How to take your home food business to the next level
By John Legaspi
We asked the pros to give you tips
Filipinos are born hustlers. Tenacity is in our blood and we always look for the best thing to do when the situation calls for it. Now more than ever, Filipinos are working hard to survive the troubles brought about by the pandemic. And with reports of companies closing and workers being laid off, many are finding new ways to earn a living, mostly by pursuing a food business.
While it is fascinating to see regular Filipinos take leadership roles and unleash their cooking prowess, sometimes the passion for food is not enough to help sustain a business, especially when there is so much competition active online.
To help these budding business owners, San Miguel Food Culinary Center (SMFCC) hosted an online talk titled “Mortar and Pestle: Pivot to the online food business,” focusing on the new players of the food industry.
“It has always been the advocacy of the SMFCC to look for new places, discover new food routes, new restaurants, and, of course, up-and-coming and budding chefs,” says Pam Obieta, corporate chef of SMFCC. “It has been our advocacy to help jumpstart these new businesses.”
To further help these new entrepreneurs, SMFCC invited the owner of 22 Grams Pâtisserie, pastry chef Dave Cervantes, and the owner of Commissario by Chef Joseph Viel, Chef John Joseph Viel, to share tips on how to build an effective food brand during this pandemic and how to use the internet to benefit one’s brand.
Be visible on social media
“We all felt the clinch . But social media really helped boost my brand,” says Chef Joseph. “I also shared some recipes on Tiktok and it kind of won some people. It has always been my dream to teach, and with this pandemic, the best thing to do are one-minute cooking videos.”
Making sure your brand has a strong social media presence. Just like what Chef Joseph did, instead of the usual promotional materials, what would gain more attraction online are the things that sell a story, whether a behind-the-scene look on how the products are made or fun and shareable content users can relate to.
Take advantage of free learning materials
“The first two months of lockdown were very hard. That time, I decided to rebrand,” says Chef Dave. “Luckily, we’re in a digital age where resources are accessible.”
Thanks to the internet, we now have multiple resources with just a click of a button. So if you have the cooking ticked off the list, why not learn more about marketing with Google Digital Garage, style food with Pinterest Academy, or discover how to do a photoshoot with your iPhone through Youtube tutorials. There are endless ways for you to expand your skills through the web. The best part about it is that they’re free.
Create online payment channels
As social and physical distancing are strictly implemented, providing to-go meals and doing deliveries are becoming essential parts of food businesses’ operation. Securing that your brand has an option for online payment not only helps minimize the spread of the virus, but it also makes for convenient service.
Don’t be afraid to seek help
Just like Chef Dave’s latest brand, many food businesses that sprang during the early months of the quarantine were led and operated solely. He advised to not be shy when asking for help, especially on the little stuff. Things like asking your friends to share the word about your endeavors online or get to know their inputs about your social media releases could go a long way.
Focus on the product
With so many food products online, it is going to be tough for a product to get its share of the limelight. That is why some jumped into the bandwagon of producing trendy food items. But Chef Joseph wants to remind food entrepreneurs to not forget the importance of having a good flavor profile.
Also, focusing on the product involves putting yourself in the position of your potential buyers, which comes in different age range and taste palates and doesn’t have the same preference when it comes to food trends. Following certain trends may bring customers’ attention to your product, but it doesn’t guarantee that they will purchase it. Best to stick to a dish you know by heart that will work, or better yet, challenge yourself to create a product that will set its own trend.
Use the power of testimonials
Today’s consumers are smart and more meticulous. Gone are the days traditional marketing affects their buying attitude. In that light, why not let fellow consumers do the selling by means of their testimonials? “The moment you gain followers, use the power of their testimonials,” says Chef Joseph. “When I have conversations with my clients, I ask them if I could screenshot it and post their comments on my food online. That’s the best way to capture your crowd.”
Be strict with finances
Check your food cost. This is business after all, so knowing that you are financially knowledgeable is a must. Make sure you are not exceeding your budget and you are still making a profit from what you are selling.
“Find a good balance,” Chef Joseph advises. “The problem with other online sellers, in my humble opinion, is that their products tend to be too expensive. The truth is that, ever since the lockdown began, everyone has been trying their hand on food business. So they will always choose the one that is mas mura.”
Have mental fortitude
“These days, it’s important to be physically and mentally well in what we do, so we can focus and plan effective procedure for our business,” says Chef Dave.
While you are being optimistic about your journey as a food entrepreneur, some factors may come in to knock you off your game, whether it is a slight dilemma on production or a bad comment online. When dealing with criticism, it is best to know where your customers are coming from and how they understand your food. Embracing comments may be hard, but they can also be a great basis for where to improve your business.
Watch the full online session of “Mortar and Pestle: Pivot to the online food business” on Home Foodie's Facebook page.