Transcript
THE ARISTOCRAT RESTAURANT Since 1936ARIA
Submitted By:
Samson, Miguel Angelo
Pagtama, Altrina
Sendaydiego, Kuhlyn
Ysanan, Joshua
Bersales, Errl Cris
Requintina, Corwyn Joshuel
Presented to:Heirs of Alex & Engracia Cruz-Reyes Inc. Page 1
THE ARISTOCRAT RESTAURANT Since 1936ARIA
Prof. Romeo Cuevas
Introduction
The Aristocrat Restaurant has been in 77 years of casual
dining serving Filipino dishes using the traditions of its
original founders. The Aristocrat Restaurant is currently under
Heirs of Engracia Reyes Sr. Incorporated lead by the
granddaughter of Engracia Cruz-Reyes, Prescilla Reyes-Pacheco.
The Aristocrat Restaurant is not only famous because of the
richness in historical background; it is also, of course famous
because of their Filipino dishes, specially the all-time-favorite
boneless chicken barbecue.
Background of The Aristocrat Restaurant
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A small canteen named after the first Filipino hero was
opened on the ground floor of a house along Marquez de Comillas
(Romualdez St.) just in front of the St. Theresa’s College. The
small canteen was called “Lapu-Lapu”. The canteen’s target market
was the colegialas of St. Theresa’s serving them with Arroz
Caldo, Pancit Luglug, Turon, Lumpiang Ubod, and Diniguan at Puto.
It was the first restaurant to server native cuisines at the time
when American cuisine dominated the island. The Colegialas and
also prominent friends of Alex in the legal profession and
government service became faithful customers of the small
restaurant. Although they became successful with the small
canteen, it just marked the beginning of their journey.
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Aling Asiang prepares a car load of food every Sunday for
their family’s weekly excursion at Luneta. Even on simple outings
like this, Aling Engracia prepares special food not just simple
sandwiches made with ham and cheese; She always modify it with
distict native dishes to the all-time-favorite ng adobo or fried
fish fillet as filling. This sandwiches comes with a package of
pancit, dinuguan, kare-kare and rice wrapped in banana leaves
good for twice the number of people in the family.
Sunday afternoons at Luneta was the place where all people
visits for fun. As such, the classmates of the Aling Asiang’s
children would often invite them to eat together until the time
came when their classmates will look for them at Luneta every
Sunday for Aling Asiang’s “Pino” sandwiches which literally beat
the hotdogs sold by the rolling vendors. One Sunday excursion,
Aling Asiang figured that perhaps there was a future in putting
up a rolling store to compete with those already in Luneta.
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A suitor named Fidel Reyes of the eldest daughter Teresita,
offered his battered van which would be converted into a rolling
canteen at a cost of seventy pesos. He made the offer to attempt
to gain favor with his future in-laws.
The rolling store was built with the name “Andy’s Rolling
Store” (named after the eldest Reyes son) but Andy didn’t liked
the idea attaching his name to the Rolling Store of the family so
the upset Aling Asiang named their mobile canteen “The
Aristocrat” where Filipino families with small incomes and large
appetites are oriented. Using the freshest premium ingredients to
turn ordinary Filipino dishes into culinary fare so good, it is
fit for royalty, the name “The Aristocrat” really suits the doing
of Aling Asiang.
The reason why The Aristocrat has always been family-
oriented is that, Aling Asiang serves his food to their customers
with the same love and care as though she was cooking for her own
children. Aling Asiang reminisces how food beame an integral part
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of family gatherings. As simple as a breakfast pandesal with
butter or a merienda of kakanin, her family were together
physical and spiritually
A place where anyone could expect to get good service and
heavy portions of food at reasonable frice, The Aristocrat was
more than just selling tasty creations. The Aristocrat would also
give their mass-based clientele a taste of continental and
Chinese cuisine which used to be available only in pricey hotels.
