Top of the Morn­ing

Fa­mil­iar fla­vors and an en­tre­pre­neur­ial mind­set make Tapa King one of the best break­fast restau­rants in the coun­try


One can ar­gue that no­body does break­fast bet­ter than Filipinos. With eggs on fried rice part­nered with a hot cup of cof­fee, a day be­comes more warm and wel­com­ing. The coin­ing of Filipino words tapa, sinan­gag, and it­log ( Tap­silog) and its preva­lence in con­ver­sa­tions con­tinue to prove our love for morn­ing meals. Tapa King is a tes­ta­ment to this, of­fer­ing a din­ing ex­pe­ri­ence that takes cue from fam­ily break­fasts at home.

Tapa King’s origins can be traced back to the streets of Gal­lardo, Makati. With the rise of Quick Ser­vice Restau­rants ( QSRs) of­fer­ing all- Amer­i­can fare in 1987, Tapa King was con­cep­tu­al­ized as a Filipino al­ter­na­tive. “Ini­tially it was a hole- in- the- wall kind of restau­rant that peo­ple pa­tron­ized,” says Emil Allan Capili, Gen­eral Man­ager of Tapa King.

Tricks of the Trade

When Tapa King changed man­age­ment in 2012, the land­scape of its food of­fer­ings were re­fined along with its mar­ket­ing ef­forts. “We re­vamped the store look. Even the am­bi­ence of Tapa King was changed. We stream­lined: slow-mov­ing prod­ucts were re­placed and in­fused with new of­fer­ings. An in­no­va­tive idea we came upon was the es­tab­lish­ment of Bud­get Tapa King."

With Capili spear­head­ing re­search ef­forts, re­sults proved to be

use­ful for the com­pany. The team de­ter­mined the iden­ti­fy­ing qual­i­ties of the Tapa King con­sumer, help­ing them gain lever­age in pro­duc­ing an im­proved menu. “What’s im­por­tant in ev­ery de­ci­sion is you go back to the cus­tomer,” he shares.

De­spite the slew of menu in­no­va­tions, one item re­mained the same—the clas­sic taste of their fa­mous cured beef. “We have a cen­tral­ized com­mis­sary in Sta. Rosa, La­guna that has a dry mix room where we cu­rate and blend the mix. Even when you go to Tapa King Dubai or Sin­ga­pore, it’s the same mari­nade.”

From its hum­ble be­gin­nings, Tapa King has since evolved to be the sta­ple Filipino break­fast restau­rant, of­fer­ing the same sliv­ers of dried beef but now with more op­tions. From the ini­tial menu of solely morn­ing meals, Tapa King has in­cor­po­rated lunch sta­ples such as sini­gang, bu­lalo, and kare-kare in their menu.

Cof­fee Call­ing

Serv­ing NESCAFÉ Ale­gria was a must R to per­fect the break­fast ex­pe­ri­ence of Tapa King. “Tapa is best part­nered with cof­fee. It’s a morn­ing sta­ple. Hav­ing NESCAFÉ Ale­gria R makes it bet­ter. It com­ple­ments the break­fast ex­pe­ri­ence,” says Sai Masangkay, Mar­ket­ing Man­ager of Tapa King.

Us­ing only high qual­ity in­gre­di­ents, NESCAFÉ Ale­gria of­fers a va­ri­ety of R pre­mium blends one can taste from just a touch of a but­ton. “What’s nice about NESCAFÉ Ale­gria is that it of­fers dif­fer­ent R va­ri­eties of cof­fee. There’s latte, cap­puc­cino, and clas­sic black cof­fee,” she adds. Ev­ery lit­tle de­tail is con­sid­ered when it comes to serv­ing their cus­tomers, promis­ing them both fa­mil­iar­ity and va­ri­ety in their morn­ing habit.

Break­fast and Be­yond

More Tapa King branches are com­ing our way. With over 75 out­lets na­tion­wide, Tapa King is ex­pected to ex­pand to 92 branches by the end of the year.

The en­dur­ing busi­ness phi­los­o­phy of Tapa King is to evolve ac­cord­ing to the need of its cus­tomers. Their mind­set of think­ing like their pa­trons has proved lu­cra­tive and as­sures them steady suc­cess in the fu­ture. A com­bi­na­tion of qual­ity, value for money, and the per­fect part­ner in NESTLÉ Pro­fes­sional has al­lowed R Tapa King to serve and tri­umph an au­then­tic break­fast ex­pe­ri­ence.

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