JollyBBQ

There's no reason why this shouldn't work - the right location, across from Novena Church - to capture the throngs of yayas and indays looking for a good old Pinoy lunch. At the same time, it's got parking and is fairly close to the Newton MRT for those who don't have the time or the wherewithall to cook their own liempo, pork barbecue or salpicao. Why, when all it costs for a satisfying plate is $4.50? The name is genius - mining the brand recall and equity of the giant at home. And then there's the food itself. The serving of rice is more than generous, if a tad on the moist side. It's true though that I am of the extreme prediliction, preferring rice on the drier, more mabuhaghag side. Also, I found I would have preferred the pusit more inihaw than pusit -- drier -- more like Cafe Ilonggo, all blackened and toasty on the edges. But maybe that's just me. There also ought to be a fish dish - if not danggit or bangus, maybe inihaw na tilapia?

I wish the Atenean entreps more power and great success. It's clear that Pinoy cuisine must work it's way up, rather than down, at least in this particular market - but there's certainly no reason why JollyBBQ shouldn't be phenomenal.