Shakey’s at 50: Fun, family, and pizza from era to era

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 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. Today, it stands as the country’s leading casual dining restaurant brand.

Shakey’s new thematic ad for their 50th year, featuring: Gary Valenciano, Marian Rivera, and Gela Atayde

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 80’s era: Pizza, Music, and Beer

Photo from Glen Herrera

Shakey’s first store in the Philippines opened in 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 known as a favorite hangout spot to enjoy live band performances, hosting acts like VST & Company, Maria Cafra, and even a young Arnel Pineda. 

The Early 90’s 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, 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 ‘90’s, 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 90’s era: Finding its “mojo” in casual dining

Photos from Aleona Lachica (@yunayunalachica and Herlyn Calabio (@heyherl)

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 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—creating a place where Filipinos could enjoy great food, warm hospitality and a fun wholesome atmosphere.

Bringing Shakey’s back to its roots meant making big changes across the board—from the way 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 classic booths and long tables were reintroduced, as well as 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. 

The 2010’s 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

Photo from Kusina ni Joyce

Building strong products continued to be a priority for Shakey’s as it banked on its iconic offerings such as its Thin Crust Pizza, Fried Chicken, and Mojos—beloved staples that have stood the test of time. 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.

Shakey’s elevates guest experience with Shakey’s Super Delivery, backed by its “If it’s Late, it’s Free” guarantee. In 2021, it launched the Super App for easier ordering. The Supercard loyalty program, a fan favorite, offers perks like “Buy 1 Get 1 Pizza” and exclusive discounts, with over 2 million active members nationwide.

Five decades and the fun goes on

As Shakey’s marks 50 years in the Philippines, the celebration extends beyond its rich history with an exciting anniversary campaign giving thanks to its loyal guests and fan base. Throughout its golden year, Shakey’s will be rolling out special promos, 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 be launching a new thematic ad campaign featuring well-loved celebrity endorsers who represent different generations of fans. The campaign features the legendary Gary “Mr. Pure Energy” Valenciano, primetime and dance queen Marian Rivera Dantes, and new generation dance champion and host of ABS CBN’s new survival reality show, “Time to Dance”, Gela Atayde. These personalities highlight how Shakey’s has brought Filipinos together for generations—through family gatherings, celebrations, and everyday moments. 

As it enters its next 50 years, Shakey’s remains committed to creating more memories, one slice at a time, from era to era to era.

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This article is brought to you by Shakey’s.