‘Whilma’s Filipino Restaurant’ cooks up American Dream | Small Business Revolution: S4E2

{an2}- Hey, I’m Amanda Brinkman and
I’m the Chief Brand Officer {an2}at Deluxe and the host of the
show you’re about to watch. {an2}Deluxe started doing this series {an2}because we love small businesses. {an2}It’s not just that they create jobs, {an2}we believe they have the power
to bring people together. {an2}And we wanted to use what we do at Deluxe {an2}to help them succeed. {an2}Our hope has always been that
entrepreneurs can watch a show {an2}and learn something that helps them. {an2}But, the episodes are
only a half hour long {an2}and we can’t always show you
every step of the process. {an2}So if you want to learn a little more, {an2}come check us out at
deluxe.com/revolution. {an2}Your town doesn’t have to win
the half a million make over {an2}for the Deluxe team to
work with your business. {an2}What we do in the show,
is what we do all the time {an2}for five and a half million
businesses across the country. {an2}We just don’t always bring cameras. {an2}So remember to shop
local and enjoy the show. {an2}(slow relaxing music) {an2}- All right, we’re about
to go in and surprise {an2}Whilma and her family from
Wilma’s Filipino Restaurant. {an2}They came to this country with nothing {an2}and have built this incredible restaurant {an2}and they don’t know where here. {an2}- This is gonna be fun. {an2}- Congratulations
– Whoa, Yeah! {an2}- Ina said you will be
coming, that means I won? {an2}- You did, you did, you’re
one of the businesses. {an2}- [Ty] Yeah. {an2}- [Narrator] Small towns
across the country are fighting {an2}for their survival with the
odds stacked against them. {an2}But what happens if we join that fight? {an2}If we dedicate a little
money, a lot of experience {an2}and thousands of hours of
work into one small town, {an2}focusing on the businesses {an2}at the heart of their main street. {an2}What started as an idea,
became a national movement. {an2}With over 30,000 towns nominated
for the $500,000 makeover {an2}and more than a million
votes cast for the winner. {an2}- [Announcer] Hello
Searcy (crowd screaming) {an2}- [Narrator] In it’s fourth season, {an2}the small business revolution {an2}is headed south to Searcy, Arkansas. {an2}And a new town, in a new region, {an2}will present a fresh set
of challenges to tackle. {an2}Both for the small businesses {an2}and for the community as a whole. {an2}So Amanda Brinkman and her team {an2}of marketing experts at
Deluxe are going to work. {an2}And they’re not alone. {an2}Renovation expert and cohost
Ty Pennington will be working {an2}with the team to rehabilitate
the towns buildings. {an2}While a whole cast of experts {an2}help rehabilitate it’s businesses. {an2}Every episode will be working
with a new small business {an2}to see if we can change the odds. {an2}If, together, we can start a revolution. {an2}(pan crackling) {an2}- As Filipinos, we like to share food. {an2}When you come to the Philippines, {an2}the first thing they’re gonna
ask you is (foreign language). {an2}It means “Did you eat already?” {an2}Back home in the Philippines, {an2}we would always eat with a lot of people. {an2}We always eat like family. {an2}We always make them feel welcome. {an2}When I think of my mom, she
cooks her food out of love. {an2}She cooks it from her heart. {an2}- I have a knowledge of
cooking because maybe I got it {an2}from my father because he was a good cook. {an2}Some of my dishes here, I
got the recipe from him. {an2}We come over to America in 2004. {an2}We came here to help the
children have a better education. {an2}To have a better future. {an2}We left everything behind. {an2}Just think of, we have four
kids and then and then you don’t {an2}have jobs, my husband don’t have job also. {an2}- When we moved here, for
me it was a culture shock. {an2}I did not see any Filipinos,
it was really hard to {an2}make friends with people because
they’re different from you. {an2}- I cannot get a good job because {an2}I finish my college in the Philippines, {an2}they could not accept my degree here. {an2}I learned that in Walmart, I
worked there almost five years. {an2}- [Patricia] My parents
had to work their butt off {an2}for a long time. {an2}- [Whilma] I opened
this restaurant in 2009 {an2}to earn something to support my family. {an2}I have a strong feeling that I can do it. {an2}- Not many people in Searcy
knew about Filipino food. {an2}They thought it was Mexican food. {an2}- I think it’s just being able {an2}to step outside that comfort
zone that we have around us. {an2}I have friends from Little
Rock that have driven here {an2}to meet me for lunch, to try {an2}the Filipino Restaurant
in Searcy, Arkansas. {an2}- Customers will tell her that
she’s the best cook in town. {an2}She serves really good food, {an2}there’s no other place
you can get that here. {an2}- We just haven’t stopped coming. {an2}It’s like been a constant
in our lives (laughing) {an2}we come here often. {an2}- My customers, when they
