The businesses that Jack built
By Delmar Carińo
Northern Luzon Bureau
First Posted 19:51:00 05/03/2008
LA TRINIDAD, Benguet -- Jack Dulnuan’s business tips are simple -- live simply, learn to save and do not put money in your pocket.
These tips, which Dulnuan, an Igorot, says he learned from his rags-to-riches experience, were the keys to building his business empire whose success had drawn much awe and envy from businessmen here and in other parts of the Cordillera.
A high school graduate, Dulnuan, 73, heads his family’s chain of Jack’s Restaurant and the Jack’s Industrial Development Corp. -- the products of hard work, guts and a big heart.
Recently, he acquired corporate rights to rebuild the fledgling Dangwa Transportation Co. that needed P100 million in capital investment and stock subscription.
People call him simply “Jack” because he is not your typical corporate chief executive officer who comes to his office in an expensive SUV and designer clothes.
Rather, Dulnuan, called by many as “Mr. Practical” for his realistic and doable philosophy in life, has always been friendly and a hands-on manager.
He would sign checks anywhere, hold office in any of his restaurants and wear flip-flops and shorts on regular business days.
Rose Marie Dulnuan, the second of Dulnuan’s 10 children, says credit to her father’s success goes much to the family’s trademark meal, “Jack’s Rice.”
“That’s actually his legacy to the Cordillera,” Rose Marie says.
She was referring to the all in one meal that has catapulted Dulnuan’s name in the local restaurant business.
Dulnuan was barely 10 years old when his uncle, Juan Dulnuan, brought him to this town from Kiangan, Ifugao. He finished grade school at the La Trinidad Central School and went to the Saint Louis Boys’ High in Baguio City where he finished high school.
Being born to poor parents, Dulnuan had to work as a houseboy to survive.
Unable to go to college because of poverty, Dulnuan was forced to work as a delivery boy for the Pines Bakery in Baguio City, receiving a salary of P50 a month.
Dulnuan says he saved P1,000 after two years and 10 months of work. That P1,000 became his first ticket to success.
Using his savings, he bought a small sari-sari store in Barangay Betag here from an owner who ordered bread from Pines Bakery and which Dulnuan delivered.
In 1957, Dulnuan, then 22, put up the first Jack’s Sari-Sari Store here.
In a few years, Dulnuan managed to build branches in several parts of the town.
Then customers began asking for coffee, then bread, then meals. Dulnuan responded to their demand.
From Jack’s Sari-Sari Store came Jack’s Bakery. Then came Jack’s Restaurant that became very popular when “Jack’s Rice” was introduced in the menu.
Within the next 10 years, Jack’s Restaurant grew.
“Jack’s Rice” became a household name and an innovation -- a complete meal that forced other restaurants to concoct their own rice meals that were copied from Jack’s Restaurant.
His being “Mr. Practical” gave way to the birth of “Jack’s Rice,” Rose Marie says.
She says her father got tired of seeing many plates filled separately with chicken, chopsuey (sautéed mixed vegetables), eggs and rice in his table whenever he would take his meal.
To be practical, Dulnuan asked his cook to arrange a meal that included all these viands to save preparation time.
One time, a customer saw Dulnuan’s meal and insisted that he be served the same meal. The man was given the same meal and “Jack’s Rice” was born.
Now, Jack’s Restaurant has nine branches -- six in Baguio City and three in this capital town.
“Jack’s Rice” and Jack’s Restaurant managed to survive the challenges posed by the arrival of fast-food chains, like McDonald’s and Jollibee.
In fact, Rose Marie says, plans are afoot to establish branches in Dagupan City in Pangasinan, San Fernando City in La Union, and Metro Manila.
But that’s half of the story.
“My father practically applied the economics of business to expand his ventures,” Rose Marie says.
She says her father’s restaurant grew well since Dulnuan saw to it that he would cut down on capital cost by putting up his own farm, piggery and poultry to supply the restaurant’s need for meat and vegetables.
Dulnuan has also established a machine and auto repair shop, called the Jack’s Industrial Development Corp. and a technical and vocational school.
At the moment, Dulnuan’s firms have more than 300 employees.
Dulnuan and wife Lolita have 10 children -- Rose Marie (pharmacist), Christine (doctor), Peter and Ben Sam (civil engineers), Mary Ella, (chemical engineer), Evelyn, (dentist), Joyce (lawyer), Jose Marie (accountant) and Ma. Lolita (economics).
Only Victor did not finish college but he manages his own business.
On his 73rd birthday last April 4, Dulnuan announced his bid to convert the Dangwa Transportation Co. into the first Igorot Bus Corp.
He butchered 20 pigs and two cows and fed hundreds who attended the launching of his Jack Transport System that he formed en route to the formation of the Igorot Bus Corp.
He asked fellow Igorots to buy at least five shares of stock at P100 per share.
“Trust me. Invest your money in the company and I promise that in a few years’ time, they will be returned to you as dividend or patronage refund,” he says.
Dulnuan says he is taking his reputation as a successful businessman in trying to salvage a homegrown bus company that is close to the hearts of Igorots.
Dulnuan’s business tips come straight from the “University of Hard Knocks”:
1. Learn to save—“You should not be in business if you do not know how to save. For every transaction, save, no matter how small.”
2. Do not put money in your pocket—“You will be tempted to buy unnecessary things if you have money in your pocket. Money will be wasted.”
3. Live a simple life—“Don’t spend much. Buy only important things. Don’t gamble, smoke or drink. Avoid vices. Don’t be extravagant.”
4. Wear shorts—“If you are a farmer, wear shorts. This will save much laundry soap.”
5. Cook all the day’s meal in the morning—“Cooking every lunch and dinner would cost more fuel and energy.”
6. Do not demand payment from one who took goods from your store and refused to pay—“If he tended to forget his debt, do not demand payment because if he has money, he would not buy from your store anymore.”
7. Give the right change—“Do not shortchange your customers. They will spread bad stories about you and you will lose your reputation as a store owner.”
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