Before he became the Pambansang Ginoo in Maria Clara at Ibarra, David Licauco was replying to food orders on Instagram and delivering beef tapa himself around Metro Manila. It wasn’t a publicity stunt or a pandemic distraction — it was the beginning of something bigger.
He didn’t start with much. “Just the idea of serving good, honest food that people could enjoy — even in tough times,” he says. That idea became Sobra Café, a neighborhood-style restaurant offering elevated Filipino comfort food. It also laid the foundation for Kuya Korea, a Korean-inspired fast-casual concept aimed at younger diners. Together, the brands reflect David’s growing influence in the food business — built not on fame, but on consistency and hustle.
A Business Born from Beef Tapa
Sobra Café began during lockdown as a cloud kitchen. One night, while scrolling through Instagram, David saw a photo of beef tapa and thought, “This could work.” He pitched the idea to his chef-partner Mike Victorioso, and they quickly turned it into a delivery-only venture.
At first, he handled everything — taking orders, replying to DMs, and packing meals. “I remember putting trays in the trunk of my car, driving through near-empty streets, handing over tapa to riders one by one.” The dish that started it all — tender, soy-calamansi marinated beef seared to a light crisp and served with garlicky rice and a runny egg — became their bestseller and the heart of the brand.
When restrictions eased, Sobra opened its first branch in Molito, Alabang. A second followed shortly after. The café’s vibe was intentional — bright, tidy, and welcoming. David says he wanted it to feel like you were eating at a friend’s house, whether you were unwinding after work, on a casual date, or just grabbing lunch between meetings.
The Rise of Kuya Korea
As Sobra gained traction, David saw another opportunity: fast, bold Korean-style meals for a younger, social-media-savvy audience. That idea became Kuya Korea, where gochujang-glazed rice bowls and double-fried chicken meet a street-style Filipino twist. “It’s more casual, faster-paced, but still flavorful,” he says.
Kuya Korea launched as a cloud kitchen and pop-up, eventually landing in locations like SM Manila, SM Clark, and Araneta City. Like Sobra, it was built lean and tested in real-time through customer feedback. The spicy, sesame-slicked bowls and crunchy glazed chicken were designed not just for taste, but for craveability.
Building Beyond the Hype
On social media, David’s businesses might look effortless, but he’s quick to clarify: “People think success means big moves. But it’s really about showing up and doing the work.” In the early days, he did just that — overseeing operations, responding to complaints, and learning how to lead without micromanaging.
He admits he used to try doing everything himself until he realized that growth required trusting a team. “When I’m unsure, I ask people who know better. Hindi ako nagmamagaling.” He stays involved, but he’s also built a circle of partners and staff who share his values — people who care about customer experience as much as he does.
Now with two brands, multiple branches, and over ₱50 million in revenue, David is thinking about expansion — but with care. “You can’t just open a new location based on gut feel. There has to be research and strategy,” he explains. He hopes to open a third Sobra branch by midyear, but only if the timing feels right.
Food That Feels Like Home
Whether it’s the tapa at Sobra or a fiery bowl from Kuya Korea, David’s mission is the same: to make people feel good through food. He’s not interested in intimidating fine dining. He wants clean spaces, comforting flavors, and a sense of familiarity. “Maayos, maaliwalas, masarap,” as he puts it.
His journey reflects what Simpol stands for — start where you are, keep learning, and build something meaningful with what you have.
3 Key Lessons from David Licauco’s Food Journey
1. Start Smart, Even If It’s Small
Big things can begin with a single dish. What matters is clarity, consistency, and care.
2. Let Feedback Guide You
Customer input shaped both Sobra and Kuya Korea. “You just listen,” David says.
3. Stay Humble, But Hands-On
Leadership doesn’t mean knowing everything. It means asking the right questions, and building a team you trust.
Get to Know David Licauco Like Never Before!
Ever wondered what makes David Licauco tick—both on and off screen? We sat him down for 50 Simpol Questions and things got real! From his favorite ulam to the one dish he can cook without breaking a sweat, David opens up in the most fun and candid self.
Watch now on the Simpol YouTube channel:
https://www.youtube.com/watch?v=g4WUtH5jPYI&t=173s