telling me that my food is good, {an2}makes me happy and my children
are also working hard. {an2}- I wait tables a lot (laugh) {an2}Sometimes my dad helps in the morning, {an2}and then he has to go to work. {an2}My siblings, they have other jobs as well. {an2}During the weekends they help out my mom {an2}as much as they can. {an2}- We know everyone by
name, they know us by name. {an2}I feel like this is her home, {an2}so she wants everyone to feel welcome here {an2}because that’s who she is. {an2}- [Rafael] So is Jack comin to help us? {an2}- No he is sick. {an2}- My mom loves her restaurant,
but she’s stuck here, {an2}she can’t take vacations. {an2}She’s the only cook. {an2}- I come here at 9 o’clock and
then go home at 9 o’clock too {an2}I cook, prepare everything. {an2}- When it gets super busy,
it gets pretty hectic {an2}because it’s hard to take
care of everyone all at once. {an2}- There aren’t season
that the business is good {an2}so you earn. {an2}But we have a lot of students,
so during summer vacation, {an2}income wise, I don’t get much. {an2}Before the small business revolution came, {an2}I was really thinking
of closing the business. {an2}I really love this restaurant. {an2}I like the business to stay. {an2}- I tell everyone about it {an2}because I want everyone to keep coming {an2}Just adds so much more depth
and richness to the town. {an2}One stereotype you often
hear about small towns, {an2}is that it’s hard to find good food. {an2}Particularly ethnic cuisine. {an2}Whilma’s is helping Searcy
disprove that misperception. {an2}So we have to help her, get
more people into the restaurant. {an2}Ambiance is going to
be a big piece of that. {an2}So Ty and I are stopping in
to take a look at the space. {an2}- This is the moment that
is sort of my favorite, {an2}which is, you’re gonna show us around. {an2}Things that you could use
a little improvement on. {an2}- Oh you know my, my number
one wish is my carpet. {an2}- Yup, is this typical Filipino culture? {an2}- [Whilma] No, it’s like
a picnic table (laughing). {an2}- [Amanda] But these are easy to clean {an2}so I get why they’re there. {an2}- I think the dining
experience can change a lot. {an2}In many ways, not only lighting,
but also texture, color. {an2}I think there could
definitely be more elements {an2}that make you feel like you’re
in a Filipino restaurant {an2}than you’re sort of picking up right now. {an2}So why don’t you show
us how it’s all done. {an2}- [Whilma] We have cooked
Lumpia for you guys {an2}- [Amanda] Ooh.
– [Ty] Ooh. {an2}- But you guys have to cut them. {an2}- [Amanda] Okay, I’m on it. {an2}- [Patricia] So how we cut our Lumpias {an2}are we cut ’em slanted. {an2}- [Amanda] And how many go to a plate? {an2}- So there’s five whole spring rolls, {an2}but if you cut them into
three’s, it’s fifteen pieces. {an2}[Amanda] Okay. {an2}Now that there was math. {an2}Here let me try. {an2}- [Ty] Nice, in the carpentry
world we call that a miter. {an2}- [Amanda] All right you wanna try? {an2}- [Ty] Sure, it’s not that easy,
because it’s disintegrating {an2}on the other end, so we’re
picking a different one. {an2}- Well I made it look easy. {an2}- [Ty] Now when do we get to try them? {an2}- No you can try them. {an2}In the sauce, you’ll like that. {an2}- Little bit of both. {an2}- Mm mmm {an2}- You like it? {an2}- It’s so good. {an2}That is good.
– [Ty] That is delicious. {an2}Wow that is really good. {an2}- So we now have first hand
evidence that Wilma’s food {an2}is, in fact, amazing, {an2}but the restaurant is still struggling. {an2}So we’re bringing in an expert. {an2}Who’s got a track record
both as an amazing chef {an2}and as an accomplished restaurateur. {an2}In Kim’s third restaurant, Young Joni, {an2}just won the James Beard
award for culinary excellence. {an2}- And when I travel, I actually
find that some of the best {an2}restaurants are located tucked
away in little strip malls {an2}like this so you know, I think
she could be another one. {an2}- Oh you’re gonna love her. {an2}- Hi (laughing) {an2}- Hello {an2}Look who I brought, Ann Kim. {an2}- Hi
– How are you? {an2}- Hi I’m Patricia. {an2}- [Ann] Hi, nice to meet you. {an2}- I am Rafael. {an2}- [Ann] Rafael. {an2}- Come in. {an2}- So this is the restaurant. {an2}- [Patricia] It’s a pretty small area. {an2}- [Rafael] And then over
here is the kitchen area. {an2}- Ya, this is my stove
and this is my grill. {an2}- [Ann] And this is
just you in the kitchen, {an2}most days, just you?
– [Whilma] Yeah. {an2}- [Ann] And then you do all of your prep {an2}in this kitchen too?
– [Whilma] yeah {an2}- [Ann] Just yourself? {an2}- [Whilma] Yeah. {an2}- [Ann] So one refrigerator
and two freezers. {an2}’Cause these don’t look like commercial. {an2}- [Whilma] It’s not commercial. {an2}- [Ann] Yeah, I think
there’s some things we can do {an2}to the kitchen so it’s
more efficient for you. {an2}So why don’t we go back to the restaurant {an2}and talk about some of
