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SUNDAY, MARCH 26, 2017
Business
Ray S. Eñano, Editor / Roderick dela Cruz, Issue Editor business@thestandard.com.ph
HOW ‘FIL-AM’ BOYS GREW CHILI’S IN PH
By Othel V. Campos
O
PINOY APP READIES ASEAN EXPANSION
ne of the country’s most eligible bachelors, Luigi Vera, oversaw the expansion of Chili’s Grill & Bar Restaurant in the Philippines which now has a dozen stores, including two that opened this year. Vera and his longtime business partners— Richie Yang and Robert Epes—are celebrating their two decades in the casual dining business, after putting up the first Chili’s store in Makati City in 1996. “There were challenges along the way. It was never purely smooth and fun as we tread on our 20th year. It was like raising kids, tough but fulfilling,” says Vera who is very hands-on with the business. He describes himself as more of a store guy than an office executive. He prefers having meetings in stores and making daily rounds of Chili’s outlets as managing director. Spending time in stores is what he takes delight most about especially during the construction of a new branch. He set aside a lucrative career as a civil engineer back in the US where he and partners went to school. For a US-educated guy, Vera is not the typical “Amboy-Conio” type. Chili’s crew is fond of his funny antics and of his personal managerial touch. Educated in Xavier School from elementary to high school, he was also ‘Jesuits-raised” in the US. He studied at Sta. Clara University in the Bay area in the US, another Jesuits-run institution near San Jose. Yang, one of his business partners, also enrolled at Sta. Clara while Epes, an American who grew up in the Philippines, also went to college in the Bay Area. When it was time for them to go home to the Philippines, they thought of putting up a business together. What brought them together is their combined love for food and the Chili’s brand. They formed Am-Phil Inc., but not after the three of them created stable professional careers in the Philippines with Vera working for Citibank and Yang and Epes for their family businesses. “It was in 1987 when we first stepped into Chili’s in Cupertino, California and we instantly loved their food. We will order the same things— steak fajitas, burgers, baby back ribs, wings over buffalo and country fried steak. Our theory was to go into business while all of us were employed elsewhere so that the business wouldn’t be supporting us,” Vera says. When asked why Chili’s is not as aggressive as other brands in creating more footprint in the casual dining space, Vera has a standard reply. He says that “expanding the brand, even as it is a necessary tool to grow a business, is not an imperative move for the company to survive competition.” “We don’t need to be number one in terms of sales and size. We endured all these years because we value consistency. It is a big factor why we’re still here. People say Chili’s food is still the same quality as when we introduced the brand twenty years ago. The service is also friendly. That’s why we have customers who keep on coming back,” he says. Expansion, he says, is nothing like finding location, “and that’s it.” It should be finding the perfect location—a dilemma that has always been a big deal for the team. “There should always be the right blend of
Mober Technology Inc. founder Dennis Ng
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RESTAURATEUR.
Am-Phil Inc. managing director Luigi Vera oversaw the expansion of Chili’s Grill & Bar Restaurant in the Philippines.
where to put a branch, the volume of foot traffic and the convenience the branch can afford to give the customers,” Vera says. He cites a long standing ambition to put up a branch in Manila City, along the famous Adriatico strip but traffic was outrageous and parking was a problem in the area. Growing the brand to a dozen branches fell on perfect timing, a great gift for a 20 year-old franchise. Chili’s pilot branch in Greenbelt, established in 1996, is still up and running, unlike other casual diners and restaurants that came up only to disappear years, if not months later. Other Chili’s branches are strategically situated in Greenhills, Tomas Morato, Rockwell Power Plant, Alabang Town Center, Megamall, Fairview Terraces, Mall of Asia, UP Town Center and the Block at SM North Edsa. Even as Chili’s bestsellers remain—baby back ribs, burgers, fajitas, burgers, chips, nachos, chicken crispers and margarita drinks—the food chain continues to update its menu such that it
has three types of burgers with a wider variety. It also adapted to Filipino’s choice of food and introduced Beef Salpicao and Country-Style Prok Belly, a Filipino signature fare that cannot be found in any Chili’s stores upstate and Chili’s anywhere in the world. Alongside Chili’s franchise, Am-Phil has also ventured into smaller yet ambitious brands such as Super Bowl of China, Nanbantei of Tokyo, Tokyo Tonteki and Salvatore Cuomo Restaurant and Bar inside the Bonifacio Global Center. As AmPhil grows its food enterprise, its workforce is also expanding with 1,000 people working for all company franchises. The company, a strong believer in empowering children and education improvement, also supports Children’s Hour. This is a shared vision of company co-owners. Vera is a devout Christian, from a family who goes to Church regulary if the occasion permits while Yang is a church minister. “These values we share with the people we work with and with our customers,” says Vera.
