Turning Flavors into Billions
A Food Startup Founder’s Roadmap for 2026 and Beyond
Three years into food entrepreneurship, we’ve learned—often the hard way—what truly makes a food brand sustainably profitable, guided by mentors and witnessing many startup concepts struggle or fail. Now, with MICHELIN raising the bar, quality is simply the baseline, and youthful innovation has become essential. I’ve distilled these key insights in this collaboration with BPI to help SME food entrepreneurs build brands that can not only survive, but scale and endure.
Where My Journey Truly Began
Winning in the Next Era of Food Entrepreneurship
Where My Journey Truly Began
Turnover of Keys from UP Food Hub with JoMag and Anton
On September 1, 2022, UP Diliman handed over to us the keys to what would soon become the UP Food Hub — the moment that truly marked the beginning of my journey as a food entrepreneur.
At that time, I was fortunate to be mentored by JoMag, who had just sold Potato Corner for undisclosed billions — a once-humble food cart empire that became a global Filipino success story. His mentorship opened my eyes to what was possible in the world of food entrepreneurship and brand building.
By then, I had been blogging about food for 17 years, chronicling restaurant stories, culinary trends, and the people behind them. Yet I couldn’t help but ask myself: Why didn’t I start creating my own food concepts sooner?
My first assignment was to brand and conceptualize “Food Hub 2.0” — a community-inspired hawker center and incubation space for new food brands inside UP Diliman. That concept evolved into what is now known as Gyud Food— a vibrant food hub that houses over 40 concepts, each carefully curated and strategically positioned to complement and support one another.
That same year, under JoMag’s mentorship, we launched Mamonaku Kohi with Raymond So and Flipside Burgers with Chef Ed — two passion projects born from creativity, collaboration, and courage.
Those early days taught me that food entrepreneurship isn’t just about recipes — it’s about vision, resilience, and community. Every late-night taste test, every creative debate, and every small victory built the foundation for what I now believe is possible: turning flavors into thriving businesses that shape culture and create wealth.
Winning in the Next Era of Food Entrepreneurship
Mamonaku Tokyo Special Cold Coffee UP Board Meeting
It’s not easy — the food and beverage landscape is evolving faster than ever. At Gyud Food, I’ve seen many promising concepts close down, often because they overlooked the fundamentals we learned from JoMag — the same principles that became the foundation of our own food businesses.
There were times I wanted to step in and help those struggling entrepreneurs, but I was advised not to, unless they specifically sought guidance. In business, especially in our culture, when things don’t work out, ikaw pa ang masisisi — you might end up being blamed for their failure. (But if you need help, call me Anton +63 917 5683627)
Looking back, I cherish those Board Room meetings under the magnificent UP trees, where we exchanged ideas and shaped strategies. The open, hopeful atmosphere made it easy to dream big and stay grounded — a fitting environment for building something meaningful from the ground up.
MICHELIN has already recognized the new guard—young chefs under 30 whose passion, creativity, and excellence are reshaping our culinary landscape. But in the post-Michelin era, the challenge is even greater.
We are now building in a world shaped by AI-driven taste shifts, digital-first consumers, and a hyper-competitive dining market. To win as a food entrepreneur today, we must think bigger, act smarter, and move bolder than ever before.
Here are the five forces of modern success I’ve learned that make all the difference:
1. ICONIC BRAND
Branding that inspires belonging and thrives through authentic social engagement.
The first question you need to answer is:
Does your brand matter to the next generations of Filipinos?
Because great branding isn’t just about having a nice logo or witty tagline. It’s about relevance — building something that connects emotionally and culturally with your audience.
Start with the foundation. You need a clear brand bible — one that defines not just your name and logo, but your colors, tone, vibe, and do’s and don’ts. This is where a good branding agency comes in. Lorraine from FXB Design helped us build the identity for our coffee and burger brands, while Jon of Common Space from New York helped shape the International Manila Food Festival. Don’t do it yourself unless you have the design background or the discipline to craft a cohesive brand system.
Choose a powerful name. It sounds simple, but it can make or break your brand. We learned this with Mamonaku Kohi— a name that sounded cool but was hard to remember. Our sausage business started as Tasty Sausages — playful, but not trustworthy. When we rebranded to Honest Sausage Deli, people immediately understood and connected with it. Flipside Burger worked because it tells a story — the right way to eat a smashed burger is to flip it over. Once you’ve found the right name, trademark both the word and the logo mark, and secure your domains and social handles to ensure clean, consistent branding.
Build real social media engagement. Getting viral helps — but it’s not the end goal. Our Hole-in-the-Wall format went viral once, but the hype lasted only six months. After that, it was about the daily grind — creating content, building community, and leading conversations instead of chasing trends. Social media isn’t just a marketing tool anymore; it’s the new storefront, the new word-of-mouth. Whether it’s a coffee shop, burger joint, or restaurant, social media engagement now directly drives trial and loyalty. If possible, keep it in-house or work with a talented Gen Z social media practitioner who can translate your brand’s energy into content that connects.
In the end, branding is about consistency, emotion, and story.
2. DATA SCIENCE EMPOWERED
Insights-driven decisions shaped by Gen Z tastes and cultural signals.
You can have the most advanced POS system tracking every sale, basket size, and cost of goods in real time, but without context, those numbers don’t mean much. I learned early on during my P&G days that data is just data — it only becomes powerful when compared against a benchmark or correlated with other data sets. That’s when patterns emerge and insights are born.
