"When I was a kid, every time we went to Hong Kong, my mom would bring me to those roasting stalls. You would see the meats hanging, and every time we were hungry, that was where we ate. It became something deeply comforting to me.”
THE rich, smoky aroma of roasted meats hanging in open shop windows is a memory that never quite left Earl Kennard Uy.
Long before Plum Roast became a staple in Metro Tacloban, those scents from the streets of Hong Kong had already planted a quiet seed. It was a seed that would eventually grow into a thriving culinary business built on childhood cravings, academic discipline and a sense of purpose.
Plum Roast, known for its soy chicken, Hainanese chicken and Lechon Macau, is not simply another Chinese-style restaurant. It is a personal translation of memory into food, carefully curated to make traditional roasting accessible to the everyday Filipino diner.
What began as an entrepreneurial thesis during the pandemic has evolved into a growing regional brand that seamlessly blends nostalgia with operational rigor and comfort with consistency.
Uy’s story begins not in a kitchen, but in transit. Growing up, family trips to Hong Kong were frequent, and food was always at the center of those journeys. The sight of roasted chickens and pork hanging in glass-fronted stalls left a deep impression on him.
“When I was a kid, every time we went to Hong Kong, my mom would bring me to those roasting stalls,” Uy said. “You would see the meats hanging, and every time we were hungry, that was where we ate. It became something deeply comforting to me.”
Those experiences did more than satisfy hunger; they created a sensory memory tied to family and familiarity. Years later, when the idea of starting a business surfaced, those same memories rushed back with clarity.
Uy’s academic background provided the framework to act on that instinct. While studying entrepreneurship, he was tasked with conceptualizing a product, building a brand and bringing it to life.
“We were asked to create a product, develop a brand and turn it into reality,” Uy shared. “That idea became Plum Roast. It didn’t stay on paper.”
The direction, however, was not immediately clear. While the initial plan was to open a fast-food restaurant, the concept needed to be distinct without alienating local palates. Conversations with Uy’s father helped refine the vision.
“We wanted something familiar to Filipinos but also different,” Uy said. “Everyone loves chicken and pork. But we didn’t want to be the same as everyone else.”
Hong Kong-style roasting offered the perfect equilibrium. It featured meats Filipinos already loved, paired with flavors and preparations that felt new yet approachable. By pricing it affordably, the concept became viable for a much broader market.
In October 2020, at the height of a global pandemic, Plum Roast opened its first branch. It was a bold move grounded in intense preparation and quiet belief.
“Even during the pandemic, we decided to start,” Uy said. “I was very passionate about food, and that’s why we pushed through.”
The restaurant takes its name from its premium roast duck, which is served with plum sauce — a defining element of traditional Hong Kong roasting culture.
“Our main and most expensive product is roast duck served with plum sauce,” Uy said. “Since we focus on roasting and plum is the main sauce, we named it Plum Roast.”
From the start, the goal was to bring authentic roasting closer to home, not as a luxury dining experience, but as everyday comfort food. Today, the menu reflects that intention, with Lechon Macau reigning as the restaurant’s best-selling item.
“It is very similar to lechon kawali,” Uy said. “For Filipinos, it is very comforting. While the flavors draw people in, consistency keeps them coming back.”
Achieving that day-to-day consistency across multiple branches required heavy operational structure. Plum Roast operates on a centralized commissary system where all seasonings and initial preparations are standardized.
“All seasoning is done at the commissary,” Uy explained. “We bring it to the branches so everything follows the exact same base standard.”
The system minimizes human error and ensures that a dish tastes the exact same whether it is ordered today or months down the line. It is a direct response to what Uy considers the hardest part of the food business.
“Consistency every day is very difficult,” Uy said. “The texture of the noodles, the seasoning — even a small mistake changes everything. You can’t be different every day.”
Employee management presents another hurdle. Like much of the hospitality industry, Plum Roast faces high staff turnover as young workers seek opportunities in larger cities or abroad.
Uy’s solution is cross-training and internal mobility. Cashiers are trained in bar operations, baristas learn the kitchen and employees are actively encouraged to climb the ranks. It is a promise that has already proven successful: one of Plum Roast’s current managers started out as a barista.
“When they work here, they know they are not stuck in one position forever,” Uy said. “They have a chance to become supervisors.”
Beyond operations, the physical space of Plum Roast shapes the customer experience. The restaurant uses plum purple and vibrant orange to reflect both its name and its food. The colors are bright and inviting, intentionally designed to welcome Class A, B and C consumers alike.
Location strategy plays an equal role. By positioning branches near grocery stores and high-foot-traffic hubs, Plum Roast capitalizes on convenience-driven dining.
As the brand matures, expansion opportunities are knocking. Malls in Cebu, including SM, have already expressed interest after scouting the restaurant in Tacloban. Yet Uy is approaching expansion cautiously, keeping supply chain logistics, shelf life and quality control at the forefront of his mind.
“We want to go beyond Tacloban, but we have to make sure quality won’t be compromised,” Uy said. In parallel, he is also preparing to launch a separate restaurant concept to introduce something fresh to the local market.
Through the operational headaches and expansion talks, Uy relies on a simple guiding philosophy: passion is not a cliché, but a practical business tool.
“Passion is the ultimate insurance policy against failure,” Uy said. “When life pulls you down, loving what you do gives you the leverage to climb back up. One day everything is OK, then suddenly people resign, problems come, and you feel drained. If you love what you do, even when you’re stressed, you keep going.”
His advice to aspiring entrepreneurs mirrors his own journey of turning a student thesis into a brick-and-mortar reality.
“Don’t wait to be 100 percent ready,” Uy said. “If you’re at 80 percent, start. Along the way, you will learn, adjust and reach 100 percent.”
Plum Roast is a living example of that mindset — a business shaped by childhood memory, sharpened by corporate discipline and sustained by grit. It bridges the gap between the streets of Hong Kong that once inspired a child’s appetite, and the Filipino tables now filled with roasted comfort food.
Quick questions
What is your biggest fear?
Ghost.
What really makes you angry?
Lazy staff.
What motivates you to work hard?
The life that I want to have.
What makes you laugh the most?
Funny jokes.
What would you do if you won the lotto?
Help the charity, go abroad.
If you could share a meal with any individual, living or dead, who would they be?
With Mark Zuckerberg.
What was the last book you read?
“Rich Dad, Poor Dad” by Robert Kiyosaki.
Which celebrity would you like to meet for a cup of coffee?
With Tiger Woods.
What is the most daring thing you have ever done?
Eat frogs.
What is the one thing you will never do again?
Repeat the same mistakes.