“The Aristocrat” signage was mounted on the salvaged van and
its opened windows served as a way to give the customers a sneak
peak how their food was made. “Masarap, Malinis, at Mura” was the
motto of Aling Asiang was impressed upon her food server at The
Aristocrat dutifully. They were trained to prepare native
sandwiches without touching any of the ingredients using their
hand. The deft manipulation of knife and fork to produce adobo
and fish fillet sandwiches became at attraction to all people
going by the rolling store.
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After succession with the rolling store, The Aristocrat was
permanently built along Roxas Boulevard which was leased from an
American Jew measuring 5,000 square meters. The Reyeses
eventually expanded and occupied the entire place which up to
this day, they continue to lease it from the Fernandez Clan.
Today’s The Aristocrat’s Restaurant signature dish of
chicken barbecue and java rice which became the best seller was
not from the original dish of Aling Asiang. The barbecue fare
originated during the 1950’s when his mother opened a resort
along Quirino Avenue where there was a beach in the area. When
they started serving the grilled meat at the Aristocrat Beach
Resort, the family knew that they had a best seller.
Almost 50 years later, a grandchild of Alling Asiang started
a venture on education. The Culinary Institue of Aristocrat
opened its doors to budding chefs and bakery owners. The CIA
offers The Fundemental of Culinary Arts and Home Bakeshop. The
school has been a 20-year dream for the family as stated by
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Reymund A. Reyes, president and COO of Aristocrat Franchise. The
aim of the school is to train culinary professionals to be able
to work in hotels, restaurant and luxury liners.
In 1984 when The Aristocrat decided to franchise, but even
then, the expansion was not as fast. Reyes clan has expanded
using different names. The group has opened The Aristocrat
Bakeshop, a grocery store and now a school.
It is indeed a success after all the hard-works and dreams,
The Aristocrat grew bigger and bigger. From a battered rolling
van store to 10 branches nationwide, From “Masarap, Malinis at
Mura” to “Food Fit for Royalty” The Aristocrat Restaurant
continues to server Filipino cuisines oriented to family as a
legacy of the late founder Engracia Cruz-Reyes. Aling Asiang and
Don Alex have long passed away, but they will be happy to see
that the clan has continued their tradition of serving good food.
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Key People
Engracia Cruz-Reyes & Don Alex Reyes
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Aling Asiang was a grade school graduate, plain housewife,
and doting mother who had the uncanny ability to cook great-
tasting native dishes.
Alex, on the other hand, was a well-educated University of
the Philippines law graduate who finished fourth during the bar
exams of 1914. He pursued a promising career in the judiciary and
rose quickly from Assistant Clerk of Court at the Municipal Court
of manila immediately after graduation. Although Alex became
Undersecretary of Justice in less than 15 years, the Reyeses
produced more children than a civil servant’s salary could
support comfortably. At final count, there were all thirteen of
them – Andy, Arturo, Teresita, Esperidion, Mario, Jose, Herminia,
Ma. Lusia, Alex, Jr., Consuelo, Armando, Benjamin, and Victor.
This turned out to be quite a problem since Alex was a man of
impeccable integrity who would not augment the family income
through nefarious means. Aling Asiang showed her love for her
husband by valuing principles. This was the driving force behind
her putting her culinary talents to entrepreneurial use.
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Decades later, Alex would become Solicitor General, and
climb all the way up to Associate Justice at the Court of Appeals
and Supreme Court Associate Justice. Even then, he would
apologize to his wife, “Pasensiya ka na hindi kita ginawang
mayaman.” But Aling Asiang would brush away this concern focusing
instead on what they have – a good name and a loving, harmonious
family.
Even if there was little money to go around the Reyes
household, Aling Asiang always made sure that the needs of the
children were met – clothing education, and, of course, great
food. But Aling Asiang’s soft side was balanced by the
disciplinarian in her. Aling Asiang inculcated into her children
the dignity of work and the value of putting together for
household chores.
