Another minor business in one of the state’s top food towns has closed its doors. Baonanas, which originated as a pop-up and later became the world’s first banana pudding restaurant with over 33 rotating flavors, has ceased operations after 11.5 years.
A Sweet Legacy Ends
Owners Lloyd Ortuoste and Trisha Villanueva announced the closure on the shop’s website, expressing gratitude for the journey that began in Jersey City’s McGinley Square, near where they grew up. Baonanas previously operated locations in Jersey City’s Harborside Financial Center and Novel York’s East Village, both of which have since closed.
The shop was recognized as a contemporary example of Jersey City’s Filipino culture. Despite a growing clientele, Ortuoste and Villanueva cited the challenging economic realities facing small food businesses as the primary reason for the closure.
“Rising ingredient costs, inflation, tariffs, and razor-thin margins made it increasingly difficult to operate sustainably, even after countless pivots and difficult decisions,” the owners stated.
Looking Ahead
Ortuoste explained that whereas he is proud of what he built with Baonanas, he felt a require to pursue a different path. He is now working as a sales manager and hospitality consultant, while too mentoring other entrepreneurs in Jersey City. Villanueva will continue her career as a labor and employment attorney.
The closure of Baonanas adds to a recent trend of restaurant closures in Jersey City, including Barcade, Miso Ramen, and Miss America Diner.
Frequently Asked Questions
Why did Baonanas close?
Baonanas closed due to the economic challenges of running a small food business, including rising ingredient costs, inflation, and tariffs, despite a growing customer base.
Where was Baonanas located?
Baonanas was originally located in Jersey City’s McGinley Square. It previously had locations in Jersey City’s Harborside Financial Center and New York’s East Village.
What will the owners do next?
Lloyd Ortuoste is now a sales manager and hospitality consultant, and will continue mentoring entrepreneurs. Trisha Villanueva will continue her operate as a labor and employment attorney.
As small businesses navigate increasingly complex economic conditions, what role do communities play in supporting local entrepreneurs?
