In the bright streets of Poblacion, a popular neighborhood known for its nightlife and food crawls, this taqueria has become a well-loved fixture. It is because of many reasons—its mouthwatering birria tacos, experiential dining, and support for advocacies, among others—that it is truly one of a kind.

The known Onlypans Taqueria, a homegrown birria taco shop in Poblacion, is one of the businesses that experienced a devastating setback when a fire fiasco destroyed the Vine Building in Makati City just May of this year.

It left its patrons heartbroken, especially its owner, Ninna Audrey Cruz, deeply concerned about her employees, many of whom relied on the taqueria for their livelihoods.

Onlypans had built a loyal customer base, drawing in locals and visitors alike to the beckoning aroma and immersive dining experience the taqueria offered. The store became a community hub, generating significant income for its owners, which also supported the livelihoods of their workers. Hence, it is intuitive for Ninna to strategically continue its operations while rebuilding its store in Poblacion.

Leveraging platforms and partnerships

Ninna decided to leverage its resources and partnerships to keep the operations going. As a marketing professional and an entrepreneur, she knew how to navigate these intangible assets to boost promotions and sales.

Even with the challenges of rebuilding, she leveraged social media and GrabFood delivery service and promotional tools to keep customers engaged and attract new ones.She also turned to innovative marketing initiatives like themed parties, using the events not just as a way to promote their tacos but as a platform to advocate for causes like good governance and equal rights.

But for her, their partnership with delivery platform GrabFood has made a huge impact on their recovery, "GrabFood helped us really helped us survive the crisis and come back stronger after the fire incident." Ninna said during an interview with the Manila Bulletin.

Despite having only a temporary kitchen in place, GrabFood made it possible for them to continue serving their signature birria tacos to customers and reach new customers as well.

GrabFood has been a trusted partner since the taqueria first opened in 2022. From the beginning, Ninna saw the value in partnering with GrabFood to expand its reach and deliver food to customers.

“We saw that partnering with GrabFood was a way to extend our reach and serve customers who couldn’t visit us physically. Our goal was to enhance accessibility and streamline our delivery process, and GrabFood was the perfect fit,” she explains.

GrabFood has been a big help in making their operations more efficient. TheOnlypans team were able to focus on improving their food and service offerings, making the taco shop more loved for its quality and consistency.  

GrabFood's extensive delivery network and efficient platform enabled the team to expand its customer base and reach beyond the local Poblacion area, as per Ninna. “The partnership has significantly boosted our growth, expanding our reach beyond local neighborhoods,” she adds. “We’ve noticed a more diverse customer base, and our brand visibility has increased dramatically.”

Despite being a growing business, Onlypans has cultivated a strong and loyal following, serving hundreds of customers daily through delivery orders.

GrabFood’s initiatives, such as its Spotlight program, have been instrumental in boosting the taqueria's visibility. By participating in these campaigns, Onlypans was able to further enhance its brand presence and improve the customer experience. “Initiatives like Spotlight have amplified our brand presence, improved our customer experience, and made our offerings more discoverable.” Ninna says, “GrabFood has significantly affected our sales.” she added.

She mentioned that GrabFood has always been hands-on in guiding them in growing their business through the platform. “Our regular meetings have provided valuable insights, especially about customer preferences and operational improvements. It also helps us refine our strategies in ensuring that we remain competitive and customer-focused,” she stated.

Resurged and growing stronger

The story of how Onlypans Taqueria survived and came back stronger shows how maximizing intangible assets like social media platforms and partnerships can be a key to a successful recovery and business growth. The partnership with GrabFood especially kept the business afloat and helped regain its place as a go-to spot for food lovers in Poblacion and beyond.

“GrabFood has been a game-changer for us,” Ninna says. “Their platform has improved our operational efficiency, boosted our reach, and provided us with valuable insights into customer preferences. Their support has been instrumental in our recovery and ongoing success.”

The recovery of Onlypans Taqueria also signifies a renewed commitment to advocating for good governance and equal rights. Ninna is passionate about using the taqueria as a platform for education and awareness. This includes hosting themed events in the restaurant that address important social issues and leveraging social media to spread their message. By doing so, they aim to create a space not just for delicious food but also for meaningful conversations and community engagement.

It is clear that Onlypans Taqueria did not just survive the fire—it came back stronger, thanks in part to the support of its loyal customers and the invaluable partnership with GrabFood. As Ninna puts it, “GrabFood bridged the gap when we needed it most, helping us stay connected to our customers and ensuring that our taqueria continues to thrive.”