MikeLigalig.com

By Loy Palapos
Bohol Sunday Post

Managers take varied sizes, forms, shades, and peculiarities; but one thing a person needs to succeed in the hierarchical ladder of responsibility and significance is the capability to go the extra mile.

A college graduate, or even an undergrad, who works in an establishment, always exhibits signs of competence or incompetence. There are those who toe-the-line using the house rules as a guide. There are misfits who don't even appreciate the job assigned to them. Those who prove loyal to the company are assets. Those who kill time and don't possess the necessary work attitude are liabilities.

But if there is one person top management values intensely, he is that one who can readily adjust to the work climate, can inter-relate positively with his peers, is goal-oriented, and who can go the extra mile.

Going the extra mile is anathema to many lazy bones; but to the purpose-driven, it is a way of life. He who arrives in his work-place and keeps on glancing at the clock on the wall or his wrist watch is not the goal-oriented, but the profiteer who cannot give a minute of extra time to his work, whether it is finished or not. The worker who goes the extra mile is engrossed in his task and forgets time, and willing to go on toiling past his scheduled time even without the material equivalent of his work rendered. After all, he believes that when one loves his work, it is not work at all, but pleasure.

Dennis Pascual Tan Du (DTD) belongs to this elite category of workers who, even at the dawning of an employment, exhibited that managerial capability to go the extra mile. He started working at Dunkin Donuts when it opened in Cebu City in 1986, simultaneously taking up Bachelor of Science in Commerce (Major in Banking) at the University of San Carlos. He worked his way through college, thus imbibing love for work that has become his trademark since then.

Starting off as an ordinary Finisher, he climbed his way to the top via a laborious route of learning one skill after another as he escalated the corporate ladder.

Before his accolades as a full-pledged manager, complete with administrative skills, he was already a highly congratulated marketing man.

This interview took place at ICM last Wednesday, a few days after his arrival form Davao City where he relinquished his single-blessedness when he exchanged nuptial vows with Mrs. Pearl Marie Gumera Du.

LMP: What was your first job?
DTD: At Dunkin Donuts. After I graduated in high school, I went to Cebu to study in 1986. I had my first job when Dunkin Donuts opened in Cebu on December 15, 1986. Our first store was in Fuente Osmeña. That was the first store in the Visayas.

LMP: What was the position?
DTD: First, I was assigned in the production area as Finisher. Then later, I was promoted pag-ka Baker. Then after that, Stock-In-Charge sa stockroom. Then, I was assigned in the sales area, also as a Cashier until 1995. After 1995, I was transferred to Cagayan de Oro as Production Supervisor.

LMP: Was that the time that Cagayan de Oro opened?
DTD: No. Cagayan de Oro opened in 1991. After Cagayan, we opened in Iligan City on December 8, 1997. I was promoted to Officer-In-Charge. I was in-charge of the sales, the production, and also the admin. That was for 5 years. Within those years, we opened 13 branches in Iligan alone. In 2003 to 2004, I came back to Cebu to help out with Jonies Flavored Chicken. It's a sister company of Dunkin Donuts. I was the manager. Then in 2004, when ok na ang Jonies Flavored Chicken, I was transferred again to Dunkin Donuts Cebu, as a manager also.

LMP: Was that the entire area of Cebu?
DTD: Yes, the entire operation. The owner decided to have two Operation Managers because with 50 outlets, dili na kaya sa isa ra.

LMP: Until when was this?
DTD: Mga 6 months lang to siya actually, because we opened a branch here in Bohol last June 30, 2004. So on May 2004, I was transferred here. We opened 6 outlets simultaneously that time.

LMP: How many outlets do you have in Bohol alone?
DTD: It's already seven.

LMP: How many in the entire country?
DTD: We have branches here in Bohol, Cebu, Iligan, Cagayan de oro, Butuan. Around 130 plus outlets in the entire Philippines.

LMP: Where did Dunkin Donuts originate?
DTD: It originated in Massachusetts in 1950. They started as cart-on-wheels.

LMP: What's the name again of the one who originated Dunkin Donuts?
DTD: William Roosenberg.

