In an era when food trends change every few months, most dessert brands feel pressured to reinvent themselves constantly—adding new flavors, new toppings, and new gimmicks just to stay relevant.
But for Mark Anthony “Glenn” Razon-Carreon, Founder and President of Razon’s by Glenn, the secret behind one of the Philippines’ most recognizable halo-halo brands is the opposite approach: do not complicate what already works.
“The original Razon’s halo-halo was born from simplicity and sincerity,” Glenn said in an interview with Financial Adviser PH. “It began in Guagua, Pampanga, where my grandmother and family focused not on excess, but on balance and quality.”
That early philosophy shaped more than a recipe. It shaped an identity.
While other businesses chase novelty, Glenn believes the strongest brands are built when they preserve what made them special in the first place.
“They believed that if you use the right ingredients and prepare them with care, you don’t need to complicate things,” he said. “My family laid the foundation—not just of a recipe—but of a standard.”
Simplicity Became the Brand’s Competitive Advantage
For Glenn, the success of Razon’s halo-halo is rooted in a mindset that many entrepreneurs overlook: simplicity is not the absence of creativity—it is the result of confidence.
In a world where businesses compete for attention, adding more ingredients is easy. The harder choice is resisting the temptation to do so.
“Razon’s halo-halo is known for its simplicity,” Glenn said. “Because simplicity is our identity. In a world that constantly adds more, we chose to stay true to what works.”
That decision is not just a branding move. It is a strategic decision.
Because the moment a product starts chasing trends, it risks losing its emotional anchor—the reason customers trusted it in the first place.
“The original recipe represents confidence,” Glenn said. “It says, ‘We don’t need to impress—we just need to satisfy.’”
Quality Was Never Optional
Growing up around the family business gave Glenn a perspective that many modern entrepreneurs develop too late: food is personal. It is not just a product. It becomes part of someone’s memories.
“I learned early that food is personal,” he shared. “It enters someone’s home, their memories, their celebrations.”
That is why he believes quality is not optional—it is a responsibility.
“Quality is not optional—it’s a responsibility,” Glenn said.
For him, halo-halo was never just dessert. It carried the family’s name, reputation, and identity.
And in the food business, reputation is not built by big announcements. It is built by the quiet consistency of every serving.
The Non-Negotiables That Protected the Brand
Glenn credits the long-term loyalty of customers to the discipline behind the product.
When asked what standards he refused to compromise, he was clear.
“Consistency. Ingredient quality. Proper preparation. No shortcuts,” he said. “We protect the balance of sweetness, texture, and freshness. If we compromise those, we compromise trust.”
That word—trust—is the core of the Razon’s brand.
Customers do not return to halo-halo because of marketing. They return because they know exactly what they will get every time.
The experience becomes familiar. Comforting. Reliable.
And that reliability becomes the real competitive advantage.
Why Glenn Refused to ‘Modernize’ the Recipe
In today’s restaurant world, modernization is often seen as progress. But Glenn believes modernization for the sake of novelty can destroy the essence of a product.
“Modernizing for the sake of novelty can dilute what made the product special in the first place,” he said.
His thinking reflects a deeper business principle: a brand becomes powerful when it stands for something consistent.
Many businesses lose their identity because they constantly try to please everyone. But Glenn believes that the strongest brands protect their core—even when the market is noisy.
“It was never about following trends,” he said. “It was about honoring flavor and serving people well.”
How a Simple Recipe Became a Legacy
Glenn understands that halo-halo is not just a menu item. It is a symbol of tradition. And tradition creates something that trends cannot replicate: emotional connection.
“In your view, what makes customers keep coming back even when trends change?” he was asked.
His answer was direct.
“Familiarity. Comfort. Emotional connection,” Glenn said. “Trends entertain—but tradition anchors.”
That philosophy explains why the brand has endured. While trends may attract attention for a season, comfort keeps customers loyal for years.
And for Glenn, that loyalty is earned not by reinventing the product, but by honoring what made it iconic.
Protecting What Made It Special
As a third-generation leader, Glenn carries more than a business responsibility. He carries the weight of a surname attached to a product that has become part of Filipino food culture.
That is why, no matter how big the brand grows, he knows what must remain untouchable.
“The recipe. The integrity. The commitment to delight,” Glenn said.
For him, the greatest risk is not competition.
The greatest risk is compromising the very thing that made the brand trustworthy.
Because in the end, the strongest businesses are not always the most innovative.
Sometimes, they are the ones disciplined enough to protect what already works.
And for Razon’s by Glenn, that discipline begins with a bowl of halo-halo that refused to change.
