The Fredley Group of Companies—known for building some of the country’s fastest-growing food and beverage brands—is taking a bold step beyond restaurants and cafés.
The company is entering the commercial leasing and property development sector with Central Bloc, a new lifestyle commercial hub rising in the heart of Tomas Morato in Quezon City.
The project represents a strategic expansion for Fredley Group as it moves from simply operating brands to also developing the physical spaces where businesses and communities gather.
A New Chapter for a Historic Dining Address
Central Bloc is being built along Tomas Morato, one of Metro Manila’s most established culinary corridors. The site sits between Scout De Guia Street and Scout Dr. Lazcano Street, an area long known for its vibrant restaurant culture and steady customer traffic.
Part of the location previously housed the well-known Alfredo’s Steak House, a landmark that helped shape Tomas Morato’s reputation as a destination for dining and nightlife.
Now the site is entering a new chapter. Central Bloc aims to provide premium commercial spaces for both emerging and established brands seeking to anchor themselves in a high-visibility, high-growth district within Metro Manila’s food and lifestyle community.
Designed for the Modern Urban Consumer
Central Bloc is envisioned as a four-level commercial hub designed around the way people interact with modern lifestyle spaces.
The lower ground and upper ground floors will focus on cafés and quick-stop dining concepts that cater to the heavy foot traffic typical of Tomas Morato. Meanwhile, the second floor will feature full-service restaurants, including select al fresco dining areas that offer views of the surrounding cityscape and combine indoor and outdoor dining experiences.
The third level will house service-oriented tenants, creating a mixed-use ecosystem that integrates dining, lifestyle services, and convenience within a single destination. The development will also include a basement parking facility designed to accommodate the steady flow of visitors to the area.
The project was conceptualized in partnership with Synergy Construction and Development Corporation and FSL & Associates Co., firms involved in bringing the architectural and structural design of the commercial hub to life.
From Brand Builder to Property Developer
For the Fredley Group, Central Bloc represents more than just another business venture—it signals a broader evolution in its business strategy.
The company has built a strong reputation in the food and beverage industry by scaling internationally recognized concepts such as Macao Imperial Tea, New York Fries and Dips, Nabe Unlimited Japanese Hotpot, Kenangan Coffee, and the upcoming Sulbing.
Through these ventures, the group has developed deep experience in identifying scalable brands and understanding what makes food and beverage concepts thrive in competitive markets.
With Central Bloc, Fredley is now applying that expertise to creating physical commercial environments that support the growth of both its own brands and those of other tenants.
“We’ve always believed our role goes beyond building brands,” said Avin Ong, founder and CEO of the Fredley Group.
“With Central Bloc, we’re creating a platform where businesses can thrive and where communities can gather, connect, and experience something new.”
A New Lifestyle Destination in Tomas Morato
Located in one of Metro Manila’s most enduring lifestyle districts, Central Bloc is expected to become a significant addition to Tomas Morato’s evolving food and entertainment landscape.
By bringing together curated dining concepts, lifestyle services, and open-air spaces within a single development, the project aims to create a destination that reflects the changing habits of urban consumers.
For Fredley Group, the move marks an important milestone—transforming the company from a food and beverage brand builder into a developer of modern lifestyle spaces designed to support the next generation of retail and dining experiences.
