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“Operational Excellence: Driving Sustainable Success in Franchising”
Live at AICFE Training Center, McKinley Town Center, Taguig City & Virtual via Zoom
Keynote Speaker
JOEY R. GARCIA, CFE
President and CEO
Eight-8-Ate Holdings, Inc.
Mr. Joey R. Garcia, CFE is the founding President and CEO of Eight-8-Ate Holdings, Inc. leading the overall strategic director and operational execution for a portfolio of over 170 stores, including well-loved brands like Conti’s Bakeshop and Restaurant and Wendy’s.
Mr. Joey is a seasoned leader with 4 decades of experience in the food industry and since joining Eight-8-Ate Holdings, Inc. in 2018, he has driven growth, expanding the company’s restaurant operations and introducing innovative concepts like Conti’s first drive-thru and new store models for Wendy’s.
He also directs continuous innovation of new business concepts, digitalization of systems and processes as well as strengthening quality management systems, acquiring ISO 9001:2015 QMS, and FSSC 22000 Food Safety certifications for Eight-8-Ate.
Aside from his current position, his leadership extends to fostering a people-centric culture and championing sustainability through the ‘Hungry for Good’ initiative.
He is also a Certified Franchise Executive (CFE) and has earned many accolades including the ‘International Franchisor of the Year’ by the International Finance Award in 2016. Additionally, he was also named the F&B CEO of the Year in 2021 by the Philippines by Global Business Outlook.
Mr. Joey is also a respected educator in the restaurant industry, sharing his expertise across Southeast Asia and the Middle East and being a 6-time recipient of the annual ‘Minor Award of Excellence” during his stint with Minor International.
Resource Speakers
AIKA NAKAGAWA
Senior Manager for Recruitment
Isla Lipana & Co. / PwC Philippines
Ms. Yochika ‘Aika’ Nakagawa is a Senior Manager in the Human Capital Team at PwC Philippines, bringing over 9 years progressive experience in human resources. She is a certified HR professional specializing in talent acquisition, employer branding, people engagement, talent management, and learning and development.
She has led high-impact recruitment initiatives for the professional services sector, with a track record in volume hiring, as well as executive and technical recruitment for niche and leadership roles.
In addition to her core responsibilities, Yochika actively contributes to PwC’s corporate responsibility programs by designing and delivering leadership and professional development training for students and educators.
When she's not working, she dedicates time to volunteer ministry, exploring new places and staying active with marathons, mountain climbing and Muay Thai sessions.
She earned her degree in Broadcast Communication from the Polytechnic University of the Philippines as Magna Cum Laude and was also a recipient of the 2012 Vice Presidential Leadership Excellence Award.
MARIELLE SANTOS
Chief Human Resource Officer
Shakey's Pizza Asia Ventures, Inc.
Marielle C. Santos currently holds the position of the Chief Human Resources Officer of Shakey’s Pizza Asia Ventures Inc. (SPAVI) where she leads the company’s people strategy across multiple brands, overseeing talent development, organizational transformation, and employee experience for one of the country’s fastest-growing food service groups.
Her career spans leadership roles in guest engagement, brand operations, and general management, including her pivotal role in expanding SPAVI’s Peri-Peri Charcoal Chicken brand. Her return to HR leadership has been marked by innovative, purpose-driven programs such as SPAVI’s Inclusive Hiring Initiative and the “Love ’Em Down” advocacy, both of which have gained national recognition for promoting employment opportunities for senior citizens and persons with disabilities.
As an accomplished HR Executive and a certified leadership coach with over two decades of experience in the Philippine restaurant industry and service industry, she is respected in her strategic insight and values-driven leadership, and is reliable in contributing resources for HR innovation, inclusive workplaces, and sustainable people practices.
Ms. Marielle holds a bachelor’s degree in Development Communication from the University of the Philippines Los Baños and an MBA from the Ateneo Graduate School of Business. Her work reflects a commitment to people-centric leadership, cultural transformation, and building high-impact teams.
JONATHAN VILLANUEVA
Vice President and Head - Jollibee Restaurant Systems
Jollibee Foods Corporation
Mr. Jonathan Villanueva currently holds the position of Vice President and Head for Jollibee Restaurant Systems at Jollibee Foods Corporation. With over 30 years of leadership experience, he is a seasoned executive with a proven track record in Manufacturing, Service, Project & Program Management, and Sales & Marketing across the Technology, Food & Beverage, Gas, and HVACR industries.
Throughout his career, Mr. Jonathan has showcased his exceptional managerial skills in plant operations, supply chain management, sourcing, Lean, Six Sigma, and Quality. His engineering expertise spans the full project lifecycle—from planning and equipment selection to installation and maintenance—for facilities such as restaurants, breweries, gas and metering systems, packaging lines, and refrigeration plants.
Prior to his current role, he has also been a Business Leader and a Global Service Center Director at Emerson Climate Technologies.
Mr. Jonathan also attended the Executive Management Program by INSEAD, one of the world’s leading business schools.
