For many, the food industry is a dream — one filled with the aroma of freshly baked bread, the sizzle of a hot pan, and the joy of sharing a meal. But for those who make it a reality, it is also a test of endurance. Whether launching a small café, building a restaurant empire, or creating a homegrown food brand, success requires more than passion. It demands resilience, adaptability, and the ability to rise after every setback.
Every food business starts with an idea. Maybe it’s a reimagined classic, a menu built around sustainability, or a product that taps into a growing trend. But even the most brilliant concepts will struggle without perseverance. The food business is demanding, unpredictable, and, at times, unforgiving. The ones who make it are those who push through the uncertainty.
Two entrepreneurs who have done just that are Paco Magsaysay, the founder of Carmen’s Best Ice Cream, and Elbert Cuenca, the restaurateur behind Elbert’s Steak Room and Elbert’s Collective.
Magsaysay didn’t set out to become an ice cream magnate. He started Carmen’s Best as a way to use excess milk from his family’s dairy farm. At first, he faced the challenges familiar to any small producer: limited distribution, competition from bigger brands, and the ever-present temptation to cut costs. But he refused to compromise. Instead, he focused on quality, using only the finest ingredients. That persistence paid off. Today, Carmen’s Best is a premium brand, served on international flights and stocked in the freezers of devoted customers who swear by its rich, all-natural flavors.
Paco Magsaysay of Carmen’s Best, Simpol.ph columnist Liza Hernandez-Morales, and Anda del Rosario. (SHARED PHOTO)
Cuenca, meanwhile, built his reputation on steak. His restaurant, Elbert’s Steak Room, became one of Manila’s top destinations for a perfectly cooked cut of beef. But he didn’t stop there. Over the years, he expanded into new concepts, opening Elbert’s Sandwiches, Elbert’s Pizzeria, and Elbert’s Diner, all under the Elbert’s Collective brand. The journey was not without setbacks. Running multiple restaurant concepts requires constant reinvention, efficiency, and the ability to anticipate shifting market trends. Early in his career, he experienced failures, including a restaurant closure. But instead of retreating, he adapted. He learned. And he kept going.
Elbert Cuenca of Elbert’s Steakhouse & Elbert’s Collective with Simpol.ph columnist Liza Hernandez-Morales. (SHARED PHOTO)
For both Magsaysay and Cuenca, success came not from elaborate marketing campaigns but from something more powerful: word of mouth. Their customers became their best advertisers, drawn to the unwavering quality of their food and eager to share it with others.
Persistence is the secret ingredient. Many of today’s most successful chefs, restaurateurs, and food brands — Carmen’s Best and Elbert’s Collective among them — have faced rejection, financial struggles, and near-closures. But they got back up. They learned from failure, adjusted, and moved forward.
Thinking of starting your own food venture, know that every challenge is an opportunity. The ones who keep going, even when the odds are stacked against them, are the ones who succeed.
Magsaysay and Cuenca recently shared their insights at Salu-Salu 2025, an event organized by AREA, the student organization of the Bachelor of Science in Restaurant Entrepreneurship program at Le Cordon Bleu Ateneo and the John Gokongwei School of Management.
