From early start-up antics to offbeat flavors to dreams of world gelato-nization – Jason Go and Paolo Reyes share their Manila Creamery origin story.
In the heat of summer back in 2014, Jason Go and Paolo Reyes were with friends lounging at Boracay beach when they thought up of something really cool.
“We were talking about how maybe after graduating we should start a business,” recalls Jason. “At the time, my mom was selling cupcakes,” says Paolo, “but I realized it was a sunset industry, and wanted to sell something else.” Perhaps motivated by the Philippines’ ever-present heat, or Pao’s then-fascination for a certain gelato brand, the pair decided to place their dreams on ice cream. And armed with a how-to-make ice cream book, they tried out recipes.
“We love food in general and we’re both fans of good quality milk,” shares Jason – in contrast to Paolo who is “not a dessert-type guy” – but would try different ice cream places to gauge competitors. Their passion would lead them all the way to gelato’s birthplace – Italy – “to really learn how to make authentic gelato!”
Sour Starts to Sweet Endings
Back from the gelato universities of Italy, the pair promptly entered the hectic-yet-fulfilling life of the weekend food entrepreneur – where every sale is hard-fought, margins are razor-thin, and every error has a corresponding monetary value.
Paolo recounts some of their battle scars, about how they had to stay overnight at their commissary to keep up with demand, about how they had to make an emergency move to a new facility since their old one couldn’t accommodate their new ice cream machine’s electricity requirements. “Our life back then was all about making the gelato on weekdays and selling it on the weekends at bazaars,” shares Jason, whose house was the site of their first batches of gelato, “And when we started, people still perceived imported products to be better quality than local ones. It’s one of the reasons why we named our brand with (something) you associate right away with Filipinos.”
Manila Creamery – was a name that hit the cultural sweet spot – and Paolo and Jason backed it up with flavors that suited their moniker.
The pair found gold in their “Mangga’t Suman (Mango and Rice Cake)” flavor. It was their first innovation and Filipinos were only too happy to give their creation a lick…or five. “It made us who we are today and it represents our brand the most.” Says Jason, who takes the lead in product creation. To date, the pair continue in the footsteps of other ice cream greats like Rocky and Road, Cookies and Cream, and Ben & Jerry’s.
“Our specialty is taking something known or simple and putting our own twist to it, hence the slogan ‘Made the Manila Way.’” Jason continues that for him, gelato-making is an art. For Paolo, an economics major – gelato-making is more precise – with ample and adequate amounts of sugar, cream, and everything nice.
Something Paolo also finds delicious is tracking sales figures. “Mangga’t Suman, Cereal Milk, The Dark Nut (inspired by Ferrero Rocher), Blueberry Cheesecake, and Roasted Milk and Cookies – are our current best-sellers.” Says Paolo, who notes interest in a limited offbeat flavor – Truffle mascarpone with pink salt.
But selling ice cream isn’t the sweet escape most people think it is. “There were days also that I wanted to give up and would question if my efforts are worth it,” Paolo ruminates, possibly remembering when he and Jason would help with the actual construction of their stores, “But looking back (we) had to go through that to value hard work and money.”
Staying Chill in the Heat
While many consider the pair successful, the two insist people don’t see the “Rocky Road” they took to get to their level of ‘still-not-yet-as-successful-as-they’d-like-to-be.’
“The growth really escalated when Ayala Malls saw our brand during a pop-up and offered us our first store at U.P. Town Center,” shares Paolo. That first branch would lead to 5 more in the next 3 years, 4 of which still serve Manilenos craving for creamy delights in cups or cones. Paolo also laments that had they started with a mentor, instead of going at it alone, they would’ve progressed faster. Perhaps in planning for future competition – as currently, Manila Creamery are facing a battle for Manila’s sweet teeth with milk tea. “What worries me now is always sustainability and being relevant to the market,” Paolo goes on, “We always have to think of ways on how to keep enticing our customers.” As well, there is also the challenge of lockdowns – which the two have responded to by focusing on delivery (with an emphasis on the store-quality product experience), as well as going to regional markets through resellers.
“Our current dream is to make our products accessible to Filipinos all over the Philippines,” says Jason, “we want our products to be enjoyed in each household hoping that one day we can take gelato that’s made in the Philippines, abroad.”
It’s a big dream that needs these two partners whisk, create, and sell to the limits of their abilities to achieve. But if they do it right – like that old adage goes – the cream (or in this case, Creamery) of the crop – rises to the top.
Experience Manila Creamery’s Magic. Reach them at their Facebook, Instagram, and +63 915 257 3066.
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