Wolfgang’s Steakhouse Grill has opened its first Cebu branch at SM City Cebu, bringing the New York–born steakhouse brand’s signature dry-aged USDA Prime beef to the Visayas as it accelerates its expansion across the Philippines and Asia.
The restaurant opened to the public on Feb. 3, 2026, at the Upper Ground Level, North Wing of SM City Cebu, offering the brand’s “Grill” concept, positioned as a more relaxed, high-end dining format while keeping Wolfgang’s core standards on beef quality and service.
In remarks during the opening, Peter Zwiener, a co-founder of Wolfgang’s Steakhouse, said the group started the concept 22 years ago in New York and built its reputation on USDA Prime beef and an in-house dry-aging process.
He said Wolfgang’s buys beef fresh from US ranches and purveyors, ships it to the Philippines by air freight “chilled” (not frozen), and dry-ages it on-site for 28 days to improve tenderness and add an “earthy” flavor.
Zwiener added that the group focuses on USDA Prime Black Angus, a limited category he said accounts for about 2% of US beef production.
“The concept is all based upon USDA dry-aged beef,” Zwiener said. “We buy all our beef fresh… directly from the ranchers and the purveyors in the United States, and we fly directly here to the Philippines,” he added.
The Cebu opening is part of a broader push into the Visayas. The company said it is also expanding its footprint in the region, with a presence in Iloilo this month.
Zwiener said the Cebu branch is the brand’s second in the Visayas after Boracay, and that an Iloilo location was nearing completion and expected to open soon.
Zwiener said the group does not operate as a franchise model, describing its international rollout as a joint-venture partnership where the company retains an equity stake and stays closely involved in menu standards and operations to ensure the same recipes and experience across markets.
Cebu Business News
