“Entrepreneurship has always been a part of our household. Even as children, we were always trying to be like Dad and everyone around him. It's just who we are. We are trained to see the opportunity in what life shows us.”
JAMES & Daughters Restaurant started with a “promise” to the parents of its chef and managing partner, Jonas Ng.
“My mom was the chef of both clans,” disclosed Ng. “Yet, she chose her parental duties over her restaurant dreams. My dad had an excellent way of running his restaurant, only to run into things beyond our control that caused it to fail.
“At least that was how I remember things. I promised them that one day, I would open a restaurant with Mom's food and Dad's way of treating clients and staff.”
Hence, after he finished college at the Ateneo de Manila University, where he completed a Bachelor of Arts in Humanities, Major in Philosophy, Ng earned his professional culinary arts degree at the AI Dubrulle International School of Culinary Arts in Vancouver, Canada.
“My education allowed me a deeper and wider understanding of why I was doing what I was doing and why I did it a certain way,” Ng admitted. “It has allowed me to focus on my teleological and present goals. It's also been a guide as to what paths and doors I chose throughout my career.”
He added, “And since curiosity is a restless muse, I've also since taken to learning a lot of things that have helped me become better. A course in bartending, a WSET (Wine and Spirit Education Trust) Level 2 certification [in wines], cheese-making in the French Alps, et al. for work-specific stuff.
“More than that, taking informal courses, going on outreach programs, hanging out and learning from people outside my industry is maximum learning. And having the opportunity to live and work in multiple countries and unique cultures is worth more to me than any course.
“Working with different producers, farmers, fishermen, scientists, public servants, even designers, artists, doctors and shamen has all helped form my unique perspective and approach.”
Interestingly, Ng arrived at the distinctive name for his dining place, James & Daughters, after his mom nixed the idea of originally naming it after the parents.
“James is our dad, and the daughters are my two sisters — Jaymee and Dazzle,” Ng offered. “Let's just say we came up short on our goal of naming our little restaurant after our parents when Mom vetoed our plan. So we opted for a backup name and submitted it before Dad found out.”
However, the name did not give the restaurant a specific brand identity or cuisine to identify with, something that Ng did not seriously mind.
“To that I say, neither did Mary Grace when it started,” he explained.
“On the other hand, that allows us to change our menu as we see fit, as our concept is literally comfort from around the world, using local raw materials, made from scratch sans preservatives. That way, I can change our menu as I see fit, depending on our raw materials.”
Ng is undoubtedly a “hands-on” chef and managing partner of James & Daughters.
“Still, I've learned to let go [of] the need to control as I get older, just as I am learning to value the input of those around me better.
“I am in the restaurant as much as my wife [Miles] and kid [Maverick] will allow me. Having said that, when I am away, it's usually to source awesome local raw materials or work with LGUs, foundations and nonprofits. Usually, it's a case of both. Working on outreach programs is what gives me access to the local producers I work with.”
Having a family business venture is not new to Ng, who learned “resourcefulness, creativity, integrity, humility, compassion, respect and grit” from his parents, who are his role models.
“Entrepreneurship has always been a part of our household,” Ng admitted. “Even as children, we were always trying to be like Dad and everyone around him. It's just who we are. We are trained to see the opportunity in what life shows us.”
At the age of 7, Ng watched his mom and her team of cooks prepare another feast for another celebration.
“I decided to be a chef-restaurateur and told my mom,” Ng recalled. “She agreed to mentor me. The rest of my life has been me being sidetracked by life on and off, but coming back to this. Except this time, I am clear why and how.”
His family members invested in James & Daughters, where they are likewise part owners. “They are involved in giving me clients and feedback, helping us spread the word, giving us good input on our food and service, stuff like that.
“But on occasion, they insist on bringing me certain ingredients or places to eat or things to watch that spark inspiration for things that make our little restaurant better. Also, their personal network of suppliers, clients, friends all help out.”
