WHEN it comes to 'kakanin' and other snack food options in Davao City, Jaltan Food Centrum is on top of the list. It has been a household name in the city's food scene and is continuously patronized by Dabawenyos and tourists until today.
Recognizing that reinvention is the name of the game, especially with the highly-competitive food industry, Jaltan reintroduces their brand by re-launching its main branch along CM Recto St. corner Bonifacio St. last June 30, 2023 - now with a bigger area, better interior design, and wider food options.
"We are positioning Jaltan now as still the go-to place for people to enjoy authentic Filipino food while having a better dining experience with our newly-renovated branch that features improved atmosphere and interior design," Jaltan's operations manager Mary Doniz Tan shared.
Tan said they are switching now from fast-food style to a fully-operational restaurant. The main branch also has a conference/meeting room to cater to clients who want to have meetings and private gatherings.
"With the new look of our main branch, we want to reintroduce Jaltan to the younger generation to make them appreciate more authentic Filipino food. We observed that recently it's becoming harder to find popular quality Filipino food experiences in Davao, especially with current trends and entry of other cuisines," she added.
Tan also shared that the renovation was already long-overdue as it was originally scheduled pre-pandemic. But they had to shelve the plan due to uncertainties brought by the pandemic.
Humble beginnings
Jaltan originally started as a pharmacy in the 1960s founded by the late Jovita Tan and Dr. Alfredo Villa-Abrille Tan, which was located at Magallanes Street. Jaltan was coined from their names J for Jovita, AL for Alfredo, and TAN from their surnames.
Jovita was a pharmacist while Dr. Alfredo was a surgeon at Brokenshire Hospital. After a few years, they expanded to Claveria, now CM Recto St, which is now the brand's main branch. In the 1980s, they decided to focus on food as it was more in line with Jovita's passion. In 2003, the brand further grew as it opened more branches in the city's malls and even in neighboring City of Tagum.
Jaltan has been known for offering one of the city's best Pancit Palabok/Malabon and Kakanin like Cassava Cake, Sapin-sapin, Kutsinta, among others.
The younger Tan said they are happy with the positive turnout and feedback they got days after they relaunched their main branch.
"We are very excited about what's ahead. Plans of renovating all their branches are in the pipeline," she said.
Tan also revealed that they intend to open more branches within and beyond the city in the coming years. At present, they have branches in CM Recto St., Gaisano Mall of Davao, Magallanes (A.Pichon) St., and Tagum City. Other branches not mentioned are owned and managed by Tan family's close relatives. ASP