RENE Ledesma Jr., the man behind the dining business carrying the Mercato Centrale brand, has tweaked the food-market operator’s space to appeal to Filipino millennials.
“In terms of the market, we have upgraded the look and feel to make it more ‘Instagrammable’ for our millennial market,” said Ledesma, one of the directors of Mercato Centrale Philippines Inc. (MCPI). “But more than that, we have also created Instgrammable areas for millennials to capture the Mercato experience, which includes a selfie art wall and flat-lay photo tables.”
In terms of the quality of the food, Ledesma said the food-market space is helping vendors improve the storytelling behind the food in terms of their authenticity and background.
We are helping both our old and new vendors through the Mercato Academy by helping them with the “storytelling” behind their food, which includes branding, food styling, marketing promotional materials and digital and social-media marketing, Ledesma said in reply to questions sent via e-mail by the BusinessMirror.
Ledesma, a former softdrinks commercial model, also emphasized that patronizing and supporting Mercato does not only involve buying food but also boosting the growth of local food entrepreneurs.
Food incubator
IN a short span of time, Mercato has become the go-to place to incubate many successful food concepts that eventually “graduated” from the market, according to Ledesma. The concepts include “Manang’s Chicken,” “Mamalou’s,” “Shawarma Bros” and “Brasas,” among others.
“Mercato Centrale has also embraced its role as a ‘small food-business incubator’,” he said citing MCPI’s partnership with a telecommunications company for a digital-business solution.
Ledesma said MCPI has involved itself in a network created by Globe Telecomm Inc. According to him, this restaurant network involves businesses and individuals that provide mentorship, and help in product development, food and equipment supply, human resources, business permits, microfinancing and financial literacy, accounting and taxation, payment gateways, brand management, digital marketing, packaging and design and food safety and hygiene. Ledesma explained the network assists food start-ups to become sustainable, successful and scalable.
Moreover, he said Mercato has served as a food-incubation venue for the products of groups Gawad Kalinga and Kalye KaNegosyo. The Mercato Centrale space hosts a series of seminars and workshops that aims to help deserving but marginalized local microentrepreneurs to be successful in their business, he added.
Connective tissue
MERCATO Centrale has expanded the food night-market location to Bonifacio Global City, while maintaining its Glorietta spot.
“I’d like to first of all emphasize what continues to remain the connective tissue between the old and the new Mercato Centrale: the great selection of well-curated, street food-inspired vendors for one-of-a-kind gustatory adventures,” Ledesma said. “After seven years of being the pioneering food market, we’ve been able to attract a great combination of classic vendors—the old favorites—and the new, trendy vendors, who serve trendy and fusion cuisine.”
He credits AyalaLand Malls Inc. as a major factor in the expansion of the Mercato Centrale brand. Through Ayala Corp.’s mall operator, Ledesma said they were able to bring the night-food market to Quezon City, Tagaytay, Subic, Pampanga and Cagayan de Oro.
He noted Mercato Centrale has always been focused in promoting the night-food market experience.
“Seeing the colorful street-food fare, interacting with the vendor-proprietors, taking in the free food samples, sharing food finds with your friends while enjoying a cold beer and leaving the market smelling like isaw are some of the best experiences visitors tell us,” he said. “Having said that, what we want is to further emphasize and amplify the ‘experience’ of both the ‘market’ and the ‘food.’”