Making it in Makati

A new café here, a new store there. Customers today have endless options. If a business doesn’t meet their expectations, they can simply scroll through TikTok and find another trendy spot to spend their money on. It’s no exaggeration when entrepreneurs say competition is fierce —and growing fiercer by the minute.

Opening a brick-and-mortar store is already a major challenge, but doing it in Makati takes it to another level. Beyond the tough competition, entrepreneurs must navigate high rental costs, strict permits, and complex regulations.

Yet, for some young entrepreneurs, these challenges are not roadblocks but opportunities for growth. Young STAR spoke with three entrepreneurs redefining success in Makati: Chino and Gio Cruz of Baker on East, a mid-century-inspired café; Auds Cruz of OnlyPans Taqueria, a go-to Mexican spot in Poblacion; and Kyle Pama Sandico of Y.P.F. Grooming Studio, a luxury pet grooming business.

Through social media, they’ve shared their journeys of launching (and re-launching) their businesses, offering a behind-the-scenes look at what it really takes. (Spoiler: It’s stressful.) If you’re thinking of starting your own business in Makati or any major district, their experiences offer practical advice and much-needed inspiration.

Here are some of the lessons we’ve learned from their journey:

Lesson 1: Play to your strengths

Chino and Gio of Baker on East have backgrounds in publishing and marketing, but their pastry business, known for its uniquely flavored donuts, was born from Chino’s passion for baking.

When starting your business, Gio emphasizes, "Know who you are, but also know who you aren’t." Chino adds, "We take inspiration from others, but we do things our way. When designing our space, we made sure it wasn’t just another Instagram trap with neon lights. If we offer a unique experience, people will come."

Game Plan: Define your target market, tailor your offerings to their needs, and build a strong brand identity that stays true to your vision.

Lesson 2: Prepare for unexpected setbacks

As Filipinos, we hear the word "resilience" all the time—sometimes to the point of frustration. But for Auds, the fire that hit Onlypans Taqueria’s flagship store in Poblacion in May 2024 proved just how important resilience is in business. Rebuilding wasn’t just about logistics and costs, but a mental battle.

She shared, “I’ve always hated the word ‘resilience’ because Filipinos are expected to be resilient in every crisis. But after going through it, I can say we truly are. Keeping up with costs and permits, and even losing suppliers who left after the fire, was tough. But the hardest part was the mental toll. People often talk about the physical work of running a business, but the emotional weight? That’s something we don’t discuss enough."

Game Plan: Develop a crisis management plan. Surround yourself with mentors, advisors, and fellow entrepreneurs who can offer guidance. Most importantly, take care of your mental well-being. Resilience is knowing when to push through and when to ask for help.

Lesson 3: Build genuine connections

Baker on East and Onlypans Taqueria have built strong communities that truly support them. After the Onlypans fire, loyal customers and friends showed up at pop-ups and events. “It was overwhelming. We felt the love,” Auds shared.

Meanwhile, Baker on East thrived through industry connections. Chino said, “We have friends in the industry who reminded us that you’re never really ‘ready.’” He recalled a piece of advice from Toni Potenciano of the restaurant Kodawari: “Running a food business means constantly putting out little fires.” Having a strong network provides guidance and support through every challenge.

Game Plan: Invest time building relationships with your customers, suppliers, and other businesses in your community. Success comes from relationships, not just transactions.

Lesson 4: Remember that location isn’t everything

For Y.P.F., being in Makati wasn’t enough—they had to prove their worth. “People assume that just because you’re in Makati, customers will come and you can charge more,” Kyle shared. “But the Makati crowd is discerning. They’ll pay a premium, but only if it’s worth it.”

To build trust, they focused on transparency and personalized care. Their grooming area has glass enclosures, pet hotel pods have CCTV access, and cleanliness is a top priority. Most importantly, they listen. They treat every fur baby as their own.