Aristocrat (1)

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


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

Heirs of Alex & Engracia Cruz-Reyes Inc. Page 2


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.



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.



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



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.



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



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.



Key People

Engracia Cruz-Reyes & Don Alex Reyes



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.



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



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


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.



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



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



Services

Catering Services







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



- 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.



- 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



- 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.



- 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



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



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





C. Variety of Food





D. Quality of ServiceHeirs of Alex & Engracia Cruz-Reyes Inc. Page 25






E. Location (Is it easy to locate?)





F. Overall

1. Aristocrat Restaurant – 76.7%

2. Max’s Restaurant – 74.4%


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.



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



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



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



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



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



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



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



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



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



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



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



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



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


Aristocrat (1)

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