Cebu has long been considered as the Lechon Capital of the Philippines and, when it comes to Cebu’s lechon, only one name truly rings a bell: the “Home of Cebu’s Best Lechon” — Rico’s Lechon.
However, just like any other success story, Rico’s journey to the top wasn’t one that was easy.
How Rico’s Lechon Started
The company’s founder, Mr. Enrico “Rico” Dionson, started out as a taker of bets in a cockfight arena ever since he was a teenager. His measly income made it hard to support his family which was why he decided to venture into the lechon business.
He got the word out by giving samples and calling cards to his as many of his friends and clients as possible. Establishing his name in the industry was not easy. In fact, his first customer feedback informed him that his lechon was too salty.
This was what pushed Rico to master his craft even further and to make sure that every single one of his lechons are of the best quality.
Rico’s Lechon finally got its big break when former president Joseph Estrada discovered his best-tasting roasted pigs through a common friend. He was among the three providers to undergo the taste test.
Not surprisingly, it was his that stood out most and the former president had him flown to the Malacañang Palace to prepare dozens of the Filipino favorite there.
The business then took off. Eventually, they started introducing the spicy lechon variety into their menu.
Currently, Rico’s Lechon sells around 2,000 to 4,000 pieces of Cebu’s Best Lechon every month to customers from all over the country. His clientele also includes big names in politics and show business.
To further grow the brand Rico chose Meat Concepts Corporation owned by renowned restaurateur and businessman George N. Pua who happens to own famous brands like Ogawa Traditional Japanese Restaurant, KPub BBQ, Thai BBQ, OPPA Chicken, Modern China & Tony Roma’s.
Meat Concepts Corporation is determined to grow and protect Rico’s Lechon and make it a household brand in the Philippines and among Filipinos worldwide.
Source: Cebu’s Best Rico’s Lechon