On September 5, 1975, Glenda Barretto, an intrepid culinary expert, raised the curtains of the first Via Maria. The idea of establishing a restaurant was hatched by a group of businessman and their wives who have tried the list of restaurants in the metro and found them wanting in many aspects. Thus, Larry and Flor Tolosa, Efren and Judith Bautista, Bert and Fely Arceo, Carol and Gov. Jose Roño, Pancho and Glenda Barretto bonded together to create the perfect dining milieu. Located on Legazpi Street in Makati, Via Mare was established at the second floor of the La Tasca Building as a seafood specialty restaurant, serving the most sumptuous catches from the seas. Mrs. Barretto, with her prodigious knowledge of the culinary arts, took the challenging task of developing the restaurant’s menu and concocting new innovative recipes.

In no time, Via Mare’s fine cuisine and service became a byword in Manila – and with this came the insistent clamor for catering. The burgeoning demand for catering prompted Via Mare’s management to establish its catering division. Today, this Division accounts for serving a considerable portion of the upscale market. It boasts of having created to some of the most demanding functions with more than five thousand pax. The catering division was housed in a building in Pasong Tamo and featured a handsome dining room with palo china crates serving as walls.

Indeed, Via Mare’s eminence in the restaurant industry in the 70’s is evident in the functions it has created: Its first significant catering was the opening of the Canlubang Golf and Country Club in Laguna. In 1976, when the government first opened the doors of the National Arts Center in Makiling, Via Mare prepared a memorable banquet of the esteemed guests which included King Fahd. Via Mare prepared dinner for the participants and officials of the 25th World Cup in Wack Wack in 1977. On March 11, 1978, the Queen of Malaysia had a sampling of Philippine haute cuisine when Via Mare catered the luncheon and dinner at the Maharlika II for her Highness. It also prepared dinner for then Japanese Prime Minister Fukuda at the State Dining Room of the Malacañang Palace on July 11, 1979. If tributes to Via Mare’s fine cuisine are to be measured, perhaps no other gesture of appreciation can equal Ivan Rebrof’s show of thanks. In 1977, after dining at Via Mare, the famed Russian basso profundo did an astounding performance to salute Via Mare’s cuisine.

In the 80’s, Via Mare added yet another feather to its cap, by extending its service through the Café Via Mare, which lured shoppers and moviegoers. This dining concept has been hailed as a pioneering attempt at creating a truly Filipino café. Maintaining its own kitchen, this outlet copped a niche in the hearts of diners with such heartwarming fares as bibingka, puto bumbong, pancit luglog and dinuguan.

Naturally, when it came to entertaining world leaders, the powers that be sought Via Mare’s excellent services. It has bewitched the taste buds of some of the world’s most influential figures – from Prime Minister Lee Kuan Yew of Singapore to President Gerald Ford, from then California Governor Ronald Reagan to his Holiness Pope John Paul II, from England’s princess Margaret to Pakistan’s Prime Minister Bhuto. Via Mare was also responsible for whipping up a virtual feast in entertaining the stars and official of the MIFF 1983 at a glittering welcome dinner and cocktails, which awarded the rest of the world.

Via Mare was called to execute dinner for Senator Stephen Solarz of the US when he visited the country in 1987. US Secretary of State George P. Schultz and San Francisco Mayor Diane Feinstein also had a sampling of Via Mare’s culinary expertise.

For Via Mare, this was also a time for looking at horizons outside the country. In 1988, it brought its culture of fine cuisine to the U.S. by opening the first Via Mare outside the country in Los Angeles, California. The restaurant, which features a formal dining room and a coffee shop, has since attracted not just the expats in L. A. longing for the familiar tastes of Filipino homecooking, but a growing number of foreigners who have fallen in love with Philippine cuisine because of Via Mare’s irresistible offerings.

When President Aquino went back to the U. S. to address the American Congress, Via Mare prepared a lavish feast featuring the “Best of Philippine Cuisine” at J.C. Penney and the Anatole Hotel in Dallas, Texas. In 1987, when the members of the ASEAN convened in Manila, Via Mare provided the exquisite dinner to the heads of state of the Philippines, Malaysia, Singapore, Thailand and Brunei.

With the building boom in 1990, Via Mare, at the insistence of its President, finally decided to build a home it can rightfully claim as its own. A four-storey edifice rose on Bagtikan Street in Makati, proudly announcing the name Via Mare Building. The establishment of this impressive headquarters marked Via Mare’s active stance in reaching out to more sectors of the society.

Again Via Mare was called upon to provide gastronomic delights in many landmark events such as dinner for the 1994 Miss Universe Opening Night and the bunch for the 1994 Miss Universe Coronation Toast, the welcome and fellowship dinner of the 1991 SEA Games, and the dinner of the World Law Conference.

Via Mare operates the food and beverage service at the penthouse of the posh Philippine Stock Exchange Center in busy Ortigas. It provided a haven for the workaholic bourses of the trading floor with a stunning view of the city’s skyline amid a relaxing ambience. Here, in the highest restaurant in all of Asia, one can dine to the heart’s content and still conduct business in a setting that is both conducive to relaxing and closing deals. With this outlet, Via Mare has cornered all fronts: from the glitzy set to the mall breed to the hardworking crowd of the corporate world.

Via Mare also regaled the discriminating tastebuds of some truly important people like American Ambassadors Nicolas Platt and Frank Wisner, Japanese Ambassador Toshio Goto and His Holiness Pope John Paul II when he made his nostalgic Pastoral Visit to our shores to lead the Celebration of World Youth Day.

It catered to the members of the CBS, CNN, NBC, ABC and White House press covering President’s Clinton’s brief sojourn in Manila on November 1994. Too, it served as official caterer to two of the world’s living legend in opera – Luciano Pavarotti and Jose Carreras – during their respective concerts in Manila.

