In the world of gastronomy, innovation and passion often go hand-in-hand—and few embody this philosophy more than Diego Eduardo Montinola Virata, the visionary behind Diggy’s, a rising star in the Philippine pizza scene. A Magna Cum Laude graduate from Enderun Colleges with a Bachelor’s degree in International Hospitality Management with Specialization in Culinary Arts, Diego’s culinary journey has been anything but conventional. It’s a story of a man who, after a successful stint in the wine industry, found his true calling in pizza—a culinary classic that he would reinvent, adding his own unique flair to an already saturated market.

From Wine to Pizza: A Passion for Flavor

Diego’s love for food began at an early age, but it was during his time in the wine industry that the connection between fine wine and pizza truly solidified. A keen traveler, Diego spent time in San Francisco, where the city’s vibrant pizza culture exposed him to the possibilities of what pizza could be. “I realized that there was a whole world of flavors and combinations beyond the traditional. That’s when I knew I wanted to bring something new to the table in the Philippines,” he shares.

But there was one question: which type of cuisine? After much contemplation, he chose pizza—a dish he loved and could eat every day. It was, he says, the simplicity of the pizza that intrigued him: a versatile canvas for endless creativity.

“I knew I had to stand out,” Diego admits. “The pizza scene in the Philippines was already crowded with big names. What I wanted to offer was something different—a fusion of California-style pizza with locally sourced, high-quality ingredients.”

The California-Style Revolution

California-style pizza, popularized by culinary legends like Wolfgang Puck, is an art form that defies tradition. With its unconventional toppings and focus on fresh, local produce, it aligns with Diego’s belief that food should push boundaries. “California cuisine is all about experimentation. It’s about using what’s available and thinking outside the box,” he explains. For Diego, this meant incorporating unexpected flavors—like curry chicken—on pizza, and sourcing ingredients that reflected the Philippines’ rich agricultural landscape.

“Supporting local farmers is important to me. I want to highlight the best produce from around the country,” says Diego. Today, Diggy’s uses mozzarella from Negros, blue cheese from Davao, and honey from a bee farm near his family farm in Silang, Cavite. While local ingredients can sometimes be more expensive than imported ones, Diego remains committed to sustainability and local partnerships, hoping to set a new standard for culinary businesses in the Philippines.

But the road to launching Diggy’s wasn’t without its challenges. “Pizza-making is a delicate balance of technical skill and creativity,” Diego reflects. “The architecture of the oven, the dough recipe, the toppings—everything has to come together in harmony.” Beyond the kitchen, the logistical and operational hurdles of running a business were equally demanding. Diego quickly learned the importance of mastering every aspect of his brand—from managing suppliers to negotiating leases to assembling a reliable team.

Diggy’s: A Name that Resonates

When it came time to name his brand, Diego was determined to choose something simple yet memorable, something that would resonate with customers. “I wanted a name that would stick,” he says. After contemplating various options, he settled on “Diggy’s”—a nod to his nickname that carried a casual, approachable vibe.

And so, in 2024, Diggy’s Pizza opened its doors to the public. “We wanted Diggy’s to feel like a place where you can enjoy a delicious, high-quality pizza without the pretense. It’s a name that people remember,” he explains.

A New Standard in Filipino Pizza

Since its opening, Diggy’s has quickly become a must-try spot for food lovers in Manila. While the menu features classic favorites—like Pepperoni and Hawaiian pizzas—Diego’s creativity truly shines in his signature offerings. His Mushroom pizza, for instance, features a generous layer of mushrooms, allowing their earthy flavors to shine without being overpowered by sauce.

“What I found with mushroom pizza in the city is that either the mushrooms are buried under too much sauce, or they’re just not used enough,” he explains. “At Diggy’s, I wanted to do it right—we use three types of mushrooms to bring out a full, rich flavor and add complexity to the texture.”

Alongside his pizzas, Diego has recently expanded the menu to include pastas and fresh salads, as well as local craft beers—a perfect pairing for the pizzas. “Our goal is to offer something for everyone,” Diego says. “We’re not just about pizza. We want to give our customers a complete dining experience that celebrates both creativity and local flavors.”

Guided by Enderun

Diego’s journey from wine connoisseur to pizza entrepreneur was shaped in part by his education at Enderun Colleges. “Enderun provided me with a well-rounded education that goes beyond just the culinary arts,” he reflects. “Courses in accounting, costing, and kitchen management have been invaluable in helping me navigate the business side of things. In this industry, you need to know how to manage both the creative and the operational aspects.”

What truly sets Enderun apart, according to Diego, is the strong sense of community it fosters. “The network of people I met there continues to be a source of support. I can always reach out to fellow alumni or professors for advice.”

The Road Ahead: Supporting Local and Staying Grounded

As Diggy’s continues to grow, Diego remains steadfast in his commitment to supporting local farmers and promoting sustainable food practices. “We want to create a space where local ingredients shine and where people can experience the best that the Philippines has to offer,” he says. His vision for the future is to support local farmers and reduce reliance on imported items, believing that buying local uplifts the entire community.

For aspiring entrepreneurs, Diego offers this piece of advice: “You can’t do it alone. Surround yourself with partners who are in the trenches with you, who understand the long hours and hard work it takes to build a business. It’s a lot of learning by doing, and having experienced partners makes a world of difference.”

As Diggy’s continues to make its mark on the Philippine food scene, Diego’s commitment to quality, creativity, and local sustainability will undoubtedly propel the brand to greater heights. After all, as Diego himself puts it, in this business, “You can’t just turn your back on something you’ve poured your heart into. You have to keep moving forward.” And for Diego and Diggy’s, the future looks incredibly delicious.

Diggy’s California-style pizza is located on the 4th floor of Food On Four at SM Aura Premier.