Since the start of lockdown, many Filipinos who know their way around the kitchen have been trying to augment their income by selling their specialties online. Not all attempts have been successful, but for every kitchen warrior with a blah ube-cheese pan de sal or “meh” sushi bake, a new entrepreneur with the next big thing is ready to take his place.
Two cooks, who have sold their goods successfully online, shared tips with those considering to take the leap.
Dave Cervantes of 22 Grams Patisserie (@22grams.mnl on Instagram) and John Joseph Viel (@chefjosephviel on Instagram) of Commissario talked about how they shifted to a purely online food business when the pandemic halted daily operations.
The self-taught Cervantes has had stints at Dusit Thani Manila, IM Hotel and Midori Clark, while Viel used to work at Cucina Rusticana and ran a kiosk at Calle Lila street market in Marikina.
Cervantes and Viel were guest speakers in “Mortar and Pestle,” a webinar organized last week by the San Miguel Foods Culinary Center.
Cervantes is known for his Loca Banana Cookies, dark chocolate cookies with a hint of banana and a sprinkling of salt. He said he was inspired by turon, a childhood favorite made of wonton-wrapped saba bananas with slivers of ripe jackfruit, fried and coated in sugary crust.
His new creation is Earl Grey Midnight Cake made with tea cold-steeped for nine hours, local chocolate from Davao, Batangas and Agusan, and lemon curd from Benguet lemons. Viel said he enjoys innovating and coming up with new takes on favorite Italian dishes, while making sure he “respects the flavor profile.” He updated Osso B uco by reimagining it as pot roast slow-cooked with Cerveza Negra. His most popular item, however, is Mango Cream Pie, a recipe from his Italian nonna (grandmother).
What to do
“Don’t be afraid to seek help, and don’t be afraid to start,” Cervantes said. “Focus on your product, adapt to your market, and keep track of your mental fortitude.”
In a business as fickle as the food industry, he said it is important to “survive physically and mentally.”
The fact that one is planning to start during a pandemic requires that one has enough mental reserve to draw from.
“Use the power of technology,” Viel said. He makes it a point to post at least once a day for visibility. “Out of sight, out of mind.”
Viel trusts in word of mouth, so when he gets messages from customers who say they love his food, he asks if he can share their “testimonies” online.
“Keep a close watch on your finances and ensure you are making a profit. The pandemic felt like a punch in the face, but my dad used to say that what’s important is how you react to situations that come your way,” he added.
“People think the food business is easy; it isn’t. You need to be fully aware of what you’re getting into.”