From restaurateurs and chefs to food stylists and content creators, these women in F&B continue to make space for everyone in the industry

More and more women are filling in leadership roles in the F&B industry, shifting the gender disparity and allowing for more inclusivity. Studies have shown that women leaders in the workforce allow for fresh ideas, a more welcoming work environment, and generate higher profits.

Although there is progress, more work still needs to be done. Women only take up 22.4 percent of managerial or executive chef positions in the restaurant world.

Here, we gather exemplary women in the local F&B industry and find out how they overcame their biggest challenges as well as ask them to pass on guidance to the next set of young women leaders.

What challenges did you face in your career and how did you overcome them?

Jae Pickrell (JP): The biggest challenge was the pandemic, where Bruce’s role in our partnership took a backseat and our restaurants’ survival depended on how agile I could be with our operations, resources, and finances. Having had no prior experience in F&B or business before joining my husband, I just did what came logically to me, and through sheer grit and common sense tactics, I ensured that we could take care of ourselves, our employees, our suppliers, and everyone we worked with. I’m very proud to say that we retained all of our employees at that time and that all of our restaurants survived that devastating period, and it was only after that that I felt like I could begin to call myself a restaurant owner and entrepreneur.

Heny Sison (HS): One of my biggest challenges was establishing credibility in a male-dominated industry while balancing multiple roles—being a mother, teaching, running a business, and staying inspired and creative. I overcame this by continuously honing my skills and investing in education. Additionally, I embraced mentorship—learning from local artisans while guiding aspiring chefs and bakers—because sharing knowledge strengthens our industry.

Maxine Sanz (MS): One of the most profound challenges I’ve faced in my career has been navigating the tension between pursuing my professional ambitions and my desire for motherhood. Society often paints it as an either-or choice—that to excel in one means sacrificing the other. I learned the depth of this struggle firsthand when I experienced a miscarriage while still having to show up for site visits and lead ongoing projects. It was one of the most difficult moments of my life, balancing immense personal loss with professional responsibilities. Overcoming this challenge meant redefining strength—not as suppressing emotions but as finding the courage to keep moving forward while honoring what I was going through. It taught me that success isn’t about having it all at once but about embracing each season of life with grace.

“I feel the mental burden for women is 10 times heavier than what a male business owner faces. I constantly have to repeat myself, reinforce my decisions, and prove my expertise in ways men often don’t have to,” says Christine Roque

Christine Roque (CR): I feel the mental burden for women is 10 times heavier than what a male business owner faces. I constantly have to repeat myself, reinforce my decisions, and prove my expertise in ways men often don’t have to. Being underestimated or dismissed from all sides isn’t just frustrating—it’s exhausting. There were countless moments when I wasn’t taken seriously, when I had to exercise masculine traits—against my sensibilities—just to be heard, and when my emotional vulnerability was used against me. 

Chichi Tullao-Garcia (CTG): I come from a banking and finance background, but sometime in the mid-aughts, I experienced a life-changing accident that led me to discover blogging, which led to my current career as a creative director and consultant, and food and props stylist. There were many challenges: that of self-doubt, the lack of education and knowledge, etc. My advice is the same as with any project I am facing: Firstly, step back, take time, and assess the issue. Secondly, look to your team, whether personal or professional, for advice or ideas. Thirdly, communicate.  Do not forget to express your thoughts or ideas. Lastly, don’t ever forget that there is always a solution.

Jacque De Borja-Medestomas (JBM): The unintended career switch was a challenge in itself. I came from the creative industry and found myself exploring F&B because my husband owns a coffee shop—with that, I found myself leaning in and learning the ropes along the way. Currently, I am in the process of building my personal brand and my upcoming specialty tea brand, and it has its fair share of obstacles. One is oversaturation. Second and probably the biggest challenge right now is supply. The demand is so high that farmers and producers from Japan cannot keep up. Third is probably a combination of our products’ level of quality versus food cost versus selling price. Matcha is not cheap, and introducing such a product into the market requires a lot of balancing.

“When you enter an industry that’s male-dominated and there are already a lot of giants in the industry, you kind of feel the pressure of “should I be really teaching people? Am I really deserving of this space? And am I the right person to do this?” says Abi Marquez

Abi Marquez (AM): I started out in content creation as someone who teaches cooking but also I never really trained professionally. I don’t have work experience. I just really studied cooking and food by myself and with a lot of experience cooking for my family. That’s how I got to learn food. But when you enter an industry that’s male-dominated and there are already a lot of giants in the industry, you kind of feel the pressure of “should I be really teaching people? Am I really deserving of this space? And am I the right person to do this?” That kind of pressure, I don’t think I have overcome it completely yet. I think it’s a matter of how I cope with it and how I do it is I try to, of course, validate myself.

In your experience, what have you found to be an effective way to overcome barriers and biases women face?