Since James & Daughters started in 2017, when the first restaurant opened at the 21st Drive in Bonifacio Global City (BGC), partnerships have become an evolving thing for them.
“Similar to our business, which started out quite nebulous — and still somewhat is — our contributions have been dynamic, multi-faceted, but more importantly, timely,” Ng maintained.
“Our common core values and goals make it easy to talk to each other honestly about our needs, our goals, our strategies, et al. And we all have areas that we know we are better specialized at, but we still value that everyone can do more than what is called for from them as our business needs change with the circumstances and context we find ourselves in.
“Not only is the time, effort, attention, capital shared by our partners crucial, but their keen insight, perspective and input creates more collective wisdom. Because we find that partners who are involved, tend to invite their personal network to support the business.”
James & Daughters was “kicked out” of BGC in 2018 and ended up in their present location at Estancia Mall East Wing in Pasig City in 2019.
“We had a good first two and a half months,” Ng granted. “Expansion, given the hit that most retail has had to endure in the pandemic, has had to be executed creatively.
“We don't have branches, per se. What we do have, is a pop-up every Saturday in Salcedo Market selling our fresh, hand-made noodles from the restaurant.
“We also do functions, catering and stuff. Whatever makes our clients happy works for us. As for other locations and opening in them, we have had inquiries on opening in other places, mainly south like Alabang and Tagaytay. Even Baguio. I don't know why. Maybe we're a destination restaurant. And to this I say, I am listening to investors.”
When they do entertainment and music on certain nights, James & Daughters does it mainly for them. “Since our family is musically inclined, we play music from '60s, '70s, '80s, '90s, and our guests love it,” Ng shared. “We love us some travel, good music, comfort food and honest people.
“Now we're trying these '80s and '90s acoustic nights for the younger crowd, and people seem to love that they can sing along with us on Tuesdays and Thursdays, as long as they order drinks. That way, it doesn't matter if they are any good.
“Based on insistent demand, we started doing little things that our guests like. In the past, we've done taco night, salsa night, singles night, jazz night, blues night, as long as our guests promise to bring guests and sponsors.
“It just turns out our signature piano bar Thursday has become a thing, since our community of baby boomers has found a place that they can hang out and meet other people, regardless of age, who love the same music, singing, food and vibe. There's also ballroom or disco dancing when they feel like it.”
Ng lamented restaurant people have no weekends or holidays, which are all for work. “I'm sure a lot of restaurant people can relate to that,” he said. “A day is spending some quiet time with the plants, preparing food for the family, getting in some exercise, doing daddy things, then going to work and being mascot/boss/chef/host/ATM/clown/parent/kuya.
“Although time with my parents, even if only coffee or breakfast, is a must weekly, and hanging with our senior friends when they call is a priority.”
Being the business owner allows Ng to have more control, yet it also places more responsibility on his shoulders. “Accountability accompanies liberty,” he pointed out. “Our job is not that hard. It's getting people and food together, and hopefully, be[ing] part of memorable moments that people will come back for. It's making a profit that's difficult.
“Fulfillment comes every day when we see the smiles of the people enjoying a good meal, good music and great atmosphere. That and the exact moment when we see our restaurant guests give up on their diet is what we live for.”
* * *
QUICK QUESTIONS
What is your biggest fear?
Mediocrity
What really makes you angry?
Self-centeredness
What motivates you to work hard?
The example I set to myself and those around me. And my goals.
What makes you laugh the most?
Stand-up comedy
What would you do if you won the lotto?
Invest in FTX (Futures Exchange cryptocurrency). Buy arable land. Build a doomsday bunker.
If you could share a meal with any individual living or dead, who would they be?
Jesus
What was the last book you read?
Non-food book. “Never Split the Difference: Negotiating As If Your Life Depended On It” by Chris Voss
What celebrity would you like to meet for a cup of coffee?
Dave Chappelle
What is the most daring thing you have ever done?
Either founding Xavier Dance X or creating, writing, producing “Chef Next Door”
What is the one thing you will never do again?
Say never
Be the first to comment