When Ed Firmalo and his high school friends launched The Chicken Factory, they thought they had a winning formula—a menu featuring chicken from around the world.
They served Hainanese, Taiwanese, satay, teriyaki, and buffalo wings, believing variety would attract more customers. But just four months in, they realized they were 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,” Firmalo recalls.
The Big Pivot: Betting on Buffalo Wings
Instead of walking away from the food business, the team went back to the drawing board.
They analyzed what worked and what didn’t—and one item stood out.
“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,” he explains.
The answer was buffalo wings—a dish that had mass appeal, was great for sharing, and, like pizza or burgers, was timeless.
Beyond that, there weren’t many players in the market. Other brands treated buffalo wings as a side item, but no one was fully dedicated to it.
That’s when they doubled down and created a restaurant centered solely on buffalo wings.
The Right Concept, The Right Location
This time, they scored a prime spot in City Golf, Ortigas, a popular hub for college students, call center agents, and young professionals.
At first, they weren’t sure if they could compete—bigger brands were also trying to get the space. But after weeks of waiting, they got the call—they landed the spot.
From day one, the business took off.
“Actually, we were hesitant kasi nga our previous concepts had failed,” Firmalo admits. “But we decided to take a gamble on this.”
From Pivot to Success
The gamble paid off—Frankie’s New York Buffalo Wings became a huge hit, leading to multiple locations and a loyal following.
Their story proves that sometimes, success isn’t about offering everything—it’s about finding one thing, doing it better than anyone else, and owning that space.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
