Maria Jessica Lavarias, a wife, mother, government employee, and now a successful entrepreneur, is an inspiring example of resilience and digital transformation. Facing challenges head-on, Jessica leveraged technology to turn her family recipe into a thriving business, “El Bonitas Special.”
Digital Marketing Fuels Success
Prior to the pandemic, Jessica hustled as a “rakitera, ” taking on any work to support her family. When COVID-19 struck, her husband, Elmer, lost his job in one of the most famous restaurant chains in Pangasinan. Jessica knew they needed to adapt. Recognizing her husband’s talent in cooking, she persuaded him to turn his passion into a business. In July 2020, she convinced him to make fresh lumpia and chili oil, selling them through their personal Facebook account. This digital leap proved successful, attracting customers beyond their neighborhood and generating significant savings.
Recognizing the potential, Jessica encouraged her husband to open a small canteen, “El Bonitas Special. ” Leveraging her social media skills, Jessica actively promoted their offerings on Facebook, showcasing photos, videos, and customer testimonials. Orders were received through Facebook Messenger, and payments were made conveniently via GCash.
Digital Ingredients to Success
As Jessica continues to expand, digital transformation provided her exciting opportunities. She employed various digital solutions in order to expand her client reach and presence. She established an online presence to allow her customers to order her products conveniently, expanding reach beyond Calasiao, Pangasinan. She also utilized social media platforms like Facebook to showcase her products and attract new customers. To further enhance customer convenience and sales, she also employed her neighbors to become delivery riders and accepts e-wallet payments like GCash.
While initially venturing into two branches, Jessica’s digital savvy and focus led them to a different kind of expansion.
Opening two branches seemed like a natural progression. However, her husband’s presence at both branches was crucial in maintaining the quality control and customer satisfaction across locations proved to be a challenge. To preserve the “signature” taste of El Bonitas’ menu, of which the eatery became well-known, they decided to close the two branches and concentrate on their main branch in Nagsaing, Calasiao. Focusing on the main branch, combined with her continued digital efforts, led to several positive outcomes:
● By actively engaging on Facebook, Jessica grew her follower base from 1,000 to 6,300. This strong online presence not only attracted new customers but also served as a platform to showcase their commitment to quality and community service.
● Jessica’s social media presence and community connections flourished. Through Facebook and her role as Barangay Kagawad (councilor), she connected with government officials, leading to catering opportunities for weekly feeding programs in schools and churches and the Bureau of Jail Management and Penology (BJMP).
Financial Inclusion Developing One’s Generosity
Financial inclusion also taught the value of altruism, giving back to the community. Jessica’s story exemplifies how digital tools can fuel not just business success but also social responsibility. Known for her generosity, she values helping more people by providing employment opportunities. Needless to say, her low markup from business also allows more customers to benefit from quality and affordable food. She hired her husband’s former co-workers who had lost their jobs due to the pandemic. Additionally, her social media presence, honed through business promotion, allowed her to connect with local government officials. This connection led to “El Bonitas Special” catering to feeding programs in schools and the Bureau of Jail Management and Penology (BJMP). A weekly average of 200-300 children benefit from this program.
