How to Start Your Own Restaurant in Metro Manila: A Practical Guide

Opening a restaurant in Metro Manila is an exciting venture, but it comes with its own set of challenges. Great food alone won’t guarantee success — you’ll need to navigate the Philippines’ competitive F&B scene, get through the legal hoops, hire a reliable team, and manage your operations smoothly to scale.

If you’ve looked at packed eateries around BGC or Makati and wondered, “How did they get there?” — this guide is for you. Whether you’re a first-time restaurant owner or an experienced retail entrepreneur exploring the F&B world, we’re here to walk you through the steps to set your restaurant up for success.

1. Understand the Metro Manila F&B Market & Find Your Concept

Metro Manila’s food scene is diverse and constantly evolving. That’s why it’s more important than ever to understand the market and find a concept that resonates with your target customers.

Here’s how:

• Research Your Market: study your local area to understand what’s missing. Are there too many cafés, but not enough health-conscious restaurants? Is there a demand for fusion cuisine or local dishes that are underrepresented? Use surveys, social media listening, and observation to identify these gaps.
• Target Audience: in Metro Manila, your customers will range from locals to tourists and expats. Whether you’re targeting breakfast crowds, office workers, or families, ensure your concept aligns with the preferences of these groups. Consider cultural nuances, such as popular local flavors and dietary trends, to make sure your offerings resonate with the diverse Filipino market.
• Define Your Unique Selling Point (USP): ask yourself, why should people choose your restaurant over the hundreds around the area? It could be your focus on organic ingredients, an innovative concept, or exceptional customer service. The more unique your value proposition, the more you’ll stand out from the competition.

2. Take Care of the Legalities

Once you have a solid concept in place, the next step is setting up your business legally. You’ll need to get the paperwork sorted before diving into renovations or purchasing equipment.

• Business Entity: in the Philippines, you can register your business as a sole proprietorship, partnership, or corporation (e.g., a private limited company). Foreigners can only register as a corporation. If your budget permits, registering as a corporation (usually a stock corporation) is the most recommended option, as it offers liability protection and makes it easier to secure commercial leases.
• Tax and Corporate Registration: you’ll need to register your business with the Securities and Exchange Commission (SEC) and the Bureau of Internal Revenue (BIR). Make sure to comply with tax obligations, including income tax, Value-Added Tax (VAT) or percentage tax, and any other local taxes.
• Choose the Right Location: location is crucial. Popular areas like Makati or Quezon City are great for foot traffic but come with higher rent. If you’re working with a smaller budget, consider up-and-coming areas and boost your reach through digital marketing and food delivery apps to attract customers.

3. Get Your Licenses in Order

No matter how great your concept or location, you won’t be able to open your doors without the necessary permits and licenses.

The paperwork may seem overwhelming, but getting everything in order upfront will save you from delays and costly fines later on.

• Premise & Signboard License: these are required from your local government unit (LGU). Ensure you have your SEC registration, tenancy agreement, floor plans, and fire safety approvals ready.
• Food Handler Certification: all food handlers must undergo food safety training and get a typhoid vaccination.
• Other Required Licenses: depending on your business, you might need additional permits such as a liquor license, health permit, or barangay clearance. For foreign-owned businesses, securing a Wholesaling and Retailing permit (or equivalent) may also be necessary.

4. Manage Your Operations Efficiently

Once you’ve got the legal side sorted, it’s time to focus on running your restaurant. Because having smooth, day-to-day operations is key to keeping your customers and ensuring your business remains profitable.

• Hiring the Right Team: a restaurant is only as good as its staff. Clearly define roles, set realistic pay expectations, and make sure you hire people who share your vision for quality service.
• Workflow and Kitchen Efficiency: arrange your kitchen to optimize workflow and minimize delays. Invest in the right equipment, and set up digital tracking systems to ensure your kitchen runs smoothly.
• Tech Integration: simplify operations using technology. For example, a point-of-sale (POS) system, such as StoreHub, can automate ordering, inventory management, and payment processing, making your restaurant run more smoothly and reducing the likelihood of costly errors.
• Quality Control: from customer service to food preparation, setting clear standards and regularly training staff can help ensure that quality doesn’t slip. Implement standard operating procedures (SOPs) to maintain consistency and high standards across all areas of your business.

5. Market Your Restaurant to Drive Growth

Even the best restaurants need to actively market themselves to build awareness and attract customers.

Here’s how you can do it effectively:

• Build Your Online Presence: social media platforms like Instagram, Facebook, and TikTok are essential for restaurant marketing. Share photos and videos of your food, behind-the-scenes glimpses, and customer testimonials.
• Leverage Influencers and Bloggers: invite local food influencers or bloggers to visit your restaurant. Their endorsement can help generate buzz and bring in a whole new audience.
• Loyalty Programs & Promotions: consider implementing loyalty programs to encourage repeat visits. Digital marketing tools can help you send targeted promotions or discounts to your regulars, ensuring they keep coming back.
• Offer Delivery Options: many customers prefer the convenience of having food delivered. Register your restaurant with popular delivery apps, like Beep, or set up your own online ordering system.

Final Thoughts

Starting a restaurant in Metro Manila is an exciting challenge, but with the right planning, legal preparation, and operational efficiency, you can succeed in this competitive market. Take time to research, plan, and build a strong foundation for your restaurant before jumping into the deep end.

By refining your concept, handling your legal requirements, managing your operations effectively, and marketing strategically, you’ll be well on your way to creating a successful restaurant!