RICO’S Lechon and 12 other companies in the Philippines received various awards during the recently held Asia-Pacific Stevie Awards in Tokyo, Japan.
Rico’s Lechon won the Silver Award for Asia-Pacific Stevies’ Innovation in Media Relations for its nationwide campaign #DaBestGyud. It is the only awardee outside of Metro Manila.
Stevie Awards is the world’s premier business award. It honors and generates public recognition of the achievements and positive contributions of organizations and working professionals worldwide.
Jeff Walther Oyas, Rico’s Sales and Marketing head, said the campaign was launched last year with the concept of Rico’s Lechon being “Cebu’s best lechon.”
“We wanted to capitalize that tagline and at the same time add a Cebuano accent to the campaign, so instead of ‘the best lechon’ we used ‘DaBestGyud’,” Oyas said.
He added that the tagline is not only to be “communicated through our food, but also a mindset to our employees to strive always to be the best.”
“It is a great honor not only for our company but for our country — the Philippines to be recognized in this level,” Oyas said.
During the campaign, Oyas said they were able to improve the restaurants interiors, added more offering in their menu, standardized their recipes and improved manpower.
The campaign also led to Rico’s expansion, with two additional branches in Mactan, Lapu-Lapu City and Escario in Cebu City. The first restaurant was opened in Mabolo, Cebu City. Another branch in the southern part of Cebu is now in the pipeline.
Enrico Dionson, the chief executive officer and founder of Rico’s, said he never dreamed of being big and recognized in the international scene.
“I never thought nga modako kay gusto ra nako nga molami akong lechon (I never thought of getting big for I only wanted my lechon to be good),” Dionson said.
He said that on the average, they dispose 150 lechons every day and this already includes deliveries outside Cebu.
Last year, he recalled they were awarded as the number one lechon shipper by Cebu Pacific.
Rico’s Lechon is also SunStar’s Best Lechon People’s Choice Category awardee. (MVG)