We were surprised by the response,” Vera says. “It turned out a lot of people were also looking for casual Chinese dining. Super Bowl grew when other brands were struggling.”
From that first branch, Super Bowl of China rapidly expanded. Within just a few years, it grew to 19 locations nationwide, establishing itself as a reliable name in Filipino-style Chinese comfort food.
What made it work? For Vera, it came down to solving a real customer pain point. “Sometimes the best business ideas are the simple ones,” he says. “We just built what we ourselves were looking for—and couldn’t find.”
Looking back, the journey from franchise operator to brand creator was a major leap—but one that proved even more rewarding. “With Super Bowl, we weren’t just running someone else’s concept,” Vera says. “We were shaping everything—menu, experience, branding—from zero. That was special.”
Today, Super Bowl of China remains a go-to destination for Filipino diners seeking familiar flavors in a casual, convenient setting. And it all started because three entrepreneurs wanted a good bowl of Chinese food—on an ordinary day.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
