Sari-Sari Filipino Restaurant, Market & Bakery

What Sari-Sari Filipino Restaurant, Market & Bakery does

Sari-Sari Filipino Restaurant, Market & Bakery is a family-owned Filipino hospitality business operating since 1995 in Leon Valley, Texas, within the San Antonio metro area. The company runs a single integrated location at the Sunset Plaza on Wurzbach Road that combines three consumer-facing formats: a full-service Filipino restaurant (serving dishes such as Crispy Pata, Lechon Kawali, Lumpia, Sisig, and the signature 5-pound Crispy Pata and 140-oz Halo-Halo), an on-site Filipino grocery and market (dry goods, produce, snacks, beauty products, cookware, traditional clothing, and souvenirs), and an on-site Filipino bakery (Pan de Sal, Ube specialties, Cassava Cake, Sapin Sapin, Leche Flan, Bibingka).

The business monetizes through one-time point-of-sale transactions across dine-in, takeout, and delivery channels, with ToastTab providing the online ordering and gift card infrastructure. Supplementary revenue lines include catering services — including the Kamayan Boodle Fight communal feast for groups of 30+ — and Forex Cargo Balikbayan box shipping to the Philippines. The company also operates two sub-brands: the Jeepney Street Eats Filipino fusion food truck for off-premise events and Sari Sari Express for a quicker-service menu concept.

Sari-Sari was founded by Adam and Imelda Valenzuela as a small oriental market in 1995, expanded into the restaurant in 1998 (one of the first Filipino restaurants in San Antonio), and gradually added the bakery. The business is now owned and operated by the second generation, daughter Camille De Los Reyes (CEO) and her husband Adrian De Los Reyes. The customer base centers on the San Antonio Filipino community with growing reach into mainstream local diners, supported by earned media features on Food Network, KSAT12, San Antonio Current, San Antonio Express News, ABS-CBN/ANCX, and Narcity. The firm reports 101-250 employees and operates with no external investors or parent company.

Name

Sari-Sari Filipino Restaurant, Market & Bakery

Legal name

Sari-Sari Filipino Restaurant, Market & Bakery

Website

https://sari-sari-satx.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Sari-Sari is a family-owned Filipino restaurant, grocery market, and bakery operating from a single Leon Valley, Texas location in San Antonio. Founded in 1995 and now led by second-generation owners, it serves the local Filipino community and mainstream diners with traditional cuisine, hard-to-find Filipino goods, and signature experiences such as the 5-pound Crispy Pata and Kamayan Boodle Fight feasts.

Ownership category

akta.pro rank

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Restaurant Food Sales: Revenue from dine-in, takeout, and delivery orders of Filipino dishes including Crispy Pata, Kamayan Boodle Fight feasts, lumpia, and various Filipino entrees.
2. Filipino Market/Grocery: Sales of Filipino products including dry goods, fresh produce, snacks, candies, beauty products, cookware, traditional clothing, souvenirs and merchandise.
3. Bakery Sales: Sales of fresh Filipino breads and sweet rice cakes including Pan de Sal, Ube Pan de Sal, Pan de Coco, Cassava Cake, Sapin Sapin, Leche Flan, Bibingka, and specialty cakes available for order.
4. Catering Services: Catering menu available for events and gatherings, with Kamayan Boodle Fight feasts for groups.
5. Forex Balikbayan Services: Box shipping services to Philippines - Jumbo boxes shipped to Metro Manila, Luzon, Visayas, and Mindanao regions with pickup and drop-off options.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Sari-Sari operates a single-location, combined Filipino restaurant, Filipino grocery market, and Filipino bakery in Leon Valley, Texas, selling traditional Filipino dishes (Crispy Pata, Lechon Kawali, Lumpia, Sisig, Kamayan Boodle Fight feasts), hard-to-find Filipino grocery and household products, and fresh Filipino breads and desserts (Pan de Sal, Ube Pan de Sal, Pan de Coco, Cassava Cake, Leche Flan). The company supplements these core operations with catering services, a Filipino-fusion food truck sub-brand, and balikbayan box shipping services to the Philippines.

Product overview

Sari-Sari Filipino Restaurant, Market & Bakery is a family-owned Filipino dining establishment in San Antonio, Texas, celebrating 30 years in business. The company operates as an integrated portfolio of three core offerings: a full-service Filipino restaurant (serving traditional dishes like Crispy Pata, Lechon Kawali, Lumpia, and Sisig, plus signature items like the Five-Pound Crispy Pata and 140-oz Texas-Size Halo-Halo), a Filipino grocery market (offering dry goods, produce, snacks, beauty products, cookware, and souvenirs), and a Filipino bakery (featuring Pan de Sal, Ube specialties, Cassava Cake, and Leche Flan). Supplementary offerings include the Kamayan Boodle Fight communal feast, a catering service, a Secret Menu, the Jeepney Street Eats food truck for Filipino fusion street food at events, and Forex Cargo balikbayan box shipping to the Philippines. The restaurant partners with Toasttab for online ordering and gift cards.

