Fifty years ago, in a rented garage along Elias Angeles Street in Naga City, a young couple with nine children and ₱10,000 in borrowed money opened a tiny eatery with four tables. It was called Graceland Food Center, named after their youngest daughter, Grace. The operation was small, “the number of employees can be counted on one hand… the labor supply mostly came from the nine children.” Yet from that modest beginning emerged one of Bicol’s most beloved food institutions—Graceland Food Industries, Inc. (GFII)—now celebrating its golden anniversary.
Today, GFII stands as a Bicolano powerhouse with four distinct brands—Graceland, Baker’s Plaza, Geewan, and Red Platter—and nearly three decades of expansion across the region. But the story of its rise is not simply a business chronicle. It is a tale of grit, family, faith, and the enduring spirit of a community that embraced a homegrown enterprise as its own.
This is the story of Graceland at 50—how a garage carinderia became a Bicolano legacy.
The Humble Beginnings
In the late 1970s, fast-food culture had barely reached the provinces. Naga City was still a quiet commercial hub, and dining out meant carinderias, panciterias, and home-style eateries. Into this landscape stepped Felipe “Tyo Peping” Dy Eng Chong and his wife Felicidad “Fely” Dy, Chinese immigrants who had settled in Naga with little formal schooling but an abundance of determination.
The founders’ biographical account captures their early struggle vividly: “Born to poor Chinese immigrants, he was already working odd jobs in Divisoria—as kargador, tindero, anything that meant a few centavos—at 11 years old.” When Tyo Peping, as he is fondly called, moved to Naga with Fely, they had few options. He worked as a salesclerk; she made ice candy and ice drops to augment the family income. But even their combined efforts could not sustain their growing household.
So, in 1976, they took a leap of faith.
With borrowed capital, they opened a four-table turo‑turo in a rented garage. The children washed dishes, took orders, and manned the cashier. Tyo Peping was “washer, cashier, and waiter rolled into one,” while Fely cooked dishes she learned from cookbooks, food samples, and sheer experimentation.
This improvisational spirit became the DNA of Graceland. If customers asked for halo-halo, they learned to make halo-halo. If someone wanted ice cream, they figured out ice cream. Pancit guisado? Chopsuey? Cakes? Sandwiches? They taught themselves everything.
Their willingness to learn, adapt, and innovate—long before “innovation” became a corporate buzzword—was the spark that ignited GFII’s future.
Rising from Fire and Hardship
The Dy family’s early years were not without heartbreak. Two fires—in 1978 and 1980—destroyed their establishments. For many small entrepreneurs, such disasters would have spelled the end. But the family rebuilt, each time stronger, each time more determined.
By the early 1980s, Graceland had expanded its menu of “made to order” meals like pancit guisado, chopsuey, fried chicken, and many similar choices, and began to include an ice cream parlor concept, responding to the growing trend of refrigerated desserts. Soon after, they embraced the “turo‑turo” style, offering ready-to-eat viands for customers on the go.
Their ability to evolve with the times became their competitive edge.
The 1980s: Burgers, Pizza, and the Birth of Variety
The mid-1980s saw the rise of hamburger chains in Naga. Most were local players, but Graceland joined the fray with a hamburger store along General Luna Street in 1986. It became an instant hit—especially among teenagers who found in Graceland a new hangout spot.
Even then, Graceland was ahead of its time. It introduced pizza long before pizza became mainstream in Bicol. Variety, as the company profile notes, “had always been Graceland’s strength.”
But another opportunity was brewing—one that would become a cornerstone of GFII’s identity.
Baker’s Plaza: Baked Goodies for the Bicolano Market
Long before specialty cakes became a trend, the Dy family was already selling chiffon cakes sourced from relatives. Eventually, they learned to bake their own, and the bakeshop section of Graceland began attracting loyal customers.
In 1993, they launched Baker’s Plaza, the first specialty bakeshop of its kind in Naga City. It offered refrigerated cakes, pastries, croissants, and breads comparable to those found in Metro Manila—yet priced for the Nagueño market.
Many customers even thought the products were imported from Manila. In truth, every item was homemade, the result of countless taste tests and family experimentation.
Baker’s Plaza became a sensation, cementing GFII’s reputation for quality and innovation.
The 1990s: Competition, Reinvention, and the Birth of Geewan
The 1990s brought a new challenge: the entry of national fast-food giants into Naga City. The local food industry was shaken, and Graceland felt the pressure. But instead of retreating, the Dy family refocused and reinvented.
In 1996, they launched Geewan, a restaurant dedicated to authentic Bicolano cuisine. It inherited the turo‑turo concept but elevated it with dishes that became must-tries for tourists and locals alike—pinangat, Bicol Express, laing, and other regional favorites.
Geewan positioned itself as the “first Bicolano must-go restaurant,” a place where visitors could taste the soul of Bicol’s culinary heritage.
