PJ Lanot (a tocayo) wants to be remembered as a teacher for business and entrepreneurship. He enjoys most his teaching engagement to provinces and other Asean countries under the sponsorship of DTI as his most rewarding endeavor. (He asked me if am still a GoNegosyo speaker, when he noticed my Tshirt bearing that logo) That is his contribution to nation building as an Atenean (He finished Mangement of Communications technology at Ateneo. (I found out he is a year ahead of my daughter, at AdeMU Class 2004, and he is member of the Blue Babble battalion - the UAAP cheerleaders for Ateneo. He married Alessa Libongco? a daughter of a another famous restaurenteur and blogs at Life After Breakfast
He values so much his experience with the people of Jolo whom he inspired to study to go to Manila to avoid the place of war and conflict. And his being with the farmers who borrow money just to send him a text of gratitude
He is a TV and Events host, Film, TV and Voice Actor, Restaurateur and motivational speaker. He studied and worked first as media buyer for Starcomm where he found out that the stars made 100x more money than him in a single day. He quit his day job and joined the celeb crowd. He did what he really wanted to do. When I interviewed him early on, he is related to National Artist/poet Serafin Lanot (a poet) and his daughter Mara Lanot (a professor at UP on arts and married to Pete Lacaba and former staff of Philippine Free Press)
As a TV and Film Actor, he has done voice over for John Lloyd, Ryan Agoncillo and other ads
When he had earned more money he had an opportunity to make an offer which the owners (who has failed on the business) could not refuse (he was flush with money) rather than selling the equipment at fire sale. His friends who were rich at Teachers Village (the home of UP teachers) established the Pino and Chio Restaurant (breaking up the Pino Chia name of the wooden doll whose nose gets longer when he lies) catering to the P1,000/meal market. (They put up a restaurant in E. Abada) named Nino which was very successful, very avant garde serving P3,000/person meal)
So he bought the restaurant, at a low cash bid, but he does not know hot to cook and do his numbers. For this he had a solution: he asked Edward Bugias a former philo student/classmate at AdeMU, who later went into culinary arts, become his chef, and another excel guy do his numbers (seatmate at Starcom)
Innovations/new products:
1. He had the Pipino version, a vegie version of the Pipino catering to the senior citizens The senior citizen of Teachers Village liked his healthy food and he had healthy menu for them serving 5 which became 10 due to insistent demand. Later he had them in the second floor just catering to the senior citizen needs and other vegetarians Pino Restobar at Facebook
2. Opening early at Teachers Village. His wife, who is a morning person suggested that they open the resto early (not like the others who open at 11) He did a survey and found out that there are many doctors from Veterans, those who work in call center who want early restaurant meal. And when they opened, it was a bedlam
3. The Hamburger project: tick off the selection for the burger you like: with or without lettuce, tomatoes, mayo etc. According to what you like
4. Expansion - He chanced upon a spot in Jupiter whose owner was just putting up tarp. And he got it on the spot. He also got the laundry space of co tenant in Pino restaurant. The laundry guys decided that they do not need a premium location since much of the business is done through bike delivery anyway.
The SM North leasing manager, luckily gave them the right spot for the Barrio Bagnet.
Failures and difficulties:
1. Relation with his chef. His chef being an artist, is moody and often disagrees with him on food and menu. He likens Edward to Anthony Bourdain (which the latter does not agree with) But he knows how to manage and deal with him
2. You must select your employees very well. In the food business there is very large amount of theft of inventories and cash going on. You have to select upright people
3. Despite best efforts, and despite his expertise in marketing, some businesses, perhaps due to their location (the presence or absence of the correct PTM) some like some at Home Depot have to be closed
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