The metro’s raved-about ‘grocerant’ draws you in with its sense of community and fine food offerings
With decades of experience in the retail and F&B industries, the people behind the metro’s captivating contemporary grocerant, Joel’s Place, certainly know what they’re doing. This is the same family and the same minds that brought us gargantuan grocery chains like Rustan’s, Marketplace, and Shopwise, after all. Donnie Tantoco, and his cousin Christopher Tantoco are at the helm of this latest food and retail venture, as CEO and COO, respectively. Meanwhile, Crickette Yu-Tantoco, Donnie’s wife and co-mover-and-shaker across their previous business endeavors, and Frances J. Yu, Crickette’s sister, consult for the team.
But Joel’s Place is decidedly different from its superstore predecessors. This new F&B business baby is as deliberate as it is dynamic, and also down to earth—there is nothing haphazard about this place, yet it feels undoubtedly homey. It is unhurried and uncomplicated, while still being every bit unique and uplifted.
Overall (and best of all) it makes perfect sense. Joel’s Place invites you to take a load off; it’s “that space” you’ve been searching for, without necessarily knowing it. This just clicks, when you walk in; you just feel its specialness. And this vibe is not accidental.
“Joel’s Place is all about connections. In my previous business, I was running big supermarkets. The thing is, when you’re in an arms race to be the biggest, it’s possible to lose the soul of what you’re doing. I was starting to get disconnected from where the real connections are made: between us and the employees, and the employees and the customers. And the soul comes from those connections. It comes from the roots and stories of things, and making these relevant in our contemporary world,” Donnie says.
You revel in this sense of connection, as you engage with the friendly staff, or perhaps strike up a conversation with like-minded shoppers and fans of food loaded with good-for-you goodness. With its welcoming ambiance, chic and clean design aesthetic, carefully studied lighting (bright enough to inspect your groceries but not glaring), cozy neutral color palette accented with pops of pastel hues, as well as its thoughtfully laid out retail and dining spaces, Joel’s Place provides an atmosphere that is conducive to making these connections—the rest is up to you.
‘Meet, Shop, Eat’
Joel’s Place first opened at the ground floor of The Proscenium Retail Row in Rockwell in December 2023, where it has been delighting customers, since. I enjoy the venue so much, it has quickly become a favorite meet-up spot, grab-a-quick-meal haunt, and treat-myself go-to. There is a lot to love about it, really, not least of which are the thoughtfully curated gourmet selections (ready-to-eat dishes, cooked-fresh fare, premium grocery items, deli food, and the like) and the community vibe. And, I will be honest, I truly appreciate and frequent Joel’s Place not only for its range of products, but also of price points. The selection is so wide, there really is something for just about every budget. I’ve dined there on a queenly purse (as queenly as it gets for me, anyway), as well as on a commoner’s more meager means, with full enjoyment, each time.
With the addition of the newly opened branch at Glorietta 4 in Ayala Center, Makati City, Joel’s Place is sure to capture the hearts and hankerings of urban denizens looking for a place to “Meet, Shop, (and) Eat”—as the grocerant’s tagline very aptly states. As Donnie says: “We hope to be a source of delight and refreshment to nearby residents and the busy Filipino workforce.”
Beyond the typical grocery store experience, Joel’s Place exceeds expectations by offering a unique grocerant adventure; one in which each product unfolds an interesting story. From the origins of its meticulously, sustainably sourced ingredients to the carefully curated selection of products that enhance everyday life, Joel’s Place invites patrons to go on a joyful journey, from shelf to table. Thoughtfully designed aisles not only introduce shoppers to new flavors and to ingredients brimming with hearty healthfulness, but also enrich their dining experiences with culinary possibilities that spark joy and inspire healthier living.
“We went to Paris in January 2020, and we were looking for a new way to come back into the food business. It was my son’s idea to tour Le Marais; we drew inspiration from there, and we wanted the experience of shopping at Joel’s Place to feel like two things: like going through the art galleries of Le Marais, but also, like going around the neighborhood—that sense of community, but Filipino in feel, with a range of products that inspire living well,” Donnie shares.
Delicious, delightful decisions
I would be remiss not to mention, by way of fair warning, that decision making can get a tad overwhelming (in the best possible way, though), at Joel’s Place—simply because the menu (expertly overseen by Chef Joey Vargas) is quite vast, and there is so much to take in and appreciate, within the vibrant space.
“When I dine at Joel’s Place, I have to be very strategic because there are so many choices; so I ‘theme’ my meals. Sometimes, I go with a Japanese theme, for example, so I’ll have sushi and a salad. Or maybe a healthy meal, so I’ll maybe have the Hamachi Jaw, or an ‘I deserve a reward’ meal, and I’ll have the steak. Everything is just so tempting and delicious, so you need to have a strategy so you can pace yourself. You need to ‘dine by design,’ so to speak,” Frances advises.