Toni Potenciano (TP): I’ve noticed that women in the industry are often relegated to ‘softer’ roles, such as creative decision-making, marketing, etc., which is literally my role in Kodawari! But I’ve been learning to involve myself more in the things that make our restaurant run: finances, operations, and the supplier side of things. Still a work in progress, but that’s a personal goal I’ve set for myself this 2025. To be a She-EO (just kidding). I want to work towards overcoming such biases and hopefully helping Kodawari grow and last longer.

Mikee Lopez (ML): I try to be undeniably good at what I do to the best of my ability so people can’t say anything bad about me that can be substantiated. There is nothing anyone can really do to totally eliminate the fact that there will always be people who exist who would love to see others fail or pick apart others’ mistakes so I stick to what I can control, which is making myself better at what I do.

“Women in the foodservice and hospitality industry often encounter stereotypes, but proving our expertise through skill and resilience is a powerful way to break barriers,”says Heny Sison

HS: Confidence, consistency, and community are key. Women in the foodservice and hospitality industry often encounter stereotypes, but proving our expertise through skill and resilience is a powerful way to break barriers. Surrounding myself with strong, like-minded individuals has been invaluable. Visibility also matters; the more we showcase our work and contributions, the more we shift perceptions.

Maxine Kong (MK): I believe we’re fortunate to live in a time where women are no longer exceptions in leadership—they’re shaping industries, leading businesses, and taking seats at the table. More than ever, success is measured by execution and impact, not just representation. When you do the work well, the right people take notice. A strong network—mentors, peers, and collaborators—pushes you forward because of what you bring to the table, not just who you are. And when you surround yourself with people who share that mindset, real opportunities follow.

“I believe we’re fortunate to live in a time where women are no longer exceptions in leadership—they’re shaping industries, leading businesses, and taking seats at the table,” says Maxine Kong

AM: In order to answer that question, I think I also have to identify what kind of barriers are still there. I think number one for women specifically is the likeability trap. When you show up in your videos, you have to be really likeable. You have to be modest. You have to be humble, not too confident, not too loud. As a woman, what I try to do is I actively try to support my fellow women. What that looks like is when you see other women content creators, engage with their content, reach out to them. Try your best to support and show up for them. It’s really an active effort.

CTG: To be frank, I consider myself privileged that I did not experience misogyny. Of course, this doesn’t discount the fact that it does and continues to exist in the F&B industry. Like with any other industry, asserting yourself and believing in yourself is primordial. Accepting constructive criticism and constantly being open to new ideas is also another skill that I believe helped me in getting to where I am now. The community we have of female chefs, restaurateurs, and creatives has also been beneficial to all of us.  Let us not forget the industry greats like Glenda Barretto, Doreen Fernandez, Nora Daza, and of course, Margarita Forés, who paved the way for all of us.

“Biases are broken when women show up boldly, take up space, and normalize the fact that we deserve to be in every room we enter,” says Maxine Sanz

MS: The most effective way I’ve found to overcome barriers and biases is to work loudly and advocate for myself. As women, we’re often conditioned to downplay our achievements, but silence only reinforces bias. I’ve learned to forget the fear of being “too much” or “too ambitious.” If you don’t speak up for your work, no one else will. That means taking credit where it’s due, confidently sharing ideas, and asking for opportunities. Biases are broken when women show up boldly, take up space, and normalize the fact that we deserve to be in every room we enter.

How can we create a more inclusive foodservice and hospitality industry?

JP: In the same way that the presence of so many women made Filipino F&B so vibrant and open, we have to pay it forward by employing more women and compensating them fairly—if not more—since so many of them still struggle disproportionately with domestic responsibilities and childcare. In our company, all but three managerial and supervisorial posts are occupied by women, and this extends to our external corporate partners, which are also proudly female-owned and -led. It’s crucial for us to put women in positions of power whenever we can.

“In the same way that the presence of so many women made Filipino F&B so vibrant and open, we have to pay it forward by employing more women and compensating them fairly—if not more—since so many of them still struggle disproportionately with domestic responsibilities and childcare,” says Jae Pickrell

JBM: Coming into the food and beverage industry with zero experience has allowed me to operate in a way that is more inclusive of others. To this, I say, do not be afraid to unlearn things from the industry and don’t blindly follow procedures or systems just because it was how it’s always done.

CR: Promoting inclusivity also means educating everyone about workplace respect and their rights. We don’t ignore complaints, and if a female colleague feels unsafe, we take immediate action. We have open conversations with our team about the Safe Spaces Act, so they understand what is and isn’t acceptable and feel empowered to speak up.

Name a woman who inspires you.

ML: Risa Hontiveros. She is a very strong woman in a male-dominated industry. Despite many ‘men’ ganging up on her, she remains calm, collected, and firm. She does her job very well. Extremely well. Undeniably well. She advocates for women’s rights and health. She becomes the voice for women who are underrepresented.

“Oftentimes, the biggest critic and competition is ourselves. We overthink and we shoot down our own ideas, but now is the time to stop all of that negativity and just do it in the best possible way that we can. Let’s hold space for ourselves and for others,” says Jacque De Borja-Medestomas

CR: I admire former Vice President Leni Robredo for her integrity, bravery, and commitment to public service. She faced relentless political oppression yet remained steadfast in her mission to serve marginalized communities with courage and compassion even to this day. She showed that true leadership isn’t about dominating but through service. 