these things then okay? {an2}- So you’ve been open ten years now, {an2}what do you think has been
your secret to success {an2}staying open so long. {an2}- Customers said they like my cooking. {an2}Maybe that’s why it lasted this long. {an2}- Not maybe, I think that’s why. {an2}Cause the food is good. {an2}- Our biggest challenge and her struggle {an2}is that she doesn’t have {an2}workers.
– [Whilma] Workers. {an2}- She’ll text me sometimes,
hey I’m closing today. {an2}And I’ll say why, cause I
don’t have a worker today. {an2}- Are you open to another chef? {an2}- As long as she or he can
get my style of my cooking. {an2}- As long as they can get it right? {an2}- The hardest part for me, was letting go. {an2}And hiring other people,
hiring other chefs, {an2}hiring other servers
so you can get a break. {an2}- Sorry, is it a cash flow issue {an2}to not bring on more servers {an2}or just reliability of staffing? {an2}- Because I can’t afford to pay. {an2}- So we want to make sure
that we have a plan for {an2}bringing in the kind of revenue {an2}this restaurant would be
capable of here in Searcy. {an2}- But I think we have to first
work on looking at the menu. {an2}So you can actually have,
not only more sales, {an2}but more profitability. {an2}Find ways where it is a little simpler. {an2}What are maybe the 10 most popular things. {an2}- [Whlma] This one is the… {an2}- The Lemon Pork? {an2}- [Whilma] Lemon Pork. {an2}I copied my father’s recipe on that. {an2}- Oh really? {an2}What’s your dad’s name? {an2}- Brotatio. {an2}- Instead of Lemon Pork, you
should call this Brotatios. {an2}Seriously. {an2}And then there’s a story. {an2}And you can tell that
story through your food. {an2}Your beautiful menu. {an2}- What percentage of your
business comes from the students. {an2}Cause they’re not in school the full year? {an2}- 70% {an2}- 70% {an2}- That’s significant. {an2}You’re customer base is very seasonal {an2}because of the students. {an2}We wanna even that out. {an2}How do you think people are hearing {an2}about this great restaurant? {an2}- I think
– By word of mouth {an2}- By word of mouth and also on Facebook {an2}- Online. {an2}- We just wanna blow that all
out online and in social media {an2}and make it this cultural experience. {an2}Is there something called Kamayan? {an2}- Kamayan {an2}- Am I understanding it correctly, {an2}that it’s all of the food
in the middle of the table, {an2}and everyone sits together
– [Ann] On a banana leaf. {an2}- And eats with their hands {an2}and has a sense of community
through the experience. {an2}I think that could be a
really fun thing to try. {an2}- Cause that’s such a unique way to eat. {an2}- People are gonna talk about it, {an2}they’re gonna post about
it on social media. {an2}We just want to put you on the
radar of more and more people {an2}so you’re not so reliant
on one customer source {an2}for your business. {an2}- I mean there’s just so
many small things we can do {an2}to make a really big impact. {an2}- All you said is right, {an2}I’ve try get this to increase
our profit, isn’t it? {an2}If I have a cook {an2}- [Ann] Mm hmm. {an2}- and I will just be managing here. {an2}And then at least I can think of more {an2}things, better for the restaurant. {an2}- Yeah, there’s no reason why {an2}this can’t be a destination restaurant. {an2}Whilma could put Searcy Arkansas {an2}on the map with her restaurant. {an2}It’s important to me,
I want you to succeed. {an2}Because your story reminds me
a lot of my family’s story. {an2}They felt like if we came to
America, anything was possible. {an2}And you opened up your own business. {an2}A lot of people in America don’t
do that because it’s scary. {an2}I almost didn’t do it
because I was scared. {an2}- You know, she deserves it, you it sis. {an2}You work so hard all the time
and I know she works so hard. {an2}They’re breaking their backs, {an2}they’re doin’ the manual labor work {an2}and I’m the one just sitting
in an office, typing away. {an2}And then, I don’t want to just sit around. {an2}I wanna go help them (voice cracking). {an2}- You already have everything. {an2}You have children that love you. {an2}Your kids care, you care deeply. {an2}I care now, deeply, I’m invested. {an2}I think people here in Searcy
Arkansas should eat this food. {an2}We’re gonna make this happen. {an2}- Thank you. {an2}- It’s hard to imagine an entrepreneur, {an2}who has earned Deluxe’s
help more than Wilma has. {an2}And we’re going to be looking at {an2}every aspect of the business. {an2}We’re bringing the Frogoso
family to Minneapolis {an2}to tackle everything from
marketing, to menu, to finances. {an2}While Ty, and the team at Deluxe {an2}renovate her restaurant back in Searcy. {an2}- Now I’m ready for it,
we will be successful {an2}and this will make the restaurant stable. {an2}- [Amanda] Everybody’s bogged in, {an2}but we do have a budget to think about. {an2}$25,000 to put into
equipment and renovations. {an2}So our first task, is figuring out {an2}where Deluxe’s dollars
