More Than Dough: The Chinoy Taoke Behind Maginhawa’s Favorite New Pizza Spot
On Maginhawa Street, Metro Manila’s ever-evolving food haven, one pizzeria stands out with its eye-catching exterior and huge signage (that’s also beautifully lit up at night!). Neo Pizzeria, a fresh addition to the lineup of Maginhawa restaurants, isn’t simply another food stop for your next Maginhawa food trip. It’s a slice of family, heart, and heritage, kneaded into existence by 22-year-old Chinoy entrepreneur Royce Tan.
Credits to Klariz Chen
“I’ve always had a soft spot for pizza,” Royce shares. “Even if my family wasn’t as into it as I was, it somehow became our go-to during special nights.” Whether they were gathered around the TV for basketball games or movie marathons, pizza had a way of bringing them together. So when he and his brothers began talking about starting a business, pizza felt like a natural beginning. “It felt like home to me,” he says. “At the same time, I saw a lot of potential in it as a business. Along with the uprise of pizza restaurants in the Philippines now, pizza brings people together, and I wanted to create something that captured that feeling.”
Credits to Klariz Chen
That spark of inspiration led to Neo Pizzeria, named after Neapolitan—the traditional style they serve. Royce is the first to admit they didn’t overthink the name. “Coming from a family of all guys—aside from my mom—creativity wasn’t exactly our strong suit, so we kept it simple.” But to him, Neo now carries a much deeper meaning. “This is probably the first time I’ve ever given something my full 101 percent. Balancing school and building a business—especially a business in which we know nothing of—wasn’t easy, but I poured everything I had into it.”
A Chinoy Upbringing, A Modern Taoke Mindset
Royce didn’t grow up in a culinary household. “Honestly, no one in my family really knows how to cook, not even me,” he laughs. But curiosity, grit, and his Industrial Engineering background pushed him to learn what happens behind kitchen doors. “The first time I saw how a restaurant runs from the commissary to the kitchen to the front of the house, I found myself genuinely interested. It made me want to learn more and see if I could be part of building something like that.”
Credits to Royce Tan
But it wasn’t just timing or opportunity that fueled Neo—it was also family. “My parents and my brothers have been there from the very beginning. They help with everything, from big decisions to day-to-day support. Without them, this business probably would have failed a long time ago.”
Credits to Royce Tan
Much of his approach to leadership and business comes from his Chinoy upbringing. “Ever since I was a kid, I’ve seen my parents working hard every single day. They’ve always been hands-on with their businesses, and that really stuck with me. That kind of work ethic naturally rubbed off on me.”
Royce also carries with him a mantra passed down by his parents: “Don’t just aim to earn, aim to learn.” It’s a mindset that has helped him weather uncertainty and setbacks. “Even if we don’t see the benefits of what we’re doing right away, we should keep going, as long as we know we’re doing the right thing,” he says. “A lot of those lessons will come from failure or from things that don’t turn out to be profitable. But that mindset has always guided me to keep pushing forward.”
As a young taoke (Hokkien term for “owner”), he’s reshaping the role into something new: “For me, being a modern taoke means finding the balance between honoring where I come from and doing things in a way that feels right for who I am today. Unlike the traditional image of a taoke, I don’t pretend to know everything. I ask questions, I listen, and I stay open to change.”
Crafted with Care in the Heart of Maginhawa
In a food scene as competitive as Maginhawa, standing out takes more than just good branding. For Neo, it all starts with the dough. “We focus heavily on quality, especially when it comes to our dough. That’s really the heart of our pizza. We ferment it for 48 hours to develop the right texture, flavor, and structure,” Royce explains. “If even one thing feels off with a pizza—whether it’s the dough, the bake, or how it comes together—we’d rather not serve it at all.”
Credits to Klariz Chen
Their decision to open on Maginhawa Street was both strategic and sentimental. “Maginhawa has always been one of those places people go to when they’re looking for good food,” he says. “The neighborhoods around it are filled with families, students, and regulars who actually live nearby and support local spots.” That sense of community is what Neo hopes to build into their DNA. “We felt like Neo could bring something fresh to that mix while still fitting right in.”
And while the food is the star, the experience matters just as much. “We want people to feel at home when they’re at Neo. Whether they’re just grabbing a quick bite or celebrating something special, our goal is for them to leave feeling satisfied and fulfilled, but also looking forward to coming back.”
Credits to Klariz Chen
When asked about what’s next for Neo, Royce has his eyes on the long term. “Right now, we’re focused on deepening our roots in Maginhawa… Long-term, we’re open to growing into other neighborhoods, maybe even malls or well-known food spots. But wherever we go, the core will always stay the same—serving good quality food, starting with great dough.”
Credits to Klariz Chen
To fellow young Chinoys hoping to venture into business, Royce shares one final piece of advice: “Don’t wait until you feel ‘ready’—because the truth is, you’ll never feel one hundred percent prepared. Start where you are, with what you have, and grow from there. And even though it’s easier said than done, don’t be afraid to fail. It’s all part of the journey.”
And maybe that’s what makes Neo Pizzeria more than a pizza joint. It’s the product of faith, family, and a quiet kind of fire—the kind that keeps a dough rising, a dream building, and a young taoke grounded in where he came from, while forging where he’s headed.
Drop by Neo Pizzeria at 61 Maginhawa Street, Diliman, Quezon City, Philippines. For updates, menu highlights, or inquiries, follow them on social media:
- Facebook: Neo Pizzeria
- Instagram: @neopizzeria.ph
- TikTok: NeoPizzeria
