Michelin Guide sparks business surge

The Michelin Guide’s first Philippine selection is already reshaping the country’s dining landscape, with chefs, cooks, waitstaff, and small food entrepreneurs reporting higher foot traffic, stronger sales, and wider recognition of Filipino cuisine.

The Department of Tourism’s (DoT) Resto-Run Caravan on Friday, 5 December, highlighted these early impacts as Tourism Secretary Christina Garcia Frasco visited Michelin-recognized restaurants and met with awardees experiencing the surge firsthand.

One of the most striking cases is Morning Sun Eatery, a modest roadside diner in Quezon City whose Bib Gourmand citation has doubled its daily sales and brought long queues for its Ilokano staples. Owner Elizabeth “Nanay Beth” Mortera said the sudden rise still feels overwhelming.

“Dumoble po ang kita. Sa pila pa lang po ng mga customer, wala pang two hours o three hours, ’yung unang luto po namin ay ubos na kaagad,” Mortera said. “Dinakdakan, dinuguan, barbecue, at pinakbet… ito ang kultura namin.”

Frasco said Morning Sun’s success underscores how the Michelin Guide uplifts small, family-run eateries as much as high-end restaurants.

“Napakahalaga po na mabigyan natin ng pagkakataon ‘yung ating mga maliliit na negosyo… Dahil ‘yung pagkain po gaya ng dinakdakan, dinuguan, barbecue, at pinakbet ay mga simbolo po ito ng ating kultura bilang Pilipino,” she said.

She added that the Michelin Guide’s Philippine debut is “comprehensive and inclusive… pervading all types of restaurants and culinary experiences.”

Chefs across Metro Manila reported fuller dining rooms, longer reservation lists, and heightened global attention since the Guide’s release. Many say it validates years of effort and strengthens confidence in Filipino cuisine’s global potential.

Helm Chef and owner Josh Boutwood, whose restaurant became the country’s first two-star Michelin awardee, said the recognition pushes them to elevate their craft further.

“It’s been a phenomenal month… we’re super hyped and excited to keep going,” he said. “We wouldn’t be standing here today… if it wasn’t for all of your hard work and dedication.”

At Offbeat Bistro, chefs Angelo Comsti and Don Baldosano said more local and foreign diners have been visiting since the restaurant’s inclusion.

“It’s a blessing,” they said. “We’re getting a lot more customers… more people now know about Offbeat.”

Underbelly co-owners and head chefs Jackson Chua and Noel Mauricio said several establishments have doubled sales since the announcement, adding that more diners now actively seek Michelin-selected restaurants.

Manam operations manager Jen Manangan said earning a Michelin distinction is “an honor for a Filipino restaurant to receive… for the first time.”

Toyo Eatery chef and owner Jordy Navarra added that the Guide has shifted the local culinary scene, noting the DoT’s role in supporting the industry. “The whole scene changed,” he said.

The Resto-Run Caravan visited 15 Michelin -recognized establishments across Taguig, Makati and Manila, following the awarding of Michelin plaques to 53 restaurants at Novotel Manila in Quezon City.

The Philippines marked its entry into the Guide with the launch of the Michelin Guide Manila and Environs and Cebu 2026 editions in October 2025.

Frasco said the recognition comes as Filipino cuisine gains global interest.

“What drives us… is the desire to re-introduce the Philippines to the world from the strength of the Filipino culture — and what better way to introduce our culture is through food,” she said.