Baliwag Lechon Manok

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  • Topic: Franchising, Philippine cuisine, Bulacan
  • Pages : 6 (1203 words )
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  • Published : March 1, 2012
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MWF 7:30-8:30

Marymhar Gomugda

March 22, 2011


The Lechon Manok craze swept the nation in the 1980’s. It was practically impossible for the ordinary citizen to leave his home and arrive at any destination without seeing at least two competing lechon manok kiosks in the streets.

During this time, Dwight and Dolores Salcedo were busy trying out small new ventures simply to “earn a little bit more income to make ends meet.” Aside from their regular day jobs, the couple also ventured into renting out Betamax tapes and got involved with the bus transportation business. However, due to the political and economic crises in the country at that time, achieving even that humble goal of making ends meet proved to be a challenge.

So in November of 1985, with two little babies just born and willing to try any new thing out, the couple pooled P5000 from their savings and borrowed another P5000 from their parents to put up their own lechon manok kiosk at Project 8, Quezon City, very close to where they lived then. Without any MBAs which are common amongst entrepreneurs today, they went about with the business in their own unique ways. For example:

Why the name “Baliwag”?

Dolores was born and raised in Baliwag, Bulacan. She said that the simple utterance of the province evoked memories of true Filipino foods and hospitality. “If the name can have that same effect on the ordinary Filipino, the business just might have a good chance of succeeding,” she thought.

How did the recipes come about?

Lacking any extra funds to hire renowned chefs, the couple enlisted the help of Dolores’s cousin, Boy, who had a knack for cooking Filipino meals, to come up with starting recipes for the lechon manok, liempo, and sauce. Then, the original recipes went through the highly demanding palates of the fathers and mothers, brothers and sisters, cousins, former schoolmates, and officemates of both Dwight and Dolores, with the recipe being slightly adjusted for every valid comment and criticism.

The simple and grounded ways with which the couple has gone about their business has allowed the company to remain standing and to become one of the iconic Filipino brand names nearly 25 years after it was started and, God willing, for decades more to come.

The Milestones

Baliwag Lechon Manok has long been a favorite for various celebrations such as wedding anniversaries, birthdays, graduations, and the welcoming back of balikbayans. But the company thought it unfortunate that the great majority of the public could only enjoy of its food offerings during celebrations: They wanted everyone to everyday be able to delight in all our specialties which have been cherished by Filipinos for more than two decades through our kiosks.

With this, the first Baliwag Lechon Manok Atbp. was opened at the foodcourt of SM Megamall on April of 2006. The same, beloved Lechon Manok and Liempo can now be conveniently enjoyed by workers on lunch break, or husbands and wives just going for a stroll in the mall. In addition, other Filipino favorites such as pork sisig, kare-kare, and sizzling bangus can all be indulged in, in a matter of a few quick minutes and at the most affordable combo prices available at the fast food. Although a new relative from abroad doesn’t come home every day, nor can a wedding anniversary happen every week, every ordinary day can still be a delicious and sweet celebration with Baliwag Lechon Manok Atbp.


With 25 years of successful operations, BALIWAG LECHON has become an iconic Filipino brand with over 200 outlets and counting.

The company has continued to innovate and introduce new products to satisfy the consumers’ desire for flavorful food. Their original and best-sellers Lechon Manok and Liempo are getting some tough competition from their recent additions: BALIWAG Crispy Pata and...
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