The strategy worked. Geewan thrived, eventually opening a second branch at SM City Naga in 2009.
Expansion Across Bicol: Legazpi, Sorsogon, Tabaco, and Beyond
With renewed confidence, GFII expanded beyond Naga:
- Legazpi City (1996) – two branches opened back-to-back
- Sorsogon (1998) – tapping a new market
- Tabaco (2001) – offering pizza originally from Benjo’s
- Pacific Mall Legazpi (2002) – their first mall-based outlet
- Daraga (2004) – strengthening their Albay presence
Rather than fear competition, GFII used national chains as benchmarks—studying their service, ambiance, and efficiency. This mindset allowed the company to refine its operations and elevate its standards.
Benjo’s: Bicol’s First Pizza-Pasta-Chicken Concept
In 1999, another Dy sibling’s dream took shape. Benjamin Dy envisioned a pizza parlor that offered light, fancy, and affordable pizza to Bicolanos. The result was Benjo’s, the region’s first pizza-pasta-chicken concept.
Benjo’s catered to a younger, trend-conscious crowd and introduced flavors and dining styles previously unseen in the region. It was yet another example of GFII’s instinct for innovation.
Red Platter: Bringing Fusion Dining to Naga
By the early 2000s, Naga’s dining culture was changing. People were developing a taste for steaks, ribs, chops, and specialty coffee. But most restaurants offering such fare were located along Magsaysay Avenue—accessible mainly by car.
GFII saw an opportunity: bring fine dining to Naga.
In 2004, they opened Red Platter, a fusion restaurant offering Asian and Western dishes in a semi-fine dining ambiance. It quickly became one of Naga’s most popular dining spots.
As Magsaysay Avenue evolved into the city’s nightlife and dining hub, Red Platter moved there in 2008, aligning itself with the modern generation’s preferences.
A Family Enterprise That Became a Bicolano Institution
Today, GFII’s presence in Naga is unmistakable. Along P. Burgos Street, Geewan and Baker’s Plaza stand side by side. A short walk away on Barlin Street is the massive Bakehouse and Commissary, operating round-the-clock to supply all GFII outlets.
From a garage operation, GFII has grown into a highly diversified, debt-free company with 34 outlets across four Bicol provinces, as of 2026. It continues to innovate, expand, and serve generations of Bicolanos.
Yet despite its success, the company remains grounded in its origins. The patriarch, now in his senior years, still visits stores regularly. His advice remains simple and timeless: “Don’t lose hope and you have to know what you want. You cannot reach your destination if you don’t know where you want to go.”
Awards, Recognition, and Service to the Community
GFII’s excellence has been recognized by numerous award-giving bodies:
- Rokyaw Award (1998) – Ibalong Festival Committee
- Halyao Award (2011) – Bicolano Business Person of the Year
- Model Establishment Award (1992) – DTI and Consumer Council of Naga
- Outstanding SME Entrepreneur – DTI-Camarines Sur
- 4-Star Troy Award (2003) – Department of Tourism
- Most Outstanding Food Chain (2006) – Philippine Marketing Excellence Awards
- SSS Balikat ng Bayan Award (2010) – Top Employer, Bicol Cluster
- No. 1 Taxpayer of Naga City (2014)
- Top 1 Pag-IBIG Loyalty Card, South Luzon Region (2026) – Highest amount of Discounts Granted
The company also supports charitable institutions such as the Missionaries of Charity, Naga City Children’s Home, Missionaries of the Poor, and Community Hope Alternative, Inc.
GFII’s legacy is not only measured in outlets and sales, but in its commitment to community upliftment.
The Legacy at 50: A Bicolano Story Worth Celebrating
As GFII marks its 50th anniversary, its story resonates deeply with Dateline Ibalon readers—people who value heritage, resilience, and the triumph of local enterprise.
Graceland’s journey mirrors the journey of many Bicolano families: humble beginnings, hard work, perseverance, and faith. It is a testament to what can be achieved when a community supports its own, and when a family commits itself to service and excellence.
From a four-table garage to a regional food empire, GFII’s story is a celebration of Bicolano ingenuity and heart.
Looking Ahead: The Next 50 Years
GFII’s vision remains clear:
“We live in an independent and caring world… where we provide opportunities for work, growth, and a better life.”
Its mission—to establish national presence, uphold quality, and serve beyond customer satisfaction—continues to guide its path.
As the company enters its next 50 years, it stands poised to expand further, innovate boldly, and continue serving Bicol with the same warmth and authenticity that defined its beginnings.
Graceland Food Industries, Inc. is more than a business. It is a Bicolano legacy—built by a family, embraced by a region, and cherished across generations.
Happy 50th Anniversary, Graceland. A true Bicolano pride.
The header features a posterized photo of Graceland team members celebrating the company’s 50th anniversary. This article was written by Jojo De Jesus for Dateline Ibalon based on content and photos provided by GFII, including their latest corporate profile and posts on their FB page.