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Who Is Lola Nena? Her Granddaughter, Steffi, Talks About the Inspiration Behind the Distinctly Pinoy Food Brand

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<div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757457027591Lola Nena_s Trece A.jpg" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Trece Martires, Cavite</span></span></span></div><div><br/></div><p>If you’ve ever bitten into that warm, gooey triple cheese donut from <strong>Lola Nena’s</strong>, or even just clutched a box of their soft <em>pichi-pichi </em>generously <em></em>dusted with cheese, a question probably popped into your mind: Who exactly is Lola Nena anyway? </p><p>For many, Lola Nena’s is one that Filipinos have learned to associate with <em>merienda</em> bliss, the kind of comfort food that recalls afternoons in your grandmother’s kitchen. But behind every red and white box stamped with the smiling face of Lola Nena is a story of family, resilience, and the vision of one great-granddaughter determined to keep her Lola’s spirit alive.</p><p>That great-granddaughter is <strong>Steffi Santana</strong>, co-founder and Chief Operations Officer of Lola Nena’s, who, alongside her father and mother, transformed a humble family recipe into one of today’s most beloved local food brands. </p><p>In this exclusive interview with <strong>Metro.Style</strong>, Steffi not only traces the company’s beginnings but also paints a portrait of the woman who passed away long before her face began appearing on store signage and packaging, but whose influence remains today.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757457249492Lola Nena.png" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena</span></span></span></div><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757457989280Steffi Santana of Lola nenas.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Steffi Santana</span></span></span></div><div><br/></div><div style="text-align:center"><br/></div><div><strong>Roots in family and food</strong></div><p>Food and family were inseparable as she came of age. Born and raised in the United States, Steffi grew up inside her parents’ Filipino restaurants, helping out as a server, line cook, and sometimes dishwasher. Basically, the restaurant grind was all she knew. </p><p>When the family eventually moved back to the Philippines in 2012, starting another food business seemed like a natural next step. But their first attempt at running a restaurant in the country flopped in no time. “It failed very, very quickly, and we learned a lot. <em>Kasi parang</em> the market was very different from our market in the States,” admitted Steffi.</p><p>Still, failure became a teacher, and the family wasn’t ready to give up. From the ashes of their first venture rose the beginnings of something great. “We had this <em>pichi-pichi</em> recipe in our family for a long time. When we opened Lola Nena’s, we were smarter the second time around,” she said.</p><p>Steffi further recalled how they came up with the inspiration and namesake of the business, which carried the weight of a memory, saying, “We didn’t have a name in the beginning for our new <em>pichi-pichi</em> store, [but] what we wanted was a place that felt very nostalgic, Filipino, local. And so, we named it after my dad&#x27;s <em>lola</em>, who is Lola Nena.&quot; </p><p>&quot;Back then, in 2012, she was actually not with us anymore. So ‘til this day, she has no idea that her face is in every box of Lola Nena products,” Steffi smiled. “We named it after her because she was the one who taught my mom how to cook, and all of us how to eat. And so the brand kind of solidified <em>na parang</em>, ‘Okay, this is your Lola&#x27;s place. You come in and you feel welcome.’” </p><p>Ask Steffi what she remembers most about her great-grandmother, and the answer comes quickly: food. “Always cooking. My memories of her revolved around food all the time. <em>‘Yung pinaka-aalala ko sa kany</em><em>a</em> is, in our family, when you eat food, <em>parating</em> pair. For example, if we have pork and shrimp <em>na</em> kikiam, you always have to eat it with<em> sinigang na</em> shrimp. <em>Parang</em> the way she ate was so specific.”</p><p>That intuitive sense of pairing, of creating unexpected but delicious combinations, lives on in the brand’s current offerings. One example? Garlic hummus paired with<em> siopao tostado</em>—an unlikely match that has become quite a hit among loyal customers.