Cebuano chefs and restaurant owners have reported increased earnings and higher customer turnout more than a month after the Department of Tourism (DOT) facilitated the arrival of the MICHELIN Guide in the Philippines, citing stronger demand for regional cuisine and growing interest from foreign diners.
Tourism Secretary Christina Garcia Frasco, in a news release on Monday, disclosed that she heard accounts of improved business performance as she personally handed over MICHELIN plaques to 18 recognized restaurants and eateries in Cebu, eight of which she visited during the second run of the DOT’s Resto-Run Caravan on Saturday.
Frasco said a post-announcement survey conducted by the DOT showed that MICHELIN-recognized establishments in Cebu reported booking increases of up to 90 percent and revenue growth of up to 80 percent, while those in Metro Manila recorded up to 100 percent increases in sales and reservations.
Among the establishments benefiting from global recognition is the 60-year-old market-side eatery Esmen in Barangay Pasil, whose owners said the MICHELIN selection translated into higher orders and daily sales.
From preparing 11 batches of dishes on a regular day, the owners said they now typically sell out up to 16 cauldrons of their signature “linarang,” a tangy porcupine fish soup, since the MICHELIN announcement.
“Parami nang marami ang mga customer na dumadating. Iba-ibang nationalities, Korean, Japanese, mga Amerikano. Malaki ang naging tulong ng MICHELIN sa pagdami ng customers namin (There has been a significant increase in customers coming in. They are of different nationalities: Korean, Japanese, Americans. The Michelin recognition has greatly helped in increasing our number of customers),” Esmen’s owners’ daughter Zeny Paglinawan said.
French tourists Florence and Coline, who visited the eatery, said they learned about Esmen through the MICHELIN Guide, underscoring how the list has drawn international visitors to local Cebuano food.
At Sialo, Chef Ronald Villavelez said their inclusion in the MICHELIN Guide helped the restaurant recover from early financial struggles, with bookings now filled until March next year.
“Right after the ceremony, in just one night, we got several bookings that never happened before,” Villavelez said, adding that the recognition significantly expanded their customer base.
Other Cebu restaurants have reported similar gains, with fully booked tables, longer reservation lists, and an influx of tourists eager to try local cuisine.
House of Lechon and Lantaw in Compostela, both of Pages Holdings Inc., also recorded increased foot traffic following their inclusion in the prestigious culinary list.
“Our sales went up, and traffic increased. For Lantaw in Compostela, the increase was even more pronounced because people were willing to drive about 20 kilometers just to dine there,” Pages Holdings Inc. Chairperson and Chief Executive Officer Bunny Pages said.
Meanwhile, Pares Batchoy Food House said it continues to face challenges in managing parking space due to the surge of diners.
“Grabe talaga ang dami ng customers. Nag-grow talaga siya, at marami ring tourists na galing mismo sa airport, diretso na dito para kumain (There really has been an overwhelming number of customers. The business has truly grown, and many tourists coming straight from the airport go directly here just to eat),” said supervisor Krishna Cabaron.
She said the DOT remains hopeful that these gains can be sustained as part of the government’s push to strengthen gastronomy tourism.
“We are very hopeful that the presence of MICHELIN can be institutionalized in the Philippines. Gastronomy tourism is a key pillar of our national tourism development, and we will continue working to ensure that its benefits are sustained,” Frasco said. (PNA)