The eldest polished their narra floor to a mirror-like gleam
before going out to play. Another one scrubbed the bathrooms, and
the girls helped in the kitchen. Every Reyes child was an expert
in peeling onions and mashing garlic – the prerequisites to most
delicious native dishes – before they grew tall enough to touch
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their chins on the dinner table. Paydays were special for the
Reyes children because Alex would treat the family to a special
meal in one of the panciterias in Chinatown. During these eat-
outs, Aling Asiang, ever the cooking genius, would do a running
commentary on which dishes she gave a passing grade and which
ones failed to meet her exacting standards plus what ingredients
should have been added.
Still, there was the problem of supporting the needs of a growing
brood with an honest civil servant’s salary. Thus, on the
matrimonial bed one night, Aling Asiang broached the idea of food
for sale to generate additional income. Although the family kitty
was much depleted from expenses for their new house, Alex obliged
and coughed up the necessary capital. He would also serve as
somewhat of a publicist for the restaurant by bringing in his
friends from government and other social circles.
Products and Services
ProductsHeirs of Alex & Engracia Cruz-Reyes Inc. Page 12
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Adobo
Plate
Served with two fried eggs, garlicrice and your choice of coffee,hot tea, hot native chocolate,
milk or pineapple juice.
HototaiChicken, pork, shrimp,
vegetables and egg in clearand rich broth.
HawaiianMacaroniSalad
Macaroni with ham andpineapple in light mayonnaise
dressing.
BonelessChickenBarbecue
Marinated chicken fillet grilledto perfection.
Served with our signature Javarice, Java sauce, and atchara.
Chicken
Honey
Tender and juicy chicken deepfried to a golden brown;served with Java sauce.
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Crispy
Pata
Deep fried leg of pork, servedwith spiced vinegar and atchara
Kare-KareBeef knuckles, tripe and oxtail insavory peanut sauce, served withbagoong (native shrimp paste).
.
SeafoodKare-Kare
Prawns, squid and nativevegetables in savory peanutsauce, served with bagoong
(native shrimp paste)..
PinakbetNative vegetables with
shrimps stir-fried in bagoong.
Bihon
Guisado
Rice noodles with stir-friedmeat, shrimps and vegetables
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Halo-HaloAssorted sweetened beans andfruit with ice shaving, topped
with purple yam, custard and ricepuffs
Aristocra
t Iced
Tea
Fresh Tropical Shakes & Juicesare seasonal and subject to
availability
Set 1Crispy Pata, Sweet & Sour FishFillet, Hototai Soup, 4 Steamed
Rice.
Set 2
Whole Chicken Honey,Sinigang na Bangus Belly,
Mixed Chopsuey, 4 SteamedRice
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Services
Catering Services
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I. Trivia
- The reason behind why Andy’s Rolling Store was named The
Aristocrat is because it was named after Andy’s Aristocratic
friends. After Andy refused from naming the Rolling Store
after his name, Aling Asiang said “I will just name it after
our Aristocratic Friends!”
- The Van that The Aristocrat used is a Studebaker
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- The first branch of Aristocrat is in Roxas Boulevard
- The famous Boneless Chicken with Java Rice isn’t really the
original dish of The Aristocrat. The original dish of the
restaurant is Aling Asiang’s famous Adobo Sandwich.
- The Aristocrat’s Restaurant Expanded through different
names; Reyes Barbecue, Serye, Alex III, and etc.
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- Some secret sauces of the Aristocrat Restaurant is from Mama
Sita’s
- Teresita Reyes, the daughter of Aling Asiang is the founder
of Mama Sita’s
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- The Aristocrat’s Restaurant had the first innovative
microwave in the Philippines.
- The Aristocrat Restaurant has fed the presidents from Emilio
Aguinaldo to present.
- It is one of the oldest Restaurants (5th) in the country that
pioneered in catering the Filipino foods into the mainstream
restaurant industry that were then dominated by foreign
dishes.
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- Aristocrat has been very prominent as a restaurant that is
why the Historical Commission did not hesitate to grant the
historical marker to them.
Market Postion
The target market of the Aristocrat Restaurant is still based on
the original traditions of the restaurant by bringing families
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together. The target market today of the Aristocrat Restaurant is not
only families; they target everyone looking for casual-dining serving
original Filipino cuisines. They are in the market where they have
competitors serving the same type of cuisines to people.