</p><p>But Lola Nena was more than just her recipes. According to Steffi, she embodied a set of values—care, respect, warmth—that became the foundation of the company’s culture. “Strict <em>kasi si </em>Lola Nena, but she’s very caring. <em>Ma</em>-hug, <em>ma</em>-touch. I remember <em>sobrang lambot ng </em>hands <em>niya</em>. Strict but loving. <em>Alam mo &#x27;yung cariño brutal pero ‘yung ma</em>-feel<em> mo talaga &#x27;yung cariño</em>,” Steffi revealed. </p><p>As for how Lola Nena influenced their business&#x27;s culture, Steffi shared, “If you look at our core values in Lola Nena, it&#x27;s care, love, respect, and warmth. But of course, we&#x27;re a business, we add professionalism there. So, I think it&#x27;s more about values. The values that she passed down, that&#x27;s really where Lola Nena comes into play.”</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757457812659Lola Nena in white and red with Steffi.png" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena (in white and red) with a young Steffi</span></span></span></div><div style="text-align:center"><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757458615426SPECIAL PICHI PICHI (1).jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Special Pichi-Pichi</span></span></span></div><div><br/></div><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461918854LN15349.JPG" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Siopao Tostado and Hummus pair</span></span></span><div></div><div style="text-align:center"><br/></div><div style="text-align:center"><br/></div><div style="text-align:left"><strong>Pandemic, virality, and the birth of the Triple Cheese Donuts</strong></div><p>In the early years, Lola Nena’s was a small <em>pichi-pichi </em>store with bottled goods. Later, a few viands followed, like sliced <em>bagnet</em> and <em>embutido</em>. It wasn’t until 2016, when Steffi’s mom moved back to Manila full-time, that the bakery line was born, ushering in the classic cheese-filled donuts and the <em>siopao tostado</em>.</p><p>But outside their loyal neighborhood customers, Lola Nena’s remained largely under the radar. “From 2016 to 2020, no one really knew about us until the pandemic happened,” Steffi confessed. While many restaurants shut down in fear of uncertainty, Lola Nena’s chose to stay open—partly out of necessity: “Everyone closed down <em>kasi</em> we were all scared. But we knew that we couldn&#x27;t afford to close down because we had no idea <em>gaano ba ito katagal</em>. We knew that at that time, we had around 60 employees who needed work, so we stayed open.” </p><p>With fewer restaurants and food chains available on delivery apps, Lola Nena’s suddenly found itself thrust into the spotlight. “And because we stayed open, <em>parang naging kami na lang ‘yung </em>choice <em>sa</em> food delivery apps. So, <em>parang</em> for the first time, without meaning to, we had a chance to be seen,” she shared the decision that changed everything for them. Back then, they only had nine branches. </p><p>Pushing their brand further was a single Facebook post from a customer raving about their donuts, likening them to nostalgic corner bakery treats. “<em>Nu’ng</em> pandemic, somebody posted in a food group—&#x27;these classic donuts from Lola Nena’s <em>na may</em> cheese <em>sa loob </em>feels very nostalgic, <em>parang bicho-bicho sa</em> corner bakery that time. So he posted it, and it went viral,” she looked back.</p><div style="text-align:center"><br/></div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17574619980171H0A2592.jpg" style="width:700px" class="fr-fic fr-dib"/></div><div><br/></div><div style="text-align:left"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757458683447Lola Nena Triple Cheese Donut.JPG" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Triple Cheese Donut</span></span></span></div><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461670232ILOCOS BAGNET.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Ilocos Bagnet</span></span></span></div><div><br/></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757460731104Lola Nena_s Xavierville.jpeg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s in Xavierville</span></span></span></div><div><br/></div><p>“Mind you, in 2020, we didn&#x27;t exist on the internet. As in, like, <em>lola kami e.</em> Our thinking of marketing and branding was we have a site and we&#x27;re giving out flyers. Very traditional marketing,” Steffi laughed it off.