March 2009 Issue by edlyn

MASIGASIG VO L U M E

•

I S S U E

MARCH 2009

PUBLISHED BY GLOBE BUSINESS FOR SMEs

JENNIFER SEVILLA sells wigs for all occasions Manage your employees’ cellphone expenses with the AutoloadMax Corporate Edition

Queen of PINOY GLENDA BARRETTO raises the bar for ﬁne dining with

VIA MARE

2ND ANNIVERSARY ISSUE! CELEBRITY FRIENDS CONGRATULATE MASIGASIG!

MASIGASIG Table of CONTENTS

15 COVER:

Via Mare Glenda Barretto shares how she turned her restaurant into a top hospitality brand

CELEBRITY RAKETS

If you're looking to jazz up your hairstyle, Jennifer Sevilla can help!

BATANG NEGOSYANTE

HOT SPOTS

Learn how Edgar “Injap” Sia II made Mang Inasal a household name

Kalibo offers business opportunities in tourism and handicrafts

IN EVERY ISSUE

STAFF

5High Tech 8Helpline 9Franchising 101 12Hot Negosyo 19Global ang Dating 25Round Up Jaclyn Lutanco-Chua Sunshine Selga Leslie Lee Dino de Ocampo

Editor-in-Chief Managing Editor Associate Editor Art Director

Bubbles Salvador Jemps Gallegos Cecile Jusi-Baltasar Camille Besinga Mari-An Santos Abby Yao

Writers

Vincent Coscolluela Jun Pinzon Mark Ches Ang Ocs Alvarez Heidi Pascual

Photographers

Emer Buenaventura Yen Uy Cherry Pacheco

Makeup Artists

Junn delas Alas Dondi Limgenco

Project Managers

Globe Advisory Team Ailene Averion, Aldwin Co, Cielo Javier-Sonza, Alain Sebastian, Michelle Perlas, Barby Coronel

ma•si•ga•sig – determined, persistent or motivated, with a strong sense of direction in terms of goals to be achieved.

A special publication made by Summit Media for Globe Telecom. For special publication inquiries, please call 451-8888.

EDITOR’S NOTE Happy birthday to us! You’re all probably wondering why a business magazine such as ourselves would feel so joyous, considering that many small business communities all over the world today are feeling unsure of their futures. But we can’t help it—this issue is ﬁlled with so many inspiring stories, it’s almost as if there is no economic crisis going on! Young entrepreneur Edgar “Injap” Sia II granted us an interview right after he opened his 100th Mang Inasal branch—and he says he’s conﬁdent he can open 200 more in 3 years! Even veteran restaurateur Glenda Barretto of Via Mare assures us in the cover story that the food industry will continue to do good in the coming years; she should know what she’s talking about—she’s been in the business for over three decades! These little tidbits should be enough cause for cheer. Because whether you've been in business for two or twenty years, simply having the guts to start (and continue) a venture these days deserves a rousing round of applause. So this anniversary isssue isn't just about recognizing our own achievements; it's also acknowledging that there are still many things out there worth celebrating. So congrats to all of us, dear reader. Our birthday wish: that we all see each other again in March 2010—when we celebrate our 3rd anniversary!

Jaclyn Lutanco-Chua Editor-in-Chief

The word on every entrepreneur’s lips these days is “costcutting.” Wherever you go, companies are slashing budgets, have stopped hiring, and are all but poring through their ledgers with a magnifying glass. During times like these when every peso counts, technology plays an even more vital role in a company’s survival. Computers and cellphones may seem like extravagant expenses upon purchase, but the services they enable—from e-mail to SMS, from broadband Internet to inventory management—can allow a company savings on communication expenses in the long run. They also lessen the chances of human errors (which is always costly to redo). Globe Business is here to offer you these solutions—and so much more—at the most affordable prices possible. Log on to our website or give our hotline a call, and let us try and help you make this economic crisis a little less daunting.

Maridol Ylanan Head-Corporate & SME Segments

Call the Globe Business Hotline at 730-1288 or 1-800-8-730 1288 for inquiries on Globe products and services, or visit any Globe Business Center or Globelines Payments and Services Center. ●

For inquiries, comments or suggestions on Masigasig magazine, e-mail sme@globetel.com.ph or visit www.sme.globe.com.ph. ●

ASKED & ANSWERED

LETTER of the MONTH PHOTO BY VINCENT COSCOLLUELA

COST-CUTTING in the FACE of CRISIS

LOOKING FOR BACK ISSUES

Your October 2008 issue is most encouraging with the story of Natomo’s Lolo Ciso. His recognition is a triumph that deﬁes diploma and age: tunay na masigasig! After reading that issue, I resolved to transfer Masigasig from the privacy of my room to our open reading ﬁles at home. But while going over my other copies, I found out that I lack the following: June and July, 2007 and February, 2008. Where I can get these back issues? Thank you and more power! CYNTHIA C. AFABLE cyaf30@yahoo.com

Dear Cynthia, The magazine is available on the Globe SME website, www.sme.globe.com.ph. Just click on Masigasig Online and you will be able to view all our past issues. You may also want to visit any Globe Business Center to check if they still have the copies you are looking for.

Managing your expenses does not have to be a headache

Dear Masigasig, I’m all praises for your magazine! It has truly inspired me and my family to start our own business, the Bubble n’ Joy laundry shop located in Trece Martires, Cavite. Our laundromat is very young, so aside from advice on how to get more customers, I would also like to ask you for tips on how we can cut our overhead costs. I look forward to hearing from you soon. Sincerely yours, ROMELA IANE R. DE LEON Mobile: 0917-5230118 E-mail: bubblenjoy@gmail.com Dear Romela, Businessmen used to follow the adage, “You need to spend money to make money,” but now that times are getting hard, I recommend instead that you ask yourself the following every time you consider taking on an expense: ■ Does it add value to the business? ■ If I hire this person, will my sales

increase? ■ If I buy this piece of equipment, will it increase productivity? Your answers to these will start you on the road to lower overhead costs.

Other ways you can avoid wasteful spending: ■ Keep an eye on your cash. This includes proper bookkeeping and constantly updating your cash ﬂow statement and projection. Doing this may not necessarily prevent poor choices on how your money is spent, but at least you are planning for expenditures.

4 • MARCH 2009 • GLOBE MASIGASIG

■ Lease instead of buy; if it’s really

unavoidable, buy used equipment. However, be mindful of potential maintenance and/or upgrade costs. ■ Extend terms with suppliers to negotiate better rates. Now, regarding your question about how to attract more customers, here are some low-cost ways to promote your business: ■ Go online. Social networking sites

like Multiply (www.multiply.com) and Facebook (www.facebook.com), as well as blog sites like Blogger (www.blogger.com) and Wordpress (www.wordpress.com), are so user-friendly that you do not need knowledge in HTML to make your own webpage. These websites allow you to upload photos and videos with ease. You can even post announcements about your business. ■ Use buddy promotion. If you send out brochures, you could include a leaﬂet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers. Just make sure your products and services complement each other. ■ Give out discounts to those who pay in full or in advance. This will also help improve your cash ﬂow. Good luck with your business , and do update us from time to time on how you are doing. Regards, JACLYN Editor-in-chief

BUSINESS IDEAS

Dear Masigasig, I am 25 years old and need your advice on what business I can put up. When I was in college, I had an ukay-ukay sideline, but stopped when I was about to graduate because I needed to focus on my studies. After graduating, I tried selling herbal products, but that did not do well. Now, a friend is suggesting I start a small business in a big city like Manila, but I do not know what to do. Please give me ideas. I feel so young and inexperienced. Thank you in advance. ANNABELLE TABUNO globellego@yahoo.com

Hi Annabelle, You’re not the only one with this problem. Rest assured we’re planning to come up with an article soon on hot businesses you can start with low capital.

Do you have any questions about your business that you think Masigasig can answer? Write to us and be our next letter sender of the month! Include your full name, name of business, contact number and e-mail address. The chosen letter sender will win premium Globe items! The winner will be notiﬁed via e-mail and will receive a call from Masigasig.

HIGH TECH

AUTOLOAD IN A

FLASH

Do away with problems like manually reimbursing your employees’ prepaid load expenses. Here’s another unique service from Globe to make your life easier. B Y B U B B L E S S A LVA D O R

‘‘S

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Dealing with the employees’ excuse, “Sir, I have no load.” SOLUTION: Since reloading of prepaid accounts is conveniently done online, employees will always have load and can readily reply to your calls or text messages.

PROBLEM NO. 2:

Added paperwork for reimbursement of communication expenses SOLUTION: Manual reimbursements require long processes of verification. But since employers can reload employees’ prepaid accounts at a pre-determined amount and schedule, the need for extra paperwork is reduced.

PROBLEM NO. 3:

Controlling the communication expenses of your employees SOLUTION: With the AutoloadMax Corporate Edition, business owners can efﬁciently and conveniently manage their employees’ prepaid accounts online. Now you can track each employee’s usage by department or location. And by logging on, you can ﬁnd out which department is spending the most, as well as the department that is close to depleting their budget. To sign up for the service, simply follow these steps: Step 1: Once your application is approved, you will be given an assigned username and password for the AutoloadMax Corporate Edition webtool, a special master postpaid account where monthly usage will be billed against and your prepaid SIM cards. Step 2: Access your AutoloadMax webtool to create user groups and specify reload schedule and amount.