MK: I’ve always admired Helen Frankenthaler. She didn’t just paint—she rewrote the rules. In the 1950s, when abstract expressionism was dominated by bold, forceful brushstrokes, mostly by men, she took a different approach, pouring thinned paint onto raw canvas and letting it soak in naturally. Her fluid, light compositions stood apart from the movement’s heavy, masculine energy. She influenced a generation of artists, proving that real innovation doesn’t have to be loud to be revolutionary. Frankenthaler is a reminder to everyone, not just women, that breaking barriers isn’t about following the rules—it’s about rewriting them.

TP: The late Margarita Forés. Working in F&B can make you somewhat of a cynic, but Forés was generous to everyone. She did so much by just being kind and so giving of her time. I’m done being nonchalant (not that I was, ever), I want to be more passionate!

“Working in F&B can make you somewhat of a cynic, but Margarita Forés was generous to everyone. She did so much by just being kind and so giving of her time,” says Toni Potenciano about another woman who inspires her

AM: I grew up watching women like Ina Garten cooking for her family and serving the food that she cooked to her friends. I also grew up watching Giada De Laurentiis on Food Network Asia, and also a lot of Iron Chef who are women. So they were the ones who showed me that there was space for women in the industry.

JBM: My mom. She has always been capable, and that has always left me in awe of what she does. She is passionate about her work and is the type of person who will always dig deep and continue to learn, and not just that, but she has a way of sharing knowledge and instilling the same passion, so they end up being hungry and curious as her.

MS: My mom Leilani Marcelino. She was an accidental entrepreneur—a housewife who built her catering empire from a simple desire to cook delicious food for her husband and family. Now, as I navigate life as an entrepreneur, wife, and stepmom, I often find myself in moments where I ask, “What would Leilani do?” She’s the ultimate problem-solver—someone who faces challenges head-on, always finding a way forward with grace and determination.

Best piece of advice you could share to women?

JP: Honor your intellect and instinct, and leave no room for doubt or second-guessing. The latter can be so paralyzing, and your efforts are better served by confidence and a healthier dose of grace that will allow you to make mistakes, learn, and improve.

ML: Never let anyone tell you what you’re worth or what you’re capable of doing. That comes from you. You are not to shrink yourself just so others can feel comfortable. People will always try to bring you down or feel intimidated by you, that’s not on you. That’s on them.

“Never let anyone tell you what you’re worth or what you’re capable of doing. That comes from you. You are not to shrink yourself just so others can feel comfortable,” says Mikee Lopez

HS: Believe in your craft, trust your journey, and never stop learning. If you fail, start again—maybe it’s not your time yet, but the right moment will come. The industry can be challenging, but resilience, continuous growth, and a strong support system will help you thrive. Don’t be afraid to take up space and showcase your talents—let your work speak for itself.

CR: Find your center or your purpose, and define what success looks like for you—not based on what others expect. It doesn’t have to look like anyone else’s. This will give you the strength and courage to silence the voices and people who undermine your inner power. Happiness isn’t about having an easy life; it takes work. And that’s okay. I believe in the hustle. Putting in the hours and making sacrifices pays off. But I also believe in rest. I work hard, but I rest just as hard.

MK: Finding a common ground is important, but so is owning what makes you different. Embracing femininity in the workplace isn’t about fitting in—it’s about recognizing the strength that comes with it. Running a business with my husband has shown me how our differences and similarities work together, not against each other. And becoming a mother has been the ultimate reminder of how powerful women were made to be.

MS: Success is rarely a solo journey. Surround yourself with women who uplift and challenge you, who celebrate your wins and stand by you through losses. And be that person for others.

“Every woman’s journey is unique, and it’s important to embrace your own path. Allow yourself to simply be yourself,” says Chichi Tullao-Garcia

CTG: Every woman’s journey is unique, and it’s important to embrace your own path. Allow yourself to simply be yourself. Continually stay updated with the current trends in your field of interest. Practice self-advocacy. Speak up and negotiate for what you deserve. Always support another woman’s success. Trust me, it will never disrupt your own.

JBM: Let’s just do it! Oftentimes, the biggest critic and competition is ourselves. We overthink and we shoot down our own ideas, but now is the time to stop all of that negativity and just do it in the best possible way that we can. Let’s hold space for ourselves and for others!

TP: Hydrate, diva! Take a step back now and then, diva. Take a look at the bigger picture!

AM: Own your successes. You deserve to be heard, to be seen. You deserve to take up space. Be a girl’s girl. Let’s hype each other up.

The interviews have been edited for brevity

Photos by Jar Concengco (Abi Marquez and Jae Pickrell), Samantha Ong (Toni Potenciano), Miguel Nacianceno (Chichi Tullao-Garcia), Paolo Nierves (Maxine Sanz), Fern Dy (Maxine Kong), and courtesy of subjects

Produced by Eric Nicole Salta