Innovation

CUASINA discovered a niche market for its business, wherein it intertwines art, entertainment, and cooking. Having a few “diners” may be considered unprofitable, but CUASINA’s simple audience covers more than enough to continue its operations. The founders would invite a small group of customers into their kitchen to cook them their pre-ordered menu for the session. As the audience sits on their chairs comfortably, the chef creates a stunning view of their station.

Maintaining this model has been the best practice for CUASINA. One of the co-founders mentions, “It always feels amazing getting to share this experience with the people we invite. It makes the experience personal, especially since we also converse with them during the session.” Connecting with people has been a crucial aspect of the founder’s life, so they constructed CUASINA’s experience this way. They enjoy being in the company of people from different backgrounds and sharing stories with individuals, which has now manifested in the business.

They could not forget about the sustainability of their ingredients and equipment. From fruits and vegetables to certain cuts of red and white meat, they locally source all their ingredients and ensure their sustainability as they network with the vendors of the nearby wet market. They also use an electric inductive stove to delight their guests rather than utilizing LPG tanks to fuel their stoves.

Inspiration

CUASINA was created during the 2021 pandemic, when lockdown measures constrained the founders, Janry, Jill, and Jack Cua, to their homes. This trio, connected by siblinghood and a shared passion for culinary exploration, embarked on a journey to address a prevalent concern: the quality and sustainability of food available in the market. They felt compelled to innovate because many dining options outside often relied on unhealthy or overly commercialized ingredients. Their motivation stemmed from a desire to craft meals using ethically sourced, organic, and locally produced ingredients, supporting their farmers' community and promoting healthier eating habits.

Furthermore, CUASINA sought to aid their local wet market, struggling amidst the pandemic's restrictions. This hindered their ability to turn a profit due to reduced foot traffic and consumer preference for safer options such as grocery shopping. Recognizing the plight of these sellers, the founders took it upon themselves to support them by purchasing their goods. Over time, they realized the potential to transform this support act into a viable business model. They began procuring ingredients from these vendors and leveraging them to create a minimum viable product: food. This not only bolstered the local market but also laid the groundwork for Cuasina's innovative approach to sustainable, community-driven culinary offerings.

As Cuasina flourished, it became more than just a business venture—it became a catalyst for strengthening bonds and fostering a more profound connection within the family. Collaborating on recipes, sourcing ingredients, and serving customers brought the founders closer together, solidifying their shared passion for culinary excellence and sustainability.

Overall impact

As they navigated the intricacies of running a business, the siblings learned valuable lessons that transcended the realm of cooking. They discovered firsthand the challenges of balancing their academic pursuits with the demands of entrepreneurship, facing the inevitable juggling act of managing multiple responsibilities. Yet, through perseverance and determination, they strived, driven by a steadfast commitment to their mission of positively impacting their community. Amidst the hectic schedule and inevitable setbacks, their dedication to helping others remained unwavering. They embraced each obstacle as an opportunity for growth and learning, recognizing that their journey was about much more than just cooking—a journey of personal development and self-discovery.

Jillian Cua's poignant reflection, "What started as a little hobby has grown into a successful business, a sincere effort that has helped our close-knit community. As a team, we're so happy about the good we've done, even if it's modest in scale." encapsulates the essence of CUASINA's journey. Their initial passion for culinary exploration evolved into a mission-driven enterprise that satisfied appetites and made a tangible difference in their community. Janry shares Jillian's optimism for the future, expressing hopes that CUASINA's home-based business will eventually transition into the restaurant industry. Their vision extends beyond culinary success; they aspire to catalyze utilizing the abundant resources available at their local wet market. Despite acknowledging the challenges ahead, they remain resolute in their commitment to progress, recognizing each step forward as a significant achievement.

