By Aramando “BUTZ” Bartolome
Nestled in the picturesque city of Baguio, where the scent of pine fills the air, two unlikely entrepreneurs, Kris Santos and Casey Cuenca, embarked on a culinary adventure that reshaped the food scene in the Philippines. Their journey, marked by resilience and innovation, started not in a corporate boardroom but in a chance encounter that sparked a shared dream.
Kris, a registered nurse by profession, had spent years navigating the pressures of the medical field, dreaming of a fulfilling career outside hospital walls. Casey, on the other hand, had trained in culinary arts, inspired by a family tradition of cooking. Together, they found common ground in their desire to create something unique. Their story of friendship, ambition, and grit culminated in the birth of Wingyard—a haven for unlimited chicken wings enthusiasts.
The Genesis of a Dream
Their entrepreneurial journey began with a Resto Bar, blending food and entertainment. While the business gained traction, Kris and Casey yearned for something more distinct. Enter Wingyard, a concept born out of Casey’s culinary expertise and Kris’ knack for strategy. “We wanted to create a space where quality and affordability met,” Chris explained. With ten unique flavors of chicken wings, the duo envisioned a dining experience accessible to students, professionals, and families alike.
In 2018, they launched their first branch in Baguio, offering unlimited chicken wings with rice for just ₱199. The affordable price point, coupled with flavorful recipes, set Wingyard apart in a burgeoning market.
From Vision to Reality
Starting any business comes with challenges, and Wingyard was no exception. Kris and Casey encountered difficulties with location, budgeting, and even developing a consistent menu. “Costing was the most grueling part,” Casey admitted. Yet, their complementary skills helped them persevere. Kris took charge of business research and marketing, while Casey focused on crafting recipes and perfecting the kitchen’s operations.
Their strategic decision to target students and budget-conscious diners proved pivotal. They turned a modest first branch into a bustling hub that drew queues of eager customers daily. This overwhelming response inspired them to expand, investing their first profits into a second branch on Session Road—Baguio’s busiest thoroughfare.
Building a Brand
Beyond serving delectable wings, Kris and Casey understood the power of creating an experience. The industrial-minimalist aesthetic of Wingyard, paired with strategically placed signage, ensured diners would always remember their name. Social media played a crucial role in their marketing efforts. “We encouraged customers to take photos,” Kris shared. “It wasn’t just about the food; it was about the memories they made at Wingyard.”
Their innovative approach paid off. Customers’ photos, tagged with Wingyard’s location, flooded social media platforms, turning the restaurant into a viral sensation. What began as a local eatery soon evolved into a brand recognized far beyond Baguio.
Navigating Competition and Growth
Success bred competition, with over ten similar establishments opening within months of Wingyard’s debut. Instead of succumbing to fear, Kris and Casey rose to the challenge. “We reinvested our profits to open a new branch where the competition was strongest,” Chris explained. This bold move not only safeguarded their market share but also reinforced their commitment to growth.
Today, Wingyard boasts 15 branches and counting, with plans to penetrate Metro Manila and launch kiosk models for online and takeout orders. “We want to make Wingyard accessible to everyone, even those who can’t afford a full restaurant setup,” Casey said.
The Secret Sauce
When asked about their partnership’s success, Kris and Casey emphasized synergy. “Chris is the brain; I’m the hands,” Casey said with a laugh. This dynamic duo’s clear division of roles—from back-office management to kitchen operations—ensures a smooth workflow. Their mutual respect and shared vision have been the cornerstone of their enduring success.
What’s Next for Wingyard?
As Wingyard continues to spread its wings, Kris and Casey remain grounded in their mission to deliver affordable yet high-quality dining experiences. Their journey is a testament to the power of passion, persistence, and a touch of ingenuity. They’ve turned their dream into a thriving enterprise, inspiring countless others to follow suit.
If their story tells us anything, it’s that success is not reserved for those with perfect beginnings. It’s for those who dare to dream, adapt, and work relentlessly toward their goals.
For more inspiring stories like this, follow Butz Bartolome’s The BUSINESS column every Monday and show your support by liking The Philippine Business and News on LinkedIn. Together, let’s celebrate the spirit of Filipino entrepreneurship!
