Marifel Cruz: Pharmacist turned coffee connoisseur

The Manila Times

Marifel Cruz: Pharmacist turned coffee connoisseur  Marifel Cruz, a licensed pharmacist from Bulacan followed her heart to pursue her true passion—coffee. After practicing her profession, Marifel realized her dream of crafting personalized coffee creations. Starting from her parents garage at the end of the pandemic, she turned her vision into reality with Daylight Cafe. Marifel's mission is simple yet meaningful: to provide delight in every cup. In this interview, she shares her entrepreneurial journey and gives us a special demonstration of her unique product—the Sea Salt Latte.  Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe   Visit our website at https://www.manilatimes.net   Subscribe to Business Franchise Guru: https://www.youtube.com/@BusinessFranchiseGuru   Follow us:  Facebook - https://tmt.ph/facebook  Instagram - https://tmt.ph/instagram  Twitter - https://tmt.ph/twitter  DailyMotion - https://tmt.ph/dailymotion    Subscribe to our Digital Edition - https://tmt.ph/digital  Sign up to our newsletters: https://tmt.ph/newsletters  Check out our Podcasts:  Spotify - https://tmt.ph/spotify  Apple Podcasts - https://tmt.ph/applepodcasts  Amazon Music - https://tmt.ph/amazonmusic  Deezer: https://tmt.ph/deezer  Stitcher: https://tmt.ph/stitcher Tune In: https://tmt.ph/tunein   #TheManilaTimes  #philippines #entrepreneur

Transcript

00:00Good morning, good afternoon, good Sunday again.

00:29This morning, I will introduce to you an entrepreneur who really started at Walk the Talk.

00:41So let's introduce the lady behind Daylight, Marifel.

00:48Marifel, how are you? Good morning to you.

00:51Hi, sir Woods. Good morning to all our viewers right now.

00:56Yes. So Marifel, why Daylight? What is your inspiration and why did you start a business called Daylight Cafe?

01:10Actually sir, Daylight Cafe was formed because we wanted to make a coffee for the community that will serve delight in every cup.

01:21Sir, coffee is very delicious. If you drink a lot of coffee, it will brighten up their day.

01:28That's good. It will brighten up their day. Isn't that a common practice? It's been a long time since we started it.

01:41When you wake up in the morning, it's coffee, right?

01:46Yes sir.

01:46I remember that my grandfather used to boil a tacore with coffee beans, dried coffee. He also roasted coffee. It's hard to roast coffee manually.

02:05Yes sir. Actually, when we started, it became part of our research, the local coffee shops, especially in the Cordillera area.

02:17I witnessed the traditional way of roasting and preparing coffee.

02:23This is not the modern technology. At the same time, one of the things I learned is that coffee, those coffee beans, is it really handpicked by the hand?

02:41It cannot be crushed even if there are coffee beans.

02:47Yes sir. It's very, very important sir. It's crucial in terms of the quality of our coffee beans.

02:55Especially the specialty grade coffee, it's really handpicked from sourcing, harvesting. Our farmers worked hard for it.

03:08Coffee does not really grow in the plain land, right Patag?

03:13Yes sir.

03:15For Benguet, those in Rabin, those in Bangin. The coffee farmers are really hardworking.

03:26I was surprised because I said, wow, every coffee I drink, I think that 45 times in my life, anyone would handpick that cherry, right?

03:43So how did you get into coffee, Maribel?

03:50To tell you the truth sir, I'm a registered pharmacist.

03:54I think our... anyway, a pharmacist is always concocting something, right?

04:02Yes sir. Instead of taking medicine, I went to the line of food and beverage. I really enjoyed your coffee.

04:12That's one of the reasons why I was indulged in the coffee shop business.

04:17When I was studying, we had a lot of sleepless nights. I tried a lot of coffee, especially when I had my board exam.

04:27After that, I practiced pharmacy, but along the way, I realized that this is something that I really wanted to do.

04:37That's why...

04:38That's a good thing you said. You have to realize that there are people who are dead set.

04:45They have no decision except, this is what I studied, this is what my parents want, I will stick to it.

04:54But you, what did you do?

04:57Actually sir, when I first started, I tried to mix flavors and what kind of coffee beans.

05:07Since I also like to travel, I also tried a lot of cafes in different places.

