MANILA, Philippines – If someone told Mike that raw fish would be the biggest “catch” of his culinary career, he probably would have laughed it off.
But you gata believe it, because Mike’s small business — Mike’s Deli — has been making waves, all thanks to one dish: Salmon Kinilaw sa Gata.
In early 2023, Mike’s Deli was just an idea — a home-based food venture without a clear flagship product. Fast forward to 2025, and his home creation Salmon Kinilaw sa Gata has not only won hearts but also awards: Mike secured his first ever Ultimate Taste Test (UTT) win, a local food challenge based on voters’ ratings.
How did he get here in such a short amount of time? A lot of guts, gata (coconut milk), fresh ingredients, and even fresher ideas.
‘Deli-cious’ beginnings
Before Salmon Kinilaw sa Gata, there was Tori Inasal — a yakitori-inspired version of Bacolod’s famous delicacy. Inspired by yakitori techniques, Mike developed a vacuum-packed, frozen chicken inasal from home that initially sold out among his bulk buyers. “However, the time and cost was no longer worth it, because of the complicated process,” Mike told Rappler. It was no longer a sustainable product.
Although Mike’s Deli remained a home-based business, he moved to a larger space to accommodate operations. He specialized in Japanese-inspired Filipino bento meals and, during the holiday season, added special dishes for gatherings, such as creamy mashed potatoes and lengua in porcini mushroom sauce.
Each bento includes Japanese cucumber pickles and coconut tamagoyaki — sides he once considered changing but kept due to customer demand. “Over time, our bento has become a Mike’s Deli signature,” he said.
It was halfway through 2023 when his biggest breakthrough happened. His wife, Jewel, had just returned from her hometown of Butuan City, where kinilaw is “quite a big deal in the region,” Mike said. You won’t see any special occasion without it.
He and his wife’s conversations about kinilaw suddenly challenged Mike: Could he reinvent the dish in a way that would stand out?
“Ironically, I wasn’t into fish kinilaw,” Mike admitted. “But I was willing to give it a new flavor and concept. I didn’t just want to give it a gourmet flair — I wanted customers to really love it and remember it.”
Admittedly, it is a huge risk to change up a traditional Filipino recipe; Filipinos are protective of their own. Mike was aware of this.
“I know they already have a familiar flavor they are already used to. But I still wondered, do I give it a try for a local dish that Filipinos already enjoyed for many, many years now?”
With a background in culinary arts, an internship in Italy, and a love for science, Mike already had a specific taste and recipe in mind. Inspired by the well-balanced flavors from similar raw fish dishes like Japanese tataki, Italian carpaccio, and French tartare, he landed on a Filipino-Japanese fusion: fresh salmon cured in coconut milk, complemented by house-made Japanese cucumber pickles.
Once Jewel, who has extensive experience in Japanese haute cuisine, approved the dish, they introduced it to family and friends and then began to sell it to the public weeks later. “Those who already love kinilaw, sushi, and ceviche appreciated it right away,” he said. But he was still unsure: Could it win over the larger Filipino market?
Taking a leap of faith
“Luckily, we were able to join a small food bazaar within the village. We took a leap of faith to introduce our salmon kinilaw, and the reception was great. People came back for it and stopped by to talk to us about the product. That helped us gain more confidence in the dish,” Mike shared. Almost anyone who tasted it loved it, and the rest is history.
I first tried it during a taste test fair last year — Mike’s Deli was an unassuming stall in the corner; I remember all I saw was the bright pink hue of the salmon chunks, which caught my eye. One bite of the hefty raw salmon, and I understood. Hefty cubes of salmon were coated in a silky gata sauce — salty, savory, fresh, tangy, and slightly spicy — hitting all the right notes while the creaminess and butteriness of the salmon gave everything a nice hug. Comforting, addictive, and a new but respectful spin on the traditional dish.
After the kinilaw, Mike’s Deli continued to experiment, introducing the toyomansi chicken karaage.
It was also a fun and addictive snack — crispy golden brown on the outside, juicy on the inside, with nice hints of saltiness and acidity in the chunky breading.
By 2024, their karaage was highly rated on GrabFood, and their salmon kinilaw was becoming their signature product.
“We were ready to take it to the next level in October 2024, so we gave it a shot at joining our first big bazaar (Flair). Everything happened fast. We learned a lot from meeting different brands and new customers. Thankfully, our products were well-received,” Mike said.
During that time, Tsaa Pinas, a past UTT winner, visited the booth and encouraged Mike to join the upcoming event. “Unsure if we should participate or wait until the following year, we made an initial inquiry. Later, at the 2nd Flair Pop-Up, we met Ujisan, who also became a UTT co-winner. They urged us to join as well, so we took a leap of faith and went for it,” he added.
“Before we knew it, we were already participating in the Ultimate Taste Test.”
Mike’s Deli submitted two dishes for judging: the best-selling toyomansi karaage and the now-iconic salmon kinilaw. “During the event, with the positive comments and ratings we received, especially on our kinilaw, this was the only time we actually felt, ‘Wow, Mike’s Deli is Salmon Kinilaw sa Gata,’” Mike shared.
Winning the UTT out of over 20 concessionaires was more than just a title — it was validation of all their hard work. “Before, our focus was more on karaage, but after our win, more customers were willing to try the salmon kinilaw. That was a huge shift for us,” he said.
The timing couldn’t have been better. With the holiday season approaching, orders surged, and so did Mike’s trajectory for success.
Something special
Salmon isn’t a common choice for kinilaw in the Philippines, where tuna and tanigue are usually the stars.
“It’s because we have our own local fish, and the local supply is still far more reliable than an imported one. There’s also a stigma attached to salmon because of the price point,” Mike said, but he didn’t hold back from reinventing. He believes using salmon is precisely what makes his version stand out.
“People appreciated the effort we put into reinventing a local dish while using staple ingredients like coconut,” he said. The depth and balance of flavors, the chunky salmon cuts, and the unexpected but refreshing addition of Japanese cucumber pickles make it a delicate novelty.
Quality control is also key, Mike said. He personally selects the fish from the wet market, choosing the freshest. “I don’t pre-make salmon kinilaw. It has to be ordered in advance and made fresh,” he said.
As for the other ingredients, everything is locally sourced and accessible.
In 2025, Mike reintroduced his original inasal recipe in a new form: Chicken Inasal Steak. But his food journey is far from over! The success of his salmon kinilaw has opened doors, and he’s excited for what’s next.
“Never did we imagine that salmon kinilaw would have this kind of reach and recognition,” Mike said “The UTT win definitely stamped a seal of approval on this dish. We took a leap of faith, and it changed everything.” – Rappler.com
Mike’s Deli is located in Merville Park, Paranaque City. It is open Mondays to Saturdays, 10 am – 8 pm.