The food scene in Marikina City is bustling, but not all small food businesses enjoy an equal helping of visibility.

For some, the aroma of home-cooked meals is still sufficient to draw passersby who eventually become suki (regular clients). However, digital “likes,” “hashtags,” and Facebook group posts are now just as essential as toasted garlic in sinangag (fried rice).

This is the reality facing many of Marikina’s karinderyas: modest, often family-run eateries that have sustained communities with affordable, ready-to-eat meals.

Some have bravely embraced social media to stay afloat, but others remain unplugged from e-commerce and, increasingly, from the attention of modern consumers.

A case of adaptation

Take Laylu’s, a karinderya-style food business owned by Angela Santos and nestled in a neighborhood once alive with sabungeros (cockfight aficionados) and street vendors. It began as a simple fishball stand built by her parents in the early 2000s outside their home.

“Our canteen used to be right next to the sabungan (cockfighting arena), so most of our customers were sabungeros,” Santos recalled. “But when sabong went online during the pandemic, our foot traffic disappeared. That was when I decided to create a Facebook page and post our food online.”

Laylu’s quickly adapted, joining Facebook groups, adding relevant hashtags like “#MarikinaCity” and “#SmallBusiness,” and offering food trays to attract family orders.

It even explored Foodpanda, but ultimately dropped the idea. “The [food delivery] commission was too high,” Santos explained. “We could not sustain the profit margins, and Facebook worked better for us. It felt more personal.”

‘We make people happy’

A few barangays away, a traditional gotohan that began in March 2023 continues to serve hot bowls of rice-and-meat porridge and silog (with eggs) meals to passersby and locals. Owned by “Aling Flor,” the business is a repurposed sari-sari store, built on the cooking skills and labor of the household.

“We never thought of posting on Facebook,” Aling Flor said. “Our food sells out before the afternoon, and the business is small. It feels like there is no point [in online promotion].”

Yet, she is clear-eyed about the undeniable impact of digital visibility. “Those on Grab or Foodpanda have the advantage,” she said. “Anyone can see them. Meanwhile, we only serve the people who walk by or live nearby. Their food gets attention, even if we feel ours is just as good.”

Despite the challenges of limited reach, Aling Flor finds profound meaning in her work: “We make people happy. Some come here for breakfast or lunch and say they enjoy the food. That is enough for us.”

New cost of visibility

For businesses that lack the resources or knowledge to market online, even platforms seemingly designed to empower small sellers can feel like closed doors. This reality is well understood by Inside Marikina, a popular local Facebook blog and community page.

“Inside Marikina started in 2013 to showcase the positive side of Marikina City,” said “Migs,” the page’s administrator. “We feature various types of businesses, mostly those that invite us or offer something interesting.”

Though Inside Marikina does not charge fees and occasionally features street vendors and karinderyas, Migs readily admitted that social media promotion creates clear winners. “Yes, promoting on social media gives businesses an advantage,” the admin affirmed. “Most people who can afford to buy are now online. They no longer watch TV or read newspapers.”

While the page sometimes receives requests from micro-businesses seeking a feature, its aim is not to create viral sensations. “We write in a magazine style. We do not exaggerate or say something is good if it is not,” Migs said. “We just let people know a certain business exists. That is already a big help.”

For many small eateries, the problem is not just the lack of visibility but also the growing complexity of getting seen. Food delivery platforms can charge commission fees of up to 25–30%. Social media posts demand good lighting, timely updates, strategic hashtags, and shareable content.

Many business owners simply lack the time or tech skills to manage the requirements, let alone the costs of hiring assistance. This creates what experts term a “tech-driven inequality” in micro entrepreneurship, in which those who can digitally adapt succeed, and those who cannot quietly disappear.

The local government has traditionally supported MSMEs (micro, small, and medium enterprises) through training sessions and permits. But according to Inside Marikina, more targeted programs on digital literacy are crucial in bridging the existing gap. “The DTI’s BMBE program is great, but what we really need are training [activities] on how to use social media for business,” it pointed out, referring to the Barangay Micro Business Enterprise program of the Department of Trade and Industry. “Some small vendors don’t even know where to start.” 

Partnerships

Local government units can also forge partnerships with community pages like Inside Marikina to spotlight offline karinderyas, or offer free templates and workshops for digital promotion.

For now, many continue to rely on their core values: community, taste, and trust. “Every strong business will face slow seasons,” said Laylu’s FB admin. “You have to believe in your product and stay consistent in what you started.”

And for those still thriving offline, like Aling Flor’s gotohan, the work continues, quietly but meaningfully. “Even if it’s a small business,” she said, “what matters most is the quality of the food and how it brings joy to the people who eat it.”

Angel Sofia Nabong, a third-year journalism student at the University of the Philippines’ College of Media and Communication, is an intern at CoverStory.ph.