Ed Firmalo had already failed three times in the food business when he and his high school friends decided to give it one more shot.
At just 25 years old, he had seen businesses crash and burn—but instead of quitting, he kept going.
“Before we started our business together, I had three previous food ventures, all of which eventually closed, and I would consider them as failed attempts,” he says.
A Concept That Didn’t Work
The group’s first attempt was The Chicken Factory, a restaurant that offered every kind of chicken dish imaginable—Hainanese, satay, teriyaki, buffalo wings, and more.
The problem? It was too broad, and the location was wrong.
“When we put our first outlet in Libis, the location didn’t work out. After four months, we had to close it down kasi we weren’t even breaking even,” he recalls.
The Pivot That Changed Everything
Instead of scrapping the idea completely, they went all in on one thing—buffalo wings.
“We felt that it’s a product that is not a fad. Unlike some others that die down after a few months or years, we wanted a product that could truly endure the test of time,” Firmalo explains.
Then came the game-changer—a prime location in City Golf, Ortigas, a popular hangout for college students, call center agents, and business professionals.
At first, they weren’t sure they would even get the spot. They were up against more established brands. But then, weeks later, they got the call—they landed the space.
The Gamble That Paid Off
“Actually, we were hesitant kasi nga our previous concepts had failed,” Firmalo admits. “But we decided to take a gamble on this.”
This time, it worked. The focused menu, strategic location, and dedication to quality made Frankie’s New York Buffalo Wings a hit.
The lesson? Failure isn’t the end—it’s just a step toward figuring out what works. Today, Frankie’s has multiple locations and a loyal following, proving that sometimes, all it takes is one smart pivot to turn everything around.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
