Thai Mango Co-Founder Shares Experience, Tips on Scaling

Co-founder Kimberly Baquiano-Hita shares how she and her sisters grew Thai Mango from a business that started in the negative to having 10 branches.

Quite a few of the more popular restaurants today started from humble beginnings, such as bazaars and pop-up stalls. One example is Thai Mango, which was launched by sisters Kimberly, Jashmine, Rosebee, and Frangela Baquiano in 2017.

Now operating 10 locations including cloud kitchens and dine-in branches, Thai Mango’s beginnings were far more modest—the Baquiano sisters purchased their first blender using a credit card to launch their business.

Speaking with The Business Manual, co-founder Chef Kimberly Baquiano-Hita recounted how she and her sisters turned early setbacks into a thriving business that now earns seven figures monthly.

A Heart That Belongs in the Kitchen

According to Baquiano-Hita, entrepreneurship wasn’t something that came instantly—it was a path she had to work her way into. Her journey started as a Lead Shift Supervisor at Coffee Bean & Tea Leaf, where she learned the fundamentals of managing people, serving customers, and running a store efficiently. Still, her heart was in the kitchen—a pull that ultimately led her to shift into culinary roles.

After holding culinary positions at prestigious venues like the Solaire Resort & Casino and Marriott Hotel Manila, she went on to become the Junior Sous Chef for the pre-opening team at Conrad Hotel.

“During those years, I learned more than recipes. I learned the value of teamwork, timing, precision, and consistency,” says Baquiano-Hita. “I also saw what worked and what didn’t in the food and hospitality industry. Those experiences built the foundation for Thai Mango.”

In 2017, she and her sisters decided to take a leap of faith by launching Thai Mango.

“When we started Thai Mango in 2017, we noticed that while Thai food was available in the Philippines, it was often either too expensive, too formal, or not authentic enough,” Baquiano-Hita recalls. “Many people loved the flavors of Thai cuisine, but it wasn’t easily accessible for everyday dining especially for students, workers, and families looking for something quick, flavorful, and affordable.”

“That’s where we saw the gap,” The Thai Mango co-founder adds. “We wanted to offer authentic Thai-inspired food that was both affordable and approachable. Something you could grab during your lunch break, late night cravings or enjoy with your family.”

A Business Built on Sisterhood

Thai Mango started small, and in the red. The sisters had to put their first blender on a credit card just to get things going. What began as a humble food bazaar booth soon grew into a series of pop-ups and regular appearances at various bazaars.

Though it was a small operation, all four sisters stayed hands-on—crafting the menu, managing the booth, and personally attending to every customer..

“We combined our strengths and experiences to build a business rooted in family values, teamwork, and a shared passion for food,” explains Baquiano-Hita. “I took the lead in research and development, bringing the culinary skills I had built over the years, while my sisters brought their own talents to help shape the business.”

“Thai Mango has one goal, which is to bring the best affordable Thai food to every Filipino,” she explains. “Thai Mango is not just a business, but it is a result of years of hard work, sisterhood, and a love for creating food that brings people together.”

The Pros and Cons of Pop-ups and Bazaars

Starting their business the way the Baquiano sisters came with its advantages. The high foot traffic gave them early brand exposure and the chance to test their drinks and desserts, allowing them to get honest, real-time feedback from customers along the way.

“The flexibility, minimal overhead, and strong social media presence made [it] a powerful starting point,” she says.

There are, however, downsides to joining bazaars and pop-ups, such as limited space and having to limit the number of menu items. Bazaars and pop-ups are seasonal and, therefore, can be unpredictable. In a sea of vendors, standing out isn’t always easy—some brands inevitably go unnoticed.

“There’s no permanent location, which means no consistent customer base,” Baquiano-Hita says. “Still, despite the trial and error, pop-ups gave us the hands-on experience, grit, and momentum to grow into something bigger.”

To navigate these challenges, the four sisters refined their business strategy, making sure it fit the setting and circumstances they were working with at the time.

“In our pop-up days, we had to be sharp, scrappy, and strategic. Every setup was temporary, so we had to make a lasting impression,” adds Baquiano-Hita

For the three sisters, marketing was everything during Thai Mango’s pop-up days. Leaning heavily on social media to build hype, the sisters made it a point to post real-time updates and even customer reviews in order to drive curiosity and traffic.

Baquiano-Hita recalls, “We treated every event like a launch with strong visuals and engaging captions.”

Another aspect that they gave heavy importance to was customer service, which she described as “non-negotiable.”

