In 2020, as lockdowns spread across the Philippines and mall traffic collapsed, many food brands shifted into survival mode. Expansion plans were frozen. Capital expenditures were postponed. Uncertainty dominated decision-making.
For Paul Lanquino, founder and CEO of Pepa Wings, the moment demanded a choice.
“It was a make-or-break period,” Lanquino says. “We had to decide whether to pull back completely or move strategically.”
The safer option was contraction. Revenue was unpredictable. Consumer mobility was restricted. Franchise interest could stall. For a growing food brand, the risks were substantial.
Instead of stepping back, Lanquino chose to expand selectively.
A Calculated Risk
The decision was not reckless expansion. It was targeted.
While some areas were closed, others remained operational. Essential zones and certain mall food courts continued functioning under restrictions. Lanquino identified locations where demand still existed and concentrated efforts there.
“We focused on areas that were allowed to operate,” he says. “If there was a window, we made sure we were present.”
The pandemic reshuffled competitive positioning. Some brands paused development entirely. Vacancies appeared in food courts. Lease negotiations shifted.
That environment created opportunities for operators willing to move while others hesitated.
“You have to respond to conditions, not just react emotionally,” Lanquino says.
Protecting the Core While Growing
Even as he pursued expansion, Lanquino maintained one priority: protecting the team.
“Commitment to the team above all,” he says. “Markets change, but your people are your foundation.”
Instead of cutting back aggressively, he focused on keeping operations moving in viable locations. Expansion became a way to create continuity and momentum during uncertainty.
Growth, in this context, was not about aggressive scaling. It was about stability through forward motion.
“If you stop completely, restarting becomes harder,” he explains.
By continuing to open stores in operational areas, Pepa Wings strengthened its footprint in key mall food courts. The brand increased visibility during a period when consumer choices were narrowing.
Discipline Over Panic
The pandemic also tested financial discipline.
Rather than chasing short-term spikes or experimenting wildly with new formats, Pepa Wings remained anchored to its core product. Flavored wings remained the focus.
“We stayed within what we do best,” Lanquino says.
Pricing remained aligned with the realities of their customer base. Students, young professionals, and families continued to be the primary market. Instead of raising prices sharply or pivoting toward premium positioning, the brand emphasized value.
“Our goal has always been steady, sustainable growth,” he says. “Not aggressive swings.”
That steady approach reduced volatility. While some brands expanded rapidly during brief reopening periods only to retract again, Pepa Wings concentrated on locations that showed durable demand.
Turning Crisis Into Acceleration
The decision to move forward during uncertainty ultimately accelerated Pepa Wings’ presence in major malls.
By occupying strategic spaces when competition was subdued, the brand strengthened its long-term positioning.
“From what could have been a setback, we found areas where we could grow,” Lanquino says.
The experience reinforced a broader entrepreneurial lesson: crisis reshapes markets. Companies that survive often emerge with stronger positioning, not just restored footing.
“You have to look at challenges from a long-term perspective,” he says. “Conditions change, but opportunities exist within those changes.”
Measured Confidence
Lanquino does not romanticize risk. The pandemic presented real financial pressure. Lease obligations continued. Supply chains faced disruption. Consumer behavior shifted toward delivery and takeout.
But expansion was not blind optimism. It was rooted in analysis.
“We didn’t expand everywhere,” he says. “We chose locations carefully.”
That selectivity prevented overextension. It also allowed Pepa Wings to retain operational focus.
For Lanquino, uncertainty did not justify paralysis. It required recalibration.
“When business conditions change, your response matters more than the condition itself,” he says.
The Long View
Today, Pepa Wings continues expanding through franchising and corporate-owned stores. The pandemic period remains a defining chapter in its growth story.
It tested resilience, discipline, and conviction.
More importantly, it demonstrated that expansion during crisis can be viable—if executed strategically.
For Lanquino, the lesson is clear: growth does not always happen in ideal environments. Sometimes, it happens precisely because the environment forces sharper thinking.
“Grit and resilience are non-negotiable,” he says. “Success depends on how you respond.”
While many businesses chose to wait for stability, Pepa Wings moved carefully forward.
And in doing so, it turned a period of widespread contraction into a phase of acceleration.
