Burger brand born in lockdown eyes expansion

What began as a small burger kiosk in Pueblo Verde late 2021 has grown into one of Cebu’s promising food brands, born not out of a corporate boardroom but from the kitchen of a former medical representative adapting to the stay-at-home economy during the COVID-19 lockdowns.

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YOMBIG Burger, a modest food venture launched with a P200,000 investment, is now eyeing a bold expansion plan—eight branches over the next three years, an P80 million rollout that includes standalone restaurants with drive-thru formats and the creation of more than 100 jobs.

The company’s founder, Rolando U. Pendon Jr., who spent four years in the pharmaceutical sales industry—never envisioned himself in food service. But the pandemic, and the sharp pivot to a homebound lifestyle, prompted a reevaluation. “Why not turn a passion into something sustainable?” he recalled thinking. “I’ve always loved food. The challenge was translating that into a viable business.”

A Burger Unlike the Rest

YOMBIG found its initial success by doing something most competitors weren’t: combining chicken and beef in a single burger. Paired with a proprietary sauce developed in-house and locally sourced vegetables—including lettuce grown in the company’s own greenhouse—the burger offered something novel in an otherwise saturated market.

“We didn’t come from a culinary background, and maybe that was an advantage,” Pendon said. “We weren't tied to any rules—we just wanted to create something we would eat ourselves,” he explained.

Initially operating as a 5-square-meter kiosk, the brand quickly built a loyal following. Cebuano customers, as well as foreigners with discerning burger palates, took notice of the generous portions, rich flavor profiles, and, most importantly, consistent quality.