SHG or Standard Hospitality Group is a holding company that is owned by John Marie Concepcion. Mr. Concepcion, is the CEO of Unilever RFM ice cream company (URIC). He has led the Selecta brand to become the leading ice cream company in the Philippines with a dominant market position of 80% market share. In 2011, confident with years of experience in the Food & Beverage industry he ventured into the restaurant business and set out to create a separate company called the Standard Hospitality Group. SHG is not your run-of-the-mill hospitality group; we only partner with unique Japanese brands that deem themselves masters of their dish. We intend to work with international companies that share the same passion and attention to detail to their craft, qualities that illustrate the same values and philosophies we identify ourselves with. Within 8 months of operations, Yabu’s signature dish had been named Esquire Philippines’ Dish of the Year for 2012 and became a leader in social media with over 240,000 followers on Facebook alone. For 2 consecutive years, 2013 and 2014, Yabu was awarded the Certificate of Excellence by Trip Advisor and was included in the prestigious list of Philippine Tatler’s Best Restaurants in 2013 and 2014. In 2014, Standard Hospitality Group has partnered with international Japanese ramen brand, Ippudo. Ippudo was founded in 1985 in Japan’s ramen capital of Hakata by Shigemi Kawahara, the internationally renowned Ramen King and CEO of Chikaranomoto Company. Ippudo has over 70 IPPUDO restaurants in Japan, and more than 30 globally in New York, Hong Kong, Singapore, Sydney, Shanghai, Taipei, Guangzhou, Shenzhen, Seoul, London and Kuala Lumpur. Ippudo opened its doors in the Philippines last September 2014 in Manila’s biggest premier mall, Mega Fashion Hall, which holds the largest international retail brands. By 2016 we are set to to hold a total of 10 branches in the biggest malls in Manila. In the next 3 years, SHG targets to hold more restaurant brands with branches all across the Philippines serving only quality dishes and outstanding service.