In Daly City, a Filipino grocery store is out to redefine your average night out with a series of events that might as well have club-goers swapping bottle service for bulalo. Seafood City, a staple for Filipino edibles, has been turning its venue into a nocturnal playground, complete with live DJ sets and street food that's causing quite the buzz, especially at their Daly City location, which they fittingly added to a city known as the "Pinoy Capital of the World."
As reported by The SF Standard, their "Late Night Madness" event series kicks off at 8 PM on select Fridays and Saturdays, transforming shopping aisles into dance floors with a range of tunes from throwback hits to the latest chart-toppers. The parties have grown in popularity, drawing attendees of all ages, from kids to senior citizens, and an eclectic mix from the casually attired to those dressed for a more traditional night on the town.
These events are not just about dancing, as Seafood City’s director of digital marketing, Patricia Francisco, envisioned something that emulates the exuberance of Filipino family gatherings. "Late Night Madness" is her brainchild, mixing up the grocery routine with a younger, vibrant clientele while dishing out local favorites from the likes of Grill City and Baker's Avenue right in the store. "It’s really a beautiful feeling to see everybody just get together, eat, dance and sing," local DJ JP Breganza told The SF Standard, expressing his joy at playing for diverse age groups in such a unique venue.
According to a CBS News San Francisco article, local DJs play a crucial role in the store's transformation, hyping up the crowd just as they would at any high-energy club. As the nights evolve, so does the ambiance, going from initially confused customers to a full-on party scene, which is especially poignant for those like Breganza, who sees these gatherings as reminiscent of family parties from his childhood.
What started as a viral phenomenon has now spread beyond Daly City, with "Late Night Madness" marking its territory across various Seafood City locations in the country, even reaching into Canada. The next events in Daly City are scheduled for Friday and Saturday, and the company advises securing a spot online, although they welcome walk-ins if space allows.