05:15So from there sir, the flavors that I like, I tried to modify it to make it very personalized sir.

05:24So you're using it as your pharmacist. Try and try, make sure of this.

05:32But anyway, so finally, how long did it take you to make that decision before you made the final decision?

05:39Actually sir, in the middle of COVID, it's a pandemic.

05:45After the pandemic, the quarantine started to relax.

05:50Until I decided to start in a garage.

05:55I just started in front of the house, trying to sell.

06:01I also said goodbye to my parents, of course, that I wanted to try to do business.

06:07And then, they allowed me sir.

06:10So that's why I tried to start a daylight cafe.

06:14But you know, Ma'am Phyllis, a lot of people become billionaires when they start in a garage.

06:23I'm sure you've read that, the people who made Civil Gates, they started in a garage.

06:30I don't know why, what's the magic in a garage?

06:33It's like you become an inspiration and you try.

06:39But anyway, so fast forward, is it easy when you start, you try and try?

06:46Actually sir, it's not easy because first of all, I don't want to do business just to make money.

06:54One of my driving forces to start a business is I wanted to give value to the community.

07:01And I want to make sure that what they pay for is value for money.

07:05That's why everything is thought and studied, sir.

07:09It's not just, I saw it on the internet, I made it, I seasoned it, I cooked it.

07:14It's not like that.

07:15All the coffee, food that we sell in the daylight is thought and studied.

07:24That's great.

07:25There's always a purpose for the community before self.

07:30You know these days, you're separating the real entrepreneurs.

07:36Entrepreneurs who think only for themselves and they pound on their success at the expense of others.

07:46That's a bit risky, but it doesn't last.

07:50But again, you want your advocacy to be for everyone and you have a targeted advocacy.

08:01So how did you get that logo on your back?

08:05You know, sometimes being an entrepreneur is not easy.

08:09When you think of a logo, you think of a name, but you think of a logo.

08:15How did you arrive at that, Mavel?

08:18This logo on my back is technically letter D for daylight.

08:24Since it's daylight, we associate it with sun rays.

08:30So that it's very bright and sunny when customers go to the daylight.

08:36So when you go to the daylight, your world is different.

08:42Yes.

08:44There's life.

08:48Because if you sleep at night, when you wake up, or probably depending on when you wake up,

08:54when you go to the daylight, your outlook on life is different.

08:58You set the trend.

09:01So again, when did the daylight officially start?

09:07The daylight started in June 2022.

09:12Officially, because when we started in the garage, we were allowed to leave because it's a residential area.

09:18So we had to move.

09:20So you ended up in the barangay?

09:22No, sir. I didn't end up in the barangay.

09:25But we were allowed to leave because it's not allowed to sell.

09:29And the place is a residential area.

09:31So you're already selling. You have a lot of partners. Is that so?

09:37Some are already coming, sir.

09:39But when it started, we were only there for three weeks.

09:43So it's not that many yet.

09:46But it's a blessing in disguise, sir.

09:49Because when we moved, we went to MacArthur Highway, to Builder's Warehouse,

09:56which is still a parking lot, sir.

09:58But we just moved our kiosk to a bigger garage.

10:02And that's where we got to know each other better.

10:05It's like what we're saying, there's always a reason for everything.

10:09It's not about blaming others.

10:12Sometimes people have that kind of mindset.

10:16I don't want that. I will fight this.

10:19But always try to discover what's the reason behind it.

10:23What happened to you? You got a place and you transferred it.

10:27So how is it now? What is the involvement of Daylight?

10:31From a nine-square-meter kiosk, which is mostly take-out and alfresco,

10:38after a few months, we got an inline store in Central Escolar University, Malolos,

10:46still along MacArthur Highway.

10:48It's bigger now, sir. This is my background now.

10:52I'm here in the CEU branch.

10:54You see, from a kiosk, it became inline.

10:59Everything starts from small things.

11:03What you're saying is right.

11:05It's ugly because it's not nice.

11:07You start big and then you become small.

11:10It's like you're shrinking.

11:13Contrary to your logo, the ray of sun.

11:18That's what's showing.

11:20So anyway, what changed from the kiosk to an inline store?

11:28When we became inline, we got food.

11:32We have pasta, rice noodles.