HOW IT WORKS

Subscription to the AutoloadMax Corporate Edition is free. You only have to pay the total amount you have reloaded to your employees. Certain requirements, however, have to be met: Enrollees must have a corporate or SME Postpaid Account with a minimum of 10 prepaid recipients. ■ Recepients must be company employees and must have active Globe Corporate or SME Prepaid Accounts. ■ Service requires a Globe broadband connection that allows business owners to manage the account online. ● ■

For more information or to subscribe to AutoloadMax CE, call Globe’s 24-hour Hotline Service/Support via the SME Hotline 730-1288 (toll-free 1-800-8-7301288).

MARCH 2009 • GLOBE MASIGASIG • 5

CELEBRITY RAKETS

CROWNING

GLORY

Also, as an extra service to its clients, Lynelle Hair customizes hair pieces—i.e., they might want a wig in a particular shade or a particular cut. It takes about a month from placing the order for the customer until shipment of the wig from one of Lynelle’s Asian manufacturers arrives (Lynelle has suppliers from, among others, Hong Kong, Japan, and Korea).

STUMBLING BLOCKS

Starting out, Lynelle Hair’s biggest obstacle was that they were selling non-consumer products. “A lot of people told me, ‘ Kung JENNIFER SEVILLA keeps celebrities looking their best pagkain nga, nahihirapan nang bilhin, wigs with hair that isn’t even their own pa,’” says Jennifer. “But actually, having TV show characters for clients means we have B Y C E C I L E J U S I B A L T A S A R • P H O T O S B Y H E I D I P A S C U A L continuous demand for our products, not just during Halloween, which is our usual “At Mannequin, Inc.’s shop peak season.” etty La Fea’s bangs, Dyosa’s red mane, and in Tutuban, we began selling a Also, Jennifer had to debunk the Michael V’s matronly coifs in Bubble Gang few wigs which were in supply widespread notion that wigs were only from our mannequin have one thing in common: they all come for the bald and d e s i g n s , ” s a y s the elderly. To There is a wig and hair extension to suit from ’80s TV sweetheart JENNIFER SEVILLA’S J e n n i f e r . T h e every mood, color and length imaginable- c o r r e c t t h i s , shop, LYNELLE HAIR FASHION. gay impersonator to a fantaserye concept of selling from Jennifer turned star, to a cancer patient. Since opening at V-Mall, Greenhills in October wigs took off just to her clients to as demand for show people, by 2007, Lynelle Hair has supplied full wigs and hair them increased. wearing Lynelle extensions to at least 85 celebrities on Philippine Mannequin, Inc.’s Hair’s products, TV, including the cast of all the fantaseryes on the initial Tutuban that wigs and hair ABS-CBN and GMA networks. In fact, says Jennifer, clients were mainly extensions are gay impersonators “equal to the little about 90 percent of the characters on Pinoy TV needing wigs for black dress for have, at some point, worn a Lynelle Hair product. their acts. women and white Aside from full human hair and synthetic wigs and Around that dress shirt for men same time, do-it-yourself clip-on hair extensions, Lynelle Hair that are faithful Jennifer’s mother standbys in their also offers false eyelashes, bangs, hair accessories, was undergoing closets for dressy toupees, dolls’ wigs, and feather boas. Its synthetic chemotherapy for occasions,” says wigs can go for as low as 900,while a full wig of lung cancer and Jennifer. her hair was falling When Saymour 100 percent human hair can go up to 13,000. off because of the started selling Jennifer shares proprietorship of Lynelle Hair treatments. Seeing wigs to celebrities, with her husband Saymour Go. She credits the how badly that Jennifer saw inextricable relationship of hair and fashion for affected her mom, that the Tutuban Jennifer asked her location wasn’t Lynelle Hair’s steady success. “To portray roles, to try out one of always convenient you have to have a total look, and that includes Mannequin, Inc’s for these clients. the hair,” says Jennifer. short wigs. “It So for Lynelle Hair’s boosted my mom’s self-esteem, first store, she having hair again,” says Jennifer. chose to set up in MANNEQUIN TOPPERS the more accessible Lynelle Hair is an offshoot of Saymour’s That reaction solidified Jennifer’s Greenhills area. But first business venture launched in 2004, motivation to start Lynelle Hair. In fact, second to celebrities, because the store Mannequin, Inc., which supplies mall tenants was away from with mannequins, hangers, and packaging cancer patients now make up commuter traffic, (plastic and paper bags, and boxes). After about Lynelle Hair’s clientele. “They come Lynelle Hair’s first a year, Mannequin, Inc.’s clients began asking in wearing scarves on their head and day of operations for edgier, more realistic mannequins. So along leave with a full head of hair, and was slow in terms with creating lifelike eyes for their mannequins, they’re so grateful,” says Jennifer. of sales and visits. they also started putting synthetic hair on the “We try to be sensitive to them and “We had to make dummies that was so realistic it resembled provide them with a private room in the shop to try on the wigs.” ourselves visible human hair.

6 • MARCH 2009 • GLOBE MASIGASIG

MAKEUP BY EMER BUENAVENTURA • SHOOT DIRECTOR RICUS AFABLE

CONTACT DETAILS Lynelle Hair Fashion Unit 209 B V-Mall, Greenhills Shopping Center, Ortigas 0929-7897747, 0917-8594930 E-mail: lynelle_hair@yahoo.com Website: www.lynellehair.multiply.com

in the mall with streamers,” says Jennifer. “People didn’t know us since we’re the ﬁrst of our kind to set up an actual one-stop shop.” These days, though, Lynelle staff entertains at least 20 customers a day. Of those 20, there are at least ﬁve paying customers. The closest entity that Jennifer counts as competition is SM Department Store, where they also sell similar products as Lynelle Hair’s, but, says Jennifer, “We have a more vast collection of products, and we provide everything you need in terms of wigs and hair extensions.” There are also some who sell wigs online but, says Jennifer, people like being able to go somewhere and actually try on the products.

TECH HELP

Lynelle Hair doesn’t use paid endorsements despite its highly visible clientele. Instead, it relies mainly on word-of-mouth advertisement, hugely helped along by the Internet. “ W e c r e a t e d a b l o g ( w w w. cliponhairextensions.blogspot.com), a Multiply account (www.lynellehair.multiply.com), and an e-mail address (lynelle_hair@yahoo.com) so people would know about us,” says Jennifer. “I come up with all the write-ups and our sales executive posts them for me.” The company e-commerce website, www.lynellehair.com should be up and running any time now. When it is, clients from provinces with internet access and from abroad can see Lynelle Hair’s product catalog online, order online, and pay online using their credit cards. SMS also helps Lynelle Hair a great deal. Regular clients from TV shows just text them whatever they need, when they need it, and Jennifer’s staff gets it ready by the time the clients drop by to pick up their orders. “Print media really helps us, too,” says Lynelle Hair Fashion at Jennifer. They’ve V-Mall, Greenhills gotten clients from as far away as Davao and Tuguegarao—young people with congenital scalp problems who need and want to cover their bald spots. “They contact us because they read about us from magazines. They don’t have access to the Internet or have a TV.” ●

JENNIFER SEVILLA: “Having TV show characters for clients means we have continuous demand for our products, not just during Halloween, which is our usual peak season.”

MARCH 2009 • GLOBE MASIGASIG • 7

HELP LINE

ld-timers i n t h e restaurant industry always mention three key ingredients as the recipe for success: good location, great food, affordable prices. But reality suggests that this rule does not hold true anymore: many establishments have successfully defied this three-pronged convention, while those who followed the rules fizzled out. So all things held equal, what else can set your eatery apart from the rest?

