For Monica Tobias, the plan was never to run a burger joint. She spent nearly two decades as a DJ, newscaster, and host, building a career in media. But one business experiment completely changed her path.
“I started as a DJ and worked as a newscaster and host. That was my life for about 17 to 18 years,” Tobias says.
Then, in 2012, she met Al Galang, a yoga instructor with zero business experience, and they decided to start something of their own.
The Business Idea That Didn’t Work
With an artsy space in Cubao Expo, they launched Sweet Ecstasy—but instead of burgers, it was a milk and cookie shop. Their unique spin? Boozy cookies.
But after just a few months, reality hit: cookies weren’t going to pay the bills.
“Al said, ‘Well, we’re not going to make money just by selling cookies, right? I need to do something more,’” Tobias recalls.
From Cookies to Burgers—A Game-Changing Pivot
Galang, who grew up in Los Angeles, had an idea: burgers.
“He said, ‘You know what, Monica? I think I can make a good burger.’”
Skeptical but willing to try, Tobias let him experiment in their kitchen. The first bite changed everything.
“After trying it, I said, ‘Okay, this is good enough for us to sell,’” she says.
A Weekend Experiment That Took Off
At first, burgers were just a weekend special. They invited friends, regulars, and curious foodies to try them. Word spread fast.
Soon, customers weren’t asking for cookies anymore—they wanted the burgers.
They expanded the menu to fries, onion rings, wings, and milkshakes, and suddenly, Sweet Ecstasy was no longer about desserts—it was about some of the best burgers in Manila.
What started as two first-time entrepreneurs taking a gamble has now grown into a full-fledged burger chain with a cult following.
Tobias’ journey proves that sometimes, the best business moves come from unexpected pivots—and a really good burger recipe.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