11:35We also have more pastries to offer.

11:38Compared to when we started, we only sell coffee and pastries.

11:44So that evolved.

11:47Experts got something, some meals.

11:53And again, how did you arrive at that?

11:57Did you just copy it from Google University or YouTube University?

12:01Or did you really study it?

12:05No, sir.

12:06Everything is in the daylight.

12:08We studied and thought about it.

12:10If there's an opportunity, we need to consult an expert.

12:14Like that, we have a partner chef.

12:17He's the one who develops our food items.

12:21That's important.

12:23You cannot be a man by all by yourself.

12:27No man is an island.

12:29You need to collaborate.

12:32This is what they're saying these days.

12:36Collaborate.

12:37You collaborate.

12:39So you got a chef and you concocted something, some menu for that.

12:45So how is it?

12:47What is the reception of people today in the daylight?

12:51For me, sir, we have a lot of loyal customers who are happy.

12:55They have more options.

12:57At the same time, we have an inline store.

12:59They have a more comfortable place to meet friends and family.

13:04Aside from that, sir, there are students who go there.

13:09There are working people who sometimes need a place to work or to meet people.

13:17They go there.

13:19So our point of expansion now, what is the plan for the daylight, Ma'am?

13:27So now, sir, we're into franchising daylight

13:32because we wanted to bring the light in every cup to different cities in the Philippines

13:38and hopefully very soon abroad.

13:41Dream big, sir.

13:44Exactly.

13:45Those are good views.

13:47Those are good mindsets.

13:49Dream big.

13:50Okay. Start small, dream big.

13:52So you're really gung-ho now.

13:56How is the reception of you in franchising?

13:59Actually, sir, we're just starting in franchising.

14:04There are people who are inquiring in different places.

14:07Actually, sir, it's not also an easy task because you wanted to have franchises

14:14that are sharing the same vision and passion with you.

14:18That's a good thing you said.

14:21You will choose.

14:23In franchising, you're not one-way.

14:26It should be a two-way street.

14:28In other words, you will choose a partner who will bring your vision to that place.

14:36Yes, sir.

14:37Unlike others, that's probably a lesson in franchising.

14:43Don't choose just because there's a place and the franchise itself is not passionate

14:50in the company or the business you're getting.

14:54We talk to a lot of people like that.

14:56Those who have a little money and want to do business,

14:59they just go for it but they don't investigate.

15:03So I guess, where is the target of Daylight?

15:08Where do you want to put Daylight in every cup?

15:12Now, sir, we wanted to go outside of Bulacan.

15:18Aside from Bulacan, Pampanga, Bataan, North Luzon.

15:25These are our neighbors in the Bulacan area.

15:29At the same time, Metro Manila as well, sir.

15:31That's good.

15:33Is your supply of coffee steady?

15:38You know, when there's a business, the supply chain should not be cut.

15:45We talk to people like that.

15:48Okay, let's go ahead.

15:49But the supply chain is going crazy.

15:53So eventually, it will flop.

15:56Did you review the supply chain of Daylight?

16:00Yes, sir.

16:01Actually, from the farm to the roaster,

16:05before it reached the stores of Daylight,

16:07we made sure that it's sustainable.

16:11At the same time, it's always complete and high quality.

16:16All of the things we use.

16:18Yes.

16:19You know, the latest news about coffee is that there's a shortage worldwide.

16:28A lot of people, especially our coffee,

16:31because a lot of people like the breed of Philippine coffee.

16:38So again, the supply chain is going crazy.

16:43So being an entrepreneur, you have to make sure you have a fallback position.

16:47You're not just a supplier, but you also have a customer.

16:51Because your branches will keep on falling,

16:55but if you don't supply the whole thing,

16:58the credibility of Daylight will be destroyed.

17:03So what is the most unique thing that you've seen?

17:07Because a lot of people drink coffee,

17:09there are signatures or what we call unique selling proposition.

17:14What is the unique selling proposition of Daylight?

17:18The inspiration is the delight in every cup.

17:21And at the same time, sir, Daylight is known for our sea salt coffee.

17:28That is the bestseller and our all-time favorite in Daylight.

17:33Sea salt.

17:35Can you explain that sea salt coffee?

17:39What is that?