The retail floor is divided into highly organized sections, however, to help you navigate your grocerant experience. Here’s a quick rundown of the main sections at Joel’s Place:
The Grocer is where you’ll find a luscious lineup of fruits, vegetables, and essential food items. Whether it’s locally sourced Guimaras mangoes and Pangasinan tomatoes, or international delights such as Japanese melons and Spanish bell peppers, you’ll find everything you need to create standout dishes. But wait, there’s so much more! Gourmet baking ingredients, breakfast staples, confectionery, condiments, dried goods, packaged foods, and all sorts of beverages are also available in this section. Moreover, there are options to suit a range of dietary preferences, including gluten-free and plant-based items.
The Butcher and The Fishmonger feature premium-quality meat and seafood selections. The Butcher offers a wide range of fine meats including Angus beef, Wagyu, lamb, organic free-range chicken, turkey, and more, sourced from top local and international producers. You’ll also find pork products from naturally raised pigs.
The Fishmonger carries a variety of sustainably sourced seafood with a focus on traceability, including freshwater and seawater fish, mollusks, shellfish, crustaceans, roe, and smoked fish—ensuring there’s something to appease every appetite. Both stations offer cooking services, so you can enjoy your favorite steak or seafood meal, cooked fresh for you in the store. I absolutely relish the melt-in-your-mouth, super succulent grilled Hamachi Jaw (which I first tried as it came highly recommended by both Crickette and Frances; they were spot on!) with three different dipping sauces from The Fishmonger. I’m a non-meat-eater, but the carnivore “paluto” recommendation would be the Angus and Wagyu steak platter from The Butcher.
Sink your teeth into a variety of delectable dishes at The Deli, including sandwiches, pasta, rice dishes, soups, salads, and daily meat carvings. My favorites from here include the Quinoa Salad, Dauphinoise Potatoes, Creamed Spinach, and Cauliflower Gratin. Again, these are all meatless choices, but there are plenty of options for meat lovers, too.
Complement your healthful meal with fresh fruit juices from The Juicer or enjoy a bold coffee from The Barista (I love the Piccolo Latte and the Long Black), which you can also grab for on-the-go enjoyment.
Brunch enthusiasts can visit The Baker for freshly baked breads, specialty loaves, croissants, mini cakes, and delightful tarts. My must-try list: Buco Pie Streusel, Blueberry Danish, Caramel Cream Puff, Calamansi Pie, and the Spinach Cronada. Indulge in award-winning pâtissier Michael “Miko” Aspiras’s creamy gelato at The Gelateria for a satisfying dessert experience; I go nuts for the Brazo Bomb and the Basque Burnt Cheesecake flavors.
Joel’s Place offers a premium selection of local and imported alcohol at The Sommelier. This meticulously curated collection features Filipino-made liquors known for their unique flavors and textures, ranging from creamy to robust. The imported wines are sourced from selected winegrowers, ensuring a diverse and exceptional range.
Whether you prefer white, red, or sparkling wine, savor a glass before shopping or indulge in a quiet moment with your vino after you fulfill your list. Take it to the next epicurean level with charcuterie and cheeses from The Dairy and The Charcutier, available both for carry-out purchase and service, in-store.
Enrich your everyday life
In a nutshell, Joel’s Place offers a fun-filled foray into fresh, food-forward, fabulous finds—in a friendly setting that fosters what I can best describe as refined familiarity. As Joel’s Place continues to expand its footprint (yes, there very well may be a third branch in the offing), it remains dedicated to redefining the grocery shopping experience. “Whether it be a coffee-to-go, a hearty snack, or gourmet ingredients for their delicious home-cooked meals, we want our patrons to feel our neighborly care and the warmth of home through our service,” Donnie points out.
Soothe your soul, sustain your wellbeing, and sample the future of grocery shopping at Joel’s Place—where quality, sustainability, and community come together to enrich your everyday life.
Visit Joel’s Place – Glorietta 4, Ayala Makati
Rustan’s Expansion, Ayala Center, Courtyard Drive, Makati City 1200 Metro Manila Philippines
Call +632 8567 1150
Visit Joel’s Place – Rockwell
G/F, Proscenium Retail Row on Estrella Street, Rockwell Center, Makati City 1211 Metro Manila Philippines
Call +632 8899 7034
Website: joelsplace.com
Social Media Accounts: joelsplacePH on Facebook, Instagram, Pinterest, TikTok, and YouTube
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