“Jomag” “jose magsaysay jr” “jojo magsaysay” Potato Corner CEO BIO


WHERE JOMAG IS COMING FROM



I’m Jose “JoMag” Magsaysay Jr., co-founder and former CEO of Potato Corner, the brand behind the World’s Best Flavored Fries, which grew to 1,400+ stores across 12+ countries before being sold in 2022.


Under my leadership, Potato Corner entered the Philippine Franchise Hall of Fame, and I was honored with awards including EY Entrepreneur of the Year and ASEAN BAC CEO of the Year, among others.


Before Potato Corner, I served as General Manager of Mister Donut Philippines and spent nearly a decade in store operations at Wendy’s Hamburgers, where I learned retail execution from the ground up.


Those years shaped how I think about business—not as theory, but as a system that must work on bad days, with real people, under pressure.





ABOUT JOMAG — MOVING FORWARD


Today, I am an entrepreneur, operator, and mentor who helps founders and institutions scale without losing their soul.


While I’m best known for Potato Corner, my real work has always been about something deeper:

enterprise mastery, unit economics, and building systems that allow people to win together.


I’m not academically gifted and not overly structured by nature.

I’m non-linear, but I know when to switch to linear.


I see patterns, read people, and understand the game beneath the game.


In this chapter, I work as:


  • A Scale Partner – helping founders choose the right expansion model (franchise, JV, licensing, platform)
  • An Operator-Builder – fixing profitability and execution before growth
  • A Governance & Mentoring Advisor – helping leaders outgrow themselves before the business gets stuck at their ceiling


I believe in:


  • quiet dominance over loud visibility
  • utang na loob as gratitude, not chains
  • leadership that owns outcomes when things go wrong


I share what I know freely because I don’t play static games.

By the time others finish copying, the game I’m playing—

and the people I’m playing it with—will already be different.


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