Daily Tribune‘You can’t do it alone. Surround yourself with partners who are in the trenches with you, who understand the long hours and hard work it takes to build a business. It’s a lot of learning by doing, and having experienced partners makes a world of difference.’ — Diego Montinola Virata
CALIFORNIA-style pizza.
PHOTOGRAPHS COURTESY OF DIGGY’s
ASSORTED pizza
“A slice of pizza is basically a slice of life,” as Doug Larson once said. And honestly, he wasn’t wrong. Life’s all about vibing with the little things that bring happiness — like biting into a fine slice of pizza.
Speaking of pizza that hits differently, let’s talk about Diego Eduardo Montinola Virata, the genius behind Diggy’s, a rising star in the Philippine pizza game. Diego’s story isn’t your usual one.
After graduating magna cum laude from Enderun Colleges with a degree in International Hospitality Management specializing in Culinary Arts, he went from slaying it in the wine industry to chasing his ultimate passion: Pizza.
“I realized that there was a whole world of flavors and combinations beyond the traditional. That’s when I knew I wanted to bring something new to the table in the Philippines,” he shared.
But there was one question: which type of cuisine? After much contemplation, he chose pizza — a dish he loved and could eat every day. It was, he says, the simplicity of the pizza that intrigued him: a versatile canvas for endless creativity.
“I knew I had to stand out,” Virata admitted.
And not just any pizza — Virata’s mission is to reinvent the wheel with bold, California-style creations that scream unique in a sea of basic options.
“The pizza scene in the Philippines was already crowded with big names. What I wanted to offer was something different — a fusion of California-style pizza with locally sourced, high-quality ingredients.”
California-style pizza, popularized by culinary legends like Wolfgang Puck, is an art form that defies tradition. With its unconventional toppings and focus on fresh, local produce, it aligns with the young entrpreneur’s belief that food should push boundaries.
For Virata, it’s a “slice, slice, baby.” This meant incorporating unexpected flavors — like curry chicken — on pizza, and sourcing ingredients that reflected the Philippines’ rich agricultural landscape.
“Supporting local farmers is important to me. I want to highlight the best produce from around the country,” he said.
Today, Diggy’s uses mozzarella from Negros, blue cheese from Davao, and honey from a bee farm near his family farm in Silang, Cavite. While local ingredients can sometimes be more expensive than imported ones, Diego remains committed to sustainability and local partnerships, hoping to set a new standard for culinary businesses in the Philippines.
But the road to launching Diggy’s wasn’t without its challenges.
“Pizza-making is a delicate balance of technical skill and creativity,” Virata reflected. “The architecture of the oven, the dough recipe, the toppings — everything has to come together in harmony.”
Beyond the kitchen, the logistical and operational hurdles of running a business were equally demanding. Virata quickly learned the importance of mastering every aspect of his brand—from managing suppliers to negotiating leases to assembling a reliable team.
When it came time to name his brand, Virata was determined to choose something simple yet memorable, something that would resonate with customers. “I wanted a name that would stick,” he said.
After contemplating various options, he settled on “Diggy’s”—a nod to his nickname that carried a casual, approachable vibe.
And so, in 2024, Diggy’s Pizza opened its doors to the public located on the 4th floor of Food On Four at SM Aura Premier.
“We wanted Diggy’s to feel like a place where you can enjoy a delicious, high-quality pizza without the pretension. It’s a name that people remember,” he explains.
Since its opening, Diggy’s has quickly become a must-try spot for food lovers in Manila. While the menu features classic favorites — like Pepperoni and Hawaiian. His Mushroom pizza, for instance, features a generous layer of mushrooms, allowing their earthy flavors to shine without being overpowered by sauce.
Alongside his pizzas, Virata has recently expanded the menu to include pastas and fresh salads, as well as local craft beers — a perfect pairing for the pizzas. “Our goal is to offer something for everyone,” he said. “We’re not just about pizza. We want to give our customers a complete dining experience that celebrates both creativity and local flavors.”
Virata credits his Enderun education for giving him a solid foundation, “Enderun provided me with a well-rounded education that goes beyond just the culinary arts,” he reflected.
As Diggy’s continues to grow, Virata remains steadfast in his commitment to supporting local farmers and promoting sustainable food practices. “We want to create a space where local ingredients shine and where people can experience the best that the Philippines has to offer.”
For aspiring entrepreneurs, Virata offers this piece of advice: “You can’t do it alone. Surround yourself with partners who are in the trenches with you, who understand the long hours and hard work it takes to build a business. It’s a lot of learning by doing, and having experienced partners makes a world of difference.”
As Diggy’s makes its mark on the Philippine food scene, Virata’s commitment to quality, creativity, and local sustainability will undoubtedly propel the brand to greater heights.
After all, as Virata himself puts it, in this business, “You can’t just turn your back on something you’ve poured your heart into. You have to keep moving forward.” And for Diego and Diggy’s, the future looks incredibly delicious.
