During a recent interview with CanadianSME Small Business Magazine, Diona Joyce, Owner of Kanto by Tita Flips, delved into the roots of her passion for Filipino cuisine and how it has fueled the success of her business. Diona’s journey began with a deep love for the rich flavors and cultural significance of Filipino food, which she has meticulously brought to life at Tita Flips. Her unwavering commitment to authenticity and quality has resonated with Toronto’s diverse culinary community, helping her carve out a unique space in the city’s food scene. With the recent support of a DoorDash grant, Diona is set to further expand her offerings, enhance operational efficiency, and continue sharing the vibrant culinary traditions of the Philippines with a broader audience.
Street food is synonymous with the Philippines and Diona Joyce put Filipino cuisine on Canada’s culinary map as the country’s first purveyor of the Filipino street food with Kanto by Tita Flips in 2013. At a time when Filipino street food was unheard of, Diona broke culinary barriers and set up Kanto by Tita Flips in an upcycled shipping container at Market 707, the stretch of sidewalk near Dundas and Bathurst. Diona’s signature dishes include Lechon Kawali – roasted pork belly, Tapsilog – beef ribeye slices and Sisig Fries, which is her version of poutine. She opened her second restaurant at The Junction. With a mission to make Filipino cuisine mainstream, Diona has appeared on the Fidel Gastro Show, Food Network’s Fire Masters, Canada AM and The Social on CTV, and The Morning Show on Global TV. She also hosts a Tagalog language cooking show, Lutong Pinoy Eh, on Filipino TV. Most recently, she appeared on Food Network’s Cheese: A Love Story with Afrim Pristine. As a champion for Filipino cuisine, Diona is a mainstay at cultural events like Taste of Manila, TO Food Fest and the KULTURA Filipino Arts Festival. She was also one of the headlining chefs at the inaugural BBQ Eats Festival that saw over 30,000 attendees in Toronto. She also recently hosted a 10-week Kanto night festival with themes paying homage to various Philippine regions. Focussing on innovation, Diona developed the Kanto Kamayan Kit. This experience offers the traditional Filipino style of eating communally and without plates or utensils. All the ingredients are made in-house and can be ordered online. A firm believer in giving back to society, Diona collaborated with a non-profit organization and launched a Feed the Frontline campaign, which delivers meals to frontline workers throughout the GTA during the pandemic. Through the sale of her food, Diona is also raising funds for the victims of the recent Typhoon Vamco in the Philippines.
What inspired you to start Tita Flips, and how has your passion for Filipino cuisine influenced the success of your business?
I was inspired to start Tita Flips by my deep love for Filipino cuisine and a desire to introduce its rich flavors and cultural heritage to Toronto. My passion for Filipino food has been pivotal in shaping Tita Flips’ success. It drives our commitment to authenticity, ensuring each dish reflects traditional recipes and flavors. This dedication resonates with customers seeking genuine Filipino dining experiences. Moreover, our emphasis on quality ingredients and innovative menu offerings has attracted a loyal following and positive reviews. By staying true to my culinary roots and continually innovating, Tita Flips has not only carved a niche in Toronto’s vibrant food scene but also contributed to the broader appreciation of Filipino cuisine in our community
How will the grant support from DoorDash positively impact your business, particularly with the recent launch of your new line of prepared meals?
The grant from DoorDash will significantly bolster our business, particularly with the recent launch of our new line of prepared meals. It will allow us to enhance our marketing efforts, reaching a broader audience through targeted advertising campaigns and promotions. Additionally, the grant will support operational improvements, such as investing in packaging and infrastructure to ensure the quality and freshness of our prepared meals during delivery. Partnering with DoorDash also expands our reach geographically, enabling us to meet increased demand and provide convenient delivery options to more customers. Overall, this support will strengthen our market presence, drive sales growth, and elevate customer satisfaction as we continue to innovate and expand our offerings in the culinary landscape.
As a female business owner, what does receiving this grant mean to you, and how do you see it contributing to the growth and expansion of Tita Flips?
As a female business owner, receiving this grant is incredibly empowering. It signifies recognition of my efforts and validates the importance of supporting women entrepreneurs in the culinary industry. This grant will fuel the growth and expansion of Tita Flips by providing crucial financial support for initiatives like marketing, product development, and operational enhancements. It enables us to reach new markets, expand our customer base, and further establish our brand as a leader in Filipino cuisine. Moreover, it reinforces our commitment to innovation and sustainability, ensuring Tita Flips continues to thrive and make a positive impact in the community.
If you could offer one piece of advice to a woman looking to open her own small business, what would it be, especially in the competitive food industry?
My advice would be to believe in your vision and persevere with passion. In the competitive food industry, authenticity and dedication to your craft are key. Focus on offering something unique that reflects your passion and cultural identity. Build a strong support network of mentors, peers, and customers who believe in your mission. Embrace challenges as opportunities to learn and grow, and always prioritize quality and customer satisfaction. Stay resilient in pursuing your goals, and remember that every setback is a stepping stone towards success.
Can you share how partnering with DoorDash has expanded your delivery reach and operational efficiency, and what impact this has had on your business and customer satisfaction?
Partnering with DoorDash has been transformative for us, significantly expanding our delivery reach and enhancing operational efficiency. It has enabled us to cater to a broader customer base beyond our immediate vicinity, reaching more food enthusiasts who crave authentic Filipino cuisine. This partnership has streamlined our delivery processes, ensuring prompt and reliable service that meets customer expectations. As a result, we’ve seen increased customer satisfaction with faster delivery times and seamless ordering experiences. This expansion in delivery capabilities has not only boosted our sales but also strengthened our brand presence in the competitive food delivery market, marking a significant step forward in our business growth and customer outreach efforts.
