MANILA -- Bicol’s much-loved Bigg's Diner hopes to make it big as they opened their first branch in Metro Manila last Friday, November 8.

It is best known for its classic, moderately priced comfort food like burgers, chicken and ribs, as well as Western and Filipino rice meals, which many residents and tourists to the Bicol region have enjoyed for more than three decades.

What started as a small takeout stall in Naga City in 1983 serving American-style burgers and fries, has grown into a chain of over 18 branches all over Bicol, Batangas and now Manila. The first store in the metro can be found on the lower ground floor of SM City Fairview in Quezon City.

CEO Carlo Buenaflor, one of the scions of the original trio (Teresa Buenaflor, Maricar Manjon, and Nena Bichara) who started the business in 1983, believes that Quezon City is the perfect place for Bigg’s exponential growth.

In terms of restaurant design, the branch in SM Fairview offers a just a small taste of the homegrown brand’s signature retro vibe. The brick walls and mural featuring bestsellers along with nostalgic pop culture references are scaled back and relatively simple compared to the nostalgic Western-style diners filled with vintage décor, road signs and memorabilia from blockbusters and Hollywood movies typically seen in the Bicol branches.

Aside from dropping the “Diner” from the name, the menu has also been streamlined to highlight bestsellers and appeal to a wider market while competing with leading fast food chains in the metro.

Biggs aims to attract young professionals and families looking for a rewarding upgrade from fast food while strengthening the loyalty of its regional fan base in Manila.

Bicolanos craving for a taste of hometown hits like the Bicol Special (Breaded Pork Chop with laing) might be a little disappointed not to see it on the menu in the Fairview branch. Thankfully, other classic meals such as Tenderloin Tips (P189), Pork Cordon Bleu (P209) and Baby Back Ribs (P319) made the cut.

Its bestsellers include the Crispy Chicken (P99 for 1 pc.), Bigg's Spaghetti (P79), Bigg's Supreme Burger (P208) and the Tower Burger (P340).

To celebrate its official launch, Biggs SM Fairview slashed prices on their one-piece chicken meal from November 8 to 10, from P99 to only P36, in honor of the number of years the brand has been operating.