For fans who first discovered their smash burgers after a night out partying in Poblacion, the move marks another major milestone because Scratch is once again stepping outside its neighborhood by bringing its signature smash burgers to Eastwood, one of Quezon City’s busiest lifestyle districts.
The expansion is notable not only because of the new location, but because Scratch was never originally meant to become a permanent restaurant at all.
From Pobla pop-up to permanent fixture
Scratch started inside a small Poblacion space that was supposed to be one part speakeasy and other part flexible venue for rotating concepts and pop-ups. That’s why it was called “Scratch,” because it was supposed to be a blank slate where new concepts could be created from, you guessed it, scratch.
While the speakeasy concept came to life with Dumbo, one of the first ideas pitched for the flexible space was a smash burger pop-up inspired by the growing burger scene in New York. It was supposed to be temporary, but people kept coming back for the concept’s straightforward and balanced approach to smash burgers—which led to Scratch becoming a permanent fixture in the Makati food scene.
Why Scratch resonated
At a time when many burger concepts leaned toward towering stacks of meat, novelty ingredients, and social media gimmicks, founders Marco Viray and Partrick Santos found an audience for Scratch by choosing an honest approach to burgers.
Despite having developed house-made potato buns, patty blends, and sauces, Scratch has never been about reinventing burgers. Instead, they’ve chosen to focus on consistency and proper execution—an approach that carries the spirit of the New York burger joints that inspired its conception. And it’s this very approach that has helped turn first-time diners into repeat customers, proving that their combination of well-seared patties, American cheese, onions, pickles, house-made sauce, and fluffy potato buns is a recipe worth the hype.
Successful siblings
Scratch’s success, however, shouldn’t come as a surprise, because the group behind it is the very same group behind Noilita Joe’s, one of Poblacion’s most beloved pizza spots, and a bunch of other nightlife favorites in the area like Kampai and Treehouse. While burgers may seem worlds apart from bars and nightlife venues, the team sees a direct connection.
Whether it’s a bar, club, pizza spot, or burger joint, the goal remains the same: to create a place that people want to come back to.
The difference, however, is that burgers (or food as whole) leave little room for error as there’s no music, no strobe lights, or a moody ambiance to hide behind. The product has to stand on its own. That challenge pushed the team to focus on the fundamentals: speed, consistency, kitchen flow, and quality. And every new branch is built on this foundation.
Embracing Eastwood
For its latest expansion, Scratch chose Eastwood because it offers the right kind of everyday ecosystem—a place where Scratch can naturally fit into people’s routines. The district’s mix of office workers, residents, and constant foot traffic closely matches how customers already engage with the brand: quick lunches, casual dinners, takeout orders, and regular repeat visits.
Rather than chasing an oversized flagship store or a headline-grabbing launch, Scratch has taken a more measured approach to growth, one that refuses to dilute the brand’s core identity. Their newest Eastwood branch reflects this, intending to create a refined sense of familiarity built on even better service flow, kitchen efficiency, and dining experience.
A new chapter
Scratch’s move to Quezon City means more than just another branch. It marks the next chapter for a homegrown concept that began as an experiment and grew through word of mouth, repeat customers, and a clear commitment to getting good, quality burgers right.
It also represents the brand’s confidence in stepping beyond the neighborhood that first embraced it. What started in Poblacion as an unexpected success is now building a brand new home in one of Metro Manila’s busiest mixed-use communities, where office workers, residents, and diners are constantly looking for reliable everyday options—proof that good brands can grow without losing what made them special.
Scratch Smash Burgers Eastwood is located at the ground floor of One Eastwood Avenue Tower 1, Quezon City.
Frequently Asked Questions
To achieve a “lacey,” crispy edge, you must use a high-fat beef blend (at least 20% fat) and smash the patty onto a scorching hot ungreased griddle immediately. This maximizes the Maillard reaction, creating a thin, browned crust that fuses with the cooking surface. Avoid using oil on the flat-top, as the beef needs direct contact with the dry metal to develop those signature jagged, crispy edges seen at Scratch.
Potato buns are preferred for smash burgers because their high starch content provides a soft, pillowy texture that can absorb burger juices and sauces without falling apart. Unlike brioche, which can be too buttery or firm, a potato bun “squishes” down, creating a cohesive bite where the bread-to-meat ratio remains balanced. This structural integrity is essential for maintaining the “handheld” experience that Scratch prioritizes in their New York-style execution.
To prevent the meat from sticking to your burger press or spatula, place a small square of parchment paper between the metal tool and the raw beef before smashing. This creates a non-stick barrier that allows you to apply maximum pressure without tearing the patty as you lift the press. Once the initial sear is locked in (usually after 30 seconds), the paper can be discarded, leaving a perfectly flat, seared surface.
For the best results, store the patties and buns separately in airtight containers in the refrigerator for up to two days. Reheat the patty in a dry pan over medium-high heat for 60 seconds per side to refresh the crust, then add the cheese and a teaspoon of water with a lid to steam-melt. Avoid the microwave, as it will turn the potato bun rubbery and make the seared edges of the beef soft and grey.
The most common mistake is smashing the patty too late in the cooking process, which forces out the juices once the fat has already begun to render. You must smash the beef within the first 10–15 seconds of hitting the heat to lock in the moisture and create the sear simultaneously. Additionally, flipping the burger multiple times or pressing down after the initial smash will drain the patty, resulting in a dry, lackluster burger.