and the flexibility to adapt to changing market conditions (including economic downturns).” Mark Sablan, General Manager of the Trinoma mall in Quezon City, explains it this way: “In the restaurant business—like all other businesses— reinvention is key. A lot of creative, upcoming entrepreneurs are always coming up with something hip and fresh, so you have to stay ahead of them.” Raymund Magdaluyo of Red Crab, Crustasia, Blackbeard’s Seafood Island, SumoSam, John and Yoko, Marciano’s, CafÈ Ten Titas, New Orleans, ClawDaddy and Heaven N’ Eggs agrees. He points out: “Many of our PHOTO BY JUN PINZON stores have been pioneers in their respective mall communities. We have our international pegs or inspirations, but we ADAPTABILITY KEEPS always try to come up YOU RELEVANT with something new and Let’s take a look at some special.” other examples of those For example, in who followed the old rules November 2008, but did not quite make it: Magdaluyo dramatically ■ An American burger chain reinvented his flagship was resuscitated twice, and Heaven N’ Eggs’ outlet in yet despite prime spots Glorietta 4, Makati, trading in big malls, it performed its white-wicker country dismally. Perhaps the lack look for dark, stylish of a signature dish led to interiors. “We wanted to Cooking up a hit requires a mix of adaptability its demise? make the area younger ■ A restaurant was popular and hipper,” Raymund and hospitality for its eat-all-you-can explains. “We still serve buffets for many years, but the same all-day comfort B Y J E M P S G A L L E G O S has since succumbed to food, but the difference leaner lines despite more now is in how we treat affordable rates than its copycat competitors. Perhaps the healthy our guests—as rock stars. Sales have definitely gone up, but more lifestyle trend is making the buffet taboo? importantly, we are attracting a younger crowd.” ■ A garlic-themed restaurant in Malate, drew raves for its excellent cuisine, but found itself unable to draw in enough diners because its HOSPITALITY KEEPS THEM LOYAL location was not enticing enough (i.e., street lighting was poor, parking Meanwhile, there are many restaurants who do well when they position was inconvenient, etc.). themselves as “destination restaurants”—usually located in hard-tofind, hole-in-the-wall places—but flounder when they move to highSo what is the secret to restaurant success? According to the traffic, mall-based spots like the Greenbelt strip in Makati because Cornell University School of Hotel Administration, “the most of tough competition. When you are in a prime location and pitted successful restaurateurs have a clear concept and the ability to against restaurants serving equally good food, it’s the emotional ties implement it consistently, as well as the determination to succeed patrons have to your place that will keep you afloat. If you want people to flock to your restaurant, you’ll need to serve more than good food

THE SECRET INGREDIENTS OF

RESTAURANT

SUCCESS

8 • MARCH 2009 • GLOBE MASIGASIG

HELP LINE This is also what restaurateur Danny Meyer posits in his book Setting the Table when he writes that “each diner needs to believe that they’re the only one in the world that matters. Good service is important but will only get you so far. Hospitality, the quality that makes customers feel good and want to come back is what counts.” For instance, Italian restaurant Amici de Don Bosco operates in a nondescript portion of Pasay Road in Makati City, but continues to attract much buzz despite its outof-the-way location, and sustains a cult following to this day. Patrons swear that the consistently friendly demeanor of Amici’s staff leaves an even better taste in their mouths than its famous pizzas and gelati. “Food is secondary to something that matters even more,” said Meyer. “In the end, what’s most meaningful is creating positive, uplifting outcomes for human experiences and human relationships. Business, like life, is all about how you make people feel. It’s that simple, and it’s that hard.” ●

The most successful restaurateurs have a clear concept and the ability to implement it consistently...

SERVING FILIPINOS & FOREIGNERS Do you treat a Caucasian diner the same way you would a Japanese? How do you get Thais to patronize your Tom Yum soup? Here are some tips for dealing with customers of different cultures: CAUCASIANS: are wise spenders, always hungry for good food and unique dining experiences. Europeans and Americans tend to be very particular about wine lists, so attract them with extensive offerings.

particular about the freshness of their ingredients.

INDIANS: spend less, so they respond well to value-formoney offerings. Throwing in freebies is the way to go.

PINOYS: are average spenders. They won’t binge like there’s no tomorrow, but they try stuff they find interesting. They usually ask their server for recommendations, so make sure your staff is well-versed on your menu. ■

JAPANESE: spend more and are more daring with their choices. They are very

THAI: like having chefs from their country. When you are able to prepare their food with utmost authenticity, they appreciate it.

FRANCHISING 101

SECRETS of FRANCHISING SUCCESS How to be a winning franchisor or franchisee

IKE ANY RELATIONSHIP, a give-and-take attitude is needed for any franchise business to succeed. Freda Co, Business Development Manager of Rice-in-A-Box (RBX), underscores the importance of teamwork. “Every piece of the puzzle should ﬁt in and contribute to the whole system,” she says. Franchisors should...

Josie Sy of Peanut SELL A World considers this GOOD FRANCHISE. rule number one.

“The franchisor should make sure that his products are of good quality,” she says. Edgar Sia II, President and CEO of Mang Inasal, couldn’t agree more. “[It should be] a business model that is proven to be proﬁtable.”

2. MAINTAIN REGULAR COMMUNICATION

According to Sy, this also consists WITH of regularly FRANCHISEES visiting the franchised outlet. When the franchisor and franchisee are in constant touch, there is an opportunity for the franchisor to listen to the ideas and suggestions of franchisees as well, says Co.

3. ALWAYS INNOVATE AND

“We’re not just talking about the product, but the whole system as IMPROVE HIS well,” says Co.

FRANCHISE

Franchisees, on the other hand, should… The franchising BE PREPARED scheme is complicated, so “Patience and hard work are needed to [master] this system,” says Sia. For Co, commitment to the business doesn’t end with allotting time and money, but “giving your best efforts until the end.”

“‘Is the franchise a 2. STUDY MARKET AND saleable product?’ LOCATION

‘Is my target market in my desired location?’ These are some of the questions that every franchisee should answer,” says Co.

B Y B U B B L E S S A LVA D O R

After all, it’s BE BRAVE a learning ENOUGH TO MAKE MISTAKES p r o c e s s . A s

Sia says, “Just make sure you don’t repeat the same mistakes. Always keep on ﬁnding ways to improve.” Sy says every franchisee should enter the business with the mindset that rules are pre-determined, and they cannot just make decisions on their own.

THE 4. FOLLOW RULES OF THE FRANCHISOR

The Association of Filipino Franchisers Inc. (AFFI) seeks to professionalize and standardize the local franchising industry. For more details, log on to www.afﬁ.com.ph.

MARCH 2009 • GLOBE MASIGASIG • 9

These handicrafts have made their way to Japan and the United States

The Kalibo Cathedral draws in tourists and worshippers alike

The USWAG brand is one of Kalibo’s pride and joy

Polvoron for pasalubong!

B Y M A R I - A N C . S A N TO S • P H OTO S B Y J U N P I N ZO N

ALIBO is the capital town of Aklan province and located in the island of Panay. It is accessible not only via the airport, but also through the Strong Republic Nautical Highway—via a roll-on, roll-off (RORO) ports system—and by four sea ports. If you go west via the Kalibo Bridge, you will reach Caticlan, the jump-off point for world-renowned beach island Boracay. AMPING UP TOURISM

The influx of tourists to Boracay has had a positive effect on business in Kalibo. Resorts and restaurants from the beach buy their hotel room accessories and tabletop items from shops in Kalibo, while foreigners who wish to extend their stay usually request a tour of the capital. By itself, Kalibo boasts of attractions that are worth a visit. Every third Sunday of January, the annual Sto. Niño Ati-Atihan festival, also called the “Mardi Gras of the Philippines” and “Mother of Philippine festivals,” draws merrymakers from all over the country for week-long festivities. At this time, the town’s 26 hotels, inns, and pension houses are ﬁlled to the brim. Bakhawan Eco-Park, meanwhile, is the eco-based tourism attraction—the Galing Pook and Golden Eagle Award-winning Mangrove Reforestation Project supported by the local government and Kalibo Save the Mangrove Association. More establishments offering accommodations for visitors and tourists are most welcome. 10 • MARCH 2009 • GLOBE MASIGASIG

NEW LOOK FOR INDIGENOUS CRAFTS

Entrepreneurs looking to invest in handicrafts will not be disappointed with what Kalibo has to offer. The town’s OTOP (One Town, One Product) are handwoven items from piña and abaca fibers. Kalibo is known as the oldest manufacturer of cloth woven from pineapple ﬁbers, which was traded long before the Spanish occupation. When the APEC Summit was held in the Philippines in 1996, the delegates wore barong tagalog made from pineapple silk manufactured in Kalibo. One well-known garments manufacturer is the Dela Cruz House of Piña, which supplies clothing and home accessories to Balikbayan Handicrafts, SM Kultura, and Tesoro’s, and exports to the United States. Another famous brand is USWAG Arts and Crafts, which designs pillowcases and bags that combine the indigenous abaca with other materials like beads and wood handles to come up with colorful, contemporary designs. They export to Japan and have two retail outlets in Boracay Island.

