‘Experience is the New Menu’ on Nov. 27: CCA Manila launches first-ever ‘Connect Bootcamp’ on Experience Design for hospitality stakeholders

The Center for Culinary Arts (CCA Manila), the country’s pioneering culinary institution, once again sets the bar for innovation in culinary education with the launch of CCA Connect Bootcamp, a one-day intensive program designed to help professionals reimagine the way they create and deliver guest experiences. 

The inaugural bootcamp, aptly titled “Experience is the New Menu,” will be held on November 27 at the Brittany Hotel in Bonifacio Global City.

As the Philippine dining scene gains international acclaim—including recent Michelin attention—industry leaders agree that outstanding food alone no longer guarantees success. Today’s guests expect something deeper: a meaningful connection, an emotion they can remember long after the last bite.

“Filipino food is ready for the world stage. Our service culture is catching up,” says Ana Beatrice Trinidad, Communications Director at CCA Manila. “Most hospitality professionals learned to cook and manage operations, but few have formal training in designing the kind of memorable experiences that drive loyalty and repeat visits.”

EXPERIENCE ECONOMY HAS ARRIVED

Across the industry, this transformation is already underway. 

“The food is not the product. The feeling is,” says John Kevin Navoa, co-founder and chef of Hapag. “I don’t remember the cuisine or the food generally when I eat at restaurants, but I remember how I felt when I was there.”

This philosophy echoes throughout the hospitality world as businesses realize that genuine connection—not just efficiency—is what sets the best apart. “Hospitality is a feeling, not a function,” adds RL Garcia, HR Head and Executive at Brittany Hotels. “Empathy is a reminder that service shouldn’t be a transaction. It is an opportunity for genuine connection.”

LEARN FROM INDUSTRY PIONEERS

The bootcamp brings together some of the country’s most respected names in the culinary and hospitality scene. Ryan Cruz, CEO of Nippon Hasha Inc. (Yushoken, Mendokoro, Kazunori, and 12/10), will share how brands can scale sustainably without losing their essence. “Repeat customers aren’t loyal to us—they’re loyal to how we make them feel,” he says. “The biggest mistake I see is that companies always want to scale too fast. Biggest doesn’t mean you’re at your best. It’s scaling reliability that will build your business.”

Isabel Lozano, founder of Decorum by MIL, explores the science of sensory design and why certain spaces feel unforgettable. “Experience is not just a fleeting feeling. Once you experience something, it is embedded in you—it’s like a stamp to your soul,” she explains. 

The team behind Hapag and Ayà—Thirdy Dolatre, Erin Recto, and John Kevin Navoa—will share their journey in building a culture that prioritizes authenticity and empathy. “Service is also about connection and not just about giving you food and drinks,” says Dolatre. “We try to get to know our guests more and ask questions to be able to connect to them.” 

Navoa adds, “Culture is very important because if you have a good culture at the restaurant, it will translate to the guest experience. Before we get into any of the intricate parts of service, it’s more important that we look at the people who actually have to give the service.”

REAL-WORLD BOOTCAMP

Unlike traditional conferences, the CCA Connect Bootcamp focuses on real-world application rather than theory. Attendees will engage directly with speakers through hands-on workshops, in-depth discussions, and networking opportunities that allow them to apply what they learn immediately. The event promises an immersive day filled with keynotes, workshops, and interactive sessions designed to equip participants with actionable insights they can implement the next day.

“This bootcamp is for people who understand that the restaurants winning in the next six months won’t just serve good food—they’ll design experiences guests remember and return for,” Trinidad explains. “The future of hospitality isn’t only about serving plates. It’s about serving emotions, meaning, and connection.”

The bootcamp welcomes hospitality leaders, restaurant and hotel owners, chefs, general managers, service directors, entrepreneurs, and teams who aim to elevate every guest touchpoint in their business. It will be held on November 27, from 9 a.m. to 2:30 p.m. at Brittany Hotel’s Acacia Function Room. The investment fee is ₱8,800 for individual participants and ₱28,000 for teams of four, inclusive of lunch, snacks, wine, cocktails, and membership to CCA Connect, a growing community of hospitality professionals for continued learning and collaboration.

Limited slots are available. Interested participants may register at https://www.eventbrite.com/e/cca-connect-bootcamp-experience-is-the-new-menu-tickets-1864490474199. Follow CCA Manila on Facebook and Instagram (@ccamanila).