Fruitas starts limited operations of lechon stores, other brands | Inquirer Business

Fruitas starts limited operations of lechon stores, other brands

/ 04:00 AM April 28, 2020

T. Morato branch of Sabroso Lechon

Leading food and beverage kiosk operator Fruitas Holdings Inc. has resumed the operations of selected Sabroso Lechon and other brands as part of a gradual reopening of its network even as Metro Manila goes on extended lockdown to contain the new coronavirus disease (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 a ramping up of delivery operations. More products from more than 10 Fruitas brands have been included for delivery through the group’s Cocodelivery platform.

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


Sabroso Lechon has resumed delivering its main product by-the-kilo and other dishes in Metro Manila after a relaunch in Cebu province. 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. The Tomas Morato branch is reopening on April 28.

“As we resume operations in more stores, we will continue to adapt to 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 [via] contactless pickup 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 Lester Yu.

“We are confident that we will emerge stronger and thrive in the postpandemic environment,” Yu added. INQ

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