Cebuano chefs report stronger regional cuisine and higher earnings after MICHELIN Guide reveal
CEBU CITY — More than a month after the Department of Tourism (DOT) helped bring the MICHELIN Guide to the Philippines, top Cebu-based chefs and cooks are seeing economic benefits as more visitors flock to their dining spots to sample the island’s best offerings.
Tourism Secretary Christina Garcia Frasco heard firsthand these success stories and personally presented MICHELIN plaques to 18 Cebu establishments, eight of which she visited during the second leg of DOT’s Resto-Run Caravan on Saturday, December 13.
One standout example is the 60-year-old market-side staple Esmen in Brgy. Pasil, whose MICHELIN recognition has driven up orders and sales, according to the Garcia family who run it.
French travelers Florence and Coline, touring Cebu, learned of Esmen through the MICHELIN listing and praised the eatery as well deserved.
“We found it amazing. It was truly excellent and worth trying. We sampled the famous soup,” the visitors said, noting it lived up to the hype.
Before the MICHELIN announcement, Esmen typically produced 11 batches of their dishes daily. Since the news, they now frequently end the day with 16 sold-out cauldrons of their signature linang—an acutely tangy, rich porcupine-fish soup known for its deep flavor.
“More and more customers are arriving. In fact, people from several nationalities—Korean, Japanese, Americans—have been coming. MICHELIN has helped expand our customer base,” said Zeny Paglinawan, daughter of Esmen’s owners.
Paglinawan added that the recognition specifically drew visitors to explore classic Cebuano specialties beyond Esmen, expanding overall interest in the region’s cuisine.
Meanwhile, Sialo Chef Ronald Villavelez explained that inclusion in the MICHELIN Guide has aided their recovery and filled bookings through March of the following year.
“Right after the ceremony, in just one night, we received many bookings we’d never seen before. We hoped to be listed in the Guide to survive. The first two years were tough—the market is niche. We spent the initial three months with very few customers,” Villavelez reflected, recalling the early days.
Across Cebu, head chefs, cooks, owners, and managers report similar outcomes: full reservations, longer waitlists, and foreign tourists eager to sample the province’s local flavors.
Renowned establishments like the House of Lechon and Lantaw (Compostela), both part of Pages Holdings Inc., have grown in popularity as MICHELIN-listed venues.
“People’s expectations have risen. Our sales have climbed, and traffic increased. The Lantaw location in Compostela, though farther away, now draws visitors who are willing to drive about 20 kilometers,” observed Pages Holdings Inc. Chairman and CEO Bunny Pages.
Pares Batchoy Food House also noted growing pains from success, particularly with parking capacity, as diners surged post-announcement.
“Customers have exploded. We’re stretched thin, and many travelers heading from the airport now go straight here for a meal,” said Krishna Cabaron, a supervisor at Pares Batchoy Food House.
MICHELIN Resto-Run in Cebu
DOT’s Resto-Run Caravan in Cebu follows a successful tour in Metro Manila, where Secretary Frasco also met with MICHELIN-recognized establishments and formally presented plaques to 69 more restaurants in a December 5 ceremony.
After MICHELIN announced the 108 qualifying Cebu establishments, participating venues reported bookings up to 90% higher and revenues up to 80% higher. In Manila, establishments reported 100% increases in both sales and bookings. DOT officials remain hopeful these gains will continue and be sustained.
Secretary Frasco emphasized that the MICHELIN Guide’s arrival highlights the Philippines’ vibrant culinary culture and identity.
She stated, ‘The MICHELIN Guide arrival is proof of the culinary excellence that runs throughout our country, especially in Manila, Cebu, and its surroundings,’ underscoring the broader significance beyond individual restaurants.
Future plans include expanding gastronomy tourism programs and seeking to institutionalize MICHELIN’s presence in the Philippines, aligning with the Marcos administration’s goal of making gastronomy a pillar of national tourism development. The DOT pledged to keep working toward sustaining Michelin’s impact in the country.
