Continuous development, innovation, and lifelong learning are essential now. This has become the latest trend… Currently, we’re reshaping our business approach. The aim isn’t just for us—or even for me—but for the upcoming generations. It’s about transformation; it’s part of a journey—it won’t happen instantly.
He strides into Sunnies Café located in Bonifacio Global City wearing an entirely white ensemble. He exudes an exceptional level of self-assurance. It would be hard to tell from his appearance that this gentleman dressed in white has only recently celebrated his 60th birthday.
He really appears more youthful compared to the last time I spotted him, which was ten years back when he had just launched Food Hall by Todd English at SM Aura.
And you might not be aware that he had just gone through something like a war due to the Covid-19 pandemic.
“The Foodee Group closed 38 outlets, ranging from large to small establishments. The upscale locations were the ones that ceased operations first,” says Rikki Dee, CEO of Foodee Group, to The Manila Times.
“Our income dropped by 80 percent. We were forced to put 2,000 workers on leave. This left a significant gap in our resources,” he remembers.
We got ourselves ready for all possible scenarios. We anticipated potential victims. This falls under our risk evaluation,” he states. Nonetheless, candidly speaking, “we weren’t entirely prepared.
Their preparations were meant for a major disaster or conflict, “but nothing close to the scale of Covid; and certainly not so prolonged. It felt akin to living through World War II!”
Dee recognizes that “the pandemic has imparted many lessons: Always stay prepared for unexpected situations and [be ready for] tough times ahead.”
After gaining insight from this “battle,” he shares his thoughts: “One positive aspect of COVID-19 is that it imparted a significant lesson. It showed us how important it is to adapt. I am pleased that my children went through this experience” so they would be ready for whatever comes their way and understand that “everyday isn’t like Christmas.”
This gathering reunited the whole family clan. As they mentioned, these were indeed the “most wonderful moments of our lives,” particularly during their time at a beach house throughout the pandemic lockdowns.
And ever since then, figuratively speaking, they have not ceased to stop and smell the flowers.
Family man
Among the seven offspring of Amado and Liza Dee, the fourth child spent their formative years in a bustling lumberyard located in Red V, Lucena, Quezon. This environment was filled with logs sourced from Atimonan and Banahaw, which were transformed into various wood products within the facility. The future “food magnate” developed their roots amidst this industrious backdrop.
The family was involved in distributing construction materials as well. He shared his home with—and had a strong bond with—his grandparents. Besides his father, Dee looked up to his grandfather, Santiago Dee, during his upbringing.
Dee experienced an itinerant upbringing. He was forced to leave his hometown due to the escalating agrarian unrest in the region.
They relocated their family to the neighborhoods of San Lorenzo and Bel-Air in Makati. Initially, he attended St. Stephen’s School located in Binondo before shifting midway through his college years at San Beda College from standard day courses to night classes.
This constant relocation turned out to be advantageous for him socially, as he acquired a fresh circle of acquaintances periodically.
Having meals as a family
Eating together as a family is a must. On time.
We typically begin around 7-ish. Dinner lasts for quite some time. Those from the younger generation usually leave before 9 p.m. due to school commitments the next day, whereas the older members remain behind.
They say they enjoy having dinner together nearly each evening,” he shares boastfully, mentioning that he has seven grandkids.
Regarding his family group, he shares, “We really enjoy going on vacation. We usually take part in two to three big family trips annually. My spouse insists on it—it’s non-negotiable!” he jokes.
Interestingly, “the whole family loves to eat: my father, my mother, my siblings. But nobody went into the food industry.”
He began at Chin Chin, a small eatery within the San Lorenzo Village area; then moved on to Chin’s Express, Inihaw Express, and Handaan Express, primarily situated inside SM and various large shopping centers. These ventures operated on slim profit margins for him.
Eventually, Dee moved into a higher socioeconomic class through establishments like Krokodile, Mangan, Kai, Isogi, Cerveseria, and Food Hall by Todd English.
As the Filipino market grew more refined, it began favoring international brands due to an increasing number of expatriates who introduced them to European, North American, Australian, Asian, and Middle Eastern cuisines.
Bouncing back
“We were lucky we bounced in a year or two,” Dee says. “Today, we’re hitting more than our targets,” he says with a sigh of relief.
Since 2014, Dee says, “Our restaurant business has transformed a lot. The new young management team started to be very involved. We shifted to and brought in a lot of foreign brands. It’s the right path to pursue.”
To wit: Tim Ho Wan in 2016; Hawker Chan and llaoIIao (pronounced as “yaoyao”) in 2018.
Hong Kong-based Tim Ho Wan, “the most affordable Michelin-star restaurant in the world” which has “a few ownerships on the principal side,” is growing into 16 stores this year, with branches in North EDSA, Opus Mall in C5 and Gateway.
Even though IlaoIlao entered the market in 2018, it faced challenges due to the pandemic. However, this Spanish yogurt brand stands out as “our quickest expanding label.” This growth is evident from the inauguration of its 120th outlet.
In the local area, they have Sunnies; and Pound, the burger joint with 11 outlets.
He states that Mesa has expanded to around 80 stores and aims to reach 100 stores by the end of the year.
A majority of our brands can be found in these shopping centers: Mall of Asia, Megamall, and North EDSA.
We’ll be concluding this year with over 300 stores.
Also making an entry this year is the Korean coffee/croissant bakery chain, 10,000 Cafe, known for their almond tiramisu and flavored croissants.
