Kaya Founders Welcomes Potato Corner Veteran Dom Hernandez as New Strategic Partner

Investment company Kaya Founders is welcoming a new strategic partner. Dominic Hernandez is well-known within business circles in the Philippines for his involvements in various F&B businesses, most notably as COO of Potato Corner, where he played a pivotal role in the brand’s explosive growth and eventual sale to the Shakey’s group. He currently oversees the Philippine operation of Tokyo Milk Cheese Factory and is also a director of Union Digital Bank. 

As strategic partner, Hernandez is tasked with enhancing the firm's portfolio and investment strategy through his expertise and networks in the F&B industry.

Dom Hernandez is the newest strategic partner of investment company Kaya Founders

Photo by Dom Hernandez.

“My experience allows me to identify emerging trends, potential investment opportunities, and strategic partnerships within both the F&B and tech sectors,” he tells Esquire Philippines. “I'm particularly excited about providing guidance and support to founders, drawing on my extensive background in operations, marketing, and customer service. Whether it's helping them navigate challenges, scale their businesses, or optimize their strategies, I'm committed to contributing to their success and the growth of Kaya Founders as a whole.”

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Hernandez, whose family owns and operates the Victory Liner bus company, just recently completed his Executive MBA at INSEAD. He says the family’s roots in business informed his own entrepreneurial sensibilities.   

“My parents were very, very supportive of my enterprising nature even at a young age, and this gave me confidence to pursue the path of an entrepreneur,” he says. “At the core of my motivation lies a deep-seated curiosity—a drive to continuously learn and adapt. Entrepreneurship, to me, is an ever-evolving journey filled with diverse challenges and opportunities. It's about embracing the unknown, navigating through different business models, and engaging with a myriad of people from various backgrounds. Each day presents a new puzzle to solve, a fresh perspective to consider, and ever-changing customer needs to address.”

(from left to right) Ray Alimurung, Constantin Robertz, Paulo Campos, Stanley Yu, Toby FLoro, Dom Hernandez, Lisa Gokongwei-Cheng, and Berck Cheng

Photo by Dom Hernandez.

After stints with Ayala Land and HSBC, Hernandez ventured into business as franchisee of several F&B brands before eventually joining Potato Corner. There he helped steer the company through the process of being acquired by Shakey’s. Although he joined the company at a point when it was already a household name, he says he felt the pressures of sustaining its remarkable success.

“One of the most profound lessons I learned in business during this time was the importance of adapting strategies to fit the evolving needs of the business,” he says. “As the saying goes, ‘What got you here, won’t necessarily get you there.’ I quickly realized that different phases of the business demand different approaches and tools. It required a willingness to learn and unlearn certain practices to keep pace with the demands of the rapidly evolving market.”

Hernandez brought his extensive experience as a franchisee for various F&B brands to Potato Corner. He understood the challenges and pain points faced by franchisees and these insights proved invaluable as he led Potato Corner's aggressive store expansion as a franchisor.

“Moreover, drawing from my franchisee experience, I prioritized initiatives aimed at improving efficiencies in quality control, business development, food safety standards, and supply chain management,” he says. “By addressing these key areas, we not only expanded our footprint but also ensured that each outlet maintained the high standards that Potato Corner is known for, fostering sustainable growth and customer satisfaction.”

Hernadez brings his extensive experience in the F&B space to Kaya Founders

Photo by Dom Hernandez.

Today, a new challenge awaits Hernandez as Kaya Founders’ newest recruit. He says he has always been curious about the kind of work done at the venture capital fund, but admits he felt hesitant to approach them because of a lack of experience in the startup and tech industries. 

It was after Lisa Gokongwei-Cheng, who is a general partner of Kaya Founders and is a former independent director of Shakey’s Pizza Asia Ventures (the family still owns a minority stake in SPAV), introduced Hernandez to the other partners of Kaya Founders (Paulo Campos and Ray Alimurung) that the stars aligned, so to speak. 

“After synthesis, it’s all about chemistry,” he says. “We shared a common goal of supporting Filipino founders, generating international interest in the Philippine startup scene, and fostering a dynamic, talented community within Kaya. The vibrant energy and intelligence of the team at Kaya inspire me tremendously.” 

It's because Kaya Founders’ objectives so closely mirrors Hernandez’s own personal goals that he feels enthusiastic about this new endeavor. The mission to support Filipino founders is challenging yet immensely rewarding and Hernandez believes that nurturing and empowering local entrepreneurs to build investable companies in the Philippines can lead to a more robust and vibrant startup ecosystem.

“I see immense potential in the Filipino entrepreneurial spirit, and I'm eager to contribute my expertise to help these founders succeed,” he says. “Whether it's providing strategic guidance, sharing industry insights, or leveraging my network, I'm committed to playing a role in the growth and development of Filipino-led ventures.”