Handuraw: Where local artists and pizza merge

CEBU, Philippines — Over the years, Cebu has seen the mushrooming of restaurant brands in the metro, trying to captivate the taste of the Cebuano market. There are some that just come and go because of intense competition brought by entry of both local and international brands.

However, there are also those that have stood the test of time.

One of them is the Cebuano homegrown pizza restaurant, Handuraw Pizza, which has served Cebuanos for more than 14 years now.

It was in 2004 when the family of 31-year-old Cebuano entrepreneur Eric Smith started the business out of the desire to create a place where local music artists could hang out.

Seeing the opportunity for a music venue for local artists, Handuraw was then conceptualized and Eric's mom specifically chose the word “Handuraw” being a Cebuano word that has a rich connotation of creativity and imagination.

Handuraw is the Cebuano word for "the power to imagine," "to reminisce," or "flashback”.

"In other words, it would be an alternative venue, one that supported local arts, talent, and creative expression," said Eric, who serves as the business' vice president and general manager.

Prior to pizza, it was known as an events café.

"As soon as my mom realized that for the business to flourish, we needed to veer away from a personality-based enterprise into one that was product-centered, she did some research and discovered that the three top universally craved for food include chocolate, ice cream, and pizza."

His cousins were then trained to study dough and thin crust pizza making. After several testing and product development, most of which passed through the scrutiny of local artists and musicians who would taste test during gigs, their flavors were accepted and started rolling out their pizza line.

The famous pizza house currently has four branches in Mango Square, White Gold, JY Square and North Park.

With a primary focus on cultivating a community of local artists, it has since grown its market to include families, friends and even senior citizens who seek an alternative, non-commercial environment.

"The age range of our market has also expanded to include senior citizens who get to hold regular 'Seniors’ Nights' where they sing in front of an audience accompanied by a keyboardist," Eric also shared.

Challenges

For over a decade in the market already, Handuraw also had a fair share of challenges just like any other enterprise.

"Looking back in the fourteen years of our existence, we have indeed gone through several challenges. I entered in 2010 with only a handful of experience from a corporate working environment. Challenges like dealing with operational processes – basically finding ways to make it easier to measure performance and make quick decisions, improving customer experience and product quality, creating a brand identity that would improve our marketing efforts, dealing with people issues, dealing with complaints, are just some of the challenges I encountered," the young entrepreneur recalled.

However beyond these, Eric would consider moving locations as their major challenges.

"Because as tenants of a commercial property there are always developments beyond our control. The closure of our first branch in what is now the Persimmon in 2007 was one. During my watch, the closure of our Gorordo branch in June 2017, where we leased for 12 years proved to be my greatest challenge for the business. Developments like these are still something we are dealing with particularly in our White Gold Club branch which is undergoing major renovation," said Eric, who is a graduate of Communications Technology Management from Ateneo de Manila.

Eric was exposed to business at the early age of 13. Now being a general manager of their family business, he's at the helm of making this proud Cebuano name afloat amid the presence of bigger national restaurant brands.

"Managing a restaurant is like taming a beast and trying to steer it towards your desired direction. There are a lot of factors to consider and stay on top of to remain operationally effective, financially sound, and competitive in the market," he said.

In 2013, Eric had decided to take up a Masters in Business Administration at the University of the Philippines-Cebu and was able to gain a professional network to help him consult with issues in the business and also to expand business opportunities.

Values

"Yet beyond the skills you learn from school, I strongly believe that it basically boils down to having the grit or the determination and commitment; discipline to do what must be done, and a positive attitude.”

"Having time to enjoy life beyond just work and unwind through socials with friends, engage in community activities, and keeping a spiritual disposition are what have kept me sane and still have the energy to take the brand further in spite of all the challenges," Eric shared.

It was in 2010 he joined his family's business and he admitted it has not only been through his own efforts that Handuraw is what it is today.

"A significant part of it has to do with the energies my mom and sisters, and cousins put in to the family business. From consistency with dough production, holding regular events, introducing new product offerings, and having a consistent, careful watch on processes, they have helped keep Handuraw alive and the brand much improved from when it started," he pointed out.

Just like any other typical guy out there, Eric also used to be an employee before he ventured into business.

He used to work for an IT company and in real estate for a time until he decided He wanted to be his own boss, direct his own time and build a conglomerate.

"This decision occurred at a time that I chose to come back and live in Cebu which I had sorely missed having studied and worked for a time in Manila. The homesickness and just the love for Cebu started an endeavor to give back and help it become more livable," he recalled.

With a group of friends, he started the Youth for a Livable Cebu in 2012.

"Having these business and advocacy engagements, continue to mold the values I hold close to heart as a young entrepreneur. Running a profitable business that cultivates a community reinforces the values of humility and compassion. Staying true to these keeps me grounded, and steadfast in the direction towards building an enterprise that strives to be of good influence and impact to its stakeholders. We all want to make the world a better place and I’m doing part running a business with a heart," he further said. (FREEMAN)