STAR Rtn. Richard Joseph Li: Thriving in Difficult Times

Switching careers and shifting from one industry to another send thrills of excitement to STAR Rtn. Richard Joseph Li. He is never afraid nor intimidated. He, instead, faces the change with enthusiasm and interest. Immersing himself in a fiberglass manufacturing business and corporate giveaway business early in his career, he found himself cooking up a successful profession in the food industry in Cebu City in 2012. Moving to i-Kitchen Inc. (Kuya J Restaurant) in January 2018 was an exciting milestone. As the company’s Chief Operations Officer, STAR Rtn. Richard was the man behind Kuya J’s new store design and format that was launched in December 2019. He also revamped Kuya J’s franchise program last year, with four new sign ups.

Then came the pandemic, which hit the restaurant business especially hard. While many businesses are at their worst, STAR Rtn. Richard claimed they are at their best. What made them thrive during these challenging times? He also shares that in running a business, it’s always the small things that count, that make the difference. What are the things he sees – or checks – when he walks into a Kuya J store which we, customers, miss to see? Have a glimpse at STAR Rtn. Richard’s career journey and his thoughts about the restaurant industry in the midst of pandemic. On a different topic, find out why he is a bit more patient with traffic jams than many of us.

Rhea Vitto Tabora (RVT): When you were younger, what did you want to be?

Richard Joseph Li (RJL): When I was young, I always wanted to be a businessman like my dad. He was in the construction supply and fiberglass manufacturing businesses. Being exposed to my dad's work ethic taught me the values of hard work, integrity, and humility. I learned the importance of always keeping one's word, how to treat our people right, and most of all, how to be always honest in everything we do. Values that, until today, have stayed with me and molded me into who I am.

RVT: What path were you on before you got into the food business?

RJL: Before the food business, I helped out with my parents in our fiberglass manufacturing business. At the same time, I also managed a corporate giveaway business along with a partner. It is always exciting to shift from one industry to another. You gain valuable insights from working with different partners on different industries. Food has already played a significant part in my life growing up. I can still remember playing in and around various Majestic Restaurants in Cebu with my cousin when I was young. And that's because of my uncle who continues to be in the food industry until today. So, it was natural that I would gravitate back to the food industry. Eventually, when Majestic Restaurant was looking to rebrand and relaunch itself back in 2012, I was invited to join the team that would take on the challenge as Vice President for Administration, focusing on people, training and culture. The rest, as they say, is history.

RVT: What was the most innovative thing you have implemented across your career?

RJL: For me, the word "innovative" can mean many things. In this case, I would liken it to something that would have had the most positive impact on the organization. An example of that is a clear, actionable, and proper Succession Plan System, which came in very handy during this pandemic. Effective succession is a system that understands the inherent culture of a company. It acknowledges and recognizes those who work hard and who are deserving to move up. At the same time, it takes into consideration how to support the development and growth of those who can do better. And most importantly, it gives assurance that regardless of the circumstances, the company will continue to operate as it gives importance and value to its people.

RVT: To what or to whom do you attribute your success?

RJL: My family. I am grateful to have such a loving, patient, and supportive wife and kids, considering I have spent most of my time away from home. My parents and uncle have instilled in me lifelong values that I continue to practice as the COO of Kuya J Restaurant. Values like honesty, integrity, humility and grit. And of course, my Kuya J Team. I am blessed to be working with some of the best in the industry. I learn as much from them as they do from me. With a relationship built on trust and respect, there is not a day that goes by that I don’t feel thankful for the opportunity to learn, coach, and grow with them. Plus, to be able to do that in an environment where we genuinely want each other to succeed makes it all the more worth it.

RVT: When you walk into a Kuya J Restaurant, what do you see that customers might miss?

RJL: I guess the small, simple details that, when added, make a huge difference. Like, how many light bulbs are working or not? Are the rows of chairs and tables clean and straight? Is the staff serving our guests with a genuine smile and enthusiasm? Or is the sound of the in-house music too soft or too loud? Are the customers enjoying and treated well as if they were to visit the home of their own Kuya? In this cut-throat industry, those nuances count because those things, when done right, add up to a great dining experience. At the end of the day, it is always about customer experience. Now, is the customer getting the best experience from us? That's the question we always want to answer with a profound yes. And I believe we are working hard to deliver that everyday.

RVT: How do you think the restaurant business will bounce back from this pandemic?

RJL: Resiliency and innovation are both keys to bouncing back. I am lucky to be working with a company that has both. We have always bounced back from challenges and this pandemic is no different. We believe that every obstacle brings many lessons that will help us grow stronger as a company. Normally, people think that because we are in one of the industries gravely affected by the pandemic, we are at our worst. I would like to believe that because of the solid character of our people, and the training we have given them, we are actually at our best. That is why we have been thriving in these difficult times. If resiliency is what will get us going, innovation is what will make us stand out. Whether it's new and exciting products, a new store design with the pandemic in mind, or new technologies that make processes or products better – innovation is key to getting back up and standing out.

RVT: What advice would you give someone wanting to enter the food industry?

RJL: First, pick a product or service you believe in and do not settle. Continue to innovate until you have developed something the market does not have yet, but needs. Sometimes the market wouldn’t even know it needs it until you teach it. Make sure your product stands out. Second, build a team that will help you reach those dreams. Do not be afraid to ask for help from others who have been there before. It will save you time and effort. Just make sure to choose your team wisely. And if, for some chance, you fail, start all over again with all the knowledge you’ve learned. How you rise up will define who you are because those failures will help build your character. One day, when you look back, you will realize that it will all be worth it.

RVT: Please share something about yourself that your fellow Rotarians might not readily know.

RJL: Traffic once saved my life. In 2010, I was rushed to the hospital and of all the days, the street was clogged because of a car accident. As a result, I arrived late so somebody else got assigned to my room and I had to wait in the ER. As I was waiting, I suddenly had Dengue Shock Syndrome and became palpatory. Lucky for me, I was where I needed to be and got the help I needed. Had I gone up to the room, I wouldn’t have made it and wouldn’t have had the chance to tell this story. So, in case you see me being a bit more patient with traffic than people normally would, you now understand why. God’s timing is always perfect. =)

RVT: What inspired you to join the Rotary Club of Manila?

RJL: When my good friend, STAR Rtn. Rami Chahwan, asked if I wanted to join Asia’s most prestigious Rotary Club, I couldn’t say no. Knowing how big his heart is to serve and help the community, and the fact that he joined, meant that he believed in everything RCM stands for. It is an honor to be part of such a prestigious organization with a long history of service to the community and the country. I look forward to all the learning, growth, and camaraderie with fellow Rotarians.

RVT: What do you usually do when you are not working?

RJL: I spend quality time with my family, either going on road trips or having staycations. After all, everything that we do, we do for them. For my “me” time, I do bonsai. It has only been a few months, but I enjoy the technicality of it. It teaches us to be patient and to trust in the process.