Visiting Mang Larry's Isaw 2017

Mang Larry's Isaw was featured recently on an article of Entrepreneur. According to the article, what started out as a simple barbecue grill meant to augment a janitor's income in order to send his kids to school has grown into a business with six outlets.

I actually remember eating at Mang Larry's when I was a student in the nineties. They used to be a small food cart. And they only carried a few simple barbecue skewers with them - products that are all too familiar to students on a budget. But they had a huge following. And I think the secret was in their vinegar dip. It was delicious. So, no matter what type of skewer you purchased, once you dipped it in that "secret dip formula", what you were eating turned from ordinary to extraordinary. And during that time, all they carried was buko juice for drinks. So, a student who is trying to keep his costs down could easily eat a lot if his allowance was 20 pesos. So, it was no wonder that there were probably about 50 students flocking around that stall. And that was amazing, considering there were other fish ball vendors in the area who probably enjoyed having 5 customers.

When I visited a branch of Mang Larry's this year, It was very different. They now have a permanent branch. They now have outdoor chairs and tables under umbrellas. They now have freezers to store varied cold beverages, and fryers to cook any order on the spot. They now have a staff of about four people and a building to house their operations. They still have the different types of skewers, but a more elaborate menu - with meals that would rival a typical restaurant. But there were only about 10 customers this time - not 50. And I spent around 85 pesos to enjoy roughly the same amount of food I ate when I was a student. Each skewer was now priced at 5 pesos. And the branded beverages will also eat a huge chunk of your budget.

What changed? I think one major turn-off are the flies. There were plenty of flies in the area, you would think you were near a garbage dump. Next would be the vinegar dip. I think the flavor has changed compared to the nineties. It's like having a winning Coca-Cola formula and turning its flavor into Coke Zero. And finally, the pricing has changed. Having a menu displaying all the high-priced items could be a turn-off to students on a budget.

Has Mang Larry lost focus? Sometimes, that's what happens when your small nimble venture turns into big business. You try to be all things to all people, forgetting what made you successful in the first place. The good news is that Mang Larry's can re-adjust (if the margins require re-adjustment, only the ones doing the books can really say). Does he cater to a mass market on a budget, or to a mid-level market with varied pricing? If the bottom line is healthy, then don't mess with your business formula. But if it is suffering, refocus on your strengths and deal with your weaknesses.