Wolfgang’s Steakhouse Grill, the New York-born steakhouse brand known for dry-aged USDA Prime beef, has opened its first Cebu location at SM City Cebu, marking a further expansion outside Metro Manila as it targets growing demand in regional urban markets.
The restaurant opened to the public on Feb. 3, 2026 at the Upper Ground Level, North Wing, SM City Cebu. The “Grill” format is positioned as a more relaxed but still premium concept, adding comfort-driven menu items while retaining the group’s core steakhouse offering.
The Cebu branch serves from lunch through late evening, with operating hours of 10 a.m. to 10 p.m. (Sunday–Thursday) and 10 a.m. to 11 p.m. (Friday–Saturday).
Peter Zwiener, one of Wolfgang’s co-founders, said the brand started in New York 22 years ago and has expanded globally to what he described as its 46th location across 29 cities, with the bulk of growth coming from Asia.
He said the Cebu opening is the 33rd location in Asia, the seventh in the Philippines, and the fourth under the “Grill” format.
Zwiener said the company’s steak program centers on USDA Prime Black Angus, which he noted accounts for roughly 2% of U.S. beef grading, and that Wolfgang’s buys beef fresh from U.S. purveyors and ships it by air freight to the Philippines.
He added that the Cebu operation will dry-age beef on premise for 28 days, a process he said improves tenderness and adds a deeper, “earthy” flavor profile.
The Cebu branch also reflects a smaller-footprint model the group has been using in the Philippines.
Zwiener said the restaurant is about 250 square meters with around 70 seats, designed as “high-end dining” that remains accessible for everyday occasions, premium ingredients and service standards, but without the strict formality of traditional fine dining.
Wolfgang’s said the Cebu Grill offers new items alongside its steak line-up, including NY-style pastrami sandwiches, short rib quesadillas, skirt steak tacos, parihuela, and baked Alaska, while maintaining consistent recipes and sourcing to match the “New York experience.” Wolfgang
Beyond Cebu, the company is extending its Visayas footprint with an Iloilo opening expected within weeks, positioning it as part of a broader corridor expansion.
Zwiener said the group operates via joint ventures rather than franchises, taking an equity stake and maintaining operational control with local partners.
Wolfgang’s said the Cebu opening supports the city’s growing reputation as a destination for higher-end dining and international restaurant concepts.
Business News Asia
