Grumpy Joe: tragedy and triumph

It started with a plan, as most newlyweds make. In 2014, Benedict Fernandez III had not been offered a PBA contract. Thus, the new family had to have a backup plan, maybe try something new, like the food business, which they had to do a lot of hard research on. With a small space and secondhand furniture, the first Grumpy Joe was born in Baguio City.

Sadly, the death of his spouse dealt a powerful blow against that first dream. Nevertheless, the former FEU Tamaraw team captain found resilience and strength to move forward. His most potent weapon would be the menu for his new restaurant.

“Actually, I just really based it on what people like,” the former Alaska Milkman told The STAR and Basketball Universe PHL. “Number one, people in Baguio like coffee, because it’s cold. And how will a restaurant make money? It has to be able to cater to breakfast, brunch, lunch, merienda, and dinner. So pizza fit. Then we added rice meals, light meals, and starters that kids like.”

The result was a juggernaut of tasty, rich food that everybody loves, wings and fried chicken, massive belly-bulging burgers, salad overflowing with Baguio greens, unique ice creams and desserts, homemade drinks. Benedict decided that he would stick to the provinces and avoid big metropolises, where prices and other factors would make things more difficult. But basketball was not done with him yet.

“Around 2016, when Kia and Blackwater entered the PBA, I got offers to play again,” he reveals. “Even Alaska wanted me back. But I felt that we were okay, Grumpy Joe was stable and doing well.”

Today, Grumpy Joe has sprouted more successful locations. Aside from the original Upper Session Road branch and Baguio Gibraltar, he has set up in San Fernando, La Union; Dagupan in Pangasinan, and Angeles and San Fernando in Pampanga. Benedict continues to be very hands on, and it shows in the warm, personalized service of every branch. With the tireless support of his young new family led by his wife Michelle, business is soaring. He’s learned that the greatest ingredient to any success is people.

“Number one challenge is people,” he admits. “Even in other businesses, it’s more on manpower. You can never predict how they will be. At first, I did everything: interview, job description, hiring and letting people go. Luckily, I built a strong HR team, so that’s one less stress.”

Benedict Fernandez’s triumph is an eye-opener to us all. No matter how painful loss and setback may be, tomorrow can always be brighter. This is what makes Grumpy Joe a happy place.