Family-run since 1936: How has The Aristocrat Restaurant beaten the odds?

Inspired by their first food venture’s success, Lola Asiang opened a food truck at Luneta—where the Reyes family would also hold their weekly picnics. Clever and innovative, the matriarch conceptualised easy-to-eat meals infused with her passion for Filipino flavours, like sandwiches stuffed with chicken adobo or fried fish. The truck later moved to Dewey Boulevard (now known as Roxas Boulevard), and in July 1936, Alex and Asiang opened a brick-and-mortar restaurant on that very spot. This humble eatery would become the very first branch of The Aristocrat Restaurant, now a historic landmark recognised by the National Historical Commission of the Philippines, and one of 17 branches operating today.

Be it with their fan-favourite lumpiang Shanghai, signature chicken barbecue with Java rice, Java sauce and atchara, or even some treats from The Aristocrat Bakeshop, the long-loved brand has earned the trust of Filipinos across the country and maintained its reputation for over eight decades—a milestone few establishments get to accomplish. Unsurprisingly, Raymund explains that this success all goes back to family, declaring it “the core to any establishment for longevity, in this generation and generations to come”. “We are run by third- and fourth-generation Reyes family,” he continues. “There are only a few third-generation establishments in the Philippines. The challenge is to get at least one of your sons, daughters or apos to love the business. The restaurant business is one of the toughest [industries] I that you have to devote your time and efforts to long hours, especially when you have 24/7 operations.”

See also: Restaurants with the best private dining rooms from the Tatler Dining Guide 2024

Heritage plays a vital role in The Aristocrat‘s enduring success—but Lola Asiang’s knack for innovation is also a core tenet of the brand. The Aristocrat’s dedication to quality ingredients persists to this day, tweaking heirloom recipes as needed through constant taste tests and R&D. The power of comforting, homestyle cooking continues to be at the forefront of their brand. At the same time, Raymund draws from his extensive business studies to ensure The Aristocrat stays relevant in the fast-changing F&B landscape. The Aristocrat has brought their Thirties charm to the modern era by leveraging tools like social media and delivery aggregators. “The company has grown conservatively, not aggressively, through its 88 years of existence, but it has kept its traditions intact, culturally and business-wise,” Raymund reflects.

Looking forward, Raymund seeks to expand The Aristocrat Group of Companies to more cities across the country and destinations overseas. “The Filipino consumer has become more sophisticated in that Filipinos are well-travelled and OFWs are exposed to various international cuisines,” he observes. “More people are eating out, whether it be street food, fast food, or casual dining, and Filipinos have become more adventurous in their dining choices… however, comfort food and home-cooked meals are still much sought after.” Through The Aristocrat, Asiang‘s devotion to family, Filipino food and hospitality lives on, offering a beacon of simple yet timeless values where everyone feels at home.

NOW READ

17 Nostalgic restaurants we will always remember

The best Japanese restaurants from the Tatler Dining Guide 2024

Where to order cheese and charcuterie platters in Metro Manila