The founders of Cuasina have established a solid and sustainable supply chain by directly collaborating with vendors in Quezon City's wet market. This strategic approach bolsters local businesses and guarantees the freshest and highest quality ingredients for Cuasina's culinary delights. By cultivating these direct relationships, Cuasina fosters a sense of camaraderie and cooperation within the local market, enhancing its resilience and vitality. Furthermore, Cuasina's dedication to sustainability extends beyond ingredient sourcing to its packaging practices. Instead of using conventional materials that contribute to environmental degradation, Cuasina opts for packaging crafted from starch-based materials. This eco-conscious decision underscores their commitment to reducing carbon footprint and curbing waste production.

Business benefit

Catering to an intimate group of diners is incredibly beneficial for CUASINA's student owners as they juggle running a business alongside their academic pursuits. They can effectively manage their limited time and energy by keeping the operation small-scale. Preparing dishes for fewer guests allows them to meticulously plan and execute service without being overwhelmed. This lower volume also reduces the potential stress of a larger-scale restaurant operation. With a small guest count, the owners can be very hands-on while still having time to study. They can personally prepare each dish themselves rather than oversee a large team of cooks and servers.

Also, by inviting a few diners into the kitchen at CUASINA, the owners forge a more personal connection between the guests and the business. Rather than just serving dishes, they welcome people into the operation's inner workings. Guests get an intimate look at the care and craft that goes into every recipe preparation. They can witness firsthand the locally sourced ingredients being cleaned, chopped, and sauteed. The kitchen's aromas envelop them in the multisensory experience. This transparency allows diners to appreciate the dedication to sustainable sourcing and zero-waste practices. CUASINA transcends just being another meal and becomes an immersive culinary journey. Watching the student owners seamlessly balance cooking, explaining techniques, and ensuring warm hospitality provides entertainment and nourishment. Customers leave full of great food and form a relationship with the chefs and their environmentally conscious processes.

Adhering to a zero-waste philosophy is not just an environmental choice for CUASINA; it's also a financially savvy one. The business maximizes its supply expenditures by fully utilizing every ingredient without letting anything go to waste. Food scraps and trimmings that are typically discarded are transformed into valuable kitchen assets. Vegetable peelings, tops, and stems are repurposed into flavorful homemade stocks. Rather than having to restock as frequently, the ingredients get completely consumed through creative reuse. This zero-waste mentality simultaneously reduces food costs and environmental impact. This commitment to sustainability practices would further enhance and compel their business to find other methods as they prosper.

Social and environmental benefit

CUASINA, a business focused on providing healthy, organic meals made with locally sourced ingredients, contributes to several Sustainable Development Goals (SDGs) through its operations and practices. It advances SDG 3 by promoting healthier eating habits and providing access to nutritious meals, thereby ensuring healthy lives and well-being for all ages. It supports SDG 8 by fostering sustainable economic growth, promoting fair labor practices, and creating employment opportunities for small-scale producers and local communities. Additionally, CUASINA significantly reduces waste and minimizes its environmental footprint through its commitment to using locally sourced, organic ingredients and eco-friendly packaging materials, contributing to sustainable consumption practices and climate action efforts (SDGs 12 and 13).

CUASINA's impact extends beyond its business operations by nurturing a sense of community pride, solidarity, and well-being. Offering nutritious meals made from fresh and organic ingredients encourages customers to adopt healthier dietary choices, improving overall health and vitality within the community. Its sustainable practices, such as using eco-friendly packaging materials and supporting local vendors and farmers, empower the community to take ownership of their well-being and environmental stewardship, fostering a sense of empowerment and collective responsibility.

CUASINA's relationships with local farmers, purveyors, and customers are the core ingredients that have cultivated a thriving community impact. The business prioritizes authentic connection over transaction, creating a resonance beyond just selling dishes. By intertwining its supply chain and dining experience, CUASINA has developed a web of like-minded individuals committed to sustainable practices, seasonal eating, and conscientious living. This connectivity nourishes CUASINA and its community, fostering a sense of belonging and shared values around food, ecology, and mutual respect.

Interview

Jillian Cua, Founder