The Panciteria heritage

Throughout its 67 years of operation and three generations of managers, Panciteria Lido has resisted changing its name.

"We wanted to preserve the panciteria image and feel. Stepping inside our restaurant is like stepping into the past, getting a taste of old Chinatown and its panciteria heritage," said Don Odil Franchising Corp. chief executive officer Annie Go.

Don Odil is the owner and operator of the Panciteria Lido trademark.

Rich in history

The restaurant was put up by a chef named Lido along T. Alonzo St. in Binondo during the Philippine Commonwealth era.

It was the first to introduce wood-fired oven-roasted pork loin (pugon na asado) to the Chinese-Filipino community, serving it to its dine-in customers as well as distributing it to other Chinese restaurants all over Metro Manila. It was also the first to serve coffee among the country’s Chinese restaurants.

Today, it is showing Binondo-based restaurants how to expand through franchising.

"We began exploring the possibility of franchising last year after four of our loyal customers showed interest in partnering with us. They noted that we were always full," said Go.

To help standardize products and operating systems, Don Odil hired a franchising consultant.

"Everything in our menu is now measured. Even the amount of soy sauce put in a small order of noodles is measured so that the food will taste the same, no matter who is doing the cooking," said Go.

Franchise

The first Lido franchise opened last February in Madison Square (near Xavier School in San Juan). Payback is expected halfway through its five year franchising contract.

For its first three franchisees, Don Odil is asking for a franchise fee of P500,000. The amount covers use of the trademark, assistance in conducting a market study for the proposed site, assistance in setting up the branch, sourcing out all equipment suppliers, training of personnel, drawing up investment and viability projections, and an "opening team" composed of well-trained Lido employees from the main branch. These employees will be in the outlet on a full-time basis until the franchisee is able to smoothly operate the store alone.

Depending on the location, total investment cost could reach as high as P3 million. The full-service dine-in restaurant requires a minimum floor area of 150 square meters. There is also a royalty fee equivalent to 5% of monthly gross sales.

"Our concept has already been approved by both SM Megamall and Glorietta/Greenbelt. We’re just waiting for an appropriate space to be made available," Go said, adding that the Megamall location will be company operated.

"We are looking for franchisees who share our vision and who are willing to spend time and money to help build the business. Through franchising, we hope to replicate our success in Binondo in other areas of Metro Manila," she said.

After 67 years, Panciteria Lido is cherishing its heritage even as it innovates for the future.