Shakey’s at 50: Fun, Family, and Pizza from Era to Era
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For 50 years, Shakey’s has been more than just a pizza place in the Philippines—it’s been a home for celebrations, a hub for good times, and has established itself as a core part of Filipino pizza dining culture. Since opening its first store in Makati in 1975, Shakey’s has grown from a single pizzeria into an iconic brand loved across generations.
Originally founded in Sacramento, California, Shakey’s has found remarkable success in the Philippines, becoming a beloved household name that Filipinos have truly made their own. Today, it stands as the country’s leading casual dining restaurant brand.
As Shakey’s celebrates this golden milestone, let’s slice deeper into its rich journey, exploring how the brand has evolved from era to era and why its legacy continues to thrive.
The ‘80s era: Pizza, music, and beer
Shakey’s first store in the Philippines opened on Makati Avenue in 1975 and was then owned by San Miguel Corporation. The latter learned about Shakey’s in California and thought that the brand could be used to launch their new San Miguel draft beer line in the Philippines. Shakey’s signature Thin Crust pizzas, Chicken ‘N’ Mojos, and Bunch-of-lunch, along with the store’s lively and fun ambiance, quickly made the first store the talk of the town.
By the 1980s, Shakey’s had expanded across Metro Manila and Cebu. It became a favorite hangout spot for live band performances, hosting acts like VST & Company, Maria Cafra, and even a young Arnel Pineda. Shakey’s was more than a restaurant—it was a social hub where great food met great music.
The early ‘90s era: A fast stint in fast-food
By 1987, San Miguel Corporation sold the franchise to International Family Food Services, Inc., led by sports executive Leo Prieto. The Prieto family then became the brand’s master franchisor in the country and secured perpetual rights to Shakey’s, allowing them to operate without ongoing royalty payments.
In the early ‘90s, the dining scene in the Philippines was changing fast, with new local and international restaurants opening left and right. With rising costs and tougher competition, Shakey’s shifted toward a more fast-food-style approach, offering more affordable dining options to keep up with the times. But by the late ’90s, it became clear that this shift wasn’t quite hitting the mark. Even with lower prices, loyal guests started to look elsewhere, missing the quality and service they had come to love. That’s when the owners knew: It was time to shake things up.
The late ‘90s era: Finding its “mojo” in casual dining
In 2003, Shakey’s embarked on a major re-organization, bringing industry veteran Vic Gregorio to lead the way. Gregorio’s journey with Shakey’s began in 1987 as a restaurant staff trainee, where his dedication and passion helped him quickly rise through the ranks to become an operations manager. After gaining experience with other major restaurant brands, he returned in 2003 with a clear mission—to bring Shakey’s back to its roots.
Under Gregorio’s leadership, the team’s vision was to restore Shakey’s as the preferred, leading pizza chain in the country. This meant bringing the brand back to its core: Fun, Family, and Pizza.
Bringing Shakey’s back to its roots meant making significant changes across the board—from how stores looked and felt to how they operated. The team carefully streamlined locations and took a more disciplined, thoughtful approach to opening new stores, ensuring each one embodied the refreshed Shakey’s experience.
The new stores embraced a more family-friendly, wholesome vibe with a casual dining feel, featuring the original brand logos and colors. Shakey’s reintroduced its classic booths, long tables, and the iconic Shakey’s Tiffany lamps.
Even the way Shakey’s viewed its diners was part of the transformation. At Shakey’s, they weren’t called “customers” but “guests”—a reflection of the brand’s hospitality-driven approach, built on warmth, care, and a family-like experience. “WOW-ing the Guests” became the team’s core mission, a shift that was instantly felt by everyone who walked through Shakey’s doors.
The 2010s era: Entering a new era with the Century Group
In March 2016, Century Pacific Group, Inc. (CPGI), the holding company of the Po family, and Singapore’s sovereign wealth fund, GIC, acquired International Family Food Services, Inc. (IFFSI), the owner and operator of Shakey’s Philippines.
During this period, IFFSI officially changed its name to Shakey’s Pizza Asia Ventures, Inc. (SPAVI) and was listed on the Philippine Stock Exchange (PSE).
Christopher Po, SPAVI chairman, shared his belief in the brand: “Shakey's is a beloved household name. Thanks to all our patrons who have embraced its iconic products through the years and the people behind the brand–our management team, employees, and partner franchisees. We are honored to be the stewards of Shakey's and will do our utmost to help it thrive for another 50 years and more.”
The present era: Pizza, Chicken, Mojos, and a lot more
Building strong products has been a priority for Shakey’s as it banked on iconic offerings such as the Thin Crust Pizza, Fried Chicken, and Mojos. Over the years, Shakey’s has continued to innovate with its new flavors, premium ingredients, and exciting limited-time offerings while staying true to the classics that fans know and love.
Beyond its menu, Shakey’s has enhanced the guest experience through its delivery services. Shakey’s Super Delivery goes beyond just a name—it reflects the brand’s commitment to guest satisfaction. The “If it’s Late, it’s Free” guarantee assures guests that if their order is not delivered within 31 minutes in Metro Manila or 60 minutes outside Metro Manila, the meal will be free.
In 2021, Shakey’s launched the Shakey’s Super App to make ordering more convenient and accessible to guests. One of the brand’s standout offers is the Supercard loyalty program. Shakey’s fans consider the Supercard a must-have in their wallets, thanks to its exclusive perks like "Buy 1 Get 1 Pizza" and various multichannel discounts.
Five decades in, and the fun lives on
As Shakey’s marks 50 years in the Philippines, the celebration extends beyond its rich history with an exciting anniversary campaign thanking its loyal guests and fan base. Throughout its golden year, Shakey’s will roll out special promos and limited edition products that give tribute to its legacy while embracing its future.
“As we celebrate Shakey’s 50th year in the Philippines, we are filled with immense gratitude for the generations of guests who have made us a part of their lives. This milestone is a testament to the love and loyalty of our Shakey’s family—our guests, employees, and partners—who have shared countless memories over our pizzas, chicken, and Mojos. We’re excited to launch promotions, new offerings, and special treats throughout the year,” said Vicente Gregorio.
Shakey’s will also launch a new thematic ad campaign featuring well-loved celebrity endorsers representing different generations of fans. The campaign features the legendary Gary “Mr. Pure Energy” Valenciano, primetime and dance queen Marian Rivera-Dantes, and the new generation dance champion and host of ABS-CBN’s new survival reality show, Time to Dance, Gela Atayde.
These personalities have come together to showcase how Shakey’s has been a part of Filipino lives across the decades—whether it’s cherished family gatherings, celebrations with friends, or everyday moments made special with great food. The campaign highlights the brand’s ability to bring people together through the years while continuing to evolve for new generations.
Shakey’s has been a place where great food, fun, and family come together—and as it steps into the next 50 years, it remains committed to creating more memories, one slice at a time, from era to era to era.
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Editor’s Note: This article was provided by Shakey's Philippines.
