Cebu: 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.
According to Philippines News Agency, 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.
Esmen's owners' daughter Zeny Paglinawan noted a significant increase in customers from various nationalities, including Korean, Japanese, and American diners, attributing this to the MICHELIN recognition. French tourists Florence and Coline, who visited the eatery, highlighted how the MICHELIN Guide has drawn international visitors to local Cebuano food.
At Sialo, Chef Ronald Villavelez reported that their inclusion in the MICHELIN Guide helped the restaurant recover from early financial struggles, with bookings now filled until March next year. Villavelez mentioned that the recognition significantly expanded their customer base with several bookings happening overnight after the ceremony.
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 part of Pages Holdings Inc., also recorded increased foot traffic following their inclusion in the prestigious culinary list. Bunny Pages, Chairperson and Chief Executive Officer of Pages Holdings Inc., noted a pronounced increase in traffic, particularly for Lantaw in Compostela.
Meanwhile, Pares Batchoy Food House continues to face challenges in managing parking space due to the surge of diners. Supervisor Krishna Cabaron expressed the overwhelming growth in customers, with many tourists coming directly from the airport to dine at the establishment.
Frasco emphasized the DOT's hope that these gains can be sustained as part of the government's push to strengthen gastronomy tourism, stating, "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."