LMP: Is it already global? Naa na ba sa China, Japan, Singapore, Hong Kong?
DTD: Most are in America, and countries affiliated with America.

LMP: What is the advantage of Dunkin Donuts?
DTD: Aside from the quality and also the product which is lami, ang donut also doesn't necessarily have to be hot all the time. You can bring the donut anywhere. Whether it's hot or cold.

LMP: Isn't that also true with the other donuts? Comparatively?
DTD: Mister Donut was already here when we came. They have been operating for 6 years already, but it's a cart-type lang. The disadvantage there is that they don't have their own commissary. They get donuts from Cebu. With Dunkin Donuts, it is mandated that we have our own commissary. Also Dunkin Donuts is territorial. If you get Bohol, imu na jud na. Not like others nga kung di nimo kayang mag-abli ug outlet ana nga lugar, then they will give it to another operator. So it would become a competition already. But for Dunkin, naay policy nga kung ikaw, ikaw ra gyud. Then there's a limit nga way gawasay sa imong territory. It's a form of discipline.

LMP: That's good. It's self regulation.
DTD: Kay kung madakpan ka, you'll pay a big penalty.

LMP: How would you describe the acceptance of Dunkin Donuts here in Tagbilaran City?
DTD: Nakaila ang Bol-anon ug donut dugay na, because mapalit man na nila sa airport. If they go to Cebu, pwedi pod nila mapalit before coming home. Na educate na sila although not thoroughly.

LMP: That's the reason why it became the "pasalubong ng bayan".
DTD: Before it was"sounds good, tastes better". When we found out nga it has become a pasalubong, we changed it to "pasalubong ng bayan". Our packaging is designed nga dili siya ma-bulky. Honestly Sir Loy, when we opened last June 30, we sold around 80,000 units. We had a sale of 1.1 million for just 1 day.

LMP: Are there other outlets in the municipalities?
DTD: No. We tried that before. We stayed for a month, but we found out that the sales was kulang. So what we're trying to do now is that everytime there's a tabo or fiesta, we just visit them. Mobile ra.

LMP: What do you like to consider as a number one characteristic of a successful marketing guy?
DTD: Being humble. Consistent.

LMP: When you say consistent, what does it mean?
DTD: Murag win-win ba, Sir Loy. Because I have observed nga kon kita na ang manginahanglan, parang they tend to forget nga naa tay pinagsamahan. So ang ako gyud, ang importante sa business, sa PR and marketing, you have to give. It's not always nga maghunahuna ka nga kailangan take lang nang take, we don't give na.

LMP: Is that a policy with Dunkin Donuts? Or it depends upon the one who is managing?
DTD: Yes. As long as you know how to justify. It's like if you're giving this much, you will likewise receive this much. The owner doesn't ask you kon unsay imong strategy but as long as you give them the profit and everything is justifiable.

LMP: One way of empowerment. Is it one of your policies to promote as managers those from below?
DTD: Not necessarily, but preferably, because we know each other already. Ganahan lang nako is ang mga tawo nga natudluan nako before, ka level na nako karon in other branches. But the bottom line there is ang teaching nga gikahatag ug nakat-unan.

LMP: You teach them the craft?
DTD: I teach them everything because I believe that you are successful if you make others successful as well.

LMP: Let's talk about your marriage.
DTD: I met my wife just last June 25.

LMP: A whirlwind romance? From where is she?
DTD: Her father is from Zamboanga. Her mother is from Bohol.

LMP: She lives here? What was she doing here?
DTD: That time, she was the secretary of Dr. Joy Yap sa Dental Clinic sa San Jose Street. I brought my mother because she complained nga nipis na iyang gums. Iyang ngipon pod sakit. Kaila mi ni Dr. Yap so I brought her there last June 25. Then I met her.

LMP: That was love at first time.
DTD: Definitely. It's like magic. I never felt in love for 38 years. Karon lang.

LMP: How about your plans for the future? Would you be a Dunkin Donuts guy until forever?
DTD: The owners are very supportive man pod. Actually Sir Loy, Rosa Jesalem and Jonathan Jesalem, the owners, are like my second parents. It would take the most lucrative offer for me to consider leaving for another opportunity.