Correlate Data to Provide Insights. In our food businesses, I’ve learned that the real value of data lies in context. It’s not enough to track sales — you need to correlate numbers to uncover meaning. By comparing our own sales data with other brands, we can see how we stack up, what trends are forming, and where opportunities lie. At Gyud Food, one requirement is that every brand uses UTAK POS, giving us real-time visibility into performance across the board. JoMag also shared invaluable benchmarks — from ideal cost percentages to rule-of-thumb sales ratios — helping us slice POS data to reveal hidden stories. That’s the essence of being truly data-driven: not just collecting numbers, but interpreting them with insight, experience, and purpose.
3. MOMENTUM
Capital-enabled speed of execution as a strategic advantage.
The Pilot. You need capital to start a business — money that, if your model works, multiplies your cash. But most of the time, the first version won’t work perfectly, so your focus should be on getting the product, brand, and proof of concept right. That proof of concept is everything. We usually allot around ₱400,000 from personal savings or support from family and friends to test and validate an idea.
When we started Mamonaku Kohi and Flipside Burgers, we relied purely on personal savings and sweat equity. We learned fast, made mistakes even faster, and grew by figuring out what truly worked. But as your business matures, the game changes — you now need systems, scaling capital, and structure to keep up with demand and stay competitive.
Raising Capital. At some point, every food entrepreneur hits the adrenaline phase — that moment when the concept is proven, the market responds well, and it’s time to scale. To grow fast, you need capital — but the right kind of capital.
🤝 Form Partnerships.
Joint ventures let you expand without taking on too much financial risk. We follow the franchise principles but use a joint venture model, where our partners handle capital and operations while we provide the business model, expertise, and marketing. This approach helped Mamonaku grow to 7 stores and Flipside Burgers to 5.
🚀 Raise Startup Capital.
Once you’ve proven the model, consider bringing in investors who share your vision. This could mean raising venture capital or tapping family and friends again to fund your next few stores. As you approach the 10-store mark, this stage requires new skills — pitching, storytelling, and selling your growth vision.
🏦 Leverage Business Loans.
When your business has traction, structured financing helps you scale sustainably. As founders, we also raise our own capital to open more stores because we believe in the concept — it just needs the right location and financial push to grow.
This is where BPI Business Banking comes in as a true game-changer. With solutions like the BPI Ka-Negosyo Loans, entrepreneurs can access fast, simple, and flexible financing to take their business to the next level. It’s not just about getting funds — it’s about having a trusted growth partner who understands your journey. With the right financial support, you can expand your store network, upgrade equipment, and take bold steps toward national — or even global — growth.
4. PRODUCT SUPERIORITY
Quality Product that don’t just succeed in the market — they influence culture.
Product superiority is non-negotiable — You can’t build a great food brand if the food isn’t genuinely delicious — and MICHELIN has now made that the minimum entry standard. Taste is the baseline.
But beyond taste, pricing must land in the realm of affordable luxury: premium in experience, yet still within reach. Think Bib Gourmand energy — a truly good smashed burger under ₱300, or a crafted specialty cold coffee around ₱180 that feels thoughtful, satisfying, and worth coming back for.
And above all, the product must be culturally relevant — something that earns its place on people’s craving lists, connects to emerging youth values, and aligns with trends without chasing fads. It has to feel like now.
Because in the end, great food isn’t just eaten.
It’s shared. It’s remembered. And it’s craved again.
5. POWERED BY LEGENDS
Guided by mentors and leaders of enduring wisdom.
Board of Directors. Your founders and board should be people at the top of their game—legends from relevant lifestyle industries who bring real-world insight and credibility. They must genuinely believe in the business and its potential to scale. The best advisors understand youth culture (as affirmed by MICHELIN), stay close to what’s socially relevant, and know the target market deeply. Most importantly, they show up—meeting regularly, especially in the early stages, to help navigate the ups and downs and keep the vision on course.
What the Future Tastes Like
Building a food business for the first time is hard, humbling, and exhilarating — but deeply meaningful. Every store opened, every dish served, every team member onboarded becomes part of the bigger story of Filipino food entrepreneurship. Stay resilient, stay focused, and execute with excellence — one store, one dream at a time.
Today, we’re competing with concepts backed by venture capital, and prime locations are more difficult to secure. Access to capital — whether through partners, business loans, or strategic investors — is becoming essential to scale. And with MICHELIN elevating the conversation overnight, the bar has been raised: youth, creativity, and innovation now lead the future of Filipino food.
We may not be there yet — but we embrace the journey. We work, we learn, we grow. And we seek God’s guidance so that every step we take is for His greater glory.
Live an Awesome Life with Christ,
Founder & Digital Creator, Our Awesome Planet
Disclosure: This article was written entirely by a human—reflecting my own biases, opinions, and insights—with grammar and clarity checked using AI assistance. This post is a collaboration with BPI Ka-Negosyo Loans to support the SME Food Entrepreneur.
P.S. If you’re ready to take your business to the next level, check out the BPI Ka-Negosyo Loans — a fast, simple, and entrepreneur-friendly solution designed for those who want to grow with purpose. Apply anytime, anywhere, and let BPI Business Banking be your partner in turning your vision into reality.