17:40This sea salt coffee, sir, has different variants.

17:45It has sea salt latte, sea salt americano, and sea salt caramel.

17:50So, sir, it's a complex taste of sweet, saltiness, and the coffee doesn't disappear.

17:59I won't say that it's bitter.

18:02It's not bitter, but it's a balance of everything.

18:06There's a little bit of sweetness, a little bit of saltiness,

18:08and at the same time, the boldness of the coffee is still there.

18:12So that's your signature.

18:19Maybe later, you will show us how you make sea salt.

18:25For our viewers to see, Ma'am Phil is not only an entrepreneur who talks,

18:32she's also an entrepreneur who walks.

18:34You've been demonstrating that.

18:37Being an entrepreneur is all around, right?

18:42Yes, sir.

18:43I know that you carry supplies, you deliver, and everything.

18:53I'm surprised by that because, you know, an entrepreneur,

18:57when you become an entrepreneur, or from corporate to entrepreneur,

19:01there's a big adjustment there, right?

19:03It's not just you who's on the necktie, or in the car, or behind the desk,

19:08but everything.

19:10What's your experience there?

19:12When you were doing everything, when you couldn't afford many people,

19:16what came to your mind?

19:19Didn't you regret changing your career?

19:23No, sir, but it wasn't that easy.

19:27Especially in the beginning, we were the ones who went to the store,

19:32we were the ones who seasoned, served, and did the cleaning.

19:36It was like that every day.

19:38You're opening, you're closing, it's like that every day.

19:42At the same time, you have to manage your financials, inventory management.

19:47It really started like that.

19:50As we grew, it started growing.

19:54Gradually, we added more people to our team.

19:59How did you find, while you were adding more team members,

20:05how was the qualification that you saw now?

20:09First, the team members of Daylight need to be enthusiastic and passionate about coffee.

20:16At the same time, willing to do everything for their growth.

20:24I'm not saying that they're willing to train,

20:27they're willing to learn by their own, they're also researching about it.

20:31We're also open for suggestions.

20:34We don't just give directives, but at the same time, we listen to them.

20:38Maybe they have suggestions as well.

20:41How many people are there in your team?

20:43Since you started, how many?

20:45How many did you start with? Just two or three?

20:48We started with three, including me in the main team.

20:54Now, they're nine for two branches of Daylight.

21:00It's growing. Eventually, they will be your regional managers when Daylight grows.

21:10They will be your trainers.

21:13You will transfer the technology to them.

21:17They will be the ones who will bring the coffee beans.

21:21That's what's important.

21:23Mavel, can you show us your sea salt?

21:29I'm sure, before we demonstrate, do you have Facebook?

21:36I'm sure many will ask.

21:38This is very interesting, Daylight Coffee.

21:41How will you contact them, especially those who are looking for it?

21:47We have a lot of friends who want to start a new life or probably add business for 2025.

21:57They can see us on Facebook and Instagram. Just search Daylight Cafe PH.

22:05Daylight Cafe PH. I'm sure it's already trademarked.

22:12Yes sir.

22:13There you go.

22:14Mavel, we have a lot of businessmen who are doing business, but they forget to trademark.

22:22Trademark is not DTI. I'm sure you learned that.

22:28DTI is a business name, but trademark is owning yourself.

22:34Forever, forever, don't let it pass.

22:39That's it. That's beautiful.

22:41So you're all prepared for the trademark of Daylight.

22:45The logo is beautiful.

22:47It looks like you have a lot of rays.

22:50Does the rays have a meaning?

22:52Does our flag have a meaning?

22:57Does it have a number?

22:59Actually sir, for the logo, the rays are fixed.

23:05It really symbolizes the bright and joyful ambience for daylight.

23:12That's what we really want our customers to feel every time they visit our stores.

23:19So your personality, if your personality is moody, that's a ray.

23:25When you walk, you will be injected with your Daylight Cafe.

23:30So I'm sure, give an interpretation of those rays.

23:35I'm sure if you're lonely or you want to move on, there are those rays.

23:42So it's beautiful.

23:44The colors are beautiful.

23:48It's perfect.

23:49The arrival is perfect.

23:52So are we ready?

23:54So friends, our friend Mafel will prepare the Daylight.

24:01Okay.

24:02Thank you sir.

