If there is anything to learn from Marvin Agustin’s latest creation, Mr Monk, it’s that change is not a bad thing
One of the most important traits of a successful restaurateur is their ability to pivot and adapt quickly to situations. This may be hard to learn for newbies in the industry who were always told to “stick it out.” Sometimes, to be able to survive in the industry and continue serving your customers, you need to change and think on the fly.
Seasoned restaurateur Marvin Agustin has been in the F&B industry for over 20 years and he has sage advice for creators of food concepts. “Us entrepreneurs, especially us who create food concepts, we’re very passionate when we create. We want our customers to fall in love with what we created. But at the end of the day, numbers never lie. That’s what we can actually measure and monitor. Numbers really determine your potential and what you can do or if you can really stay in that particular location.”
“We want our customers to fall in love with what we created. But at the end of the day, numbers never lie. That’s what we can actually measure and monitor. Numbers really determine your potential and what you can do or if you can really stay in that particular location.”
He brought his elevated Filipino concept restaurant in BGC called Cochi to the north in Eastwood. After several months of observation of consumer behavior and nearby competitors, he came upon an epiphany. “In the case of Cochi, we were good for weekends or special occasions. We would really hit good numbers during those times. It wasn’t enough. Ideally, you want something that people in that area would drop by two or three times in a week.”
There could be many factors why the same concept can work in one area and not in another—the area could be saturated with the same type of cuisine, the demographic may not be the right match, or the specific micro location could be a bad fit. All things considered, Agustin came up with a whole new concept for the space that Cochi took up in Eastwood.
Enter Mr Monk, a vibrant, fun, and contemporary Chinese restaurant offering dim sum and roasts. “People are enjoying it. We already have regulars who are coming back so that’s a very good indicator, maybe because Chinese food is a comfort food for all of us,” he says. Their pork and mushroom siomai are hand-folded, jumbo-sized and have a beautiful umami in every bite. Their roasted chicken and duck (which hang encased in glass in the restaurant) have tender meat with flavorful skin.
Although many of the interior design elements from Cochi were reused to mitigate costs, Agustin thought of adding a new focal element to define the space. He approached longtime collaborator and artist friend Leeroy New to conceptualize something especially for Mr Monk.
“When I shared the concept of Mr Monk with Leeroy, he immediately said, ‘Why don’t we do an installation on the ceiling to give us that fun atmosphere?’ I said yes, of course. I would never say no to a Leeroy. Of course when it comes to changing concepts, you have a limited budget. Good thing Leeroy is very creative in terms of using inexpensive materials and turning them into an art form,” he recalls.
On the ceiling of the restaurant is a flying tail of a dragon made of bamboo dim sum baskets strung together by a neon pink light.
Agustin aims to attract the younger crowd as well by offering cocktail pairings with an assortment of dim sum. More than this, he hopes to give good value for money.
“Value for money doesn’t mean cheap or low price. Every demographic has a spending limit or spending amount. You have to give that value for that money they’re spending. People nowadays are very careful on how they spend their money. So you have to try to exceed their expectations when it comes to the service and the food,” he advises.
He believes that the industry has become very competitive and because of this, the definite winner is the consumer. “It’s challenging for us restaurateurs but it’s so good for the consumers because as restaurateurs and food creators, we try to level up our game and give the best possible experience to our customers. So when there’s good competition in the industry, the customers always win.”
“Value for money doesn’t mean cheap or low price. Every demographic has a spending limit or spending amount. You have to give that value for that money they’re spending.”
It’s this passionate goal to offer exciting experiences for his customers that has given Agustin the longevity in this industry. If there is anything to learn from his latest creation—Mr Monk—it’s that change is not a bad thing. Sometimes a pivot or a sharp turn on the road can lead you somewhere more fun and vibrant.