Cassava cakes and kakanin have long been a staple of Filipino street food—often sold from karitons or wet market stalls, wrapped in plastic and brown bags. But for husband-and-wife duo Karlo Cruz and Elisa Siducon, there was an opportunity to do something different. “Ang cassava… kung mapapansin mo, nasa labas lang ng bahay ‘yan, nasa kariton,” Karlo said. “Ang ginawa namin, ‘yung traditional Filipino meal, ginandahan namin ‘yung packaging para pwedeng pang-regalo.”
With that insight, they transformed these humble delicacies into gift-ready desserts under their homegrown brand, Don Benito’s Cassava and Pichi Pichi. From their first store on Mindanao Avenue—where they lived above the shop and shared one CR with staff—the couple worked tirelessly to refine the product presentation while keeping the authentic taste intact.
They believed that Filipino favorites like cassava cake and pichi pichi deserved to be served not just on the street, but on dinner tables, in gift baskets, and at celebrations. Their strategy was simple but impactful: retain the traditional flavor, elevate the packaging. “Ginawa lang namin mas malinis, mas maayos,” Karlo explained. “Para hindi mo na kailangang bumili sa tabing kalsada.”
Today, Don Benito’s desserts are known not just for their comforting taste, but also for their neat, branded boxes that make them perfect pasalubong or holiday gifts. With a growing number of branches across Metro Manila and nearby cities, the couple continues to bridge tradition and modernity—offering Filipinos a taste of home that feels premium and proudly local.
More than a food business, Don Benito’s is a case study in how to rebrand cultural staples with respect, style, and heart. By reimagining the everyday kakanin, Karlo and Elisa didn’t just build a business—they elevated a tradition.
This story is based on an interview originally conducted for Esquire by Henry Ong. Some quotes in this article may not have been published previously.