24:03Let me show you the Daylight T-shirt.

24:07Show us your store first.

24:09What does your store look like?

24:11Tour us so our friends and viewers can see what the Daylight looks like.

24:21Wow. That's great.

24:23There's even a wall.

24:25So what you're doing is very cozy.

24:30Yes.

24:31Very cozy. And it's simple. Very simple.

24:36How many tables, how many square meters do you need for the inline?

24:43So for franchising sir, 40 square meters at least for our inline shop.

24:52Okay.

24:53And then also, we need a provision for the kitchen so our food items can be catered.

25:06All right.

25:07I believe that if you're an entrepreneur, you should know how to prepare your product, right?

25:15This is where I started sir.

25:17All of this, before, I was the only one doing it.

25:22So there.

25:23Describe each step for the knowledge of others who are making coffee.

25:30All of our coffee products are coffee-based.

25:33We start by extracting espresso.

25:38These are the beans that we use.

25:41It's customized for our preference of Daylight.

25:49So your beans are customized. You can't just buy it from the market.

25:53Yes sir. We also chose this blend.

25:57It's exclusive for Daylight Cafe use.

26:00So that's your difference.

26:04Then after that, we extract the espresso.

26:11I'll just get the cup.

26:14So you really need espresso.

26:19Okay.

26:25So in other words, every cup is customized preparation.

26:29Yes sir. Everything is freshly made every time we order.

26:37So that's the espresso.

26:38This is my extra espresso for the sea salt coffee that I'm going to make now.

26:44Okay.

26:46It's a cup of ice.

26:49Yes sir. It's a cup filled with ice.

26:52Then I'm just going to transfer it to the espresso.

26:57That's what we extracted earlier.

26:59All right.

27:00At the same time, I'm going to add milk.

27:03This is Daylight Sea Salt Latte.

27:16What do you add to that?

27:18Fresh milk, sir.

27:19Okay.

27:20Full cream milk.

27:21All right.

27:22And then afterwards, Daylight Sea Salt Cream.

27:26We formulated and made this ourselves.

27:30So what do you call that?

27:32Daylight what?

27:33Sea Salt Cream.

27:34There. Daylight Sea Salt.

27:36Those are what we call the proprietary.

27:39In other words, it's in their formula.

27:43All right.

27:44So we'll just add it to the drink.

27:48And then we have Daylight Sea Salt Latte.

27:53Wow. Let's do a close-up.

27:55Let's see what it looks like.

27:56Mavel, do a close-up of what you prepared.

28:00There.

28:01There.

28:04This is it, sir.

28:05Wow.

28:06So what sizes of sea salt are you preparing?

28:11What varieties are those?

28:13For all our stores, sir,

28:15we serve 22-ounce drinks for ice

28:19and then 12-ounce for the hot drinks.

28:23And then for the sea salt coffee, sir,

28:25we have three variants for the coffee base.

28:28Daylight Sea Salt Latte,

28:30Daylight Sea Salt Americano,

28:32Daylight Sea Salt Caramel.

28:33And for the non-coffee, we have Daylight Sea Salt Chocolate.

28:37So there are many varieties.

28:39So what are the price ranges, Mavel?

28:42More or less.

28:43The range.

28:44It's around P175, sir, to P195.

28:48Okay.

28:50So that's the range.

28:51So let's go back.

28:52For example, if there's a franchisee,

28:55does the franchisee undergo training

28:58or only the people need to train?

29:02What is your system?

29:04Because there are franchisors who insist that the franchisee has to train first before they're stocked.

29:11What is your strategy now, Mavel?

29:15Actually, sir, it's very important for the franchisee to undergo training.

29:20Because at least what happened to the people,

29:23if they suddenly need duty,

29:25they can go to the store and manage.

29:29And at the same time,

29:30they also know at their level the standard processes of their life.

29:38So that's important.

29:40They have to know first because they have investments.

29:42They're investing in you.

29:44Rather than just people.

29:46They must be committed.

29:49What you're doing is not easy.

29:53To start from the espresso to the customized beans and everything.

29:58So Mavel, let's go back to those who are watching us.

30:03I'm sure they want to start a business.

30:05What are your three takeaways that you can share with our viewers?

30:11Based on your experience of starting a business,

30:14what are your three takeaways?