will stretch the furthest. {an2}I think what’s interesting
here is we have got both {an2}front of house as well
as back of house things {an2}that we can help them with. {an2}- That place is right for
visual transformation. {an2}Whatever dollars we can squeeze
into just paint and a mural {an2}I think it’s worth it. {an2}- So we’re thinking by the front doors. {an2}Some kind of wicker lattice
so when people are waiting {an2}for to go orders, plus
it brings in more of… {an2}- The natural woven. {an2}That would be fantastic.
– Yes. {an2}That will really play into
the marketing as well. {an2}So I think we’re not only going to {an2}want to bring that to life in
how we tell their story online {an2}and their American dream
that has come to fruition, {an2}but also is gonna make a huge difference {an2}for bringing people in from
even outside of Searcy. {an2}Then Whilma and Patricia and
Carlos are going to be coming {an2}to see Young Joni, which is incredible. {an2}What are you excited to show them? {an2}- The menu. {an2}And then I also wanna
show her how to delegate {an2}so you can focus on things. {an2}She can’t do it all alone. {an2}And I want her to also enjoy her life. {an2}- We’re looking at it from all the angles. {an2}So I think it’s really going to be awesome {an2}to see how high this level hits. {an2}- Gosh, I sure hope we
can help her figure out {an2}how to, not just work
less, but be less stressed. {an2}What shocks me about Whilma
is that she has existed {an2}this long, without having
her business online. {an2}Yes she has a Facebook page
that she posts to occasionally. {an2}Sure she’s got a small listing on Google. {an2}But she has no website. {an2}She’s on trip advisor,
include our new website {an2}that we’re building, that would be great. {an2}How can we help her through
friending and marketing {an2}to actually turn her
restaurant into something {an2}that she loves even more. {an2}The other thing that we talked {an2}about doing with them was magnets. {an2}Especially since they do so much take out. {an2}- From take out bags to website. {an2}Everything we create for Whilma
has to be visually cohesive. {an2}And that vision has to come from her. {an2}So we’re bringing Whilma
into the creative lab {an2}to talk design, {an2}And we’re going to meet {an2}one of her other wonderful kids, Carlos. {an2}- So I did two different mood boards. {an2}So this one is more yellow forward. {an2}We got family photos, {an2}we got beachy vibes and stuff like that. {an2}The next board a little
bit more green forward. {an2}More like lagoonish vibes. {an2}- [Whilma] I like that one. {an2}- [Amanda] The second one? {an2}- [Whilma] It’s more lively. {an2}- Should we look at the logo? {an2}- We really wanna hone in on
Whilma, the star of the show. {an2}We pulled together a few
different concepts here for you. {an2}- The one with the raise, {an2}it reminds you of the Filipino flag. {an2}- [Amanda] You want this one? {an2}- [Whilma] Yeah. {an2}- [Amanda] All right,
one logo comin right up. {an2}I love it. {an2}Speakin of great places to put your logo. {an2}- I mean there’s easy
ways to make your brand {an2}come to life with packaging. {an2}We have a bag that will fit
the styrofoam perfectly. {an2}So you just slide it in. {an2}- I like it cause the plastic bag, {an2}you use your finger to open
it, and it takes a while. {an2}- College students go on campus, {an2}they walk around campus and it’s Whilma’s. {an2}- This just really brings your name, {an2}and what it is front and center. {an2}Are you comfortable playing
that kind of a role? {an2}- My name’s so prominent. {an2}- [Amanda] Yes, very prominent. {an2}- [Whilma] I don’t like to be well known. {an2}(laughing) {an2}- [Man] Too late for that. {an2}- Well then you probably
shouldn’t have applied {an2}to be on a TV show. {an2}But you’ll live with it right?
(everyone laughing) {an2}- Whilma is a bit of a
reluctant spokesperson {an2}but it doesn’t mean she’s not a good one. {an2}And she headed across town
to meet back up with Ann. {an2}A restaurateur who’s built her brand {an2}by marrying delicious food
with a beautiful story. {an2}- Welcome to Minneapolis,
welcome to my restaurant. {an2}So as you can see, I wanted
the restaurant to feel like {an2}you were coming to my home. {an2}And this restaurant
really is to honor my mom. {an2}- It’s really inspiring actually. {an2}- I like it. {an2}So how can you enable her to
do the same thing you’re doing? {an2}- People like Ian, that guy,
he’s my Chef, he manages. {an2}You do need at least one
person that you really {an2}trust in the kitchen to help you cook. {an2}- Okay, I will try that (laughing) {an2}It’s a learning process to me. {an2}I like to adopt it and
apply it to the restaurant. {an2}I have to give my trust. {an2}- This is the prep kitchen. {an2}This team here, I couldn’t
do this without them. {an2}If we didn’t have the prep,
we can’t open for service. {an2}She can’t just rely on her kids, {an2}because obviously they have
different jobs and lives. {an2}And she needs to find some
