At 30, Daniel Padilla finds more purpose

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MANILA, Philippines —  This proudly Cebuano brand placed its full trust in Daniel Padilla at a time when others may have hesitated.

It was shortly after his highly publicized breakup when coffee franchise chain Don Macchiatos tapped the “Incognito” star as their first celebrity endorser. The move proved to be a game-changer, with the brand now having nearly a thousand branches nationwide, according to its owners.

“Daniel Padilla na kasi iyan (He’s already Daniel Padilla), whether there’s an issue or not. Mas tumaas pa yung sales (sales increased when we got him),” said CEO Bethel Jae San Juan in an interview with The STAR on the sidelines of the recent contract renewal between Daniel and Don Macchiatos.

Since bringing Daniel onboard, the brand also saw a rise in franchise interest. “That’s when we knew we chose the right person,” Bethel added.

“Before Daniel came in, we had around 600 branches. When Daniel joined, that number grew. Now, we have almost a thousand branches. At that time, we were only in Visayas and Mindanao. After that, we started thinking about how to reach more of the Luzon market, and that’s when we thought of getting Daniel Padilla,” added COO Marc Anthony Abangan.

Joining them at the press conference was general manager Ariel Alegado.

The STAR learned that the couple behind Don Macchiatos experienced failed business attempts before finding success. They pioneered the P39 coffee price point, which has since been copied by others.

According to Marc Anthony, their initial investment was around P20,000 to P30,000 since they started with a small cart only. He believes that they attracted customers because of their unique pricing and that could be one reason they eventually reached close to 1,000 branches. He further said that they aimed for the lowest possible price while still making sure they wouldn’t be losing profit.

“We’re able to sell it for a low price because we acquire our raw materials wholesale. Nakukuha natin ng mura kaya binibigay natin sa market, mura rin and still quality coffee,” he added.

The brand’s next goal is going global, starting with a branch in Dubai. Daniel will be at the opening.

During the mediacon at Shangri-La BGC, Daniel reflected on how endorsements have taken on new meaning for him.

“It’s the relationship. That’s the most important thing for me now,” he said. “And throughout the years, what I’ve learned is: You don’t just treat each other as colleagues but also friends. Mahalagang mahalaga na sa akin yun. After all the endorsements, friendship and trust are the No. 1.”

Another reason he said yes to the brand? “They respect my brand — who I am as Daniel Padilla. They didn’t try to change that for their own (benefit). Sometimes it happens, you know? There are brands or endorsements that will ask you to change your image. For me, hindi pwede yun, alam mo yun? I’m just grateful they let me be me.”

Daniel also revealed he’s investing in franchises of his own — likely in Luzon — and appreciates that the company uses local beans, helping support Filipino farmers.

Speaking of local, the Kapamilya star traveled around the Visayas, including Dumaguete and Siquijor, to mark his 30th birthday last April 26.

“Di na natin kailangan lumayo,” he said about exploring the country’s scenic destinations. “Napakadaming maganda na pwedeng puntahan dito sa Pilipinas. Andito lahat.”

He had also just returned from Marawi after filming scenes for “Incognito.”

“Ibang-iba ang Marawi,” he said. “Of course, (what happened there is) nasa past or history kung sabihin natin. But now, ang mga tao at ang Marawi mismo, unti-unting bumabangon.

“Our Muslim brothers and sisters there were very welcoming, and I want to thank them again. They never left us. They were with us every day. Their support was a hundred percent. Whether it was lunch break or dinner break, they would bring us food. I miss Marawi. It’s such a beautiful place.”

With “Incognito” nearing its conclusion, Daniel expressed interest in continuing with action-dramas over returning to rom-coms.

Compared to recent presscons, the media observed that Daniel was noticeably more open at the contract-renewal event. In the past, he appeared more reserved in his answers, with questions pre-selected and filtered. This time, there were none. And perhaps fittingly so as it was a coffee event — and coffee is always best paired with good, free-flowing conversation.

Here are excerpts from the intimate presscon over Don Macchiatos’ signature iced caramel macchiato and brown Spanish latte:

On his coffee preference and personality: “Natuto talaga ako magkape simula nung ‘Incognito’ because (during tapings) we’d usually start early at 4 a.m. At first, I wasn’t used to sleeping early and waking up early. Dahil sa aking mga kasama, especially Tito Ian (Veneracion), he’s really a coffee person, he influenced me to drink coffee in the morning… Usually, it’s mocha or classic Americano...

(Coffee personality?) “It depends on the person I’m with. I can be strong and bold, but also sweet and creamy (laughs).”

On his daily routine: “To be honest, ever since I turned 30, I’m awake by 8 a.m. and then have my coffee. Kape na ako at isip na ako ng anong pwede kong gawin. Unlike before when I could just stay at home all day, now I get restless if I’m not doing anything. Lahat ng pwede kong gawin sa araw na ito, gagawin ko. I want to be productive. But kape muna for that boost.

“When it’s a free day, mas slow. When there’s work, after I wake up, I meditate — 10 minutes — to prepare because what we’re doing in ‘Incognito’ is no joke. It’s a long day. I’m active the whole day. So that’s it. Meditate in the morning, and rock and roll the whole day.”

On best coffee companions in showbiz: “There’s Ian. Chard (Gutierrez), Zanjoe (Marudo), Hubs (Azarcon), L.A. (Tenorio). I will invite all of them (for coffee) because I can say they are my true friends in (the showbiz world).”

On life after turning 30: “Siempre, ‘di mo na maisa-isa yung pagbabago, parang di mo rin talaga masasabi. Parang you just grow with all the experiences you’ve been through. I just think we have more wisdom now and composure.”

(Are you happier?) “Being happy is very subjective… Now, I’m just… mas may purpose lang ako ngayon sa buhay. Before, very busy ka pa at kinikilala mo pa ang sarili mo eh. So now, I know myself more.

“Second, mas nababalanse ko na lahat ng bagay. And again, araw-araw akong gumigising na may purpose ako. Para hindi ako naliligaw. Yan ang gusto ko mangyari sa akin. (I’m better at balancing everything now. And again, I wake up every day with a sense of purpose. So that I don’t feel lost. That’s what I want to happen for myself.)”

On what his purpose is now: “Secret. Ano lang Ma’am… Panginoon lang.”