Before Don Benito’s Cassava Cake became a recognizable Filipino brand, founders Karlo Cruz and Elisa Siducon were newlyweds with a dream and very little else.
After getting married, the couple opened their first Don Benito’s branch along Mindanao Avenue. The storefront was downstairs; their living quarters were right above it. “Sa second floor kami nakatira, first floor tindahan,” Karlo recalled. “Tapos sa baba natutulog ‘yung tao namin. Kami sa second floor. Isa lang CR.”
There was no luxury, only resourcefulness. The couple didn’t even have a dining table. “Ang bahay nga namin wala kaming dining table. Kwarto, tapos coffee table and TV. Dun kami kumakain sa coffee table,” Karlo shared.
Every peso counted. Karlo continued working full-time as a lawyer for the Bureau of Fire Protection, while Elisa brought in income from her fashion accessories business. But every peso of Don Benito’s revenue? It went straight back into the business. “Lahat ng kinikita ng company, roll over yun. ‘Di kami kumukuha ng pera sa Don Benito,” Karlo explained.
Their operations were scrappy, but efficient. Karlo handled production and logistics—buying cassava in Balintawak at night and delivering it to their store to cook in the early morning—while Elisa took charge of expansion. “Sa kanya ang expansion, sakin ang operation and audit,” Karlo noted.
Their secret weapon? Frugality. “Di malakas ang benta, tama lang. Kasi ‘di kami gumagastos,” Karlo said. Rent was cheap, supplier terms were generous, and everyone—including staff—shared meals. “Kung ano ulam nila, ‘yun din ulam namin.”
From those tight quarters, they built something that now spans multiple branches across Luzon. Their early hustle, humility, and shared vision turned a modest cassava stall into a growing food brand.
For aspiring entrepreneurs, Karlo and Elisa’s story is a powerful reminder: you don’t need fancy offices or big capital to get started. Sometimes, all you need is grit, a shared vision—and a coffee table.