CONTACT DETAILS Dela Cruz House of Piña URSULITA DELA CRUZ, Production Manager 81 New Buswang, Kalibo 0916-5140078 www.houseofpina.com USWAG Arts & Crafts DIDI QUIMPO, Executive Director L. Barrios St., Kalibo 0917-3080451 www.uswagcrafts.com Tamagos NOEL & ELIZABETH TAMAGOS Osmeña Ave., Kalibo 0926-1902168 Sampaguita Gardens New Washington, Aklan www.sampaguitagardens.com MAYOR RAYMAR A. REBALDO www.kalibo.gov.ph DTI-Aklan (Region 6) ERMELINDA POLLENTES, Provincial Director (36) 262-39-51, (36) 268-5280, (36) 268-8003 www.dti.gov.ph

ACKNOWLEDGMENTS: ZIRTA IRENEA; ARCELI AGUIRRE; OFFICE OF THE MUNICIPAL PLANNING AND DEVELOPMENT COORDINATOR: ARLYN R. TRINIDAD, MERCELITA B. ARRIOLA, MADELEINE N. IMASON; ELSA M. TABUENA, MUNICIPAL TREASURER

KALIBO

More popularly known as the gateway to island paradise Boracay, Kalibo proves it’s more than just a stopover

HOT SPOTS

PRECIOUS

MOMENTS Old-world charm greets visitors of Sampaguita Gardens

Take your pick from these many Kalibonhon treats (clockwise from top): barquillos, piaya, torones, and bandi

Kalibo has proven that resilience and teamwork can overcome any tragedy... Piña and abaca are abundant in the area, and the traditional method of piña cloth loom weaving and abaca fiber weaving are still practiced among Kalibonhons. There is convenience of shipment of products both by air and sea. Investors who wish to source raw piña or abaca fibers, as well as tap organized groups of weavers to make their designs a reality, can contact them via the Department of Trade and Industry. Little touches make this bag one-of-a-kind

FRESH-BAKED PASALUBONG

The trusted name in pasalubong food in these parts is Tamagos. Started in 1990 by young Noel Tamagos, the name and business established itself as maker of quality barquillos, barquiron, piaya, and torones. They supply to stores all over Aklan, including Boracay. Interested entrepreneurs can get in touch with the Tamagos to distribute the products in other areas. K a l i b o One-stop shopping provides for home and clothing souvenirs viable and v a r i e d business options that go beyond tourism. It is, indeed, a destination rather than a layover. ●

t the adjacent town of New Washington, one particular place is a must-see for tourists. SAMPAGUITA GARDENS is a resort conceptualized by SAMUEL J. BUTCHER, creator of Precious Moments, a line of widely-collected greeting cards, figurines, and dolls with the signature teardrop-eye children that Mr. Butcher started drawing in the 1970s. Mr. Butcher decided to retire by the sea in the late 1990s, and loved the coastal town. He built a large house with a pool—the only one of its kind for kilometers around. People requested use of the pool, and he relented. According to Rolf Baniqued, one of the resort’s managers, “Soon, Mr. Butcher started charging 20 per head for a tour of the mansion that housed antiques from his travels all over the world, which came with a free ice cream cone and access to the pool.” In succession, Mr. Butcher built a convention center, hotel, and restaurant in 2001 to draw more visitors. By 2004, different attractions, including rides and a spa, certified Sampaguita Gardens as a family destination. It is also the home of Oriental Flavors, the first fine dining restaurant in Aklan, that has served countless showbiz celebrities and political figures.

In here, it’s Christmas all-year-round It hardly looks (and feels) like you’re in the Philippines when you stay here

All these products are handmade and use only natural materials

The famed barong tagalog is made even more exquisite with piña from Kalibo

Pathway leading to the town’s ﬁrst (and so far only) ﬁne dining restaurant

MARCH 2009 • GLOBE MASIGASIG • 11

in PARTY

PACKAGES Specialty cart catering may seem “small-time” in comparison to running a full-service restaurant, but the ﬁnancial rewards are worth it BY JEM PS GA LLEGOS • P H OTO S B Y O C S A LVA R E Z & J U N P I N ZO N

hildren’s parties have evolved from buffet lines, where guests had to diligently wait their turn to get spaghetti, hotdogs, and ice cream. Today, thanks to specialty cart caterers, partygoers can just hop from one kiosk or cart to another and partake of various treats: cotton candy, halo-halo, pizza, siomai, and many more. SWEET SUCCESS WITH ICE CREAM

Housewife Adeth Ng discovered she could make money by supplying an ice cream cart at kiddie parties in 2001. “I started out as a distributor for the Fruits in Ice Cream (FIC) brand early that year,” she recounts. “That December, a friend asked her party coordinator to get in touch with me because [that friend] wanted an FIC cart at her son’s first birthday party.” So Adeth borrowed an old sorbetero cart from an acquaintance, got her stock of FIC from her distribution business, and personally scooped ice cream for the party guests. The experience proved to be financially rewarding, and Adeth decided to go into the ice cream cart catering business full time. Her first investment: spending 10,000 to construct a proper ice cream cart and kiosk. “I wanted to target the AB market, so I had to upgrade my look,” she explains. On top of these, she hired Partygoers never fail two additional people, whose job is to to make a dash for ice cream (left) and accompany her to parties and help her pritchon (right) man the cart. 12 • MARCH 2009 • GLOBE MASIGASIG

CRAZY IDEA

Another specialty cart caterer, Charlie Esguerra of Charlie’s Pritchon, went into the business by accident. “I was stuck in trafﬁc one day in 1999,” he recounts. “Out of the blue, I wondered how different a suckling pig would taste if it was deep-fried rather than roasted.” To ﬁnd out the answer, he decided to get in touch with his brother, who owned a small piggery in Bulacan. “I got a small pig from him, and my wife Dina and I fried it in the biggest pan we had at home,” he says. The result: pritong lechon—or pritchon—was born. The Esguerras spent 250,000 to incorporate Charlie’s Pritchon in 2002—but not before “consuming about 100 piglets to perfect the cooking and serving technique,” says Charlie. They decided to serve it similar to Peking duck—the crispy skin is cut into smaller pieces and wrapped in a pita wedge with chopped lechon meat, green onions and a choice of sauce from a selection of seven,

MAKEUP BY YEN UY FOR ADETH NG

BIG TREATS

HOT NEGOSYO

HOT NEGOSYO CHARLIE & DINA ESGUERRA: “If just 10 out of 100 guests at a party like our pritchon and place orders, okay na ’yun!”

ADETH NG: “Ice cream is a party staple, so parents will always go all-out for their kids, giving them the best their money can buy.”

CONTACT DETAILS Adeth Ng Mobile: 0917-8422688 E-mail: adeth_ng@yahoo.com Charlie’s Pritchon™ The Original Pritong Biik 43D Kalayaan Avenue, Quezon City Website: www.charliespritchon.com

namely hoisin, white garlic, honey mustard, sate, Tagalog, honey lemon, and the standard lechon liver sauce. Their ﬁrst customers were their family and friends, who liked it so much that they asked their friends to try it. Before long, Charlie and Dina were delivering pritchon to parties and gatherings all over the country.

PARTY PROVIDERS

Today, the Esguerras cater five parties a day in the low season, and up to 10 parties a day in the December peak season. Pritchon is now served anytime—from weddings to first birthday parties—and anywhere, from posh subdivisions to office buildings. It has even gone overseas! “We had one customer order

a pritchon, told us to chop it up and pack it well, and then he hand-carried the wedges to Hong Kong,” says Dina. One order of pritchon costs 4,350, with a minimal delivery charge, and comes with all seven sauces. Charlie says that one pritchon can make 30 servings, so clients usually order three or four pigs for every 100 guests. MARCH 2009 • GLOBE MASIGASIG • 13

HOT NEGOSYO In 2006, the couple introduced new items on the menu: Pritchopabo or fried turkey, veggie wraps for the vegetarians, and salads with pritchon strips for those on a diet. “We try to come up with one new product every year,” says Dina. “We have many repeat customers, and some of them get so used to our dishes that they ask for new items.” Meanwhile, Adeth caters four to six parties a week during peak season, and two during the lean months of August to September (“Exam time,” she explains) and summer (“Because my clients often spends this time out of town”). She uses the low season to aggressively market her product, attending as many parties as she can to widen her social circle. “When the clients see you, and they know you know your product, then that’s how you get your sale,” she says. She charges 5,450 for a minimum of 100 servings, and brings extra servings only upon request. “’Pag naubos na, we ask the parents if we can already pull out,” she said. She adds that when it comes to their children, parents these days are very generous. “It’s really the kids who decide what ﬂavors we serve,” she points out. She adds that upon request, she can also provide lite versions of ice cream, sorbets, and yogurts.

MARKETING THROUGH TECH

Charlie says his top challenges include “not being splits—depending on my customer’s budget. able to ask for downpayment from clients kasi What’s important is being accessible to the kakilala,” and those who ask for discount “when customer,” she shares. we have to manage our costs, too,” he sighs. Liquidity is another issue. “Without cash, it OPTIMISM AGAINST ALL ODDS is difficult to expand and improve, but we plan Positivism seems to be the only way to stay in to resolve this through loans,” he said. “We the party game. “Pritchon may have started keep improving to stay on top, but sometimes out as a fad, but the lechon will always be accidents still happen, such as late deliveries present in all Filipino special occasions,” Charlie due to unexpected traffic, getting pigs of points out. varying sizes from our partner piggeries, even Adeth is just as upbeat. “We are not growing accidentally burning the pigs during cooking. as fast as I want to. But ice cream is a party So we also need to focus on our consistency by staple, so parents will always go all-out for their standardizing the pig sizes and trying to deliver kids, giving them the best their money can buy. on time, and being more attentive during the There is definitely still room for expansion.” ● cooking process.” Several copycats have also since Adeth’s FIC kiosk never fails to draw sprouted, but Charlie has made it hard in ice cream lovers for them to carve a name for themselves during parties by patenting the “pritchon” name, both here and in the United States. On the other hand, Adeth admits that she has experienced a decrease in bookings. “We’ve expanded our market to include the middle class, but in doing so, we find ourselves competing with cheaper brands. So I make sure to be extra-responsive and attentive to these clients, as well as try and be more flexible with their budget. For instance, 100 servings is my minimum, but we can vary quantity or have add-ons like shakes, floats, or banana

In 2005, Charlie put up a website ( w w w . c h a r l i e s p r i t c h o n . c o m ) where he lists all their products and publishes media releases about the product. He can now also receive orders online, although he adds that majority of customers still prefer phone or face-to-face interaction. Adeth, meanwhile, says that all her transactions are done through the phone, via e-mail, or text messaging. “My business is very detail-oriented, so to build good relationships, I always make sure to return calls and respond to e-mails. As much as possible, I go to all my clients’ parties so that I ABOVE: The Pritchopabo (fried can meet them.” turkey) has its own following Both Charlie and Adeth agree that RIGHT: Salad with pritchon strips nothing still beats word-of-mouth are perfect for the health-conscious BELOW: Homemade special sauces advertising, so they try to be present make the pritchon all the more tasty in all their events and make sure to have enough calling cards ready at the ready. “If just 10 out of 100 guests at a party like our pritchon and place orders, okay na ’yun!” Charlie says.

