Homegrown lechon brand banks on ‘pasalubong’ edge

CEBU, Philippines - Cebuano lechon brand, Rico's Lechon, is capitalizing on the "Pasalubong from Cebu" edge, as it is bent on investing on this direction, rather than expanding across the country.

After 20 years in the business, it was only recently that founder Enrico V. Dionson decided to invest more on developing and banking on the ‘Pasalubong’ aspect for its product noting an upward trajectory in the growth of this particular segment.

Dionson said that instead of considering the tempting offers of franchising out of Cebu, the homegrown business, through the family-managed 3MRS Dionson Corporation, will instead focus on promoting Cebu's Lechon to the world.

Along with its bid to promote the authentic Cebuano lechon as a "must" pasalubong for tourists, the company also announced the opening of its third and largest restaurant at the Axis Entertainment Avenue in Escario Street.

According to Dionson, the company decided to invest on a larger restaurant venue with bigger function room accommodation due to the high booking and walk-in demand from its two existing restaurants located in Mactan and in Mabolo.

The "Rico's Lechon" Axis Entertainment Avenue branch is two-storey facility with 100 seating capacity function room, and another 100 seats for diners.

Dionson, a college drop-out started to make his own concoction of lechon marinade based on his family's favorite recipe some 20 years ago, in a desperate move to have enough support for his family to add to his income as a taker of bets in a cockfight arena or locally known as "kristo."

Without professional business or branding knowledge, his business grew merely through the word-of-mouth, until he was chosen by then President Joseph Estrada to supply dozens of lechon from Cebu during special events in Malacañang and Estrada's family and friends' occasions.

Today, Rico's Lechon is a by-word when it comes to Cebu's authentic lechon choices. Dionson said aside from his long-time and family-friend assistant who is the only person who knows Rico’s "secret recipe", he is also training his daughter--Melanie Grace to take on the family's "trade secret."

The company has also put up its own slaughter house and commissary which has an accreditation of double-A Grade from National Meat Inspection Service is on process, to meet with the the growing demand both in restaurant operations, booked orders, and take-home of pasalubong business.

Rico’s Lechon, the pioneer of spicy lechon concept is also preparing to open up take out stalls in port terminal or inside the airport. (FREEMAN)