Budget restaurant banks on lechon as flagship offer

CEBU, Philippines - A new entrant in the fast-paced food business industry in Cebu aims to be known as a Filipino food budget restaurant with lechon as its flagship specialty.

The concept of Juan Lechonero was envisioned by its owners to be a hub that would promote Cebu's famous lechon and introduce innovative Filipino dishes that are new to the market.

Juan Lechonero is situated at Salinas Drive previously where Jo's Chicken Inato was located.

Karen Duraliza, commissary and operations manager of Juan Lechonero, told The FREEMAN that they have enjoyed positive market reception and good sales performance since they opened last September 2013.

She said that its strategic location provides high foot traffic and proximity to potential and existing diners who are mostly students and employees from outsourcing companies within the vicinity.

Duraliza who grew up in a family of foodies and chefs shared that cooking is her passion and putting up her own restaurant is her ultimate dream.  The mass communication graduate studied culinary arts in Manila and took up short culinary courses in Cebu. She also worked as the former executive chef of the Lakwatsa restaurant.

Juan Lechonero started operating as a fast food outlet but was later changed to casual dining to better cater to its customers especially to families, friends and employees across all market segments. 

"I could guarantee that around 70 to 80 percent of our customers come back to us since they ate here," Duraliza said.

Its bestselling dish, lechon, is sold at P469 per kilo that may either come in original or spicy flavors. One whole boneless roasted pig, she said, could feed up to 30 persons.

She said that it is good to note that since they introduced the spicy lechon, it became a hit to the market as it earned double sales compared to the original flavor.

Juan Lechonero started with eight dishes and two desserts when they opened almost four month ago.

More than just a lechonan, it now offers a wide variety of dishes that include sizzling bangus, sizzling lechon sisig, sizzling lechon paksiw, chicken barbecue, grilled pork belly, chorizo de Cebu, pancit canton, kangkong, monggos, embutido and dinuguan.

They offer affordable busog meals that come with unlimited rice and iced tea are priced from P59 to P109.

There are also four kinds of refreshments and three desserts such as the famous halo-halo, hot brownie ice cream and coffee jelly.

Duraliza further revealed that they are eyeing to open two more branches in Lapu-Lapu City and Cebu City.

For now, they are planning to expand its menu by adding eight to ten dishes by the end of January to February. They will also start to offer alcoholic beverages and spicy chicken soon.

The entire restaurant could accommodate up to 200 persons. Juan Lechonero houses a function hall at the second floor to cater to birthdays, gatherings and other special events. — (FREEMAN)