PA R T Y I N G I N TO U G H TIMES

The ongoing global economic crisis has not spared specialty cart caterers from feeling the crunch. 14 • MARCH 2009 • GLOBE MASIGASIG

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COVER FEATURE

World Class

COMFORT FOOD B Y

J AC LY N

L U TA N C O - C H U A

•

P H OTO S

B Y

M A R K

C H E S

A N G

n any given day at any given time, you can expect any VIA MARE outlet— from the cozy Via Mare Cafes to the more high-end Via Mare Oyster Bars —to be filled with diners. And it’s not just one sort of diner. Via Mare attracts all kinds—office workers, Chief Executive Officers, government officials, celebrities, tourists, grandparents, and even kids. For over thirty years, the restaurant chain has become synonymous to good food, serving traditional Filipino favorites like puto bumbong and pancit luglog, as well as premium seafood catches like oysters and lobsters. Similarly, its catering division, Via Mare Catering, has provided the food at events ranging from state dinners at Malacañang Palace to various international gatherings like the 1994 Miss Universe pageant and the 1996 Asia-Pacific Economic Cooperation (APEC) Summit in Subic Bay, Olongapo. What is ironic though: the founder and prime mover of this world-renowned chain of restaurants—Chef GLENDA BARRETTO—is not even a graduate of any culinary degree.

MAKEUP BY CHERRY PACHECO

VIA MARE has come a long way from its unassuming beginnings as a seafood restaurant. Today, thanks to the efforts of founder/ Vice President Chef GLENDA BARRETTO, it is more known as the ambassador of Filipino cuisine.

CONTACT DETAILS: Via Mare Corporation www.viamare.com.ph

GLENDA BARRETTO: “I want Philippine cuisine to be recognized worldwide.”

MARCH 2009 • GLOBE MASIGASIG • 15

COVER FEATURE

Via Mare

GAINING PRACTICAL EXPERIENCE

This ‘trial run’ enabled us to work out the kinks and “In the 1960s, colleges did not have courses on Hotel iron out problems in the kitchen, so that by the time and Restaurant Management or culinary arts,” Glenda we opened, everything was running smoothly.” explains. “So I took up Business Management.” Indeed, when Via Mare seafood restaurant “But from the time I was a young girl, I was already ofﬁcially opened its doors on September 5,1975, it interested in cooking,” she adds. “So when an aunt was an instant success, bolstered in part by Glenda’s asked if I wanted to work part-time in a restaurant unique marketing strategy. that she owned, I said ‘yes’ right away.” “All I did was take out a full-page ad in the That restaurant was the Sulo Restaurant, top two dailies of that time,” she relates. “The located in Makati; at that time, it was the one place ad simply listed our menu—no name, no address, tourists and locals went to if they wanted top Filipino cuisine. Glenda was initially put in charge of the public relations department. “Every time there was a high-proﬁle function, I would write press releases and send them to the newspapers,” Glenda recalls. She worked for Sulo for more than 10 years, even up until after she graduated. Before long, she found herself getting involved in the restaurant’s main operations, like taking care of reservations and Via Mare regulars never get tired of puto bumbong (with tsokolate) and bibingka (with salabat)

“We don’t have a lean season. All our weekends are booked, and during December, we have two or three events in a day.” even tagging along in catering events. “I really wanted to get involved in the restaurant business,” she says. “Because I was related to the owner, it was easy to tell the staff ‘Sama naman ako sa catering niyo,’ or to nose around the kitchen.”

“SNOBBY” SEAFOOD RESTAURANT

In 1974, Glenda was asked by a cousin and some friends if she wanted to open a restaurant in Makati with them. Glenda jumped at the opportunity. “It was really modest, we only spent close to a million pesos in capital, and that was mostly on renovating the space.” Glenda says they decided to open a 120-seater restaurant specializing in seafood, primarily because no other restaurant then was serving the same kind of cuisine. “There was one other restaurant serving crabs, but that was it,” she recalls. One week before they opened, Glenda and her partners invited friends and family to come over to the restaurant to try out the food for free. “Outsiders also thought we were open and would just come in, but we served them for free as well. 16 • MARCH 2009 • GLOBE MASIGASIG

not even a telephone number. It was unusual, perhaps even a bit snobbish, but the ‘snob appeal’ was what I was counting on because our target market was the upper class. I figured Manila was so small, people would talk about it and eventually find their way to the restaurant.” True enough, the ad drew in mixed reactions— amusement mixed with skepticism—but it generated the response Glenda was hoping for, curiosity. It wasn’t long before lines were forming outside Via Mare’s door.

NOTHING BUT THE BEST

Glenda attributes the restaurant’s success to its good food, unparalelled service, and unique ambience. “I personally developed the menu and made sure I served unique and innovative recipes,” she says, citing that she added “secret” spices or ingredients on her dishes to make them taste better than usual. Quality was tops on her list of priorities. “I did not scrimp on the ingredients,” she says. “I was willing to pay premium price for the seafood, even higher than my competitors, to ensure that only the prime catch got delivered to me. This was also why I did not encounter any problems dealing continued on p18 with suppliers at all.”

explores other avenues

n an effort to promote Philippine cuisine, Glenda Barretto started Via Mare Publications in 1997. To date, she has authored three cookbooks—Via Mare: A Seafood Cookbook, Flavors of the Philippines, and the ASEAN Seafood Cookbook. In 2008, she co-authored Kulinarya: A Guidebook to Philippine Cuisine.

In 1999, Via Mare entered the frozen food industry with Via Mare RediFeast (VMRF). Specialty restaurant dishes like the Lumpiang Ubod, Pancit Luglog, Sugpo sa Gata, and Tiyan ng Bangus Asado can now be eaten in the comforts of one’s home. Initially, it got off to a slow start. “We started out by exporting just four dishes to Japan and Guam. But there was a lack of consumer demand for meat products, and we did not know how to promote ourselves to potential customers,” Glenda explains. When their Guam customers suggested they package and export 11 new dishes, Glenda and her team developed variants that did not contain meat to get around consumers’ meat restrictions. For example, in one dish, they substituted pork with crabmeat. They also joined trade fairs and exhibitions abroad to promote their products. Today, VMRF has an annual revenue of between USD 250,000 and USD 500,000. Nearly 12 percent of VMRF’s sales are generated by exports. Locally, VMRF products are available in leading supermarkets, although Glenda says they have had to pull out from certain stores because of quality issues. “I found out one time that the staff of a certain supermarket would unplug its freezer upon closing time, and replug it in the morning. You can’t do that!” she exclaims, aghast. ■

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COVER FEATURE Customers were also impressed with Via Mare’s staff. “When I advertised for waiters, I put in very specific requirements. They had to be at least five feet eight inches in height, had to have completed at least four years of college, and be able to speak English well. So many applied—they were good-looking, college graduates, some were ex-stewards of Philippine Airlines. In the end, I hired double than what was really needed by the restaurant. I figured this way, in time I could weed out the undesirable ones and be left with the cream of the crop.”

good linen and crystal—really top of the line. I lent all these to the party, and the reaction was very good.” Via Mare Catering was born. And one of the ﬁrst customers it got after that party was then President Ferdinand Marcos and his wife Imelda, who were guests at that same event.

TOP CHOICE

Today, Via Mare Catering is the mobile catering service provider for the business, government, and social sectors of Manila as well as other major cities of this country. It was the name

Via Mare is known for its mouthwatering freshly baked oysters

Glenda personally trained the staff, teaching them to be anticipatory rather than reactive. “So even before the guests could turn around to signal a waiter, one would already be there to assist them,” she says. Another winning touch: “Orchids at that time were expensive, but I used them for all my table centerpieces,” she says. “People were all chiding me, ‘Ang lavish mo naman,’ but for me, the ﬂowers attract good vibes. That was my attitude then—cool, relaxed. I was really conﬁdent because I had more than 10 years experience in the industry. And true enough, people just came.”

