When Karlo Cruz and Elisa Siducon started Don Benito’s Cassava and Pichi Pichi, they didn’t have access to big capital—or even a dining table. But what they had was grit, frugality, and a network of generous suppliers who believed in their hustle.
“Wala kaming luho, lahat ng pera nasa negosyo,” Elisa shared. From day one, the couple committed to a bootstrapped strategy. They didn’t take out loans or hire fancy consultants. Instead, they opened their first branch in the ground floor of their rented space along Mindanao Avenue—where they also lived upstairs with their team. “Sa taas kami natutulog, sa baba tindahan. Isa lang CR, pero kinaya namin,” Karlo added.
Their lean setup extended to operations. Their first shop sometimes sold only six cakes a day, but they made it work. “Break-even point agad kasi 3,000 lang renta, tapos libre na rin ang tirahan namin,” Elisa said. They shared food with their staff and didn’t draw salaries from the business. Every peso was reinvested.
The real game-changer? Supplier terms. “We were so blessed with suppliers who gave us credit—signage, packaging, ingredients,” Karlo explained. That support allowed them to open multiple branches even without high sales volume. “Hindi malakas ang benta, pero dahil matipid kami at may pautang ang suppliers, nakaka-expand pa rin kami.”
The couple opened new outlets in Novaliches, Fairview, San Jose del Monte, and Pulilan—all without bank loans. Their system was built around low overhead, trust, and pure hard work. “Gabi-gabi ako sa Balintawak para bumili ng cassava. Umaga luto. Gabi delivery,” Karlo recalled.
Elisa focused on product and expansion, while Karlo handled operations and audit. “Sa kanya ang ‘Don,’ sa akin ang ‘Benito,’” Karlo joked.
Their story isn’t about viral success or overnight profits. It’s about slow, strategic growth—built not on hype, but on discipline, supplier relationships, and a deep belief in their product. “Kung may tiyaga, may paraan,” Elisa said. And Don Benito’s is living proof.
