Just Fior you

MANILA, Philippines - Many Manileños have fond memories of Harrison Plaza in Malate, forerunner of giant shopping complexes that now dot the metropolis. Even during its peak back in the day, the atmosphere in Harrison Plaza was more Sunday-afternoon-with-the-family than the madness of a mall-wide sale.

Today, across the old Harrison Plaza is a block of food establishments called HP Village Square, where Fior Café hearkens back to the genteel days of Manila without taking the easy route of nostalgia, and instead mixes the familiar with new influences.

“Ever since we got married, we wanted a coffee shop,” say husband-and-wife franchisees Iñigo and Wheng Regalado.

Their dream began to take shape when he met the president of Milkin Corporation that runs Fiorgelato, who was invited to deliver a lecture-training for retiring employees and officials of Bangko Sentral ng Pilipinas where Iñigo works.

“I got to listen to him and eventually we became friends. He gave us some ideas when he found out that we wanted to enter the coffee shop business. He opened up to us the idea of franchising Fior Café,” Iñigo relates

Beef, beef: Beef salpicao is a meat-lover’s delight.

Fior Café serves what the Fiorgelato chain is known for — authentic Italian ice cream or gelato — and takes the concept further by offering coffee, pastries, and other menu items. The HP Village Square franchise owned by the Regalados has food offerings that are unique to the branches they manage.

The outlet’s pizza is one of the favorites among patrons who include moms of St. Scholasticans waiting to pick up their daughters from school. It has its own interesting tale.

“Like most Filipino households, I don’t have a conventional oven in the house, just an oven toaster,” says Wheng. Staying true to the inventive spirit of an entrepreneur, the couple made the best with what was available and in the process, created a delightful pizza with just the right thinness and a crisp crust shaped after an oven toaster tray.

Fior Café’s crispy chicken wings are a must-try. “Our two kids love it; even my husband’s pamangkins request it whenever they’re in the Philippines,” enthuses Wheng. Crispy on the outside, tender on the inside, the wings are packed with flavor. “It’s great with beer,” Iñigo recommends.

Wheng and Iñigo Regalado, franchisees of Fior Cafe

Pasta dishes include the pomodoro and caponata with olives, herbs, and mushrooms. One time, an American expat came in, ordered all the pasta in the menu, and said “I’ll come back.” Come back he did, and tried out all the pizza varieties, plus the sandwiches, too. He became a regular at the café until the expat’s job assignment took him to another place.

When guests enter Fior Café HP Village Square, a poster composed by the Regalados greet them.

“This shop is a living witness of God’s love and the kindness of people. May we persevere and be found worthy of such blessings,” says Wheng.

When they opened their first Fior Café franchise inside a mall in Mandaluyong in 2007, they were placed on the fifth level where diners rarely ventured. After 10 months, they packed up their Fiorgelato dine-in kiosk, with all their savings wiped out.

“Bankruptcy is a very painful, humbling experience,” says Iñigo. Financially broke, the couple transferred to the redesigned Cash and Carry Mall in Makati and got a good space for their Fior Café on the bridgeway overlooking the shopping center. Unlike their previous experience, the Cash and Carry management is very supportive and treats its tenants like family. Customers often stay long since the place is very relaxing, with a commanding view of the mall.

Oven toaster pizza: Fior Café’s pizza has a thin, crisp crust, shaped after the oven toaster tray.

“They like the coziness of the place, especially the fountains,” says Iñigo. “Palaging may nagpapapicture,” adds Wheng. Over time, the coffee shop began to attract even TV and sports celebrities.  

 When they got wind of a franchise opening in HP Village Square, they asked God for another chance to set-up an in-store Fior Café there. As they didn’t have any savings left to get the franchise, Wheng says, “I prayed, Lord give us the right investor.”

On the day that they decided to finally turn down the franchise offer due to lack of funds, an unassuming regular diner, who learned that the Regalados plan to open a café in HP Village Square despite their earlier debacle, volunteered to finance their venture.

In June, the HP Village Square branch celebrated its first year anniversary.

“Fior Café adheres to the four Ps of marketing that we learned along the way. “Price, place, people, product. And we normally add prayer. You can’t go wrong with prayer,” Iñigo adds.