STRONG-ARMED INTO CATERING

Six months after Via Mare ﬁrst opened, a friend asked Glenda if she could cater their silver wedding anniversary party. “I didn’t want to do it,” Glenda laughs. “I felt it was another business to get into altogether, that it would take up a lot time away from the restaurant.” But the friend was so persistent that eventually, Glenda relented. “I did not have equipment, but at that time, I was giving a lot of parties at home so I had my own things,” she says. “Nice chairs, very 18 • MARCH 2009 • GLOBE MASIGASIG

up with a good menu, we have take into the account the guests’ preferences—likes, dislikes, and allergies. Normally, Malacañang provides us with these parameters, but just to be sure, we also contact the embassy to get more information.” Glenda has also been tapped by the government to direct the operations of Viva Manila restaurant in world expositions and international food festivals like the Philippine Pavilion Expo ’92 in Seville, Spain, the World Expo ’98 in Lisbon, Portugal and at the World Expo ’05 in Aichi, Japan. Via Mare’s stamp of excellence Melts-in-your mouth balut has also graced can be found in this unique Balut Surprise dish countless private functions— weddings, birthdays, and office parties. “We don’t have a lean season,” Glenda proudly says. “All our weekends are booked, and during December, we have two or three events in a day.” At such events, the number of guests range from ten to ten thousand.

Via Mare’s eminence in the 70s remains unmatched to this day. behind every state dinner hosted by the Marcos administration, as well as most of those held by Presidents Corazon Aquino, Fidel Ramos, and Joseph Estrada. “Catering for a state dinner can be exhausting because a lot of research goes into it,” Glenda says. “Aside from coming

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R E S TA U R A N T RAVE

As a restaurant chain, Via Mare’s eminence in the 70s remains unmatched to this day. There are currently 14 branches scattered all over Metro Manila, some wholly owned by the company, others franchised. Glenda says she was also strong-armed into opening the business up for franchise. “It took me the longest time to agree to it,” she admits. “I worried that the quality of the food and service would deteriorate. So we’re really choosy about who we grant applications to, and we make sure to have a very good relationship with the franchisee so that we can stay on top of things.” Via Mare Cafes serve comfort food that most Filipinos pine for: tuyo, adobo flakes, arroz caldo, sotanghon, pancit luglog, dinuguan at puto, and of course its perennial bestseller bibingka and puto bumbong. The Via Mare Oyster Bars, on the other hand, are known for their innovative seafood dishes. “I used to source my oysters both from here and abroad,” Glenda says. “But people were telling me that the local oysters were just as good, if not even better than the imported ones. So now I get them all from continued on p26 Roxas City in Iloilo.”

GLOBAL ANG DATING

Weddings in

PARADISE Remote planning for a Boracay wedding is BUNNY and IZY JINGCO’S specialty B Y

A B B Y

Y A O

Thanks to Bells n’Blooms, brides get their dream beach wedding

beach wedding sounds impossibly dreamy: think tiki torches, imposing sand castles, and fireworks on the beach. But when you’re based thousands of miles away from that beach, preparing for such an event can be a logistical nightmare. Among other things, you are limited to the offerings of your resort, and if you want to fly in something more special, it would cost you much more. Luckily, couples can now rely on the husband and wife tandem of BUNNY and IZY JINGCO— founders and owners of Bells n’ Blooms, a one-stop wedding CONTACT DETAILS shop for those wanting to tie the knot in island paradise Boracay. Bells n’ Blooms BELLS N’ BLOOMS offers everything that a couple would want Boracay Main Office in their wedding—invitations, giveaways, flowers, cakes, gowns, D’MALL Boracay, Malay, Aklan Kalibo Branch sound system, dancers and musicians, and photo and video 173 Roxas Avenue, Kalibo, Aklan coverage—plus an island look and feel that would be difficult to E-mail: pull off in another location. With nearly 15 years of experience in isawedding@hotmail.com www.bellsnblooms.com; event planning, the Jingcos make customized Boracay weddings www.bellsnblooms.multiply.com convenient and hassle-free. MARCH 2009 • GLOBE MASIGASIG • 19

GLOBAL ANG DATING

Beach setups range from the subdued (above) to the colorful (below)

IZY & BUNNY JINGCO: “Holding a wedding is like making a ﬁlm— you’re making a fantasy come true. But unlike the movies, there are no take twos.” A sunset ceremony on a beach strewn with rose petals

“I want my weddings to have a distinctive Bora look. Kailangan mas maganda ang Bora wedding compared to [weddings in] Hawaii and other countries.” HOW IT STARTED

It all began in the 1990s when Bunny and Izy opened ISA shop in Kalibo, Aklan, Izy’s hometown. ISA produced and sold invitations, small crafts, and giveaways. Pretty soon, they delved into events coordination, with local schools and the local government as their main clientele. Bunny also became a full-time professional photographer. 20 • MARCH 2009 • GLOBE MASIGASIG

In 1994, Izy’s Canada-based sister wanted to hold her wedding in Boracay, and asked Izy to take charge of handling all the details. “I had no experience in coordinating, but I went ahead and spoke to the different suppliers anyway,” Izy shares. The wedding turned out so well that after a few months, a family friend approached Izy and asked her to handle their wedding. More requests soon followed, and Izy began to see that her calling may be in the wedding industry. She and Bunny—through the ISA shop in Kalibo—started offering other wedding needs like cakes, ﬂowers, and dresses. “Resort owners in Boracay were also starting to ask me to help them with their decorations,” she says. So in 2001, due to popular demand, Izy and Bunny opened their second ISA shop in Boracay. In 2003, they opened another store, Bells n’ Blooms, as a full-service wedding shop.

BUILDING B N’ B

The Jingcos spent 500,000 on the rent and construction of Bells n’ Blooms, situating themselves in the resort’s main entertainment center, D’Mall. At the same time, Izy read books and magazines, and later researched on the Internet to get as many wedding ideas as she can. “I want my weddings to have a distinctive Bora look. Kailangan mas maganda ang Bora wedding compared to [weddings in] Hawaii and other countries,” she says. For example, by using

indigenous materials such as driftwood, and harnessing the local artisans who make sand sculptures, Bells n’ Blooms allows the uniqueness of the setting come to the fore. “The background of the island itself is the design,” Izy says. Due to limited funds, the Jingcos were not able to engage in an all-out marketing campaign, i.e., distributing large flyers and making signs. “Mahirap mag-full blast when you’re just starting. It’s really word of mouth,” Izy shares. Instead, they decided to bank on their relationships with resort owners. Bells n’ Blooms snagged its first client just two weeks after they first opened—a German national who was getting married on the beach in a few weeks. “He simply walked into our shop and asked about our services,” Izy recalls. Despite the success of this very first event, Izy admits that the next few years were still touchand-go, since “it was never clear when the next event would come.” But that was only in the beginning. The Jingcos never felt that business was slow since they were still supplying various products to resorts. “Noon, paisa-isa lang. Tapos, dala-dalawa,” says Izy of the weddings they handled. The business just grew from then on. Now Izy has three full-time staff and five contractual employees to help her out, as well as two children and two cousins involved in operations. Bunny is not only the resident photographer, he also assists in the technical and business sides of coordination, particularly the finances.

GOING FORTH TO MULTIPLY

“Telecommunications plays a vital role in our business,” says Izy. “The Internet helps a lot in facilitating speedy communication with potential clients.” With the help of a friend who volunteered to set up the website for free, the Jingcos launched a website (www.bellsnblooms.com) in 2006 after a client from Manila suggested that they build one. They receive anywhere between 10 to 15 queries a week; of these, but only 10 percent translate into actual business. But when this web designer-friend left for Singapore after a few years, the Jingcos realized they now had no means to manage the site. They turned to the social networking site Multiply (www.multiply.com), which is easier to update. “We can upload photos and videos of our works anytime,” Izy says of Multiply. In addition to their online presence, Izy also uses other Internet platforms to communicate with her clients, such as instant messaging. Ofﬂine marketing efforts are still essential, however. Bells n’ Blooms advertises in wedding magazines, and will soon have an office in Quezon City to reach out to the Metro Manila market. “I would love to join bridal fairs,”

GLOBAL ANG DATING confesses Izy. “Unfortunately our schedule doesn’t permit it just yet.” Bells n’ Blooms now also coordinates weddings in Iloilo, nearby town in Aklan, Romblon, and Manila.

CHOOSY CLIENTELE

Today, the Jingcos limit themselves to five full-coordination weddings a month, so their calendar is always full. Around 80 percent of their clients are Europeans, but they have also catered to famous Filipino personalities and expats. Their most memorable wedding is that of an Australian and British couple who came to Boracay by yacht. “The wedding party was only 60 people but the wedding itself lasted two weeks and it was grand!” Izy shares. “We had to arrange for the cocktails, rehearsal, helicopter rides, as well as prepare two weeks’ worth of activities so that they would not get bored.” Izy says their clients are mostly foreigners and expatriates not because they deliberately market to them, but because not many locals want to hold a wedding in Boracay. “It’s very expensive when you count it in pesos,” she shares candidly. “Imagine, aside from paying for your guests’ airfare and accommodations, there are numerous other fees to be collected, such as the 5,000 wedding permit from the Mayor’s office. “There is even Izy greeting a new sandcastle permit!” VIPs flown in says Izy. “A basic wedding by chopper package for a party of just 15 people can set you back by almost 250,000. Eh, magkano lang yun in dollars or euros?” Dealing with foreigners vis-a-vis Pinoys has its own pros and cons, Izy says. “Foreigners trust you more,” she laughs. “Sure, they call once in a while to check on things, but Pinoys are more demanding, mas madaming nakikialam.” Europeans also give generous tips, as is the custom back home. “As long as there’s plenty of wine at the party, happy na sila,” she adds.