“Even when we were serving from small tents under the sun or rain, day and night, we made sure every customer felt seen and valued. Quick greetings, consistent food quality, and a friendly vibe became our trademarks,” The Thai Mango co-founder explains. “Pop-ups taught us how to win people over in just one bite and how to keep them coming back for more.”

From Pop-ups and Bazaars to Cloud Kitchens

After spending time in the bazaar and pop-up circuit, the Baquiano sisters began to notice a steady rise in demand. But along with it came a quiet realization: their setup, as it was, could only take them so far. Looking for a way to serve more people without the constant pressure of having to set up booths, they shifted their business toward cloud kitchens, which allowed them to conduct thorough product development and quality control minus the high cost of setting up a brick-and-mortar space.

When the COVID-19 pandemic brought restaurant operations to a standstill in 2020, the Baquiano sisters knew they had to move fast—Thai Mango needed to adapt, and quickly.

“That’s when food delivery was booming and we knew we had to meet our customers where they were: online,” Baquiano-Hita recalls.

According to Baquiano-Hita, cloud kitchens offered exactly what the moment called for: lower costs, fewer risks, and the ability to scale quickly while meeting the surge in delivery demand.

“We could streamline our systems and reach more customers digitally,” she says. “It was the right move at the right time.”

However, operating as a cloud kitchen still meant that Thai Mango had no physical store. Brand visibility relied entirely on online presence and customer reviews.

“We had to ensure our food quality, packaging, and service translated well through delivery,” Baquiano-Hita adds. “It was a new environment that required different strategies, but it helped shape Thai Mango into a stronger, more agile brand.”

Shifting Strategies

Shifting to cloud kitchens didn’t just change their operations; it also called for a shift in strategy. The sisters had to rethink the way they ran the business to make it work within this new setup. One of the most apparent changes came when the pandemic forced them to lose their face-to-face connection with their customers.

“Before the pandemic, one of our most effective strategies was capturing real moments—photos and videos of our customers enjoying our food and sharing those on Facebook and Instagram,” says Baquiano-Hita. “It created a sense of authenticity and community around our brand, helping us grow through word of mouth and organic content.”

“Without a physical space, we lost that face-to-face connection. So, we focused on strengthening our digital presence. We pushed harder on social media, and when Tiktok began trending, we adapted and created content that resonated with a younger and wider audience.”

With food delivery booming during the pandemic, Thai Mango seized the opportunity and teamed up with Grab in April 2020, expanding the reach of the brand.

“Through Grab, we were able to test new areas, track performance and plan for expansion without setting up physical branches immediately,” Thai Mango’s co-founder explains. “It helped us scale strategically, backed by real data and customer feedback.”

During this time, the Baquiano sisters focused more on improving packaging, refining the menu, and streamlining operations for delivery and dine-in.

“Every post, every product, every platform became a tool to build brand trust even without the usual face-to-face connection. It was a shift from presence to precision, and it helped Thai Mango thrive in a completely new landscape.”

From Cloud Kitchens to Dine-In Branches

For Baquiano-Hita and her sisters, the next natural step in scaling Thai Mango was to give their customers a space they could truly experience. “People weren’t just ordering our food, they were asking where they could experience Thai Mango,” says Baquiano-Hita.

“That constant feedback convinced us it was time to create a dine-in space that captured our brand’s full personality from flavor to ambiance. It also felt like the right moment to finally give our loyal customers who supported us from pop-ups to deliveries a place they would call their own—a home where they could gather, connect, and enjoy the full Thai Mango experience beyond the takeout box.”

Finally opening a dine-in branch meant the Baquiano sisters could showcase their food fresh and plated, build stronger brand loyalty, and create a sensory experience that digital platforms couldn’t provide. The shift also opened up new revenue streams—and, just as importantly, helped Thai Mango feel more connected to the community.

On the flip side, opening a dine-in branch brought its own set of challenges: increased overhead, rent, staffing, maintenance, and utilities. Operations became more complex—and with a physical space, you’re tied to one location.

“Unlike a cloud kitchen, you can’t just move where demand is high,” Baquiano-Hita points out. “Still, the connection we gain with our customers in person is priceless.”

From its first dine-in store, Thai Mango now has 10 branches, as of writing. Eight of them are dine-in branches and the remaining two are cloud kitchens.

“Every location is a step closer to our dream of bringing Thai Mango closer to more people, one table at a time.”

Another Strategic Pivot

Shifting to brick-and-mortar locations meant the Baquiano sisters had to rethink their strategies once again, this time to match the demands of a more permanent setup.

“Our strategies had to evolve to meet the demands of a growing business,” says Baquiano-Hita.