He also shares that they have recently joined Momo Paradise, a 30-year-old Japanese premium Sukiyaki/Shabu-Shabu restaurant offering unlimited dining.
Dee mentions that they are embarking on a new chapter.
I am still engaged, however, my children handle the daily operations. Additionally, we work with professional managers.
His firstborn, Eric — who is currently 40 years old — manages all the eateries.
Cooking is his true love. He attended business school in San Francisco. His remaining kids enrolled at Ateneo de Manila University.
The second offspring, Eric Jr., aged 37, oversees the Sunnies group across the nation, as well as in Vietnam and various foreign nations. With pride, he shares, “Eric Jr. established the Sunnies Group, known for their optical stores, eyewear, cosmetics, and water bottles.”
The eldest daughter, Erica, who is 34 years old, manages “our quick-service restaurant segment called IlaoIlao and also oversees the food court section.”
His spouse — his childhood love Elizabeth — was previously the COO of their fast-food enterprise, but now, “My daughter is at the helm,” he says.
The youngest daughter, Erica Therese, who is 27 years old, manages and arranges eco-friendly retro gatherings.
She began pursuing her passion for vintage clothing. As this venture expanded, she took on the role of an organizer. Additionally, she introduced Editors’ Market, a trendy ready-to-wear label from Singapore known for its youthful appeal. The brand operates around six stores exclusively within Metro Manila.
All the children are fine. They’re each working very diligently on their individual responsibilities. There’s no friction between them. Everyone manages their respective sections. Their own domains. I oversee the real estate sector, specifically the Central Mall Group,” states Dee.
We construct office buildings, shopping complexes, and community hubs in Luzon: Our locations include Binangonan; Dasmariñas in Cavite; and Biñan as well as Santa Rosa in Laguna. Additionally, we have facilities in areas like C6, C5, and Boni.
One might assume that after being involved in his business for more than forty years, Dee would enforce his views onto his kids. However, it’s also valuable to hear out the insights of the younger generation.
“I remember when they were really young. Now, they’ve grown far from being young. They are as old as I was two decades ago,” he remarks.
Twice every year, they hold a family forum where members can share their knowledge, experiences, and lessons learned.
This greatly assists veteran entrepreneur Dee with the statement “we must engage with the younger generation,” and paying attention to his kids allows him to grasp “the mindset of their cohort and those to come.” He elaborates, saying this gives him an entirely new viewpoint.
He states, ‘You must continually grow, create, and study endlessly. That’s the latest trend.’
He asserts that traditional methods work, yet there’s a simpler approach beyond physical stores. Digital transformation is crucial now, not just tomorrow. The reliance on extensive human labor has been superseded due to advancements in artificial intelligence.
“We are currently reshaping our business strategy. We aim to prepare ourselves—not just for my sake, but for the upcoming generations. This transformation involves reinventing and undergoing a gradual evolution. It’s not something that can happen instantly,” he shares.
Retirement plans
Regarding his succession and retirement plans, he mentioned, “I handled this when I was in my 50s and updated it every half decade. The process of handing over responsibilities has already started. We’re also working on the transition phase. However, it’s difficult to picture myself as inactive. Perhaps I’ll remain involved somehow. My son commented, ‘I don’t believe Dad will fully step down.’ I ensure they have the freedom to operate independently. To put it simply, I grant them autonomy to manage affairs.”
It looks like this 2010 Most Distinguished Bedan award recipient can’t be stopped from exploring fresh ventures and crafting top-notch, inventive meal options for people in the Philippines.
Carry on!
***
Quick questions
What scares you the most?
The unexpected loss of a dear person. Saying goodbye to someone you cherish. The initial experience for me was with my dad.
What actually triggers your anger?
Repeated mistakes; faults. Betrayal
What drives you to put in extra effort at work?
For me and my wife. Second, my kids. Legacy for my grandchildren.
What makes you laugh the most?
When you’ve overcome something that you’ve been working on.
What did you want to be when you were a kid?
Just a businessman. An entrepreneur. Not a foodie. I belong to a family that’s more inclined to business.
What will be your course of action if you hit the lottery jackpot?
Should I strike it rich with the lottery, I would expand my FEED initiative to provide more meals for empty bellies and struggling households, serving them one bowl at a time.
Who would you choose to have dinner with, someone alive or deceased?
Today, I’d like to understand Elon Musk’s vision for America. His initiative is known as “Make America Great Again.”
What’s the riskiest thing you’ve ever attempted?
I’ve done many wild things that I wouldn’t dare repeat, like insane roller coasters. Loads of unforgettable moments. Hahaha.
What was the most recent book you finished reading?
I love reading extensively, particularly magazines. Books aren’t really my thing; I rarely dive into them. However, I did make time for Lee Kuan Yew’s autobiography titled “The Singapore Story: Memoirs of Lee Kuan Yew.” I completed it during my stay at a hotel in Singapore.
Which celebrity would you want to have a coffee with?
Xi Jinping, to seek his insights.
What’s something you would never want to repeat?
Wild times indeed. My wild escapades during my youth.
What are your expectations for where you’ll be professionally and personally in a decade?
At age 60, my initial plan was to retire. However, due to fresh prospects, I find myself beginning anew. This shift is proving more prolonged than anticipated—not for lack of capability among the younger generation—but largely owing to additional business openings just as I near retirement. By 70, I aim to ease up. Or so I hope.