people that can support her {an2}and partner with her in this. {an2}When I looked at your
menu, your menu is so big, {an2}people don’t know where to look. {an2}You have three different sizes
regular, double, family size. {an2}It might be too much. {an2}I would encourage you to narrow
it down to just one option. {an2}And if people want more,
they can order more. {an2}So not only did we make
this a better experience {an2}for our guest, but ultimately,
it also pays off for you {an2}because you’re going to
end up with a bigger ticket {an2}and you’ll be more profitable in the end. {an2}- It’s amazing how seemingly small things, {an2}like menu layout, can improve
a restaurants bottom line. {an2}But we’re also a little
worried about Whilma’s pricing. {an2}And from what we’ve seen in the books, {an2}the restaurant is breaking even at best. {an2}We’re sitting down with one
of Deluxe’s financial gurus, {an2}Damon Fieldgate, for our
conversation that entrepreneurs {an2}often dread, but almost
always need to have. {an2}The numbers. {an2}- Your margines just aren’t good enough. {an2}So, our costs of goods are too high, {an2}or we’re not charging enough {an2}for the end product to the customer. {an2}Do you think you’re reasonably priced? {an2}Do you think you’re too low? {an2}- I think my prices are reasonable. {an2}- Well they’re not, cause
you’re not making money. {an2}- Maybe after this, because of
the small business revolution {an2}we’ll getting profit already. {an2}- You’re definitely going
to get more business, {an2}but with that increase in
business, which is well deserved, {an2}we don’t want to just increase {an2}how many people are coming in and eating {an2}if it still costs you
the same amount of money {an2}to make that food and then
we’ll never really get ahead. {an2}- The thing is also, her
portions, her dinner portions, {an2}people can’t really eat all
of it cause it’s so big. {an2}- How much of that dish do you
think you’re throwing away? {an2}- Sometimes half of the dish. {an2}- Wow. {an2}- She’s always complaining with me, {an2}”Oh you’re making too much mom.” {an2}- Especially the rice noodles. {an2}- Well because that’s how she thinks {an2}people are going to eat. {an2}She wants to give them enough
food so they don’t get hungry, {an2}they’re college students, they need food. {an2}- It comes from a wonderful place. {an2}It’s your mom instinct. {an2}It’s your Filipino cultural hospitality. {an2}But that generosity is costing you money {an2}and it means that you aren’t making money. {an2}- So you could have smaller
portions for a lunch serve {an2}and then add three or four
dollars to the price for dinner. {an2}- I don’t know, increasing
it, I don’t know. {an2}- Right now it is costing you
money to run your restaurant. {an2}Rather than you making money. {an2}You’re not running a food shelf, {an2}so right now you’re giving
away a lot of this food. {an2}- Exactly, exactly. {an2}Can you continue in this environment, {an2}with all the hard work that you do, {an2}and at the end of the year make no money? {an2}- No, no. {an2}- We need to change something. {an2}- Numbers will speak for itself right? {an2}- They absolutely do. {an2}This is kind of a bit of a wake up call. {an2}I think that the community
would accept you saying {an2}”we’ve got to reduce our costs, {an2}but we want to stay in business
to continue to serve you.” {an2}I think that’s a very reasonable position {an2}for a small business to be in. {an2}Stop being so nice (laughing) {an2}- We’re hoping to improve
Whilma’s financial health {an2}exponentially by increasing margines {an2}and by bringing people
into the restaurant. {an2}So after all the marketing
and operational changes, {an2}we’re coming back to where we started, {an2}making Whilma’s restaurant
a place customers {an2}really want to be. {an2}- Doing cosmetic changes is
what I’ve been doing for years. {an2}This is one of those things that I know {an2}we can do really well {an2}because we’ve got experience, {an2}just like Whilma has
experience in the kitchen. {an2}What’s the one basic tip
you can give any body {an2}who wants their business to succeed. {an2}- You gotta be able to find them. {an2}- Boom. {an2}- Giving them a good
sign out front that pops, {an2}that’s step one. {an2}- [Ty] A new sign is a must. {an2}- Well I think we could
do some window clings, {an2}maybe some wood flooring that
looks a little more inviting. {an2}- So it’s clear they need new tables. {an2}- Yeah, Cody from ARganic
allowed us to work with him {an2}to build some of these tables. {an2}- But I think the kitchen is
really Whilma’s sweet spot. {an2}That’s where we need to
give her some love as well. {an2}- Deluxe can get her a commercial
fridge, commercial freezer {an2}get her a boiler, things
that will help her {an2}just expedite the food quicker. {an2}Make her life easier. {an2}- [Ty] Bring it to the professional level. {an2}- Right exactly. {an2}- I think what I look forward to most {an2}is Whilma realizing that
