“Established in 1995 in Cebu, Rico’s Lechon is a well-known lechon (roast pig) brand in the Philippines. Enrico “Rico” Dionson created the company. Originally a caller for bets on cockfights, Rico made the decision to enter the lechon industry in search of fresh prospects.

Lacking any prior experience or a family recipe, he tried a number of lechon recipes before figuring out the ideal flavor combination that would distinguish his brand. Rico’s breakthrough was requested to provide lechon for the birthday celebration of former Philippine President Joseph Estrada. This led to Rico’s being introduced to a larger clientele that included prominent national personalities and celebrities.

Rico’s Lechon stood out for its tasty, crispy-skinned lechon, which was seasoned with a special blend of spices and local Filipino pigs. To set itself apart from rivals, the company was the first to market the hot lechon variation.

Rico’s Lechon attracted travelers, politicians, and a devoted Filipino following as it soon rose to prominence both domestically and abroad. The brand was acquired by Meat Concepts Corp. in 2017, which allowed it to grow outside of Cebu and establish other locations in Metro Manila and other parts of the nation. The company has remained true to its mission of conserving the traditional Cebuano lechon recipe, emphasizing both authenticity and quality, despite its growth.

Rico’s Lechon is the only internationally renowned lechon brand in the Philippines and one of the most iconic lechon restaurants in Cebu today. For travelers and Filipinos alike, it remains the preferred location to enjoy genuine Cebu lechon, provided with #DaBestGyud service throughout the nation.”