30:16First sir, for me, when you start a business, you need to have a purpose.

30:23What is the reason why you will do that business?

30:27What can you do to sacrifice for that business?

30:34Because sir, as I said earlier, it's not easy.

30:37So every time you're having a hard time,

30:39you will go back to that purpose.

30:41Why are you doing it?

30:42Okay. Know your purpose and going back to what your purpose is.

30:47If you have a dead end.

30:49So what's the second?

30:51Second sir, is to value your people.

30:56Value those people working around you.

31:00They will help you to reach your goals in your business.

31:04Very good. Value your people.

31:07Because you have a purpose but you don't have your people

31:11or you keep changing your people.

31:13It doesn't matter, right?

31:14Yes.

31:15You cannot be by yourself.

31:16That's right.

31:17Third.

31:18Third sir, they have to really invest in research and studying.

31:23What do they want to enter?

31:25You cannot just enter a business because it just trended.

31:29For me, it will die down quickly because they didn't really study or think about it.

31:36Before they enter it, they need to understand the process within it

31:42and they are willing to study and dive deep into that industry.

31:48Yes. Because when you stop learning, everything becomes stagnant.

31:56It's like it's disappearing.

31:58It's like it's moving on.

32:03Because technology does not sleep.

32:0724 hours, 7 days a week.

32:09So if you're lazy, you will be left behind.

32:13So I'm sure you're keeping trend of the coffee industry and also the design and as well as...

32:22There are a lot of coffee shops now.

32:25Why is that?

32:26There are a lot.

32:27You can sell pandesal.

32:28Why do you think there are more and more coffee shops, Ma'am Phil?

32:33I think, sir, as you said, we will start an interview.

32:38Coffee has been there ever since.

32:41Way, way back.

32:43So now, there are a lot of enhancements in terms of the flavor, the ambience of the coffee.

32:51So I think, sir, that's why there are a lot.

32:54The coffee industry is really alive now.

32:56Because even the big companies right now, they're investing into coffee, the coffee industry.

33:03So there are a lot of people who are interested to start their own coffee shops.

33:08Correct.

33:09So it's not instant coffee.

33:12But it's like specialty coffee.

33:15You brew it with customized beans.

33:19So again, I will not stop you.

33:23I'm sure you will do a lot more.

33:26Again, Ma'am Phil, good luck to Daylight Cafe.

33:31Especially if you're franchising.

33:34Probably 2025 will be the year for Daylight Cafe.

33:39What did you say?

33:42Giving delight.

33:44Giving delight in every cup.

33:47That cup will really come to life.

33:51All right.

33:52Thank you very much, Ma'am Phil.

33:54Thank you, sir.

33:55Good luck.

33:56And let us know when you go global.

33:59I'm sure I'll be able to hear from you, Ma'am Phil, when you're in America in 2025.

34:07It's not far, right?

34:09So thank you very much.

34:11Good luck.

34:12And again, another entrepreneur that you have seen who walks the talk.

34:17Thank you, sir.

34:21Bye-bye.

34:23Bye.

34:24Bye.

34:25Bye.

34:26Bye.

34:27Bye.

34:28Bye.

34:29Bye.

34:30Bye.

34:31Bye.

34:32Bye.

34:33Bye.

34:34Bye.

34:35Bye.

34:36Bye.

34:37Bye.

34:38Bye.

34:39Bye.

34:40Bye.

34:41Bye.

34:42Bye.

34:43Bye.

34:44Bye.

34:45Bye.

34:46Bye.

34:47Bye.

34:48Bye.

34:49Bye.

34:50Bye.

34:51Bye.

34:52Bye.

34:53Bye.

34:54Bye.

34:55Bye.

34:56Bye.

34:57Bye.

34:58Bye.

34:59Bye.

35:00Bye.

35:01Bye.

35:02Bye.

35:03Bye.

35:04Bye.

35:05Bye.

35:06Bye.

35:07Bye.

35:08Bye.

35:09Bye.

35:10Bye.

35:11Bye.

35:12Bye.

35:13Bye.

35:14Bye.

35:15Bye.

35:16Bye.

35:17Bye.

35:18Bye.

35:19Bye.

35:20Bye.

35:21Bye.

Category

Transcript

Recommended