Updated at 7:36 AM PHT,
by
Dennis Cabrera
PH MSME Engagement, Monetization, & Resilience for
"Wherever two or three Filipinos are gathered"
In the Philippine context, food is always an important item. It is the never-missing element in any social gathering. One Dutch national in my former community in the Montfort Missionaries
made this comment: "You Filipinos are always eating" (on the lighter side 😊). His observation is true then, as it is now, even with the rising cost of living. This "Filipinos are always eating" observation has moved online. Filipino Millennials and Gen Z's searches often begin on TikTok or Instagram more than Google. In that social search ecosystem, food purchases are often associated with the national e-sport of the country: "e-gossip" (again, on the lighter side 😊).
How has the Filipino food business subculture changed? It now incorporates both interpersonal and digital storefronts. From numerous sari-sari stores and ambulant food vendors selling buko/siomai in the physical environment that cater to employees of both MSMEs and Large corporations with easy-to-handle food products, food has now gone online! And Large businesses capitalize on both these fronts by connecting their formal brick-and-mortar shops to digital storefronts. Check your Google Maps on the Kapitolyo, Pasig, area. See how it is also a food haven where you can dine in or take out any food item you favor. From the likes of Pioneer Centre Inc., Unimart/Estancia in Capitol Commons, The Vantage, and ACE Hotel and Suites, to food shops like Starbucks, Colab Cafe (at The Vantage), & 7-Eleven (at ACE Hotel/Suites building), it is a paradise of affordable to higher quality food options.
That scenario can present a happy picture during the present Christmas holidays and the coming New Year , but in reality, the private sector in food products and services is dominated by a few large conglomerates. However, "hope springs eternal". Further measures can still be made to enhance the investment climate so that more MSME startups can enter the food market and help in the DTI's thrust of #TrainingForNationBuilding.
MSMEs constitute 99.5% of all enterprises and 63% of total employment. Those presently in operation face challenges in accessing finance, while those in startup status face high administrative burdens, such as numerous permits and licenses. Solutions are forthcoming with the Anti-Red Tape Authority which has begun to streamline and automate government-related procedures to reduce the regulatory burden at both national and local government levels. With all LGUs required to implement electronic one-stop shops for businesses, about 40% of LGUs as of have already adopted the system.
How has the Filipino food business subculture changed? It now incorporates both interpersonal and digital storefronts. From numerous sari-sari stores and ambulant food vendors selling buko/siomai in the physical environment that cater to employees of both MSMEs and Large corporations with easy-to-handle food products, food has now gone online! And Large businesses capitalize on both these fronts by connecting their formal brick-and-mortar shops to digital storefronts. Check your Google Maps on the Kapitolyo, Pasig, area. See how it is also a food haven where you can dine in or take out any food item you favor. From the likes of Pioneer Centre Inc., Unimart/Estancia in Capitol Commons, The Vantage, and ACE Hotel and Suites, to food shops like Starbucks, Colab Cafe (at The Vantage), & 7-Eleven (at ACE Hotel/Suites building), it is a paradise of affordable to higher quality food options.
That scenario can present a happy picture during the present Christmas holidays and the coming New Year , but in reality, the private sector in food products and services is dominated by a few large conglomerates. However, "hope springs eternal". Further measures can still be made to enhance the investment climate so that more MSME startups can enter the food market and help in the DTI's thrust of #TrainingForNationBuilding.
MSMEs constitute 99.5% of all enterprises and 63% of total employment. Those presently in operation face challenges in accessing finance, while those in startup status face high administrative burdens, such as numerous permits and licenses. Solutions are forthcoming with the Anti-Red Tape Authority which has begun to streamline and automate government-related procedures to reduce the regulatory burden at both national and local government levels. With all LGUs required to implement electronic one-stop shops for businesses, about 40% of LGUs as of have already adopted the system.
How can MSMEs get "Position Zero" in the AI search era?
In the age of AI, many MSMEs in the retail of food products and services already rely on informal social media platforms. This surely fares well on the local setting, but it will certainly limit the competitive advantage of Philippine MSMEs in an evolving AI search ecosystem. Instead, they need to also level up to established and structured platforms, such as a website or blog. This platform is necessary to implement the foundational technical work (Steps 2 and 3 of the E-SEO workflow) required for modern search visibility. A professional website elevates brand presence and enables the crucial practice of structuring content with Schema.org markup and implementing Entity SEO. It is Structured Data (Schema.org) that tells AI search models and Google’s Knowledge Graph exactly what is on the menu of a food shop. With a professional website or blog, Philippine MSMEs move beyond the "e-gossip" ecosystem, into a structured digital presence that builds E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which is important for "Position Zero."
