Humble Beginnings
The story of Lydia’s Lechon is a classic one of humble beginnings. Founder Lydia de Roca opened her first stall at the age of 17: a modest set-up along Redemptorist street, Baclaran, Parañaque.
More than 50 years of hard work has grown the store into what is now an empire, often hailed as serving the “best lechon in The Philippines”.
Lydia’s Lechon is currently led by Lydia’s children, Darly, Ricky, and Lyd. Lydia’s only daughter, Lyd, whose years of learning the ropes have equipped her with the skill, heart, and work ethic to take steer the brand to greater heights. Lyd hopes to grow the brand with the same integrity and resilience her mother displayed, along with her mother’s favourite word: diskarte.
What’s in a Word?
When it comes to managing the family business, Lyd recalls that her mom was “never by the book”, but instead used her diskarte as a way to conduct business.
“Diskarte” is loosely translated as “strategy.” But Lyd puts it another way. “It’s hurtling through the ropes…it’s making a lot of abrupt decisions based on the mood of the customers, on employees’ needs,” Lyd describes. “Diskarte was her favourite word. Not a day would end without (my mother) saying it.”
What Lyd has learned that so much of keeping Lydia’s Lechon a “well-oiled machine” is keeping ahead of the storm. “If our neighbour’s stores opened at 9, we opened at 8 am”, shares the passionate scion. Yet despite Lyd’s success in taking charge of the family business, she does not hesitate to reach out to her mother for guidance and advice. “My mom and I are very close,” she says, “we are mom and bff, mom and frenemy…all that I am today, I credit to her”.
With the now unforeseen challenges of the coronavirus pandemic, Lyd emulates the resilience her mom has displayed to weather this unfamiliar storm.
Lydia’s Lechon: Timeless, Shape-Shifting and Ever-Present
“I am proud to say that we never closed,” says a confident Lyd. Branches of Lydia’s Lechon have been fully operational since lockdown, able to stay afloat by quickly adapting to changes in lifestyle, dining, and mobility.
“We reinvented the brand so we could fit the quarantine budget and lifestyle,” she explains. For example, their lechon, formerly served in its whole, crisp, glistening glory, has been morphed with “lechon-in-a-box” style packaging that serves smaller portions.
With a quarter of their menu available, branches have also transitioned to home deliveries, as well. “You can order from Grab or FoodPanda…transactions are limited right now, but at least we are moving,” Lyd optimistically remarks.
The physical space of the branches have been transformed as well, with dining areas closed off to avoid crowding and gathering inside a confined space.
Lyd has also had to think about accounting for employees’ changing needs; especially regarding transport and mobility. Lydia’s Lechon employees without their own mode of transportation are well looked after, with nearby staff-houses in place.
“There are (still) a lot of challenges,” admits Lyd, “(but) the way we’ve handled the business has been changing over the years.”
A Sudden Change in Tempo
The most drastic change in Lydia’s day-to-day operations has been in terms of tempo. What used to be a fast-paced work day for Lyd has now slowed to tracking lower sales figures and monitoring inventory.
“I miss the abruptness of life,” she confesses wistfully. “It was the good kind of packed, not the burnt-out kind. I was always transitioning from one task to another, from the office, to family, to home stuff. I miss those days”.
An avid traveller, Lyd also longs for the days when she’ll embark on new adventures. Having returned from Spain and Morocco just last February, she remains shocked at how the world has changed in a matter of weeks. “Pre-covid, travel was so easy. It was a good run to experience the world when it was still safe. Now…for a good 2 or 3 years until a vaccine is created, the world will not be the same”. Her somber tone reflects a longing for adventure characteristic of seasoned travellers like herself.
Despite missing her upbeat life, this time has given her the opportunity to reflect, re-organise…even indulge in a little K-drama. And while “life is a lot less of everything now”, as Lyd puts it, she remains grateful for what she does have: the privilege to recuperate in the comfort of her own home.
Onward!
As the “new normal” begins to take shape, Lyd takes every opportunity to learn from the challenges of this pandemic.
“The reality is that we have to be mindful,” she says, “If you want to have food delivered…keep a safe distance from the rider…If you want to do a curbside pickup, follow the distancing protocols…Always wear a mask! Sanitize the bags handed to you. And before enjoying your lechon, wash those precious hands!”
Yes ma’am!
She welcomes these uncertain, yet promising times with confidence in her stride. And perhaps this is because of how she’s seen her family’s business thrive amid change and unpredictability.
On a more personal note, Lyd vows to “never take another working day for granted, ever again!”.
As a parting word, Lyd de Roca shares that Lydia’s Lechon is primarily in the business of selling celebration, reunion, and family. These are also the very things Lyd has used to keep their venture moving forward and what motivates her mother’s legacy – a culture of resilience, integrity, and of course…diskarte.
Get in touch with Lydia’s lechon through their website.
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