Young entrepreneur builds empire with Spanish meals

CEBU, Philippines – Inspired by his grandfather's passion for cooking, 22-year-old Jose Maria Antonio Aldeguer brings back the old favorites – Spanish comfort food to the discriminating palate of young diners in Cebu, through the "Hala Paella!" restaurant brand.

A fourth year Entrepreneurship student at the University of San Carlos (USC), Anton is determined to start his own restaurant "empire" in his tender age, a business born out of "quality bonding" moments with grand-dad Jose Maria "Joey"  G. Villareal.

These Spanish cuisine classics like Paella negra, chorizo, aligue, valenciana, and pollo, are regular menus of his family's special occasion gatherings, and he thought of making it a business offering smaller preparations to suit the pockets of young diners.

Anton convinced his Lolo to teach him his specialties, and eventually invited his Dad and Mom and the family's business as shareholders.

The first outlet, which was opened in Banilad Town Center (BTC) in the middle of last year, easily became a hit among young diners as the new twist of Spanish comfort food classics introduced by the restaurant captured the taste buds of the new breed of diners.

Barely less than a year, this fast casual dining brand Hala Paella! opened its second outlet at the Robinsons Cybergate.

The grandson-grandfather-tandem aims to reintroduce the Spanish classic favorites to this generation, bringing it to the forefront as the market is currently flooded by multi-national cuisines.

Raised in a family of entrepreneurs, Anton made a success in intertwining the culinary expertise of his grandfather and his gut and know-how to tickle the interest and curiosity of modern diners.

Anton made sure that aside from perfecting the quality of food and cost adjustment, the entire physical presentation and aesthetics of his business should be "instagrammable", confessing that initial clientele of Hala Paella! are his followers and friends' followers in Instagram and other social media platforms.

As the brand has not only captured the young diners, but the entire family market, Anton is looking forward to open up his restaurant brand for franchising. (FREEMAN)