FILIPINO start-up and mobile app Mober Technology Inc. has disclosed plans to penetrate the delivery market of Singapore and other markets in the Association of Southeast Asian Nations. Mober founder and chief executive Dennis Ng says the company is raising at least $1 million from preseries A funding for an equity swap of 10 percent to enable to company to innovate, intensify marketing support and move on to the latest technology on bulk deliveries via web-based or mobile-based tracking. “It is a mature market. I expect we will not have any difficulties in transaction and deliveries. Our success there will depend on our van partners who, I supposed, are very reliable partners given that Singapore is a very picky,” he says. Established in 2015, the two-yearold company has a standing offer from a Singaporean company to buy out Mober for $5 million. “I refused because we have so much ideas we are excited to execute and we know there is huge demand for the service we offer. I am interested to let go of the company entirely,” he says, adding that he is willing to dispose of 20 percent equity with van partners in Singapore if they are performing well enough. He says the delivery opportunities in the Philippines is growing rapidly with the current nationwide inventory of 15,000 vans and about 10 million transactions. The start-up company is doing local roadshows for funding in Cebu and Davao where the company is also trying to gain foothold. Mober will be available in Cebu by April and in Davao within the year. Mober expects to hit $12 million in cumulative revenue by 2019, at 3 million deliveries and a minimum $4 commission rate per $18 transaction. It grew by 65 percent month-onmonth in 2016. From an average of 238 transactions in the first quarter of 2016, it grew to 6,842 transactions in the fourth quarter of 2016. From 100 van partners, the company plans to have 3,000 van partners by 2019. Among the company’s captured markets are SM appliance Center, Our Home, Mandaue Foam, Dimensione, Adidas, Red Ribbon, Blims Furniture, Bags in the City, HMR Philippines, Inc., WorldBex, Rockwell Land, Better Dog and other local companies with mobility requirement. It also has initial talks with Philippine Airlines for “straight-fromthe airport” delivery to clients within a 15-kilometer radius. Mober is growing to be the preferred business-tobusiness of Philippine retailers and establishments because of accessibility and real time delivery. Othel V. Campos
COLEGIO DE SAN JUAN DE LETRAN RECOGNIZES 400 OUTSTANDING ALUMNI ALUMNI of Colegio de San Juan de Letran reunited at the New World Hotel in Makati City on March 23, ahead of the school’s celebration of 400th year by 2020. Colegio de San Juan de Letran Alumni Association used the occasion to honor Letran’s 400 Great Men and Women (Grandes Figuras) who have shown and manifested the school’s ideals of “love to God, country and alma mater.” Colegio de San Juan de Letran is a private Roman Catholic Dominican institution of learning in Intramuros, Manila. Established in 1620, it has the distinction of being the oldest college in the Philippines. The school has produced Philippine presidents, revolutionary heroes, poets, legislators, members of the clergy and jurists. It has also produced several Catholic saints who lived and studied in its campus. Among the awardees are Carmelo Casas, Antonio
Tuviera, Henry Lim Bom Liong, Jaime Bautista, Dr. Gregorio Andaman Jr., Don Juan Geronimo Guerrero, Jose Maria Aligda, Charles Yu, William Uy, Bernie Atienza, Maj. Gen. Victor Felix (ret), Dr. Gregorio Andaman, Dr. Manuel Mariano and Cavite Rep. Strike Revilla. The awardees were recognized for their selfless and humble way of serving communities and making Letran proud through their good will. Revilla, of Batch ‘93 who started his political career at the age of 25 when he was elected as councilor of Bacoor in 1995, says his Letran education helped him become a better public servant. Grandes Figuras awardee Rep. “It’s Letran that helped me think what good things I can contribute to our country. Love to God, country and alma Strike Revilla (center) with Letran’s mater stays with me even after I finished school,” says Revilla, Fr. Boyd Sulpicio (left) and Fr. Clarence Victor Marqez (right). who served as mayor of Bacoor from 2007 to 2016 before being elected as a member of Congress.