CAVITE — The Department of Tourism CALABARZON brought its Filipino Brand of Service Excellence (FBSE) training to Café 10/23 on July 14, 2026, equipping 51 frontliners with skills to deliver world‑class, authentically Filipino hospitality. The initiative elevates the dining experience for every visitor who walks through the café’s doors.
A Training Rooted in Filipino Warmth
Dr. Phoebe C. Villanueva led the sessions, introducing the core principles of the FBSE program. She taught participants how to translate values like warmth, respect, and malasakit into meaningful guest interactions. The training went beyond theory, using engaging group activities to foster teamwork and collaboration.
Nicolle Coronado and Jannaika Joviamei Vergara from DOT Region IV‑A facilitated the program. They guided the staff through modules on professionalism, consistency, and effective communication. The goal was to build a service mindset that exceeds customer expectations, turning a simple meal into a memorable experience.
A Café That Draws the Crowd
Café 10/23 is not a small neighborhood spot. The homegrown brand has grown into a 300‑seat destination that routinely welcomes over 1,000 patrons on busy weekends. With such high volume, consistent and heartfelt service is essential to maintaining its reputation as a must‑visit location in Imus.
Founder Laurice Annelle “LA” Gonzaga‑Cantimbuhan built the café as a love letter to Caviteños, offering premium culinary experiences without the need to travel to Metro Manila. Its vintage jeepney centerpiece and gallery of local art make it a destination in itself. The DOT training ensures that the service matches the rich ambiance.
Boosting Cavite’s Tourism Appeal
Cavite’s tourism sector relies on frontliners like the staff of Café 10/23 to create positive first and lasting impressions. When travelers from Batangas, Laguna, or Metro Manila visit, the quality of service often determines whether they return and recommend the province to others. The FBSE training directly contributes to making Imus a more competitive tourism hub.
The DOT CALABARZON has been actively rolling out the FBSE program across the region, recognizing that authentic Filipino hospitality is a unique selling point. By investing in service excellence, Cavite positions itself not just as a day‑trip alternative to Tagaytay, but as a destination worthy of its own spotlight.
A Model for Homegrown Brands
The partnership between DOT and a local café demonstrates how government and private sector can collaborate to raise industry standards. Café 10/23 now serves as a model for other homegrown Cavite establishments looking to scale their operations while preserving genuine Filipino charm. The training proves that world‑class service is achievable without losing local identity.
As the café continues to attract crowds, every interaction will reflect the warmth and professionalism instilled during the July 14 session. For diners, it means an experience that tastes like Cavite and feels like home.