A. Direct Competitors
- Max’s Restaurant
- Barrio Fiesta
- Classic Savory
B. Indirect Competitors
- Jollibee
- McDonald’s
- Shakey’s Pizza
- Other companies servings food
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We have conducted a survey to different people who have
experienced a casual dining in the Aristocrat and also to the
competitors. The survey is about the qualities of the 4
restaurants including the Aristocrat Restaurant:
A. Price (Valuable and Reasonable)
1. Aristocrat Restaurant – 76%
2. Barrio Fiesta – 72%
3. Max’s Restaurant – 68%
4. Classic Savory – 64%
B. Quality of Food
1. Aristocrat Restaurant – 80%
2. Max’s Restaurant – 76%
3. Barrio Fiesta – 76%
4. Classic Savory – 60%
C. Variety of Food
1. Aristocrat Restaurant – 80%
2. Barrio Fiesta – 76%
3. Max’s Restaurant – 68%
4. Classic Savory – 64%
D. Quality of ServiceHeirs of Alex & Engracia Cruz-Reyes Inc. Page 25
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1. Aristocrat Restaurant – 80%
2. Max’s Restaurant – 76%
3. Barrio Fiesta – 76%
4. Classic Savory – 68%
E. Location (Is it easy to locate?)
1. Max’s Restaurant – 84%
2. Classic Savory – 80%
3. Aristocrat Restaurant – 68%
4. Barrio Fiesta – 60%
F. Overall
1. Aristocrat Restaurant – 76.7%
2. Max’s Restaurant – 74.4%
3. Barrio Fiesta – 72%
4. Classic Savory – 67.2%
We got curious about the result of the survey so we decided to
conduct a review on Aristocrat Restaurant. Our group decided to
go to the main branch to experience the real casual-dining at the
Aristocrat Restaurant.
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According to the result of our review:
A. Price (Is it reasonable?) – 80%
B. Quality of Food – 90%
C. Variety of Food – 83.33%
D. Service – 73.33%
E. Location (Is it easy to locate?) – 60%
F. Ambience – 96.67%
G. Ratings & Comments
Errl Bersales (86.67%) - Aristocrat, is one of those restaurantsthat had given me complete satisfaction. From theenvironment of the dining or the ambiance, service of thestaff, and of course the food that they serve which will
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truly leave you with contentment and a smile on your face.Undoubtedly one of the best restaurants to dine in to.Altina Pagtama (86.67%) - What can I say, their barbecue isstill the best in town! And it really goes well with theirJava rice. They also serve it with their specially packedjava sauce, but I like it just the way it is no need for thesauce.Yogi Tinaza (90%) – It was my first time eating in Aristocratand I had a great time there because the food, ambiance andservice are great. I think that the price of their dishesare reasonable enoughMiguel Samson (83.33%) – There’s a lot of restaurant aroundtown that had satisfied my hunger for years but theAristocrat is different. They are unique from thoserestaurants because as what I have seen and have tasted,they just don’t serve to generate profit, they serve withlove and care to us customers giving us what we want or whatwe need. I was even surprised when they gave us the billeven before we’ve asked for it. Kuhlyn Sendaydiego (80%) – Actually I was not satisfied with theservice and the food, But I was amazed with the placebecause it was very spacious and very cleanJoshua Ysanan (73.33%) – Honestly speaking, I was not satisfiedby the food not only because of the price but because of thefood. It was not really good, however, ensaymada tastesdeliciously.
H. Overall Rating – 80.56%
Some may not be satisfied because everyone has his or her own
taste and preferences but still the majority was really happy
about the casual-dining at the Aristocrat. As expected, the
Aristocrat Restaurant is truly worth our money. After
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experiencing the family-oriented restaurant serving dishes
through original traditions, indeed the Aristocrat is one of the
best casual-dining restaurants serving Filipino cuisines. It’s
just too bad that the Aristocrat doesn’t have many branches
around Metro Manila.
