'We got into the Italian restaurant business not knowing much about Italian food, so we searched for consultants in Italy. We found a chef from Florence who taught us the basics – Danny MoranA man and his family cook up a successful venturePerhaps, it was fate that Daniel M. Moran’s search for a new business venture in 2006 brought him face-to-face with the Salesian priests.He planned at the meeting to make an offer for the gelato (Italian-style ice cream) operations of Amici di Don Bosco (Friends of Don Bosco), the brainchild of Fr. Gianluigi Colombo that had been initially intended as a canteen serving tasty Italian food to students and employees of Don Bosco Makati. Thanks to word of mouth, the simple venue gained a cult following among foodie circles. Moran was a staunch Amici fan.Moran wearing the number 8 jersey as a member of the U/Tex Football ClubAbout this time, his father was in the process of acquiring Amici, even while admitting that he needed help to make Amici fly. Moran recalls: “We got into the Italian restaurant business not knowing much about Italian food, so we searched for consultants in Italy. We found a chef from Florence named Francesco Mansani, who taught us the basics of Italian food and gave us suggestions on how to improve. I told Paolo to start working with Francesco so he could learn from his expertise.”Through their new partner, Paolo was able to apprentice with different chefs in Italy. “This entailed very long hours,” the young man says. “We would start at 10 a.m. to prepare for lunch, take a short break, then start preparing for dinner, ending around midnight. This was the daily routine.” He earned his apron stripes working for Ristorante Maga Mago in Florence, Drogheria Franci in Montalcino and Osteria Mercede in Palermo.The lessons he learned there, Paolo enthusiastically brought to Amici. Nevertheless, he remembered to leave room for flexibility. He says: “In the beginning, I just wanted to replicate for the Amici menu the things I learned in Italy. But I realized I had to adjust a bit. So, I decided I could use the Italian base, but make it more flavorful because that is what the Filipino consumers look for.”The company that Danny Moran set up 12 years ago has now evolved into an organization with a workforce consisting of over 300 employees. He honors a debt of gratitude to the Salesians and his favorite sport, football, by contributing to the Tuloy sa Don Bosco program, which tries to impart to street children the benefits of the game. He also established the Henry V. Moran Foundation, named after his father, which sponsors poor kids so they can learn the game and eventually join international football competitions.Right valuesTiming and providence may have figured significantly in Amici’s expansion, but the bigger and more meaningful story is the role the Morans’ spiritual ethic has played in its continuing success. From conversing with Moran, one senses that his vision is not just about raking in profits, but also creating a workplace that treasures long-held values such as respect and close family ties.“Family” is a recurring theme in Amici operations and culture, and its patriarch expresses delight that three of his five children — two remain in the US pursuing their own dreams — joined the business out of their own volition.In the same way that the older Morans are proud of their offsprings’ contribution to the company, the younger Morans openly admire their parents’ industry and determination. Daughter Pammy says: “I learned from them the importance of understanding every aspect of the business. We have to live and breathe the business so as to understand how best to serve our customers.”Philip recounts conversing on one occasion with a former employee, who said the reason people were loyal to his parents was “because they are nice people.” A simple yet powerful approbation.The Morans are hardest on themselves, especially when it concerns ensuring that the new selections rolling out from their brick oven and numerous stoves will please and exceed diners’ expectations. But overall, they are each other’s biggest supporters and fans. This strong bond that father Danny has instilled in his team has led Amici to an enviable spot in the marketplace and frequent mention in popular food blogs.In a highly volatile industry where the shelf life of concept restaurants averages about 18 months at most, the Morans have shown where dining’s true pleasure lies — preparing and sharing good and honest food with people that matter most to you.* * *NOTES FOR SUCCESSMistakes were made and lessons were learned. The experience just added more food for thought along the way for each family member to digest.• Replicating success. The Morans earned their stripes from building their earlier business, Red Ribbon, into a successful and popular venture. They applied the same winning formula to Amici, which they acquired after selling Red Ribbon to Jollibee.• Knowing the customers. A keen understanding of their clientele has enabled the Morans to design a menu that marries Italian cuisine and the nuances of the FIlipino taste. Filipinos, they’ve learned, prefer their food to be flavorful and their desserts not too sweet.• Compassion for people. The Morans have built a business that places their employees at the heart of their operations. The company culture is such that it keeps staff constantly interested and motivated, and instills in them the right values.• Family matters. Family members, who work together, learn to appreciate each other’s strengths and understand their weaknesses.PHOTOS BY HERMES SINGSON