HEAVEN IS IN THE DETAILS

Bells n’ Blooms conceptualizes each wedding based on their clients’ wants. No two weddings are alike, and Izy says she does not use templates and never recycles designs. “Once I ﬁnalize a deal with the couple—usually six to eight months before the wedding date—I ask them to fill out a form, where they list their likes, dislikes, and preferences. I use the information to draw up their dream wedding,” she shares. “I sketch the design of their gowns and show them how the equipment in the ceremony and reception venues would be laid out. I even handpick the music for the occasion to make sure it is consistent with the personality of the couple.”

With such attention to detail, perseverance needs to be balanced with common sense: “Even when the brides are hard to understand, you still have to, as long it’s doable and within the budget. We just make sure not to overpromise. Holding a wedding is like making a ﬁlm—you’re making a fantasy come true. But unlike the movies, there are no take twos.” Who says weddings cannot have some of that island fun?

suppliers,” she says. Izy shares that on top of labor and expenses for these supplies, they charge an extra ﬁve to ten percent as their planning fee.

TREASURED ISLAND

Despite the global economic crisis, Izy is optimistic and believes that hard work will get the business through tough times. “Actually, we’re booked up to 2010,” she beams. Boracay’s recent bad press has not turned clients away either. “It is natural that Boracay, being so internationally famous, is becoming overcrowded and the pollution increasing,” she admits. Flowers and invitations by Bells n’ Blooms

One of the sea motifs for the wedding cake

BINDING AND LEGAL

While a wedding may be an unforgettable moment, Izy has had her share of problems that she would rather forget. “Once, I was awakened very early in the morning on the day of the wedding by a bride who found out that she had bought the wrong gown! We had to have the right one ﬂown in from Manila asap,” Izy recalls. There were also times when clients would abruptly change their minds after previously agreeing to something else. Instances like these have taught Izy to be resourceful. “Kailangan talaga gawan ng paraan,” Izy shrugs. When all else fails, she has no choice but to remind the couple that they signed a binding and legal contract, which has to be followed. But the biggest challenge the business faces today is competition with other coordinators on the island. To resolve this, Bells n’ Blooms offers reasonable rates and the best service possible. “It’s an added advantage when you get us because we can also supply most of your wedding needs, like invitations and giveaways. With others, you have to look elsewhere for

“However, pollution is being addressed by all of the island’s stakeholders and the local and national government.” For her part, Izy organizes the Boragala, the island’s own Flores de Mayo celebration, to generate more income for the island. The festival, which began in 2006, is a tie-up with the local government. Bells n’ Blooms also seeks sponsors for the education of the native Ati community and trains them in craftsmaking and performing native dances. ● Traveling abroad? When you need to get in touch with clients and suppliers back in the Philippines, call Globe or TM subscribers via G-Webcall for only 7.50 per minute! Save as much as 75% from roaming or IDD costs! To register, text <GWEB ON> to 2865 and access your softphone from www.g-webcall.com (available for Windows and MAC users). is currently available to postpaid subscribers only. Availability to prepaid subscribers and connectivity to other networks shall be offered soon.

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MARCH 2009 • GLOBE MASIGASIG • 21

(TOP) Customers line up at the order counter, just like any fastfood restaurant. (RIGHT) Mang Inasal has menu offerings other than chicken inasal—special halu-halo, burgers and kamote fries, and fried kangkong. (LEFT) EDGAR “INJAP” SIA II of Mang Inasal: “I want Mang Inasal to be one of the ﬁve major players in the fastfood industry.” (TOP) Unlimited rice with the affordable Paborito Meals.

INASAL IN EVERY BLOCK

First day ﬂubs did not stop EDGAR SIA II from turning Mang Inasal into one of the country’s fastest-growing food companies BY CAMILLE BESINGA • PHOTOS BY JUN PINZON

ive years ago, EDGAR “INJAP” SIA II —then 26 years old—espied a 200-square-meter space located in the parking building beside Robinsons Mall in Iloilo City. The slot had stood unoccupied and unleased for three years because its location made it inaccessible to foot trafﬁc, but Injap—a serial entrepreneur with previous experience in the hospitality industry—had no qualms about signing the place up. “The rent was too good to pass up,” he explains. In December 2003, he opened Mang Inasal, the ﬁrst ever fast-food restaurant selling chicken inasal. Business did so well that in four months, Injap expanded his store to 350 square meters; two years later, he opened his first franchised outlet in Davao City. Today, there are 104 Mang Inasal outlets located nationwide, including Metro Manila. 22 • MARCH 2009 • GLOBE MASIGASIG

RUSHED INTO BUSINESS

Injap admits that he leased the store without a business in mind. Pressure built when mall management gave him three months to complete construction, so Injap decided to allot one month to come up with a concept. He made a list of fast-food restaurants commonly found in malls, and discovered that the five major players were McDonald’s, Jollibee, Greenwich, Chowking, and Kentucky Fried Chicken. “I wanted my restaurant to be one of the ﬁve major players,” he says. “But I knew that to do that, I had to serve something different.” He decided to sell chicken inasal, noting that all other chicken inasal restaurants then were full-service restaurants. So he quickly assembled his recipes, then spent about 2 million to construct a 150-seater

restaurant—the ﬁrst semi-fast food chicken inasal eatery in the country. To promote the restaurant, he put up tarpaulins in the surrounding areas, placed print advertisements in the local newspapers, and inserted leaﬂets in national broadsheets being distributed in the city. On opening day, he placed himself behind the grill, with family and 20 personnel manning other parts of the store.

A ROCKY START

As soon as the doors opened, chaos ensued. With the little time it took for them to open, they were not prepared to accommodate the overwhelming number of orders from customers who quickly ﬁlled up the restaurant. “We did not expect the volume of customers that dined with us,” he admits. “Since it was my ﬁrst food

BATANG NEGOSYANTE

Mang Inasal on Jupiter Street, Makati, one of the company’s ﬁrst few branches in Metro Manila.

CONTACT DETAILS Mang Inasal Iloilo Corporate Ofﬁce Fuentes St., Iloilo City 5000 E-mail: info@manginasal.com Manila Corporate Ofﬁce 2316 Aurora Blvd. (formerly Tramo Street), Pasay City www.manginasal.com

business venture, the system we had then had not yet been well-placed.” Without a commissary or an inventory to take stock of their materials, Mang Inasal ran out of chickens within their ﬁrst few hours of operation. Injap had to send some of his people to purchase chickens at the nearby supermarket, and then personally marinated and prepared these in their kitchen. Moreover, because the staff wasn’t well-trained, orders were delayed and Injap had to leave his spot before the grill to personally handle customers at the cashier and dispatch orders at the counter.

FINE-TUNING THE BUSINESS

Still, revenue on that ﬁrst day “was good,” Injap disclosed evasively. But he also knew that he had to ﬁx many things if he wanted his good luck to continue. So he spent everyday

of the next few weeks at the store, learning “by trial and error.” “Everyday may binabago; kapag may problema, hinahanapan kaagad ng paraan para maayos,” he says. To address the problem of inventory, Injap rented a small space nearby to serve as the commissary. He also drafted a standard operating procedure for his personnel to follow, following the semi-fast food system—customers placed and paid for their orders at the counter, with staff point-of-sale (POS) touch screens used by staff for swift processing. Food

is then delivered to the customer’s table. “Our turnover is faster compared to other full-service restaurants, but there’s also that extra service not found in fast-food places because the waiters bring the food to the table,” Injap explains. Revenues continued to pour in, so much so that the store was able to expand its area twice since opening: to 350 square meters after three months, and to 440 after six months. Injap was soon able to open one more branch in Iloilo and another in Roxas City not long after.

“Our turnover is faster compared to other full-service restaurants, but there’s also that extra service not found in fast-food places.”

MARCH 2009 • GLOBE MASIGASIG • 23

BATANG NEGOSYANTE WHAT IS CHICKEN INASAL?

The CHICKEN INASAL is a popular dish from the City of Bacolod. Unlike the usual barbecue or grilled chicken that uses soy sauce, this dish uses different ingredients for its marinade and basting sauce that create a unique ﬂavor. The smoked ﬂavor added by cooking the meat on a hot charcoal grill imbibes the marinade and makes the dish tastier. This dish is also distinct for its yellowish color brought about by the application of achuete or annatto oil. ■

The fastfood chicken inasal resto is popular among the lunchtime crowd.