the dream she’s always had {an2}really is possibly coming true. {an2}- [Amanda] Everyone that’s
worked on this project {an2}feels so connected to
Whilma and her family. {an2}- [Woman] Oh my gosh, I love the photos. {an2}Let’s just treat it like
a family photo album. {an2}- [Amanda] And as the marketing
and construction teams {an2}finish their overhaul,
we’re headed back to Searcy. {an2}With all the renovations happening, {an2}Whilma’s has been closed for a few days. {an2}And since the restaurant
couldn’t operate anyway, {an2}we’ve asked the whole
Frogoso family to stay away. {an2}Partially because they deserve a vacation. {an2}And partially because we
want her new restaurant {an2}to be a surprise. {an2}- Are you nervous? {an2}- A little? {an2}(everyone laughing) {an2}- Look at the color {an2}- Yeah, just reading the Kumain Ka Na Ba {an2}is a Filipino words, they will say, {an2}ooh this is a Filipino Restaurant really. {an2}- [Amanda] I love that. {an2}K are you ready? {an2}- Okay
– Deep breath. {an2}- Everybody, all right let’s do it. {an2}(door bell rings) {an2}- Wow. {an2}- [Patricia] This is amazing. {an2}- Looks great. {an2}- I’m so surprised.
– It looks great mom. {an2}- So cool. {an2}- Oh look at the tables and chairs. {an2}- [Carlos] The floor. {an2}- [Whilma] Oh yeah. {an2}- [Amanda] That’s right,
I even forgot it was hear. {an2}This is awesome. {an2}- [Carlos] I love it. {an2}- I like my restaurant now. {an2}This is all my dream (crying) {an2}thank you Deluxe company. {an2}This is a life changing experience for us. {an2}I learned a lot from the
Small Business Revolution. {an2}Now maybe we can make the
business grow and be successful. {an2}- I’m so excited to show you {an2}some of the new marketing materials. {an2}But one of the things we didn’t address {an2}is that you have almost an
entirely new kitchen in the back. {an2}- [Whilma] Yeah, they are all new. {an2}- [Ann] And I think having
commercial equipment {an2}is going to help you with efficiency {an2}and I also heard that you
hired somebody to help you. {an2}- [Whilma] Yeah, I have already. {an2}- [Ann] So key because that’s
gonna let you focus on other {an2}things and take some time off
to be with your family too. {an2}- Thank you. {an2}- So, are you ready to see {an2}how this all looks when
it’s put on a website? {an2}- Okay. {an2}- [Ann] Close your eyes. {an2}(laughing) {an2}- [Amanda] Okay. {an2}- The pictures of the food,
it’s tasty (laughing). {an2}- [Amanda] So you didn’t
have a website before, {an2}so we wanna use your website
to truly tell your story. {an2}Right away we wanna see
Whilma in the kitchen. {an2}We wanna hear the story of your family. {an2}When you see it written
out and when you see {an2}this beautiful life that
you’ve created for your family. {an2}For a business like Whilma’s,
a website can not only show {an2}what makes them unique, but
it can also educate customers {an2}on a product they may be
encountering for the first time. {an2}You’re helping break down
a little bit of the barrier {an2}and intimidation about
trying something new. {an2}And so we’re so glad that you’re {an2}going to be offering Kamayan dinners. {an2}We wanna explain to our customers {an2}how they can engage with you about perhaps {an2}setting one of those up. {an2}So here is your menu page. {an2}Some restaurants will
put their menu as a PDF {an2}the problem with that is a
search engine can’t crawl a PDF. {an2}Search ranking always has
to be a top consideration {an2}in website design. {an2}I’m presenting the menu as web based text {an2}that Google can read, rather than a PDF {an2}that just was treated like an image. {an2}When we have the restaurant
pops up more often {an2}when people are looking for where to eat. {an2}And Whilma’s new online presence {an2}will also serve a more basic function. {an2}Telling people where, when and
how to find the restaurant. {an2}In the fewest steps possible. {an2}It has a clickable address,
that’s really important. {an2}We’ve all probably experienced that, {an2}where you’re like, I have to copy {an2}and paste it into a map app. {an2}We want them to go right
through the Whilma’s, {an2}through the branding of a
site, and the navigation {an2}and the way it laid out, {an2}we’re giving them a feeling of {an2}what they can expect when their here. {an2}- Having the help of building the website, {an2}coming up with the menu, of
what kind of specials we have. {an2}It’s all on the website. {an2}We’ve never had that. {an2}- Okay so are you ready
to see your new menu? {an2}- [Together] Yes. {an2}- Wow. {an2}- When I look at this, it’s
really clear, its concise, {an2}it’s not overwhelming,
there’s not so many things. {an2}And I also really love that the prices {an2}it’s just for that size {an2}because ultimately you
want to make a profit {an2}so you can continue to
be vibrant and thriving {an2}here at the restaurant. {an2}- This feels better {an2}it’s easier to understand. {an2}- It’s simple. {an2}- And the desert menu, this
