“The food is not the product. The feeling is.”

Such is the belief of John Kevin Navoa, co-founder and chef of Hapag, one of the eight restaurants that received One Michelin Star “for their high-quality cooking that’s worth a stop,” Michelin said at the inaugural Michelin Guide Manila and Environs & Cebu 2026 handed out last year in Pasay City.

“I don’t remember the cuisine or the food generally when I eat at restaurants, but I remember how I felt when I was there,” Navoa added.

“Tapping into the full potential of local ingredients, Hapag brings a modern, sophisticated touch to traditional dishes,” Michelin Guide said in its One Michelin Star description for Hapag.

Hapag’s sister restaurant, Ayà, has been Michelin Selected along with 73 other restaurants “for the quality of their cuisine, character of their dining experience and overall consistency.”

Navoa, together with his teammates Thirdy Dolatre and Erin Recto of Hapag and Ayà, shared their journey in building a culture that prioritizes authenticity and empathy at the Center for Culinary Arts’ (CCA Manila’s) recent first-ever Connect Bootcamp on Experience Design for hospitality stakeholders in Brittany Hotel in Bonifacio Global City, Taguig City. The inaugural bootcamp was aptly titled, “Experience is the New Menu.”

Unlike traditional conferences, the CCA Connect Bootcamp focused on real-world application rather than theory. Attendees engaged directly with speakers through hands-on workshops, in-depth discussions and networking opportunities that allowed them to apply what they learned immediately. The event promised to be an immersive day filled with keynotes, workshops and interactive sessions designed to equip participants with actionable insights they can implement the next day.

“This bootcamp is for people who understand that the restaurants winning in the next six months won’t just serve good food — they’ll design experiences guests remember and return for,” Ana Beatrice Trinidad, Communications Director at CCA Manila, explained. “The future of hospitality isn’t only about serving plates. It’s about serving emotions, meaning and connection.”

The bootcamp brought together some of the country’s most respected names in the culinary and hospitality scene. Ryan Cruz, chief executive officer of Nippon Hasha Inc. (Yushoken, Mendokoro, Kazunori and 12/10), shared how brands can scale sustainably without losing their essence.

“Repeat customers aren’t loyal to us — they’re loyal to how we make them feel,” he said. “The biggest mistake I see is that companies always want to scale too fast. Biggest doesn’t mean you’re at your best. It’s scaling reliability that will build your business.”

Isabel Lozano, founder of Decorum by MIL, explored the science of sensory design and why certain spaces feel unforgettable. “Experience is not just a fleeting feeling. Once you experience something, it is embedded in you — it’s like a stamp to your soul,” she vouched.

As the Philippine dining scene gains international acclaim — including recent Michelin attention — industry leaders agree that outstanding food alone no longer guarantees success. Today’s guests expect something deeper: a meaningful connection, an emotion they can remember long after the last bite.

“Filipino food is ready for the world stage. Our service culture is catching up,” said Trinidad. “Most hospitality professionals learned to cook and manage operations, but few have formal training in designing the kind of memorable experiences that drive loyalty and repeat visits.”

“Service is also about connection and not just about giving you food and drinks,” Dolatre espoused. “We try to get to know our guests more and ask questions to be able to connect to them.”

“Culture is very important because if you have a good culture at the restaurant, it will translate to the guest experience,” Navoa said. “Before we get into any of the intricate parts of service, it’s more important that we look at the people we actually have to give the service to.”

“Hospitality is a feeling, not a function,” added RL Garcia, Human Resources head and executive at Brittany Hotels. “Empathy is a reminder that service shouldn’t be a transaction. It is an opportunity for genuine connection.”