At just 18 years old, Bryan Tiu was already running a Domino’s Pizza franchise while juggling college life. He had big dreams—and a small loan from his parents. “Gusto ko lang talaga ng negosyo na may aircon,” he said with a laugh. “Ayoko na sa Divisoria.”
But in 1997, the Asian Financial Crisis hit. In just a few short months, Tiu’s dreams collapsed. His Domino’s branches—which grew to four locations—had to close. The U.S. franchisors pulled out, and his young venture was left without support.
“‘Yun na siguro ang pinaka-mahal kong tuition fee,” he admitted. “Nalugi ako, pero ang kapalit noon—ang dami kong natutunan.”
Starting Over—with a Clearer Vision
While most people would have returned to the safety of a family business, Tiu saw things differently. Instead of giving up, he made a bold decision: he would build a brand from scratch.
“I realized mas gusto ko gumawa ng sarili kong brand—‘yung naiintindihan ko, para sa Filipino market,” he said. After noticing that most Japanese restaurants at the time were either high-end or too casual, he saw a gap. The concept: a Japanese-style casual restaurant that featured a dish Filipinos already loved—chicken teriyaki.
Thus, Teriyaki Boy was born.
“I love chicken. At tingin ko, chicken country ang Pilipinas,” he explained. “So naisip ko, bakit hindi chicken teriyaki ang gawing flagship dish?”
A Catchy Name, a Strong Start
With help from a friend in marketing, Tiu came up with the name “Teriyaki Boy”—a playful, approachable brand that quickly caught attention. “Mas madaling tandaan. Hindi intimidating,” he said. A family friend based in Canada created the logo, giving it a fresh and relatable identity.
The first store opened in Madison Square in 2001. “’Yun na-commit ko na eh. Hindi na ako puwedeng umatras,” he recalled. Within six months, he opened a second branch in Morato. By 2005, Teriyaki Boy had grown to 10 locations.
Knowing When to Let Go
As the brand matured, Tiu faced a new challenge—scaling the business. “Alam ko kasi ‘yung weakness ko. Entrepreneur ako, hindi ako corporate,” he said. “Pag kailangan na ng systems at structure, doon ako nahihirapan.”
So when Pancake House offered to acquire a majority stake, Tiu said yes—but kept 30%. It allowed him to learn the ins and outs of corporate expansion without giving up his entrepreneurial instincts entirely.
“Pinaupo ako sa finance meetings, kahit sobrang boring,” he said. “Pero natututo ako sa numbers, sa KPIs—kahit hanggang ngayon, di ko pa rin alam lahat!”
From Failure to Focus
After exiting Teriyaki Boy, Tiu shifted gears. He launched Peri-Peri Charcoal Chicken, a new concept inspired by Australian flavors—but rooted in his love for chicken and his belief in Filipino talent.
“Marami sa mga restaurant sa abroad, Pinoy ang nagpapatakbo. Kaya nating gumawa ng mas bagay sa panlasa natin,” he said.
For seven years, he kept Peri-Peri small—just two branches. Then, when the time was right, he scaled. Today, the brand has grown to over 15 locations and counting.
His Biggest Lesson?
“Focus,” Tiu said. “Kapag masyado ka nang maraming ginagawa, ikaw na rin ang kalaban mo. Kaya ngayon, ang direction ko: chicken at Japanese. Doon ako malakas.”
From losing it all during the financial crisis to creating one of the country’s most recognized casual dining brands, Bryan Tiu’s story is a reminder that failure isn’t final—it’s just the start of a better game plan.
This story is based on an interview originally conducted for Esquire by Henry Ong. Some quotes in this article may not have been published previously.