was really really smart {an2}to have this separate. {an2}In my restaurant, what we
found was nine out of ten, {an2}they’ll be like “Yes,
we’re gonna have dessert”. {an2}- Ann’s right, it creates
another selling opportunity. {an2}We wanna again, just try to
find revenue opportunities. {an2}- So then the back of the menu, {an2}this is where we wanna
make sure we tell the story {an2}behind your restaurant. {an2}The family behind it, the inspiration. {an2}- The real deal menu, right? {an2}- It’s in line with your brand. {an2}So everything that Amanda
showed you in the website, {an2}it’s all connected. {an2}- Connected is exactly the
right way to think about it. {an2}Brand continuity, from design, {an2}to social media tone is critical. {an2}Look at this apron that we’ve made you. {an2}The chef with your new logo on there. {an2}Customer’s form an impression so quickly. {an2}Is this brand high end? {an2}Is it friendly? {an2}Is it professional? {an2}Every interaction they
have with the brand, {an2}needs to tell them exactly
what the business owners {an2}want them to know. {an2}They’re gonna get home, they’re
going to wanna take pictures {an2}of this food and you
get your brand in there. {an2}- Wherever you can leave
images of Whilma, right? {an2}- Yeah yeah. {an2}- So I wanna talk about these posters. {an2}With Whilma’s start on the rise amongst {an2}the Searcy college crowd, {an2}we’re using good old
fashioned print marketing {an2}to keep her trending in
dorm rooms around town. {an2}- In fact, I want one for my room. {an2}Will you sign the first copy for me? {an2}- I can’t believe (laughing) {an2}- It’s hard to market a business {an2}when you don’t have
the fundings, you know? {an2}But because of Deluxe, {an2}this is another way to grab {an2}more people to come to the restaurant. {an2}It feels like it’s actually
a legit restaurant. {an2}- But you’ve always
been a legit restaurant. {an2}What Small Business
Revolution did for you, {an2}is to show how legitimate you are {an2}and really put it out
into the world and say {an2}”Hey, this is who we’re about.” {an2}So this is awesome. {an2}- All right well there’s one more thing, {an2}I don’t know if you noticed,
but I’m feeling like {an2}that space on the wall
is just a little blank. {an2}So there’s something I wanted
to show you for that wall. {an2}- Okay.
– Okay? {an2}We know that so much of your
inspiration for your cooking {an2}and for your ambition and for
wanting to build a beautiful {an2}life for your family
here, not only in America {an2}but in Searcy, comes from your family {an2}and your heritage in the Philippines. {an2}And so we wanted to honor
your father with a space. {an2}(crying) {an2}- I miss my father so much. {an2}I am always guided by him. {an2}He’s a person who struggle and
had a lot of sacrifices also. {an2}Thank you. {an2}Thank you, thank you. {an2}I can’t forget him. {an2}- I think most children
never fully understand {an2}the sacrifices their parents make {an2}to give them a better life, {an2}but it seems like the
entire Frogoso family {an2}shared some kind of
wisdom that the rest of us {an2}only catch a glimpse of. {an2}Maybe it’s because they
sacrifice together. {an2}And because the fruit of the sacrifice, {an2}is a love that radiates outward
to the entire community. {an2}So while the place has
never looked more beautiful, {an2}it wasn’t quite finished. {an2}There was still one thing missing. {an2}- So we use the left hand to eat with. {an2}- [Amanda] Eating from shared
tables at the restaurant’s {an2}first official Kamayan, we’re
all getting to experience {an2}a little bit of love and wisdom {an2}this family has built together. {an2}- America is a country of immigrants. {an2}We are in the midst of
some conflict and divide, {an2}so I just encourage everybody to sit down {an2}with someone that they don’t know {an2}and try their soup, {an2}try their Lumpia, {an2}try their Kimchi, and I swear to you, {an2}it will change your perspective. {an2}To have all the kids here, {an2}and to see how much they love
Whilma and want this for her, {an2}so special. {an2}- You’re not the only one
who loved Whilma’s new logo. {an2}Visit deluxe.com/revolution to
learn how the right branding {an2}and marketing plan can help your business {an2}stand out from the pack. {an2}- [Narrator] ARganic
Woodwork is a start up {an2}run by a veteran with a mission. {an2}- Coming back, you struggle
to find your new purpose. {an2}It’s kinda where the woodworking came in. {an2}- [Narrator] But the team from Deluxe, {an2}will have to sand some rough edges {an2}to get this business on it’s feet. {an2}- Orders kinda dwindle
in, a little at a time. {an2}It’s hard to get business
when no one knows you exist. {an2}- [Narrator] Can this Small
Business Revolution transform {an2}ARganic from a dream in a
garage, to a real business? {an2}- This is so fun to build
a business from scratch, {an2}isn’t this fun? {an2}- It is fun. {an2}- [Narrator] On the next episode {an2}of Small Business Revolution Main Street

