How Annie Guerrero & Badjie Trinidad built Cravings from an old adobe house along Katipunan Avenue

MANILA, Philippines - In the restaurant industry where success can be a flash in the pan, longevity and sustained achievement are what set the stalwart businesses apart. Novelty might draw some interest in the beginning, but food fads are most likely short-lived. Therefore, outlets must identify a lasting concept to remain relevant throughout changing times. For that reason, the 25th-year celebration of Cravings is especially noteworthy. At a time when we are bombarded by a dizzying number of food influences from around the world, Cravings’ fortitude in a highly competitive field is a reminder that long-term success is hugely dependent on a timeless principle: That the tradition of serving good food cooked with love is enduring.

Small beginnings

“I’ve always loved to cook,” shares Annie Guerrero, who founded Cravings. “My mother was a home economics teacher who conducted cooking lessons in our home, so I was exposed to it at an early age.”

As a housewife who enjoyed preparing meals for family and friends, Guerrero‘s reputation as a good cook spread quickly throughout her neighborhood. “People would bring me their Pyrex dishes,” she recalls. And, aided by her household help, she cooked tirelessly so that “busy mothers could buy food by the half gallon.”

Not surprisingly, the interest in cooking also rubbed off on her daughter Badjie Trinidad, who says, “I was more interested in baking.” But highly entrepreneurial even as a high school student, she sold her lemon squares at school. And thus, even more people were able to taste the specialties of the Guerrero home kitchen.

What finally convinced the mother-and-daughter team to first venture into the restaurant business, however, was their successful delivery of a bulk order of 3,000 meals before the 1987 Philippine election. “Our first outlet was an old adobe house along Katipunan with a parking lot for construction equipment,” Annie relates. “We cooked with firewood and prepared most of the food in the morning.” With Badjie manning the cash register, her mom supervising the kitchen, and household helpers serving and clearing tables, they soon became very popular among the students of the schools (Ateneo de Manila, Miriam, UP, etc.) within the area. “We knew all our customers and the students kept coming back.” What was inevitable was that the restaurant would expand.

Cooking schools & more restaurant brands

More restaurants followed after the success of Cravings. Currently, restaurant brands under the Cravings Group include C2 Classic Cuisine, The Coffee Beanery (TCB) and Lombardi’s Authentic Italian. They most recently opened Wicked by Cravings.

In addition, Annie Guerrero and Badjie Trinidad have partnered to build the Center for Culinary Arts, Manila (CCA), a pioneer culinary institution whose goal is to professionally train leaders in the global culinary industry.  They also run the Asian School for Hospitality Arts (ASHA), events venues C3 Events Place and Oceana, and the hotel chain The Orange Place and Seven Suites Observatory.

In tune with eco concerns

Perhaps what sets the Cravings Group apart from other businesses is the passion by which it adheres and promotes the tenets of environmentalism and sustainability. “Green chef-manship is an important component of our program,” says Guerrero. “We tie up with various organizations to enhance the work ethic and values education of our students and employees.”

She is an avid gardener, even installing a rooftop garden in the CCA Building along Katipunan Avenue because she believes that “the goal is to impart the value of what we’re doing.”

The Cravings Group has been recognized for its commitment to the environment.  As an added reason to celebrate this year, it has earned the distinction of being the first in the Philippines to be given the ISO 14001 after an audit by TUV Rheinland (a global provider of technical, safety, and certification services) for the successful implementation of an Environmental Management System (EMS) that is integrated in the different aspects of its operations.

“It is a dream come true for The Cravings Group,” says Guerrero. “At first it seemed almost impossible to receive the ISO 14001 certification when we started many years ago. But with the support, hard work, persistence, team spirit and a lot of prayers, it was awarded to us. That our employees practice environmentalism in their own homes is a gauge of our success.”

25TH-Year Celebration

To celebrate its 25th anniversary, Cravings will have restaurant and online promotions and contests. With its “Throwback Cravings” promotion, the Cravings group outlets will be decorated with an ’80s vibe and diners can avail of commemorative treats with dishes that will be sold at their original 1980s price.

From Oct. 16 to Nov. 16, a “Silver Cravings” promotion will also be held. This will feature P250 silver plate meals that will include an assortment of Cravings classic selections. A commemorative Cravings cup will also be given to diners with receipts of at least P2,500.

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For more information about Cravings’ anniversary activities and promotions, visit their Facebook page at www.facebook.com/cravingsphilippines.