Differentiator

Problem solved

Functional benefit

Brands

• Jeepney Street Eats: Filipino fusion food truck operated by Sari-Sari
• Sari Sari Express

Products and services

• Sari-Sari Filipino Restaurant Full-service Filipino restaurant offering traditional Filipino dishes including Crispy Pata, Lechon Kawali, Lumpia, Sisig, halo-halo desserts, and other Filipino entrees for dine-in, takeout, and delivery at the Sunset Plaza location in Leon Valley, San Antonio, Texas.
• Sari-Sari Filipino Market On-site Filipino grocery and market offering dry goods, fresh produce, Filipino snacks and candies, beauty products, cookware, traditional clothing, native souvenirs, and merchandise.
• Sari-Sari Bakery (Tinapay at Kakanin) On-site Filipino bakery featuring fresh breads and sweet rice cakes including Pan de Sal, Ube Pan de Sal, Pan de Coco, Pan de Ube, Cassava Cake, Sapin Sapin, Leche Flan, Bibingka, and Butsi, with specialty cakes available for order.
• Kamayan Boodle Fight Filipino-style communal feast served on fresh banana leaves where diners eat with their hands; features piles of rice, crispy lumpia, lechon kawali, pancit, fried milkfish, shrimp adobo, and fresh fruits and vegetables. Designed for groups of 30+ at events and gatherings.
• Catering Services Catering services for events and gatherings featuring Filipino cuisine, with menu options available for download and Kamayan Boodle Fight feasts available for groups of 30+.
• Secret Menu A hidden/off-menu selection of items available at the restaurant, separate from the standard menu, offered as a discovery offering to diners.
• Jeepney Street Eats Food Truck Filipino fusion food truck operated by Sari-Sari, bringing Filipino street food to events and locations outside the main restaurant.
• Five-Pound Crispy Pata Signature five-pound deep-fried pork hock prepared with hours of cooking for the perfect crunch; has become a standout dish featured on Food Network's Cooking Channel Cheat Day USA.
• 140-oz Texas-Size Halo-Halo Massive 140-ounce Filipino shaved ice dessert served with sweet beans, ube ice cream, sweetened condensed milk, colorful coconut jellies, red bean, garbanzo beans, and other tropical toppings; featured on KSAT12 SA Live and Narcity.
• Forex Balikbayan Box Shipping International shipping service to the Philippines via Forex Cargo Balikbayan boxes. Jumbo boxes (23" x 17" x 26") available for pickup at Sari-Sari's Wurzbach location, with shipping rates varying by region: Metro Manila $125, Luzon $130, Visayas $140, and Mindanao $145.

Quantifiable outcome

• Served San Antonio's small Filipino community for nearly 20+ years with hand-rolled lumpia rolls, adobo chicken, crispy pata, house-baked pan de sal, all-day breakfast, and halo-halo

Named customers6 records

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• Alamo Asian Chamber of CommercecoreStrategic or Co-development PartnerPartnership with the Alamo Asian Chamber of Commerce to feed frontline workers during the COVID-19 pandemic. The restaurant joined efforts to support the community during the health crisis, demonstrating commitment to local community welfare.

Scale indicators1 record

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Goldilocks: Iconic Filipino bakery chain with US locations. Directly comparable to Sari-Sari's bakery arm (Pan de Sal, Ube varieties, Leche Flan), differing only in scale and footprint.
• L&L Hawaiian Barbecue: Filipino-influenced Hawaiian plate-lunch chain across the US. Comparable Filipino-American casual dining concept with broader footprint and chain operating model.
• Jollibee: Largest Filipino fast-food chain globally and a major presence in US metros. Comparable as a Filipino-themed dining brand, though Sari-Sari is sit-down/destination while Jollibee is quick-service and significantly larger scale.
• Max's Restaurant: Filipino casual-dining chain known for fried chicken and traditional dishes. Comparable to Sari-Sari's full-service Filipino restaurant offering, with multi-location and franchise model.
• Chowking: Filipino-Chinese quick-service chain under Jollibee Foods. Comparable as a broader-appeal Filipino dining concept, though less traditional and more fast-casual than Sari-Sari.
• Red Ribbon Bakeshop: Filipino bakery chain with US locations known for cakes and pastries. Comparable to Sari-Sari's bakery arm (Cassava Cake, Ube, Leche Flan), but at chain scale.
• 99 Ranch Market: Largest Asian-American supermarket chain in the US. Adjacent to Sari-Sari's Filipino market component—broader pan-Asian assortment and multi-store footprint with some Filipino SKUs.

Direct peers

• Seafood City Supermarket: US-based Filipino/Asian supermarket chain. Directly comparable to Sari-Sari's on-site Filipino market (dry goods, produce, snacks, cookware, beauty) with broader SKU assortment and multi-store footprint.
• Island Pacific Supermarket: Filipino-American supermarket chain in California and Nevada. Comparable to Sari-Sari's Filipino market component, with broader assortment and multi-store presence.

Emerging players

• Tita's Kitchen: Independent Filipino-American restaurant concepts in Texas and other US markets. Comparable as small-format Filipino restaurants operated by family/community entrepreneurs with similar media-and-word-of-mouth growth models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sarisarisatx
• LinkedInlinkedin.com/company/sari-sari-filipino-restaurant-market-bakery

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sari-Sari Filipino Restaurant, Market & Bakery