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.
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.