Fruitas reopens Sabroso Lechon; gradual network reopening set | Inquirer Business

Fruitas reopens Sabroso Lechon; gradual network reopening set

/ 11:58 AM April 27, 2020

T. Morato branch of Sabroso Lechon

Leading food and beverage kiosk operator, Fruitas Holdings Inc., has rekindled the operation of selected Sabroso Lechon outlets and other brands as part of a gradual reopening of its network while Metro Manila goes under extended lockdown to contain the COVID-19 pandemic.

Fruitas has reopened more than 10 stores in the past week and is set to reopen at least 10 more stores this week, bringing the total number of active stores to over 60, Fruitas disclosed to the Philippine Stock Exchange on Monday.


The reopening of more stores coincides with the further ramp-up of delivery operations. More products from more than 10 Fruitas brands are now available for delivery through the group’s Cocodelivery platform.

To address increasing delivery demand, Fruitas is exploring partnerships with more on-demand delivery service providers, the disclosure said.


Sabroso Lechon has resumed delivery by-the-kilo and of other dishes in Metro Manila after a re-launch in Cebu. The Cebu delivery hub is also offering shakes, lemonade, halo-halo, and pizza.

The Katipunan branch of Sabroso reopened on April 22 while the Le Village outlet reopened on April 23. Sabroso T. Morato branch is reopening on April 28.

“As we resume operations in more stores, we will continue to adapt our business model and optimize the use of our resources. We are looking at ways to make it easier and faster for our customers to order our products and at contactless pick-up options. We are harnessing our model of maximizing sales and profits with limited space, including the utilization of kitchen capacity in our food parks to fulfill delivery orders. We will also repurpose or upgrade some stores into delivery hubs,” said Fruitas founder, president and chief executive officer Lester Yu.

“We are confident that we will emerge stronger and thrive in the post-pandemic environment,” Yu added.

Aside from Sabroso and flagship Fruitas, the following brands are operational to date: Johnn Lemon, Jamaican Pattie, Tearex, Buko Loco, Black Pearls, Friends Fries, Munifico Pizzeria and House of Fruitas. The recently-acquired The Tofu Store in Little Baguio, San Juan has likewise reopened.

All of Fruitas’ own brands in Le Village food park along E. Rodriguez Avenue in Quezon City is also set to reopen on May 1 for take-out and delivery services.

“We will continue strict implementation of safety measures for both employees and customers, including provision of employee transportation where necessary, temperature checks, compulsory wearing of face masks for employees, and regular disinfection of operating stores,” the disclosure said.


Once allowed to resume normal business operations, the company said it’s prepared to open almost all of its stores with the necessary employees and adequate goods supply.

At end-2019, Fruitas operated 1,068 stores across the country across over 20 brands in its portfolio.

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TAGS: Black Pearls, Buko Loco, Cocodelivery, Friends Fries, fruitas, House of Fruitas, Jamaican Pattie, Johnn Lemon, Lester Yu, Munifico Pizzeria, Sabroso Lechon, Tearex, The Tofu Store
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