</p><p>As demands skyrocketed and orders began flooding in, there came the overwhelming feeling surrounding their small operation. “There was a time when we had like a four-week wait. <em>Parang</em> every day, we had the maximum amount of capacity of how much we can cook. And so if you order from me now, I&#x27;m going to tell you, ‘Okay, you pay now, I&#x27;ll give it to you four weeks from now.’ So people were like, ‘What? <em>Nagbayad ako</em>, four weeks <em>ko pa makukuha &#x27;yung</em> donuts <em>ko</em>? Is this a joke?’” she lightheartedly recalled. </p><p>“So my dad was like, ‘Okay, maybe we should just bite the bullet, get a new place, get a new space where we can make donuts.’ And so, we bit the bullet. That was also the reason why we were able to hire [more] staff,” she continued.</p><p>However, success brought scrutiny and criticism: there wasn’t enough cheese inside. “So many people started ordering, but then all of a sudden, we started getting a lot of complaints. A lot of complaints because they were saying, <em>sobrang konti daw ng</em> cheese <em>sa loob</em>. And that&#x27;s how the triple cheese donuts were born actually,” she divulged.</p><p>Instead of brushing off the feedback, the family decided to listen and innovate. They did not double the filling but tripled it, and thus it quickly became their bestseller and a pandemic-era comfort food icon. It was the Triple Cheese Donut, the gooey, decadent upgrade that transformed the brand’s trajectory.</p><p>From nine branches pre-pandemic, they’ve ballooned to 35 locations across the country today, employing about 700 staff.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461427192Libis Branch now open 1.png" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Libis branch opening</span></span></span></div><div style="text-align:left"><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461458750Lola Nena_s Malabon.jpeg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Malabon</span></span></span></div><div style="text-align:center"><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461480169Lola Nena_s SM North.JPG" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s SM North EDSA</span></span></span></div><div style="text-align:center"><br/></div><div style="text-align:left"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757461504531Lola Nena_s Sta. Rosa.jpeg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Sta. Rosa</span></span></span></div><div style="text-align:left"><br/></div><div><br/></div><div><strong>The social media pivot, the challenges, and the lessons</strong></div><p>Ironically, the brand that once resisted the internet now thrives on social media platforms. Steffi spearheaded the pivot. With just one hire and a lot of experimentation, they built a media team that now numbers six. Their content—quirky, relatable, never too salesy—swiftly caught on: “The ideas come pretty naturally now, k<em>a</em>si they come from everyday experiences that we think are fun and that people would enjoy watching.”</p><p>“My rule for the team is we’re never gonna force our products on people. We want to make content that would make them feel happy. That would make them feel [what] they want to receive. Like,<em> kapag pinapanood nila &#x27;yung</em> content, <em>dapat nararamdaman din nila ‘yung</em> feeling <em>‘pag pumunta sila sa</em> store,” noted Steffi. </p><p>“I think every time we make a piece of content, [we ask], &#x27;Do we check those boxes?&#x27; And if we do, regardless if it&#x27;s going to have a million views or 10,000 views, <em>parang</em> as long as it checks those boxes and we like it, we&#x27;re happy,” she pressed.</p><p>Of course, not all experiences have been sweet. Steffi recalls a social media backlash she once faced after posting a “day in the life” video that some viewers misinterpreted as exploitative of staff. The comments stung, and instead of doubling down, she owned the mistake. </p><div><br/></div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757462202280BEN01429ed (2) (1).jpg" style="width:700px" class="fr-fic fr-dib"/></div><div><br/></div><p>“I really learned a lot. One of the biggest things that I learned was sometimes you don&#x27;t say things you don’t mean, and then people will really take it a different way or the wrong way. But it&#x27;s not their fault because everybody&#x27;s coming from somewhere. Responsibility<em> mo na i-klaro mo ‘yung </em>message <em>mo</em>,” Steffi acknowledged. </p><p>“<em>S’yempre</em>, ‘<em>yung</em> [<em>mga</em>] staff <em>ko</em>,<em> tumatawag sila sa akin</em>, <em>umiyak sila.</em> Like ‘How can they say that about you?’ So <em>sinasabi ko talaga sa kanila na</em> you have to understand where these people are coming from. They got mad because of multiple things. They got mad because they thought that I was making you guys work during your lunch break. They thought that I was trying to hop into the virality of the brand because<em> pabida ako</em>. But, there were reasons why I did it, but they didn&#x27;t receive that, and that&#x27;s my fault.” </p><p>“If you&#x27;re gonna say a message, you make sure that it&#x27;s clear. You make sure that <em>hindi</em> [<em>ito</em>] <em>ma</em>-take the wrong way, and<em> kung ma-</em>take <em>man</em> [<em>ito</em>] the wrong way, then you have to be accountable to it,” she reflected, her belief in empathy extending even to the brand’s public missteps. </p><p>Her vulnerability in apologizing only strengthened her team’s trust: “Yeah, I apologized, and I think when I did that, after that, my team trusted me more. Even though I feel like they trusted me before, and they knew me well.” </p><p>Steffi got candid that there’s nothing wrong in showing one’s own vulnerabilities, stating, “<em>Kasi</em> I noticed in Filipino culture, <em>parang natatakot parati magkamali</em>. If you work for someone,<em> parati kang natatakot magkamali</em>. <em>Pero kung ‘yung</em> boss, <em>naipakita sa’yo na nagkakamali rin siya</em>, okay<em> lang din pala</em> to feel that way.” </p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757462661231lola nena canton bihon.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Canton Bihon</span></span></span></div><div style="text-align:center"></div><div><br/></div><span class="fr-img-caption fr-fic fr-dib" style="width:700px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757462833934lola nena drinks.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">Lola Nena&#x27;s Frosted Cream drinks: Sea Salt &amp; Sweet Cream, Berry Creamy, Frosted Mocha, Matcha Milkshake, and Salted Caramel Crush</span></span></span><div></div><div style="text-align:center"><br/></div><p>It’s this kind of humility, paired with resilience, that keeps the brand grounded amid success. For Steffi, running a brand that now employs over 700 people has been a crash course in leadership. </p><p>“In the beginning, when you&#x27;re a fresh manager,<em> parang </em>feeling <em>mo</em>, you really have to make everyone follow. These are the rules. <em>Basta</em> follow <em>niyo ‘yung</em> rules<em> na ‘to</em>, <em>magiging</em> okay <em>tayo</em>. But as the years go by, you realize that nothing is more important than the people in the company. So it’s like figuring out how I can multiply the talents of my people, <em>‘yun ‘yung pinaka</em>-important,” she put it. </p><p>In many ways, Lola Nena has transformed from a real grandmother into a cultural figure. Thousands of loyal customers now call themselves her “<em>apo</em>,” proudly sharing their donut hauls online. “<em>Grabe ‘yung mga apo ni</em> Lola Nena. <em>Nagugulat talaga ako kasi parang ginagawa lang namin ‘to sa bahay dati.</em> <em>Nag</em>-<em>do</em>-drawing<em> lang kami ng </em>Dad<em> </em><em>ko </em><em>ng logo dati ta’s parang ang dami na ng apo ngayon</em>.<em> Ang sarap sa </em>feeling! I’m so happy that they are attached to Lola,” she beamed. </p><p>Lola Nena would be proud. “I hope so,&quot; Steffi concluded. </p><div style="text-align:left"><br/></div><div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1757463099959lola nena triple cheese donuts .jpg" style="width:700px" class="fr-fic fr-dib"/></div><div style="text-align:center"><br/></div><p style="text-align:left">Photos courtesy of <strong>Lola Nena&#x27;s</strong></p>

<p>If you’ve ever bitten into that warm, gooey triple cheese donut from Lola Nena’s, or even just clutched a box of their soft <i>pichi-pichi </i>generously dusted with cheese, a question probably popped into your mind: Who exactly is Lola Nena anyway? Her great-granddaughter honors her in this exclusive.</p>

If you’ve ever bitten into that warm, gooey triple cheese donut from Lola Nena’s, or even just clutched a box of their soft pichi-pichi generously dusted with cheese, a question probably popped into your mind: Who exactly is Lola Nena anyway? Her great-granddaughter honors her in this exclusive.

Who is Lola Nena? Her Great-Granddaughter, Steffi, Talks About the Inspiration Behind Their Distinctly Pinoy Brand

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Who is Lola Nena? Her Great-Granddaughter, Steffi, Talks About the Inspiration Behind Their Distinctly Pinoy Brand

Leigh Sofia Lazo

Published Sep 10, 2025 08:30 AM PHT

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Steffi Santana

Lola Nena's

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