The restaurant was also a constant choice caterer a numerous industry events like the Kalakbay Awards, the ASEAN Tourism Forum and Chefs on Parade. Beyond Philippine shores, Via Mare has stirred the tastebuds of foreigners in many Philippine food festivals abroad. Among them are the Fiesta Filipina Extravaganza in Beijing, the Philippine Fiesta in Singapore, the Fiesta Filipino in Kuala Lumpur and Kuching, the Philippine Festival in Tokyo, Japan, World Expo in Seville, Spain, the Centennial Banquet by the Makati Business Club in Hongkong hosted by President Fidel V. Ramos for the APEC, the Hannover and Anuga Fairs in Germany, the World Expo in Lisbon, Portugal, Sial Fair in Paris, and the 2nd Asean-India Food Festival, New Delhi, India. Via Mare also catered the Filipiniana Dinner sponsored by the International Container Terminal Services Inc. at Alvear Palace Hotel, Buenos Aires, Argentina for the state visit of President Estrada last September 1999.

Aside from numerous raves it has received from the public sector, Via Mare’s excellence has also been hailed and admired by the different food societies that have welcomed its membership. Among them are the Chaine des Rotisseurs, the Food and Wine Society, the American National Restaurant Association, the Hotel and Restaurant Association of the Philippines, and the Philippine Convention and Visitors Corporation. It has also been accorded the Class A Restaurant stamp by the Department of Tourism. Via Mare was elevated to the Hall of Fame Restaurant of the Year after receiving the Kalakbay Award for three consecutive years since 1995.

In 1997, Via Mare was chosen as the ASEAN Seafood Restaurant by the ASEAN Fisheries Federation based in Jakarta, Indonesia. In the same year, Via Mare published two cookbooks namely “Asean Seafood Cookbook” and “The Flavors of the Philippines” authored by Glenda Barretto. Both books are available at the Via Mare outlets and National Bookstore.

Via Mare brings its rich tradition of fine cuisine into the frozen food industry with the name brand Redi-Feast Meal – a variety of popular Philippine dishes namely: Kare-kare, Adobo, Kalderetang Baka/Tupa, Pinakbet, Laing, Lumpia Ubod, Callos and Pancit Luglog. To satisfy more of the Filipino’s appetite Via Mare opened its manufacturing at Guadalupe – Nutri-food Specialists, Inc. Mrs. B’s Pancit are canton noodle variants: Pancit Saluyot (rich in Beta-carotene); Pancit Kalabasa (good source of Vitamin A); Pancit Guso (Iodine rich noodle) and Pancit Ube (rich in Vitamin B Complex).

Via Mare’s latest expansion strategy is franchising. Outlets of Café Via Mare and Via Mare Oyster Bar are at the Rockwell Center, Eastwood Center in Libis and Ayala Alabang.
 

MISSION

The mission of Via Mare is to fully utilize its core competencies in the profit, growth and excellence-oriented management and operation of specialty restaurants, coffee shops and catering services as the leading provider of first class product and services in the food and beverage and other allied businesses to communicate and market its serves.
 

VISION

Via Mare is the leading company engaged in the business of first class food and beverage and consultancy; to be engaged in manufacturing, trading and supply of hotel and restaurant products and services; agri-business; and franchising, with its firm commitment to quality, service and professional excellence achieved through profitable growth, long term value to shareholders, respect for the welfare and the interest of employees, and total satisfaction of customers worldwide.
 

 

FRANCHISE OPPORTUNITIES

VIA MARE CORPORATION is offering three different restaurant operations for Franchising, namely, CAFÉ VIA MARE, VIA MARE OYSTER BAR and CAFÉ VIA MARE & OYSTER BAR, the details of them please find on the following pages.



FRANCHISEE’S BENEFITS:

 Use of VIA MARE business name and trade mark
 Utilization of VIA MARE business system
 High quality menus and food service
 Profitable business venture
 Low Franchise Fee
 Credibility of the VIA MARE brand and name recognition
 Site selection assistance and evaluation
 Training
 Pre-Opening assistance
 Grand Opening assistance
 Post Opening assistance
 Effective Field Service
 Marketing and promotional assistance
 On-going operational support
 Procurement Program
 Operations Manual
 

 

FRANCHISE INFORMATION

The Café Via Mare is one of the frontrunners of the café-type outlets in Manila. It distingu-ishes itself with a wide array of traditional Filipino merienda fare and delicacies like the well-loved pancit luglug, lumpiang ubod, bibingka galapong and puto bumbong. Despite the entry of international café outlets Café Via Mare still continues to enjoy a growing clientele of young and old alike.

Minimum Space requirement:
    150 square meter

Franchise Fee:
    Pesos 2,000,000

Franchise Agreement:
    10 years, renewable

Restaurant Investment:
    P 9,000,000 estimated

Expected ROI:
    36 month

 

FRANCHISE INFORMATION

The VIA MARE OYSTER BAR has long enjoyed the distinction of being one of Manila’s premier watering hole. Its menu’s main offerings are oysters harvested from the pristine waters of the South and flown in fresh everyday. The oysters are served fresh or baked. Alongside the oysters are lunch and dinner offerings paired with a good selection of wines and beverages.

Minimum Space requirement:
    150 square meter

Franchise Fee:
    Pesos 2,000,000 including

Franchise Agreement:
    10 years, renewable

Restaurant Investment:
    P 10,000,000 estimated

Expected ROI:
    36 month

 


FRANCHISE INFORMATION

A combination of the two Restaurant systems under one roof!

Minimum Space requirement:
    250 square meter

Franchise Agreement:
    10 years, renewable

Restaurant Investment:
    P 17,500,000 estimated

Expected ROI:
    36 month