Various foreign fast food chains have become staples across the Philippines in the past couple of decades, marking their presence by littering every street corner. Such establishments have long overtaken mom-and-pop restaurants by serving meals that are cheap, savory, and ready-to-go. But in this sea of international names stands a local venture that has remained true to form since its inception in 1996, one which invokes great nostalgia and the warmth of home: Binalot.
Its founder and CEO, Rommel Juan, has remained steadfast in maintaining the chain’s identity amid the hurdles faced over nearly three decades in the market. An entirely Filipino enterprise, Binalot is devoted to serving the masses—not only at the dining table, but also by providing opportunities for local communities and minimizing their environmental impact.
Branching out from the family tree
A true family affair, Juan attributes Binalot’s success not only to the shared efforts of him and his brother, but also to the business acumen they inherited from their parents. Hailing from an entrepreneurial background, their father oversaw M.D. Juan Enterprises—an automotive company—while their mother ran the Sacred Heart School of Malabon.
Conversations at the dinner table often centered around the wisdom the Juans’ parents imparted on how to run a tight and efficient ship. Both were eager to equip their children with entrepreneurial know-how by sharing their respective ventures’ challenges and successes. “And my parents really made it seem so fun. I didn’t have the impression that going into business was going to be difficult,” shares Juan, crediting his parents for instilling in him the confidence to see business ownership as promising rather than intimidating.
When he set out to do so, Juan saw an opportunity in the absence of local fast food chains at the time. While reminiscing about childhood outings in Cavite, inspiration for the brothers’ budding venture suddenly struck. “So [we said], ‘Why don’t we offer meals that are wrapped in banana leaves?’ Like what our mom used to do,” explains Juan on the origins of Binalot’s distinct branding.
In 1996, Binalot humbly began its operations in a condominium in Makati. It was run solely by the brothers together with their friend Aileen Anastacio, a culinary school graduate. Tireless hours spent handing out flyers and peddling deliveries on bikes culminated in the opening of Binalot’s first commercial establishment along Jupiter St., and its eventual franchising in 2002.
Weaving a chain of sustainability
Beyond offering a taste of home, Binalot’s carefully-packaged banana leaves have become a symbol of their enduring commitment to sustainability and corporate social responsibility (CSR). “In a year, we save maybe two million styrofoam packs from being used because we use banana leaves [instead],” affirms Juan. Through this, the franchise has crafted an identity grounded in environmental consciousness, championing green innovation and setting the stage for fast food chains to pursue sustainable creation rather than destruction.
To Juan, a business does not have to be “big” to establish a CSR initiative. Under the company’s Dangal at Hanapbuhay para sa Nayon (DAHON) program, Binalot proudly sources its leaves from the community of Nagcarlan, Laguna. The program first took root in 2006 after Typhoon Milenyo ravaged the country’s harvests, leaving local farmers uncompensated and supply chains disrupted. Since then, the partnership has flourished to provide Binalot with a reliable source of leaves, as well as thriving livelihood opportunities for Nagcarlan’s residents.
In its 18 years of operations, the DAHON program, which directly benefits around 30 individuals, continues to “trickle down” profound effects on the broader community. For the local elderly women, the program represents financial independence and empowerment in the workforce. Juan expounds, “The men are the ones who cut and harvest the banana leaves, and the women are the ones who cut and clean [them] to binalot specs.” As for the sprouting little ones, Binalot supports the local daycare center’s resources and facilities.
Thus, in Binalot’s warm dishes and tender leaf wrapping, Juan sees more than just a business; he sees an advocacy for environmental sustainability and Filipino livelihood.
Wrapped in their advocacy
Having faced numerous adversities, Juan frames such hardships as stepping stones to Binalot’s success. “What doesn’t kill you makes you stronger, and that’s always been our mantra in Binalot,” he muses. As a new start-up during the 1997 Asian financial crisis, Binalot struggled with stagnating food orders, but this setback eventually blossomed into an opportunity for them to branch out into malls—the first one located in Shangri-La Plaza Mall.
This same resilience and authenticity continue to inspire Binalot’s advocacy today, now aiming to expand their CSR program nationwide in support of more communities. In their core mission to elicit joy and spark change, Juan finds his greatest fulfillment in witnessing how Binalot, far beyond a mere enterprise, uplifts the lives of its employees and the communities it serves alike. “Sa Binalot, gusto [namin] happy ka,” he highlights, echoing the brand’s simple yet impactful philosophy.
(Here at Binalot, we want you to be happy.)
Among new generations, Binalot strives to rekindle the nostalgic warmth of Filipino food in a manner that is both nutritious and sustainable. In doing so, it emerges as a pinnacle of Filipino entrepreneurship—driven by compassion and love for the country as it nourishes not only our appetites and culinary heritage, but also the lands that sustain our motherland.
This article was published in The LaSallian‘s October 2025 issue. To read more, visit bit.ly/TLSOct2025.
