Before he was dubbed the Banh Mi King, Mon Santos was simply a young man with a vision and no safety net. Orphaned at an early age, Mon started his career in corporate at Unilever Philippines, more out of necessity than passion. But deep down, he had always been wired for business. “I used to sell chichirya to my siblings, burn CDs of favorite songs, even offer custom jerseys for intrams,” he shares. “It wasn’t just about the money. It was the thrill of creating something people wanted.”
In those early, uncertain years, Mon drew strength from his family. His older siblings, Manang Rachelle and Kuya Ryan, stepped up and supported him and his younger siblings when they lost their mom. He also shares a close bond with his half-sisters, Ate Naisa and Ate Lara, who remained constants in his life.
But it was his uncle, Atty. Raul Gerodias, who became both a father figure and a mentor. “He was my guide when I first ventured into business — later, he even became my business partner,” Mon says. “Like a lot of things in my journey, that relationship was built on trust and a shared belief in doing things with integrity.”
The Unexpected Spark
The idea for Banh Mi Kitchen didn’t come from years of market research or travel. It came from a single bite. Mon stumbled across a Vietnamese banh mi sandwich at a pop-up in Makati and was immediately intrigued. “I had only read about it in a magazine. I didn’t even know what to expect. But when I tried it, I just knew that this could be a hit.”
That bite turned into an obsession. While he initially considered franchising, he decided to build something of his own. Thus, Banh Mi Kitchen was born, not out of a strategic five-year plan, but a gut feeling and a love for something new.
Brick by Brick: Building BMKN
Mon remembers the early days vividly. “My partners Rammy, Gab, and I were doing everything, like literally. We spent a night in SM Megamall during the ingress of our first branch.” There were no systems in place yet. Mon would personally collect daily sales, purchase envelopes, and hand out salaries. “It was grueling,” he admits, “but incredibly fulfilling. The joy on customers’ faces made every struggle worth it.”
Of course, not everyone understood banh mi at first. “People would ask, ‘Is it a rice meal?’ So we’d explain it, again and again. But over time, the narrative shifted. From ‘What is a banh mi?’ to ‘Oh, Banh Mi Kitchen, I love your sandwiches!’ That’s when we knew we were onto something.”
Why It Works
Beyond the flavor-packed sandwiches, Banh Mi Kitchen stands out because of its soul. “We’re designed for people on the go who want something flavorful but healthier,” Mon explains. From their sleek branding to their straightforward menu, everything is intentional. “We wanted the brand to stand out, because both the name and the product were unfamiliar to most Filipinos.”
That sense of intention extends to innovation. BMKN rolls out new flavors quarterly while keeping their signature items consistent. And while they’ve dabbled in new concepts like Banh Mi Kitchen Ca Phe, Mon admits not everything lands perfectly. “It hasn’t taken off the way we envisioned, but we’re still learning and trying new combinations.”
The Hands-On Hustler
Even as BMKN scales, Mon remains hands-on. He visits stores, personally presents to every franchisee, and even flies out to Cebu and Davao for commissary visits. “There’s no typical day. I’m in the office, on the road, in the stores. But that’s what I love about it — no two days are the same.”
Currently, his focus is on finances and operations, especially as the brand expands across the Philippines. “We’ve opened commissaries in Cebu and Davao. That’s our next frontier.”
Leadership with Heart
Ask Mon about his leadership style, and the answer is clear: “Transparency, communication, and collaboration.” Whether it’s with his team, franchisees, or suppliers, Mon believes in openness and trust. Much of that, he says, was shaped by his mentor, Atty. Raul Gerodias, who taught him to always uphold his integrity, especially when no one’s watching.
Culture that Feels Like Home
BMKN strikes that rare balance between street food soul and premium polish. “In Vietnam, banh mi is wrapped in newspaper. We adapted that for our packaging but elevated the look while keeping the heart of it intact.” It’s an homage to its roots, wrapped in innovation.
And while Mon embraces being called the Banh Mi King (a nickname that started as an inside joke with his co-founders), he’s quick to say, “It’s not about me. Our brand is built by its people.”
Fuel for the Future
When asked what keeps him going, the answer comes easily: “My wife and kids. They’re my motivation and strength.”
As for the road ahead? “We’re focused on sustainable growth in Luzon and continuing to scale in Visayas and Mindanao. There’s still so much potential.”
He dreams not just of expansion, but of impact. “Most of our franchisees are first-time business owners. They grew with us. Same with our team, people who started small are now in leadership roles. That’s the kind of growth that matters.”
For Dreamers with Nothing But a Vision
To aspiring entrepreneurs, Mon offers this wisdom:
“I’m still young and still have a lot to learn as well; but if I learned something throughout my journey, it is important to believe in your brand and trust the people around you. Learn to start small and grow with your business; don’t hesitate to seek help and guidance.
And when someone bites into a BMKN sandwich? “I want them to feel the crunch. That’s our promise. It’s the ‘crunch test.’ If it’s not crunchy, we’ll replace it with no questions asked. That’s how much we care about every bite.”
From corporate beginnings to a crunch-driven empire, Mon Santos’ story is proof that the best businesses aren’t built on perfection — they’re built on passion, persistence, and purpose.
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