Moment Group: How a Visionary Team Redefined Filipino Dining with Manam & 8cuts Burger Blends

Consider this: Manam’s signature “Sisig” alone sells over 10,000 plates monthly, while 8cuts’ customizable burgers have sparked a cult following. Behind these numbers is a team led by co-founders Ian Paradies and Abba Napa, who bet on local flavors when others chased global trends. “We wanted to prove Filipino food could be playful, premium, and unapologetically us,” says Paradies. The result? A portfolio spanning 20+ brands and a loyal community that flocks to their restaurants for comfort, creativity, and connection.

In this deep dive, we’ll explore how Moment Group cracked the code on modern Filipino dining—from their kitchen experiments to expansion strategies. Whether you’re a food entrepreneur, a hospitality pro, or just curious about the stories behind your favorite meals, there’s something here for you. Let’s dig in.

Table of Contents

• The Origin Story: How Moment Group Was Born
• Manam’s Magic: Reinventing Filipino Comfort Food
• 8cuts Burger Blends: Why Customization Won Hearts
• The Moment Group Philosophy: More Than Just Restaurants
• The Expansion Playbook: How They Scaled Without Losing Soul
• Behind the Menu: How Moment Group Tests & Launches Dishes
• Marketing Wins: Social Media, Nostalgia & Word-of-Mouth
• Challenges They Faced (And How They Overcame Them)
• What’s Next? Future Plans & New Concepts
• 7 Lessons Entrepreneurs Can Learn from Moment Group

The Origin Story: How Moment Group Was Born

Every empire starts with a spark. For Moment Group, it began in 2014 when childhood friends Ian Paradies, Abba Napa, and Eli Antonino noticed a gap in Manila’s dining scene. “Fine dining was either too traditional or too Western,” Paradies recalls. “We saw an opportunity to make Filipino food exciting for a new generation.” Their first venture, The Mess Hall, was a testing ground—a shared kitchen where they could experiment with dishes like adobo flakes and ube cheesecake. When lines started forming, they knew they were onto something.

But the real turning point came with Manam. Launched in 2015, the restaurant reimagined classics like sinigang (served two ways: traditional and with watermelon) and crispy pancit palabok. “We took risks,” says Napa. “For every 10 ideas, maybe two worked. But those two became hits.” By 2018, Moment Group had expanded to include 8cuts Burger Blends, Din Tai Fung Philippines, and Ooma, proving their model wasn’t a fluke.

Manam’s Magic: Reinventing Filipino Comfort Food

Walk into any Manam branch, and you’ll instantly feel the vibe: vibrant colors, shareable plates, and the hum of happy diners. But the genius lies in the details. Take their “Twice-Cooked” Sisig—first boiled, then grilled for extra crunch, served with a house-made calamansi mayo. Or their House Crispy Pancit Palabok, which upgrades the street-food staple with chicharron and smoked fish flakes. “We ask: ‘How can we make this 10% better without losing its soul?’” explains Chef Jordy Navarra, who consulted on Manam’s early menus.

Another key to Manam’s success? Portion flexibility. Diners can order dishes in “small,” “medium,” or “large,” encouraging groups to sample multiple items. This strategy boosted average order values by 22% in their first year. Combined with playful twists (like their now-famous Watermelon Sinigang), Manam became the go-to spot for both nostalgic lolas and Instagram-savvy millennials.

8cuts Burger Blends: Why Customization Won Hearts

While Manam celebrated Filipino flavors, 8cuts Burger Blends took a different approach: letting diners design their perfect burger. Launched in 2017, 8cuts offered eight premium meat blends (like USDA chuck + short rib), 20+ toppings, and sauces ranging from truffle aioli to spicy banana ketchup. “We wanted to democratize gourmet burgers,” says Napa. “No two orders are ever the same.”

The customization model paid off. 8cuts’ average ticket size is 30% higher than that of its competitors, thanks to upsells like add-on bacon or foie gras. Their “Blend of the Month” program (featuring limited-time meats like wagyu or lamb) keeps regulars coming back. And with clever branding—think neon signs and cheeky menu names (“The Cheesus Christ”)—they’ve built a cult following among burger aficionados.

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Final Thoughts: Why Moment Group Matters

Moment Group’s journey proves that Filipino brands can thrive by honoring tradition while embracing change. Whether it’s Manam’s modern take on heirloom recipes or 8cuts’ bold burger experiments, they’ve shown that innovation doesn’t require abandoning your roots—it means reimagining them for new audiences.