Mediaboss Marketing

First of 2 parts

WE seldom read opinion editorial articles that are presented in two parts. This is probably the first time I would write such a series, but only because it's relevant.

For this part, I will talk about our subject's profile, the two businesses she is engaged with, what makes her a successful entrepreneur, and the unique concepts her enterprises offer. For the second part, I will talk about her ethical and sustainable business endeavors, her social marketing efforts, and ultimately, her advice to aspiring women and entrepreneurs who wish to follow suit.

I had the opportunity to interview the famous Bianca Araneta-Elizalde. She has been a '90s icon, appearing in various commercials, endorsing some of our well-loved brands and products back then. And just like any other celebrity, she embarked on a great business journey while juggling her role as a full-time mom and a loving wife to media scion, Juan Elizalde.

Despite her hectic schedule, she spared some time to talk about her ethical and sustainable business practices from her restaurant brands: The Wholesome Table & Jammers Boracay.

I asked her definition of being a successful entrepreneur. She believes it is how the general public patronizes your products or services. These products or services must be fulfilling the needs of people. Thus, it should help the business achieve its bottom line as you continuously innovate it. Ultimately, it is people loving your brand and making your company top of mind when it comes to products and services. "You must have unique offerings while addressing the needs of your audience," Bianca shares. The Wholesome Table was impactful because it became an extension of her lifestyle organic and clean eating. It was timely, as people became more conscious of their health and wellness, especially when Covid-19 erupted three years ago.

On the other hand, Jammers Boracay was an upgrade to the nostalgic restaurant we enjoyed back in the '90s. For those unaware, Jammers Boracay, located in D'Mall, was owned by Miguel Walsdorf, a New Yorker who fell in love with the island. However, Mr. Walsdorf passed away, and the wife, who took the cudgels of running the business, decided to return to her country during the pandemic. The Walsdorfs and Elizaldes were good friends, so the wife decided to turn over the company to the latter. Consistent with what Bianca believes in, she acquired the business and created a world-class menu that caters to tourists and locals alike, at the heart of one of the world's best beaches.

To make the concept ideal for the global palate, she infused all-time favorites with the famous burgers that Jammers has been recognized for. To make it unique, she introduced various concepts, such as island favorites coming from Hawaii and Cuba. There are also seafood spreads locally known to us as the Boodle Fight, so the clientele of families, barkadas, and friends can also enjoy island feasting and togetherness.

From the menu concept alone, she thought that Jammers should cater to different types of vacationers: from backpackers, to honeymooners, to families and friends who visit in groups.

It is excellent to note that our interviewee walks her talk; from her lifestyle choices comes The Wholesome Table; from her brilliant ideas believing that entrepreneurs should be unique, comes Jammers Boracay. Certainly, we will be all the more interested in how she executes her ethical and sustainable business practices, most importantly, her social marketing efforts from her business ventures.

Stay tuned for part two, as we discuss more of these concepts next week. In the meantime, since summer is in full swing, why not pack your bags and fly to Boracay to try out Jammers' menu?

Alvin Neil Gutierrez is an assistant professor of the Department of Management and Organization of the Ramon V. Del Rosario College of Business. He teaches Strategic Human Resources, Organizational Development and Organizational Behavior to Undergraduate and MBA students.

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