BRANCHING OUT

Since Day One, Injap wanted a business that he could expand. Franchising was the way to go, and today, Mang Inasal boasts of 29 company-owned and 75 franchised outlets all over the country. Penetrating the impossibly hard-to-please Metro Manila market was tricky and entailed a lot of guts, Injap admits. For all the relative success they had been experiencing in Visayas and Mindanao, Mang Inasal was a totally new concept in the saturated fast-food industry in Metro Manila. “When I ﬁrst broached the idea of opening in Manila, many discouraged me from doing it because a lot of the people there were unfamiliar with our brand,” Injap recalls. “When we went there to scout for locations, property owners had not heard of us, and Manila-based suppliers did not know our brand. But Injap was undeterred. “We presented our brand and explained the concept to these same people, and tried hard to convince them of the soundness of our model. We also advertised in print, and showed these to them, to make them realize that we exist,” he explains. The strategy worked: Mang Inasal opened its ﬁrst Manila branch in September 2006 at the SM Mall of Asia; today, they have 24 outlets in the National Capital Region alone.

SUCCESS SECRETS

Injap proudly cites Pinoy ambience, accessible locations, a wide branch network, great-tasting products, and abot-kaya prices, as the reasons his restaurants are always ﬁlled to capacity. “Those and unlimited servings of rice!” he laughs. This added feature to Mang Inasal’s Paborito Meals was included in the menu even before the supposed rice shortage hit the country. When crop prices soared early in 2008, so did Mang Inasal’s expenses. “But we were using many sacks of rice in the kitchen, 24 • MARCH 2009 • GLOBE MASIGASIG

and we never lacked rice,” Injap recalls. “In the end, the unlimited rice feature even resulted in unsolicited promotion for the restaurant, because it created a promotional buzz. And that buzz more than compensated for the ballooning costs.” Meals in Mang Inasal go for as low was 49, with the most expensive dish only around 100. Injap believes that this keeps them right within the price range of their fast-food competitors, and within the means of his target B, C, and D markets. From his days as Mang Inasal’s one-man food department, the company now has a designated research and development group that is tasked with rolling out new products—all with Injap’s personal approval ﬁrst, of course.

RELYING ON TECHNOLOGY

Running a nationwide business makes technology a must when it comes to internal and external communications. Injap says their website (www.manginasal.com) enables them to promote their stores and products online, and reach wider markets. E-mail also ﬁgures largely in the business, as it is their main tool to get in touch with potential franchisees. “In fact, 80% of franchise inquiries are sent via e-mail. When we receive these inquiries, we e-mail them back with an application form and a list of our requirements,” Injap explains. Meanwhile, correspondences between and commissaries are carried out mainly through fax, e-mail, and the ubiquitous cellular phone. “I could not imagine how we could operate without these,” Injap exclaims.

DREAMING BIG

After surpassing 100 branches, Injap’s goal now is to open 300 stores by 2012. In preparation, the company has bought a 3,000-square meter space for its new commissary and had

it accredited and upgraded to the status of a Double AA Meat Processing Plant by the National Meat Inspection Service. A massive tri-media marketing plan will be launched in the middle of 2009 to further boost brand awareness. Injap explains that they would first like to expand their branch network in the early part of this year, so that marketing costs would translate to higher sales revenue in their many branches after the campaign is launched. Also in the works is an 800-square meter Corporate Office and Training Center in Manila, to handle business in the NCR and Luzon, and also to train newly hired professionals needed to meet the target. As Injap sees it: “We never stop finding ways to improve the business for the satisfaction of our diners.” ●

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ROUNDUP

“Happy Anniversary,

Masigasig!”

SOME OF OUR FEATURED CELEBRITY ENTREPRENEURS TAKE TIME OUT OF THEIR BUSY SCHEDULES TO GREET US ON THIS SPECIAL OCCASION

CHRISTINE BERSOLA BABAO of Precious Memories

DR. VICKI BELO

of Belo Medical Group

RACHEL ALEJANDRO

of The Sexy Chef

CHRISTINE & DRA. VICKI’S PHOTOS BY JUN PINZON • RACHEL & NOEL’S PHOTOS BY NOEL ORSAL

NOEL CABANGON To the editors and staff, Congratulations to Masigasig for publishing inspiring stories of entrepreneurship to prove that nothing is impossible even during these most difﬁcult times when our patience and perseverance are all being tested. We should be a nation of entrepreneurs, not just employees, to get the economy rolling. Dreams do come true, as proven in the hundreds of stories written in Masigasig. Thank you, too, for featuring my business, Precious Memories. To all the hardworking staff of this magazine, mabuhay kayong lahat at ipagpatuloy niyo ang pagiging Masigasig.

Christine would like to invite everyone to THE GRAND FIESTA SUMMER BAZAAR A celebrity and charity bazaar) on April 24-26 at the World Trade Center in Pasay City.

of Conspiracy Garden Cafe

Dear Masigasig, On behalf of my sister Barni, congratulations to Masigasig magazine on your second anniversary! We at The Sexy Chef support you for being an instrument of encouragement for other young entrepreneurs like us. Thank you for featuring us and helping us raise awareness with your readers about cooking and eating healthy which is what our company is all about. God bless!

Dear Masigasig staff, First of all, on behalf of the people of Conspiracy Garden Cafe, I would like to extend my profound appreciation to Masigasig magazine for your invaluable support to our company by featuring us in one of your issues. This has introduced us to your readers and the public in general. With this, I would like to congratulate Masigasig magazine on your second anniversary! We wish you more issues in print and a wider readership in the coming years. Happy Happy Anniversary!

Hello to the editors and staff, It’s great to have a magazine that supports entrepreneurs and encourages Pinoys to do business. Thanks for featuring the Belo Medical Group in your December 2008 issue. The article definitely gave our clinics a boost. Hope my story inspired entreprene urs! Congratulations on your second year, Masigasig!

MARCH 2009 • GLOBE MASIGASIG • 25

WORLD CLASS COMFORT FOOD

C ONTINUED FROM PAGE 18

For its efforts, the Department of Tourism awarded Via Mare the Kalakbay Awards Restaurant of the Year in 1996 and 1997. When it won again in 1998, it was elevated to the Kalakbay Hall of Fame. In 1997, it was chosen as the ASEAN Seafood Restaurant in Manila by the ASEAN Fisheries Federation based in Indonesia. Other prestigious international organizations like the National Restaurant Association in the U.S. have also bestowed honors on the restaurant. But it was not always rosy. In 1988, Via Mare opened its ﬁrst branch abroad in Los Angeles, California. The restaurant attracted not just the Filipinos in the area but also a growing number of foreigners. Unfortunately, Glenda closed it down after a year of operations. “The quality was not up to par,” she shrugs. “It was so hard to bring in the ingredients that we wanted. Plus the staff were inconsistent—when I was there, they would perform well, but when I wasn’t, you would hear all sorts of kapalpakan. Eventually, I was spending too much time there and ignoring the operations here. It wasn’t worth it.”

TECHIE CHEF

Glenda started her business at a time when the only communication tool was the telephone. Today, she raves about how much money she has saved thanks to the cellphone and the Internet. “A lot!” she enthuses. “And it’s not just the money, we also saved in terms of time and effort.” She remembers how in the pre-cellphone days, a catering client of theirs decided to Expats are wowed by Via Mare change venues at the last minute. “Eh all my Catering’s efﬁcient service delivery vans were already on the road, in different parts of the city. It was a nightmare trying to contact them! Ngayon, isang text lang, solved na ang problem.” E-mail has also proven to be a boon. “We get a lot of catering inquiries and reservations through e-mail via our website (www.viamare.com.ph),” she shares. “We once coordinated arrangements for a wedding reception entirely through e-mail, because the clients were based abroad.”

Other than the website, Glenda says she does not actively market herself or the business. “Our reputation speaks for itself. We just try to maintain our quality and uphold our standards. For example, I am always coming up with new twists to old dishes so that people will keep coming back. I get my ideas and inspiration by trying out different restaurants.” This commitment to quality is all the more important today in the face of an economic crisis. Glenda says she is not feeling the crunch yet, but expects that her catering functions this year will lessen compared to before as companies cut costs. “I want to take it one day at a time,” she says. She is still conﬁdent, though, that the local restaurant industry will continue to do well. “Pinoys will always love to eat. There is still plenty of opportunities for would-be restaurateurs,” she insists. “It’s all about picking the right kind of food to serve and setting up at the right location, so make sure you do your research well.”

ADOBO ADVOCATE

Glenda’s biggest dream is also her biggest challenge to date. “I want Philippine cuisine to be recognized worldwide,” she says. She bemoans the fact that unlike other Asian cuisines—Japanese, Korean, Malay— which already have a marked following abroad, Filipino dishes have yet to make a dent in, say, the United States or even just Hong Kong. She suggests that besides participating in trade fairs abroad and organizing local food exhibitions, the government should make a conscious effort to help food companies put up restaurants abroad. “Do you know that the Thai government will actually give you money and equipment if you want to put up a Thai restaurant in another country? Even if you’re not Thai!” she points out. “That’s how passionate they are about promoting their culture and cuisine. If our own government does that, I am willing to train the staff myself,” she promises. Right now, Glenda helps spread Filipino fare in her own way. “In all my caterings, I try to inﬂuence our clients to serve Pinoy foods, especially when they are going to entertain foreign guests. Some Filipinos are not aware that foreigners love the taste of our food—it’s very tasty compared to other Asian cuisines,” she insists. ●

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