GMA-7’s prized comedian Michael V has proven that loyalty ultimately pays off.

Already two decades in show business, he has become a household name not for being a rapper --- which was how he started in the late ‘80s --- but for capturing the Filipinos’ wit and sense of humor in his comedy and talent search shows such as “Bubble Gang” and “Bitoy’s Showwwtime.”

And although many had wanted --- and tried --- to lure him away from the Kapuso network, the comedian has stayed with those who gave him his big break and propelled his career into where it is now.

Michael V applies the same principle to his endorsements. He recently renewed his contract with Gerry’s Grill restaurant whose owner, Gerry Apolinario, he has been friends with even before they entered into a client-endorser relationship.

According to Gerry in a recent interview, their contract is more bound by friendship than law.

“Michael and I have been friends for a long time now. We are, in fact, neighbors. He will be Gerry’s Grill endorser for as long as he likes,” he said.

And although Michael only endorses the restaurant by allowing his image in the restaurant’s posters and point-of-purchase materials, Gerry said that they are now thinking of doing a commercial featuring the comedian.

In the meantime, Michael V endorses Gerry’s Grill’s Circle of Friends privilege cards and events. Every month, Gerry’s Grill holds a Circle of Friends party at one of their branches. So far, these were at Ali Mall, inside Mall of Asia and Oceanarium, the one near ABS-CBN and Ortigas. This month’s party will be at their Davao branch.

A Gerry’s Grill Circle of Friends Party is an eat-all-you-can, drink-all you can event that’s absolutely free for its Circle of Friends card holders. Although it may seem to be a lopsided business venture since there’s no return of investments at nights when such an event take place, Gerry points out, “Ah, but they will remember --- and likely choose --- Gerry’s next they feel like dining out because they’ve already tasted the food.”

He reports that their three branches in the US are doing good business as well.

Gerry’s Grill has added 10 new items in their menu. Some of these are Pinaksiw na Galunggong, Sinigang ng Ulo ng Salmon sa Miso, Adobo Beef Ribs, Kinunot and Sizzling Tokwa con Carne.

(Gerry’s Grill offers catering and delivery services. A P300 minimum order is required for all delivery and orders are accepted only from 10 a.m. to 9 p.m.)