Actionable Tip: Use FAQPage Schema to ensure your MSME's food product or food service business answers the user's query and appear in the People Also Ask (PAA) box, which is critical for the 63% of users on mobile devices [1].
Actionable Tip: Use FAQPage Schema to ensure your MSME's food product or food service business answers the user's query and appear in the People Also Ask (PAA) box, which is critical for the 63% of users on mobile devices [1].
Why is TikTok/YouTube the new go-to for Filipino food suki?
With the Philippines having 86.75 million social media users and video still reigning as the primary content "liked" by most scrollers, MSMEs must elevate their business quality and extend their market reach. Yes, they need to leverage platforms like TikTok, YouTube, and Instagram through targeted marketing campaigns. But content in those platforms can be repurposed, or new content can be produced for more formal audiences online through a website or blog. If video marketing allows businesses to convey their brand story and showcase offerings creatively to create an emotional connection with their audience, then they can take the opportunity to amplify this story on blog/website platforms. MSMEs on websites and blogs can offer higher-value products and services through the use of more formal Influencer marketing. Additionally, these formal platforms, promote well online interaction with consumers, including handling inquiries and complaints promptly. Finally, implementing your own Referral programs in these platforms can incentivize existing and new, delighted/surprised customers to recommend the business. It can be a powerful tool for acquiring new customers at a lower cost than traditional advertising.
How can Serialized Content turn casual viewers into "Suki"?
Filipino consumer dining behavior shows a strong and growing preference for convenience and healthier dining options, which can be reflected in a Serialized Content strategy. In one video an MSME can offer menus that align with its consumer preferences, especially healthy options. This aspect of marketing food products is expanding. Then, in another video segment, content can present to viewers a hybrid shopping experience, with the subjects shown using their phones to browse, order, pay, and wait for the physical pickup of their food purchases. And another video segment can show a family occasion, with the whole family dining out for a special celebration, like Christmas lunch. Philippine MSMEs should develop this Serialized Content strategy to cater to a story-based brand message which many Filipinos are familiar with. The video series can integrate online ordering (e-commerce), with in-store takeout, curbside pickup, or dine-in options. Food is the top household expense of every Filipino which therefore impels MSMEs to focus on Autheticity and Community to reflect the social and cultural aspects of Filipino food culture [2].
How can the "Tiangge" mindset boost online conversion rates?
The rapid expansion of online food delivery services, such as GrabFood and Foodpanda, is important, as the digital food delivery services market reached approximately $3.86 billion in 2024 and is expected to reach about $12.3 billion by 2034. MSMEs must cast a wide net by not only collaborating with these online delivery platforms to ensure accessibility but also cast that net wider online through a dedicated website or blog for higher visibility to a wider customer base. With a website or blog, implementing Conversion Rate Optimization (CRO) strategies becomes second nature for turning online visitors into paying customers. CRO involves techniques like A/B testing and personalizing strategies to resonate with Filipino preferences for discounts and limited-time offers similar to the tiangge tradition. With tiangge style promoted in the MSMEs' own blog or website, temporary offerings of affordable food products can increase sales every Christmas. Also, a website and blog can maximize sales from new leads through lower-cost or free Gateway Content (like a free Pinoy less than Php 150.00 recipe guide). This can be a strategy to get the initial sale, and then let the customer move up the Value Ladder (Step 10 and 11 of the E-SEO workflow) with more quality offers to introduce customer delight/surprise and maximize Customer Lifetime Value (CLTV) [3].
What tech tools help the MSME in the next economic shift?
A Philippine MSME's operational stability is tied to the progress of digitalization. As digital storefronts now enable automation of core processes like inventory and sales tracking, so must Philippine MSMEs follow suit. For this leads to more cost savings and improved responsiveness in MSME operations. To sustain growth, MSMEs must prioritize streamlining the mobile experience of their viewers and customers, because a seamless mobile customer experience is crucial for purchases (and repeat purchases). And since mobile phones are more affordable than laptops in the country, MSME can capitalize on more efforts in marketing to a large consumer base that use mobile phones. Data-driven insights on mobile phones, as well as laptops, can both be gathered from analytics tools (like Google Analytics). These data, when analyzed regularly and consistently, can inform and refine content strategies related to product range, pricing, and marketing. This systematic approach allows the MSME to pivot from a reactive mindset, to a solutions mindset with proactive management. It ensures efficiency and competitiveness in the global online ecosystem. It just needs continuous alignment of the MSME's sales strategies to actual insights from the data obtained from Analytics tools. This future-proofs the business of Philippine MSMEs and strengthens their understanding of local/global trends to implement the right strategies for better sales and income [4].
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