WALDO ABAD SANTOS
Multi-unit Franchisee, 7-Eleven
Co-Chairperson, 7-Eleven Phils. Franchise Advisory Council
Principal Owner, De Novo Enterprises
Principal Partner, Abad Santos & Gamaitan Enterprise Company
Mr. Waldo Santos currently sits as the Co-Chairperson of 7 Eleven Philippines - Franchise Advisory Council. Additionally, he is also the Principal Owner of De Novo Enterprises and Principal Partner at Abad Santos & Gatmaitan Enterprises Company, both of which operate several 7-Eleven Stores in the country. He is also the Chairman of the Board of Trustees at LMCC, a condominium corporation.
His professional career began at Gillette as National Accounts Sales Assistant. After earning promotions at Gillette, Waldo joined Pfizer as Trade Sales Manager before moving on to become Wyeth's Channel Development Manager. At Wyeth, he developed and oversaw key initiatives that helped the company's turnaround – a feat that was featured in an Asian Institute of Management case study – until he left Wyeth as National Trade Marketing Manager.
Mr. Waldo holds a double degree in Political Science and Business Management from the De La Salle University in Manila, where he was a Procter and Gamble scholar.
HENRY GOSYCO
Multi-unit Franchisee
Goldilocks
Mr. Henry Gosyco is a multi-unit Franchisee of Goldilocks who started from humble beginnings. At a young age, he helped run a local auto supply shop in Tacloban. He saved enough money to launch his first business—a video rental service. What started as a small venture grew into a diverse portfolio that includes food retail, restaurants, healthcare, auto and truck dealerships, hotels, and real estate.
One of his proudest accomplishments is Goldilocks. He has dedicated the last 18 years to growing this franchise across Samar and Leyte. He started with a single store and now operates 32 branches, aiming to reach 40 by the end of the year. He leads the largest multi-unit Goldilocks franchise network in the region.
In recognition of this impressive achievement, he received three major awards from Goldilocks last year: Brand Champion, Regional Franchisee Award, and the esteemed Franchisee of the Year.
Beyond titles and achievements, he focuses on his mission—to uplift people and communities. Above all, he sees himself as a visionary. He believes that success is not only about building businesses but also about building lives.
LESTER BUEMIA
Head - Finance and Demand & Sales Analytics
Max's Kitchen, Inc.
Mr. Lester Bryan Buemia is a seasoned finance professional who currently serves as the Head of Finance and Demand & Sales Analytics for Max’s Kitchen, Inc. where he leads the financial strategy of MGI’s largest Strategic Business Unit, driving almost 50% of the group’s total profit. With over a decade of vast experience in Finance Business Partnering across the technology, telecommunications, FMCG, and restaurant industries, his leadership was instrumental in steering the business to historic profitability –achieving 1.5x of the pre-pandemic level.
Known for his strategic acumen and collaborative approach, Mr. Lester partners closely with top executives to shape various financial and operational interventions such as pricing and promotional strategies, cost transformation initiatives, and brand & network expansion. His expertise spans full P&L analysis, cash flow management, business casing, and financial governance, with a strong focus on actionable insights and operational excellence.
Prior to joining Max’s Group, he also served as an Agile Finance Business Partner for the Home Care and Foods categories at Unilever Philippines. He also spent six years at Globe Telecom as Finance Advisory Manager for the Information Systems Group, where he played a pivotal role in shaping the financial framework behind Globe’s digital transformation initiatives.
Mr. Lester holds a Master’s Degree in Business Administration from the University of the Philippines - Diliman and a Bachelor of Science in Accountancy from the Polytechnic University of the Philippines – Manila. A proud alumnus of both institutions, his reputation as a trusted advisor and catalyst for transformation is built on a foundation of analytical rigor, operational excellence, and a deep understanding of business dynamics.
RAYMOND FEDERIGAN, CFE
Vice President for National Operations
MESA Phils.
Mr. Raymond Federigan, CFE, serves as the Vice President National Operations at MESA Philippines, a role he has held since the brand's inception in 2006. His leadership has been instrumental in propelling the brand to national recognition, garnering accolades such as Tatler’s Dining awardee for 15 straight years and DTI's Food Retailer of the Year.garnering accolades such as Tatler’s Dining awardee for 15 straight years and DTI's Food Retailer of the Year.
He also spearheaded the development of MESA's Franchise Business Model, which has expanded to over 80 branches nationwide. In addition, he plays a critical role in establishing the entire standard procedures for both dining and kitchen functions of the restaurant and is the driving force behind the brand’s comprehensive digitalization and expansion programs throughout the Philippines and overseas in these coming years.
Mr. Raymond graduated with a Bachelor’s Degree in Hotel and Restaurant Management at the Lyceum of the Philippines, bringing an extensive familiarity across various sectors of the food and beverage industry, including catering services, fast-casual dining, hotel operations, and casual dining restaurants.
Registration and Partnership Packages Inquiries:
Please contact:
Joane Tomagan | international@pfa.org.ph
Jen Kanseko | membership@pfa.org.ph
