Jose Sarasola may be recognized by some as an actor and television personality, but his journey goes far beyond the spotlight. Trained as a chef, he turned a childhood fascination with cooking shows and culinary books into both a profession and a business.
What began as a graduation gift from his parents in 2010—a small sports bar in Parañaque—has grown into a restaurant that has survived more than 15 years, a remarkable feat in an industry known for razor-thin margins and constant competition.
In an interview with Financial Adviser PH, Sarasola reflected on his path from culinary school to food entrepreneur, the challenges of running a restaurant, and the financial discipline that has kept his business alive. His story is not just about food or fame, but about endurance, adaptability, and the lessons every entrepreneur can take from building something meant to last.
A Gift That Became a Career
After completing his culinary studies at De La Salle–College of Saint Benilde, Sarasola received a gift most graduates can only dream of: his very first business. In 2010, Avenue 75, a sports bar in Parañaque, opened its doors.
At just 22, Sarasola found himself responsible for payroll, rent, utilities, and day-to-day operations. The early months were a wake-up call. Customers did not instantly fill the bar, and expenses often outweighed revenues. “The first few months were very much of a struggle because the business wasn’t established yet,” he recalled.
Still, Sarasola refused to give up. He learned quickly that passion alone wouldn’t sustain a business—it took grit, patience, and commitment to keep moving forward. That resilience became the foundation of a career that has lasted more than a decade.
From Sports Bar to Bistro
Over the years, Avenue 75 became known as a hangout spot for friends and families. But as trends in dining changed, Sarasola recognized the need to adapt. Today, the sports bar is transitioning into Bistro 75, a concept with a more casual dining vibe that matches the evolving preferences of his customers.
For Sarasola, reinvention isn’t just about staying current—it’s about survival. Businesses that refuse to evolve eventually fade, and he was determined not to let his first venture fall into that trap.
The Taste–Cost Dilemma
Running a restaurant often forces difficult financial decisions, particularly when it comes to food costs. Many owners choose to cut corners, using cheaper ingredients to save money. For Sarasola, that was never an option.
“When you cut costs in the kitchen, it shows in the food,” he explained. “Always give your best ingredients so you can create the best dish. That’s what will keep customers coming back.”
It’s a principle he has held onto since day one. In the long run, he believes that investing in quality creates customer loyalty—a far greater asset than the short-term savings from cost-cutting.
Keeping Finances Separate
As his career in television grew alongside his restaurant, Sarasola faced another challenge: managing finances. The key, he learned early, was to keep his professional earnings and his restaurant’s operations completely separate.
His television work—appearances, endorsements, and events—covered his personal expenses. Bistro 75, meanwhile, supported itself by paying for staff salaries, rent, electricity, and overhead.
“I learned early on that you cannot mix your personal expenses with the money of the restaurant,” Sarasola said. That discipline ensured Bistro 75 remained financially stable regardless of what was happening in his personal life or career.
Dreams Grounded in Numbers
Sarasola is often approached by aspiring entrepreneurs eager to start their own food businesses. Many come with bold ideas and creative visions. His advice is always practical: start with your budget.
“We all want big businesses, but it depends on your budget. Your vision has to align with your resources,” he explained. For Sarasola, a dream without financial planning is just wishful thinking. Numbers ground ambition and turn concepts into reality.
Surviving the Pandemic
The most difficult chapter in Sarasola’s journey came during the pandemic. Like many in the food industry, he was forced to deal with strict dine-in restrictions, fewer customers, and uncertain revenues. Survival meant adapting quickly.
“Before you surrender or give up, you have to find a way to adapt,” he said. Bistro 75 turned to online selling and delivery services, offering meals that could reach loyal customers stuck at home. It wasn’t easy, but those pivots allowed the restaurant to weather the storm.
Looking back, Sarasola considers the pandemic an eye-opener. It proved that even the most established businesses need to be prepared for the unexpected—and that adaptability is just as important as planning.
A Double Life
What makes Sarasola’s journey unique is the balance he maintains between his two careers. On one side, he is a public figure who appears on national television. On the other, he is a hands-on restaurateur managing staff, overseeing kitchen operations, and ensuring customer satisfaction.
He doesn’t view these as competing identities. If anything, they complement each other. His visibility as a chef on television may give him recognition, but Bistro 75 stands on its own merit, sustained by the discipline of sound financial management and consistent quality.
Endurance as the Real Secret
After more than 15 years, Bistro 75 is still in business. Trends have changed, competitors have come and gone, and crises have tested the industry. Yet Sarasola’s venture endures. He attributes this longevity not to luck or celebrity status, but to perseverance.
“There will always be ups and downs,” he reflected. “Sometimes you’ll encounter problems and you won’t want to get back up anymore. But don’t give up. Continue, persevere, and eventually you’ll get to where you want to be.”
For Sarasola, endurance is the ingredient that has mattered most. While his parents’ support gave him the opportunity to start, it was his own persistence and discipline that ensured the business would last.
Lessons for Readers
Jose Sarasola’s journey offers practical inspiration for entrepreneurs in the Philippines. His story demonstrates that:
Discipline in managing money is crucial.
Commitment to quality earns long-term customer loyalty.
Adaptability allows businesses to survive unforeseen crises.
Endurance—the will to keep going despite setbacks—is often the deciding factor in long-term success.
His path reminds us that while opportunities may open the door, it is planning, resilience, and consistency that keep it from closing. After more than 15 years in the restaurant business, Sarasola continues to stand, proving that passion grounded in discipline can truly endure.