Having a mix of dine-in branches and cloud kitchens emphasized the need for structure and systemized operations.

“We built stronger internal processes: tighter inventory controls, clearer staff roles, and standardized quality checks across all locations,” Baquiano-Hita adds. “We had to move from a flexible, trial-and-error mindset to one that was more operationally focused and sustainable.”

“Marketing also became more refined. From just being loud and proud on social media, we shifted to building a strong, cohesive brand identity—from the store ambience, plating style, and customer service, down to our content.”

The founders placed greater emphasis on customer engagement since having a dine-in restaurant meant they had to forge real connections with their customers. Consequently, they invested in staff training, reiterating the importance of representing Thai Mango’s values while serving customers—T-ogetherness, H-onor God, A-im High, and I-ntegrity.

“Scaling up meant growing smarter,” Baquiano-Hita says. “It required us to hold on to what made Thai Mango special in the first place while stepping into a more refined version of who we are now.”

What Entrepreneurs Should Understand About Scaling

Thai Mango may already have 10 branches under its belt, but the sisters are setting their sights on even bigger growth in the years ahead. The goal is to reach 30 branches by 2030. According to Baquiano-Hita, their data shows they’re not just on track—they’re set to exceed that goal.

Still, she cautions against the idea that scaling is merely adding more locations or adding more products to the list. For her, scaling is “knowing when and how to grow without losing what makes your brand special.”

“First, you need to make sure your systems and processes are ready. That includes everything from inventory management, supply chain, and staffing to quality control,” she advises. “If your foundation isn’t solid, scaling will only magnify the cracks.”

She also recommends that entrepreneurs should ensure that they have an understanding of their customer base. This includes knowing what works, what sells, and what keeps people coming back for more through the use of data, feedback, and consistency.

“Your brand identity has to stay consistent,” says Baquiano-Hita. “From the food and service to the look and feel of each branch, everything should reflect the same story, the same soul, no matter how many locations you open.”

She likewise emphasizes the importance of being financially prepared as scaling means making huge investments. She also reminds entrepreneurs to make sure their current operations are profitable and sustainable before taking the leap.

“Lastly, build a strong team. You can’t be everywhere,” the Thai Mango co-founder points out. “Having people who share your vision and can execute it well is key to growing without burning out.”

“Scaling is exciting, but it should never come at the cost of quality, consistency or your core values. Grow wisely, not just quickly.”

Key Takeaways for Aspiring Entrepreneurs

“Start small, but start strong,” Baquiano-Hita recommends. Eight years of building Thai Mango has given her a wealth of experience—lessons that food entrepreneurs everywhere, not just in the Philippines, can learn from.

“Don’t wait for everything to be perfect, launch with what you have, test the market, and adjust along the way.”

Know Your ‘Why’

“Trends come and go, but if you’re rooted in purpose, you’ll stay standing,” Baquiano-Hita says. “Your concept should reflect who you are and what you believe in because customers feel that.”

Listen to Your People and Market

“Especially in the early stages, your hands-on approach sets the culture,” she explains. “Whether it’s overseeing kitchen flow, crafting your social media voice, or connecting with customers, your presence makes a difference.”

Be Patient but Persistent

“The food business takes grit. There are long hours, unexpected challenges, and lessons you only learn through experience,” the Thai Mango co-founder points out. “But if you lead with passion and consistency, every effort brings you closer to something great.”

Key Takeaways for Food Business Owners Looking to Scale

For those already running food businesses and eyeing expansion through a physical store, Baquiano-Hita offers practical advice drawn from experience.

“Scaling from online to dine-in is a big leap, and it needs to be a thoughtful one,” she says. “Don’t just scale for the sake of it, scale when you’re ready. Your systems, team, and brand should already be strong online before you open physical doors.”

Location is Everything

“Look for places where your online customers already are or where there’s clear demand for your food,” Baquiano-Hita advises. “When we opened our first dine-in, we chose an area where we already had strong delivery sales, and it paid off.”

Create an Experience

“A dine-in setup isn’t just about serving food, it’s about the total ambience,” she adds. “From ambience and service to plating and music, every detail should reflect your brand personality. Think of it as bringing your online identity to life in a physical space.”

Train Your Team Well

“Your staff become the voice of your brand,” the Thai Mango co-founder points out. “Invest in them, not just in skills but in mindset and values. “

Be Financially Prepared

“A dine-in setup comes with bigger responsibilities, higher rent, utilities, staff salaries and day-to-day operations. Make sure your cash flow and projections can support it.”