25 Replies to “‘Whilma’s Filipino Restaurant’ cooks up American Dream | Small Business Revolution: S4E2”

  1. Rene Soriano says:

    Life changing indeed!! You are heaven sent! You truly can turn the world to become a better place.. God bless you all!!

  2. Gordon Miller says:

    What a wonderful episode. Makes me want to go to Arkansas! I love that you can go on line to look at the menu. I always look for this before eating out. Some times I'll even change a restaurant because I can't see the menu except on outside sites. Good luck to her and all her good food and wonderful family.

  3. Claycat4 says:

    I was crying right along with everyone! What a lovely thing to do, Deluxe! I need to plan a trip to try Whilma's food!

  4. S. Jay says:

    I am so glade that they are back on.

  5. Mynameis jbun says:

    Oh em g! The pancit though!!!! That made me drool!!!! 😩😩😩😩😩 I wish her restaurant is here in jersey city! Where we live, our pancit here doesn’t look like hers! 😳 I can tell it’s yummy! And when his son cried, I lost it 😭 And it’s soooo true! We always ask our visitors that question a lot! I just had awareness! That’s insane! Hahahah

    Edited: And oh…. when they showed the father’s picture omg I cried so much! 😭😭😭😭😭😭

  6. daniel hanakahi says:

    Great Episode, liked the last words in the end gave the story more interest

  7. Sansa Star says:


  8. FitChef Joe Garcia says:

    We need more freshly cooked Filipino restaurants like this in California. Everything here in CA is "turo turo" style. CA Filipino food is all sayang, bulok and sobra. Even worse it is fusion. This food looks sooooo much comforting!

  9. TokTok Cali TV, PHILIPPINES says:

    Great episode and I can definitely relate to Ate Whilma

  10. Mary C. says:

    I can't explain but i wanna cry. I get emotional while watching and after watching this episode.

  11. Amanda Topich. The autistic adventurer says:

    We love to go there soon.

  12. kay gran says:

    Why am i ceying so much???!!! Shes the sweetest woman alive

  13. Anju Drew says:

    you made my cry when you surprise her with the portrait of her dad.

  14. Jimmy de Guzman says:

    I want merch.

  15. Ralph Xavier Degala says:

    Is someone cutting onions for some bistek, or just me? loved it, go Tita Whilma!!!

  16. Eff DC says:

    This is so inspiring! This is probably my favorite marketing episode!

  17. ALOTOFTHINGS says:

    What a great show.

  18. ALOTOFTHINGS says:

    So proud of this show. Hope you keep it goin .. really appreciate all of your work Deluxe.

  19. Lourdes Banks says:


  20. Brilynn Underwood says:

    hey guys my mom is working this kind of restaurant!

  21. Jose Carlo Masado says:

    It's a similar concept to Hell's Kitchen except it tackles all areas such as marketing and the story of the restaurant in detail. This is exactly what businesses need to thrive. This is an amazing story!

  22. Will Garay says:

    Great episode especially being my family is Filipino and I know how good the food is. Hopefully someday I can visit the restaurant…

  23. Conchita Hill says:

    Inspiring story!
    I get emotional
    I miss Pilipino food !😢
    Great job ! For all who helped Whilma and the family!👍

  24. MarkFromHawaii says:

    Lumpia and pancit! So masarap!

  25. Andre Takacs says:

    Lovely American story and journey.

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