LMP: It's like you're a member of the family.
DTD: Yes, and they consider me as that. There are times when I treat the company like mine.

LMP: Would you say that with that attitude, treating the company like yours, has helped you a lot in terms of developing the company?
DTD: Yes, it does. But I also have to remember that I have some limitations as an employee. Naa may uban nga mo-abuso na. But I am always true to my responsibility.

LMP: What are the next plans of Dunkin here in Bohol?
DTD: Actually right now, we are renovating. We adopt the new image outlets in our stores.

LMP: What do you mean new image outlets?
DTD: Every 3 years, there's a new concept of outlets for uplifting the image or the looks of the store. We are making it bigger.

LMP: How about the sales crew, uniforms?
DTD: We're actually suggesting that. Hopefully by next year, ma change na pod na.

LMP: In Tagbilaran, how many employees do you have?
DTD: Now, we have 50 employees. Including the sales crew, production, and admin.

LMP: Where is your commissary?
DTD: At San Jose. Beside Plaza Marcela.

LMP: In every outlet, how many people do you have?
DTD: It depends. If it's a big outlet, mga 4 people including the supervisor. If gamay ra, mga 1 or 2.

LMP: How about your production, is it expanding?
DTD: No. Our production is designed to cater 10 outlets.

LMP: So what are the strategies that you are using now?
DTD: We cannot really change the mix of our products. But we make it lighter, and sweeter.

LMP: In America they have bigger donuts.
DTD: That's the standard size.

LMP: So you mean the economy is reflected in the donut?
DTD: Yes, before when we started, the donut was really big. And it only cost P3.00. But last 2005, the donut became 18 pesos na. But if our target are the children and masses, who would buy from us if it costs that much? So that's why, we had a concept; we call it fan-size. We made it a bit smaller but the price has become 10 pesos.

LMP: I also noticed that you have a lot of varieties.
DTD: Yes, we have around 100 varieties of donuts.

LMP: Are you ahead of your competitors as of now?
DTD: For me, yes. Right now, we consider our competitors as tanan na. Not just other donuts but also food chains. Even sa terminal, we are competing with the egg vendors.

LMP: When you will have children, will you encourage them to be a part of Dunkin Donuts and be Managers?
DTD: Sure. Why not?

LMP: Are you a happy man?
DTD: I am. My mother has been given a second chance at life kay naayo na siya sa sakit sa liver. I also have my wife.

LMP: Your personal life is okay. As a manager, it's also okay, how about the people?
DTD: You meet different people everyday because of your work. You just have to be patient, consistent and disciplined. With your subordinates, you have to teach them to go the extra mile. Nga dili magkwenta ug time. Ang ako pa nga mga tawo karon ang mosulti nga "lakaw ta dinhi Sir, mgawas ta sa store". Because if you will just stay there, kuwang ang kita. If the employees are like that, sila na ang mo-motivate nimo, you could say nga successful ka. Sila na mismo amg mi-motivate sa manager, which is a good thing.

Still in his honeymoon stage, Dennis T. Du exudes contentment in the highest order, like a lot of debonair swains who have found the love of their lives. For him it was love at first sight, one day last June. The receptionist-secretary took his fancy, and with it his whole heart, which culminated in total surrender from his total freedom as an unattached bachelor.

Now that he is starting his own family, he asked his beloved to resign from her job and be a full-time housewife, which she readily consented. It takes two to tango, and now that they are together, their future has started to be more rosy.

Perhaps, a baby a year from now would make his family complete. Any alteration of his dreams?

"None as of now; my association with Dunkin Donuts makes me a fulfilled man," he told this writer. In the 21 continuous years he has been with this company, he feels he is a part of the family. Mr. and Mrs. Jonathan and Rosa Jesalem, the Philippine franchisers of Dunkin Donuts are just like his parents. He cannot afford to disappoint them, more so with his performance. He takes pride with the thought that he has trained several of his staff during the past many years, some of them now at his level of competence and rank. Working with those he has trained before is a great source of satisfaction, knowing that he has helped his subordinates grow.

And all the time he is still looking for more who can go the extra mile.

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