Zubuchon opens outlet in One Mango

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Monday, July 11, 2011

FOLLOWING the success of its two retail outlets in Cebu, Zubufoods Inc. recently expanded its operations by opening a stand-alone Zubuchon restaurant in One Mango on General Maxilom Ave.

Zubuchon owner Joel Binamira said they have diversified their products to offer Cebuanos more lechon-inspired dishes, aside from their main draw, the Zubuchon.

“This restaurant now offers a variety of Filipino lechon-inspired dishes and also a venue where tourists can hang out and enjoy more of Cebuano specialties,” Binamira said.


The restaurant offers lechon crispy pata, pancit lechon, kangkong with lechon, and lechon paksiw, among others.

The company spent P1.5 million for the establishment of the restaurant.

“This will also serve as a venue for Cebuanos who are cautious of their food intake but still wanted to have that lechon taste,” Binamira said.

Aside from offering a wide variety of dishes, Zubuchon restaurant also offers frozen dishes and other homemade items such as chicharon as pasalubongs for tourists.

On the go

“The idea of the frozen dishes is meant to cater to on-the-go customers who want to have an instant meal. So instead of going to fast-food chains or buying instant food, which have high preservatives, they now have the option of buying homemade dishes such as lechon paksiw which they can just re-heat at their own convenience,” he said.

Zubufoods Inc. started commercial operations selling Zubuchon in the last quarter of 2008. The company maintains two retail outlets at the Banilad Town Center and at the departure lounge of Mactan Cebu International Airport.

Binamira said it was his employees who pushed him to sell the home-cooked lechons to Cebuanos.

“The idea really was to revive the taste of lechon 30 years ago. We wanted to restore the lechon that is made the old-fashioned and traditional way, where one uses bamboo and natural ingredients. A kind of lechon-making where there are no shortcuts,” he said.

Zubuchon rose to prominence when popular cook and TV host Anthony Bourdain said in his show that its lechon was the best roasted pig in the world.

Binamira, who is also a food blogger, said they use backyard-raised pigs and fatten them up several weeks before they are slaughtered. He said they prepare and cook the pigs on natural bamboo poles over charcoal purchased from small-scale manufacturers in the highland towns of the province.

Local suppliers

Apart from creating jobs, Binamira tapped local suppliers as partners of his growing business. The company sources backyard-raised pigs and ingredients such as herbs and spices from the towns of Cebu.

“We are a Cebuano restaurant so it is best to serve and make use of the province’s resources,” he said. He added that the company is willing to help hog raisers in terms of financial assistance, provided they will also comply with the requirements of the company.

Zubufoods Inc. will also open another branch on Escario St. The company spent P2 million to set the branch up.

Published in the Sun.Star Cebu newspaper on July 11, 2011.


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