The increasing number of new restaurants and bars opening across the country means tougher competition — but it's important to have a compelling and enduring story to stand out.

Año Concepts, a restaurant and bar company owned by Jespher Millano, is committed to helping clients establish their footing in the competitive market through strategic planning and design and providing personalized technical services to help clients envision their goals.

"What we do here in Año is more of fueling the recognition of the place as well as amplifying the message of the restaurant. It's not just about the food and the drinks but also the experience of each and every customer or guest who comes here," Millano said.

Concepts and trends

The pandemic, which has impacted the food and beverage industry during its peak, allowed business owners and entrepreneurs to reinvent themselves through food, service and inspiring stories.

"After the pandemic, the food and beverage industry has skyrocketed. A lot of concepts have been opening here and there around the country," said Millano, adding that these popular trends and emerging concepts in the industry have been evolving immediately.

However, he stressed that concepts and trends also depend on which city and market they attract.

"We have to adjust to the market and the clients' experiences, so iba-iba siya," Millano said. "What we need now is a concept that can last, can work in your market and can speak to the customers. It's more than the taste, it's the total experience."

Understanding the market

With many years of experience as a chef, instructor and consultant, Millano definitely knows more than just the ins and outs of working in the kitchen, but also dealing with a lot of customers and understanding the growing needs and demands of the market.

Thus, Millano asserted the need to amplify the customer experience, which will help restaurants and bars earn and keep loyal customers.

 "We are highlighting customer experience because there are a lot of business owners who didn't have the opportunity to gain insights kung ano 'yung ma-eexperience ng market," he said.

The customer experience should be a "complete package."

"It's a complete package, from the ambiance, interior and story to the brand and service," Millano said. "However, we should add another layer of storytelling and customer experience… para naman they can be loyal. They feel like they are well taken care of. They can feel the hospitality and the unique service," he added.

Millano agreed that adding a depth of storytelling through food, ambiance and service should always be consistent with one's vision – and this wouldn't be possible without thorough research and proper planning and execution.

When all these goals and visions align, it will speak to the overall customer experience.

"If people see the establishment as something that is worth checking out or worth making the trip for, then they will always come back regardless of the distance," he said.