JT’s Manukan Grille: From Celebrity Passion Project to Inasal Institution

 


The Story of Joel Torre’s Legacy in Flame-Grilled Chicken

In the heart of every Negrense is a fierce love for chicken inasal—smoky, savory, and drenched in sinamak and chicken oil. And when film icon Joel Torre decided to channel this deep-rooted love into a business, the result was JT’s Manukan Grille. What started as a modest venture quickly grew into one of the country’s most beloved chains specializing in authentic Bacolod-style inasal. But the story of JT’s Manukan goes beyond chicken—it’s a tale of family, heritage, entrepreneurial grit, and the fusion of showbiz glamour with street-level culinary tradition.

With the support of his wife, Christy Azcona Torre, Joel opened the first JT’s Manukan Grille in 2003 along Granada Street in Quezon City, in a modest location with plastic chairs and monobloc tables. 

Though Joel Torre’s name is front and center, JT’s Manukan is very much a family-run enterprise. Christy Torre plays a vital role as managing partner, focusing on administration, franchise coordination, and day-to-day operations. Their daughter, Ana Torre, has also contributed to digital marketing efforts and menu innovation, especially as the brand modernized.

Aside from the Torre family, a loyal team of culinary workers—many of whom have stayed with the business for over a decade—has ensured the consistency of flavor across all branches. These cooks, many of whom hail from the Visayas themselves, understand the cultural responsibility behind cooking inasal “the right way.”

Like any venture, JT’s Manukan was not without its struggles such as external skepticism and competition, supply chain issues, and the Covid lockdowns. But despite of it all, JT survived—and eventually thrived.

CELEBRITY AND BUSINESS

Joel Torre’s celebrity status has undoubtedly helped put JT’s Manukan on the culinary map. However, more than just brand awareness, his film career also had a more profound influence on the restaurant. His acting work helped fund the business and allowed him to support operations without seeking external investors. And it did help to have the actor occasionally glimpsed by customers, grilling or talking with clients when time permitted.

Despite his stature, Joel never let the restaurant become a “celebrity vanity project.” He is hands-on, regularly checking on kitchen operations, tasting dishes, and staying deeply involved in staff welfare.

While the inasal is the undeniable star, JT’s Manukan also offers kansi; paa and pecho; Batchoy, isol, and chorizo, and the barkada favorite, affordable beer pairings.

Prices remain affordable, a conscious decision by the family to keep it accessible to every Filipino.

Today, JT’s Manukan has grown from one small outlet into a chain with over 40 branches across Metro Manila, CALABARZON, and key provinces. Notable branches include:

Presently, JT’s expanding in Singapore and Dubai. By the time this article comes out, the branch, his 2nd for Singapore, may have already been serving. As it stands, each location varies slightly in ambiance—some more modern, others al fresco and no-frills—but the inasal remains consistent.


PULSO BIZ

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