According to TripAdvisor, the Aristocrat Restaurant ranked #
22 in the top restaurants in Manila 2013. It was also awarded a
certificate of excellence in 2013
Ratio Analysis
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2010 2011 20120.860.880.90.920.940.960.98
1
Net Profit Margin
Net Profit Margin
2010 2011 20120.91 0.94 0.98
2010 2011 20120
0.51
1.52
2.53
3.54
4.5
Current Liquidity
Current Liquidity
2010 2011 20124.15 2.15 1.25
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2010 2011 20120
0.51
1.52
2.53
3.54
Return on Asset
Return on Asset
2010 2011 20123.67 2.22 1.59
0123456789
Return on Equity
Return on Equity
2010 2011 20124.79 4.16 7.84
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2010 2011 20120
0.20.40.60.8
1
Debt Ratio
Debt Ratio
2010 2011 20120.24 0.47 0.80
Financial Statements
A. Statement of Financial Position
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2010 2011 2012 -
2,000,000.00
4,000,000.00
6,000,000.00
8,000,000.00
10,000,000.00
12,000,000.00
AssetsLiabilitiesEquity
A. Statement of Comprehensive Income
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2010 2011 2012 15,000,000.00
15,200,000.00
15,400,000.00
15,600,000.00
15,800,000.00
16,000,000.00
16,200,000.00
16,400,000.00
Net Income
Net Income
B. Statement of Changes in Equity
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Category 1 Category 2 Category 30
500000
1000000
1500000
2000000
2500000
Share Capital
Share Capital
2010 2011 2012 -
200,000.00 400,000.00 600,000.00 800,000.00
1,000,000.00 1,200,000.00 1,400,000.00 1,600,000.00 1,800,000.00 2,000,000.00
Cumulative Earnings
Cumulative Earnings
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C.Statement of Cash Flows
2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
OperationInvestmentsFinances
Financial Statements
We have been studying about the Aristocrat Restaurant for
almost a month now, we have found some interesting things about
the company and we have learned how the company runs. Through are
study, we have found some factors that the Aristocrat Restaurant
should maintain and improve.
Products and Services
Aristocrat Restaurant is a very good place to go if you are
looking for a casual-dining restaurant that serves Filipino
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dishes. Most people really loved the quality and variety of food
at the Aristocrat, even our group has experienced this casual-
dining. Maybe few people really find some factors that they don’t
like about the restaurant, but overall the restaurant will indeed
worth your money.
Locations & Promotions
For people at their golden age or some people that had been
told about the Aristocrat Restaurant, it would be easy to find
its location as it is popularly located at the Roxas Boulevard.
How about those who doesn’t know about anything about the
Aristocrat?
We have observed that the Aristocrat has no investment in
promotion unlike their competitors. The Aristocrat has enough to
promote their company to encourage people to dine at their
Restaurant. A TV Commercial is a good promotion for the
Restaurant because as we all know, almost everyone is watching TV
and it is a very effective way of promotion. The Aristocrat has a
great opportunity in promoting their company for they have been
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standing in more than 7 fruitful decades now and they have been
marked as a prominent restaurant here in the Philippines.
The Aristocrat Restaurant has only a few branches unlike its
other competitors who scattered their branches around the
Philippines. The Aristocrat Restaurant should add more branches
so that people can easily locate them. They should encourage more
investors to franchise the Aristocrat Restaurant for further
expansion of the company.
Investments
Based on the Statement of Cash Flows of the the Alex &
Engracia Cruz-Reyes Sr. Incorporated, the company’s cash flow on
investment are not really active. The Aristocrat Restaurant’s
income keeps on rising but nevertheless, they should not let go
of the opportunity of investing their excess cash further
increases on the profits of their company, as we know that the
one main purpose of a business is to generate profits.
Overall
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It is very impressive even they are not promoting or
expanding much, also even they are not investing their money;
they continue to make profits through the years. They have been
in the hearts of many Filipinos for they have served them well
making their money worth it. It is truly worthy to eat at the
Aristocrat Restaurant because of the Quality of Food and Service
they have been giving to their customers. The Aristocrat
Restaurant is truly a prominent restaurant here in the
Philippines
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