Rufo’s Famous Tapa continues to expand by opening in popular malls in the metropolis with a new branch in SM Makati Food Court and another opening this March in SM North Edsa Food Court. Its president, Paul Izon Reyes added that they are considering more mall locations this year.
“Rufo’s SM Makati is our first branch located in a mall and we are thrilled by the market’s positive response. We would like to make our food, particularly our signature beef tapa (fried beef strips) with its mouth-watering secret sauce, available to more people in more locations. This is aligned with our mission of giving value to out customers by making Rufo’s delicious and affordable food available to them wherever they are,” explains Reyes. “We recognize that our stand-alone stores, while Open 24/7 and spread across the metro, may not be able to serve all our customers, especially those who are already inside the malls. Therefore we decided to bring our stores to them starting with the first Rufo’s in SM Makati.”
Rufo’s aggressive expansion will also continue in stand-alone, 24/7 locations “Since we launched our franchise program, we have been overwhelmed by inquiries from interested parties wanting to be part of the Rufo’s family. In fact, aside from existing branches in Las Pinas, Macapagal Ave., Vito Cruz, Makati, Shaw, Eastwood and Ortigas, expect to see Rufo’s in McKinley Hill, Malate, Retiro, Aurora Blvd., Greenhills and Timog in2013,” Reyes states. With the company’s continuous growth, Rufo’s is moving closer to realizing its goal of being acknowledged as the Number One Tapa Restaurant in the Philippines.
Rufo’s has been a favorite go-to place for delicious and affordable Pinoy dishes since its inception in 1984. When Reyes acquired the business in 2003, the company began to expand through Rufo’s Famous Franchise Corporation (RUFOCORP). Under Reyes’ leadership, Rufo’s gained significant patronage, brand awareness and recognition. In fact, it was named as one of the more Promising Franchise Concepts in the 10th Anniversary Issue of Entrepreneur Magazine in 2010. From 16 employees in 2003, the company now employs 186 people. It currently has 12 branches and Reyes hopes to double that number this year.
The success of Rufo’s amidst cutthroat competition is due in large part of its food. “People keep on coming back for our famous beef tapa with the secret sauce unique to our restaurant. Our loyal customers swear by our slogan “Sauce Pa Lang, Ulam Na!”,” he enthuses. Other must-try dishes in the menu are familiar Filipino food such as liempo, sizzling sisig, tinola, bulalo, boneless bangus, and pork chops. “We give people real, freshly-cooked food at the place and time they need it. We are open 24/7, everyday for dine-in, delivery and take out,” Reyes adds.
THE NEW RUFO’S MAKATI
After 29 years, the original moves to a bigger and better home in A. Venue
The iconic Rufo’s Famous Tapa Makati in Kalayaan Ave. had been a favorite go-to place for delicious and affordable Pinoy dishes since its inception in 1984. It was one of the few places open 24/7 and customers came at all hours of the day. The humble, hole-in-the-wall ‘tapsihan’ became popular among International School (IS) teachers and students, employees, over-timers, and party-goers who wanted quick, affordable and satisfying comfort food. When the landlord decided after 29 years to no longer renew the lease, Rufo’s Management quickly moved to re-locate a few steps away to its current location in A. Venue Mall, Makati Ave. “The New Rufo’s Makati” at A. Venue now is a 2 level restautrant which seats 150 people, with multiple air-con and al-fresco sections, function rooms for parties and seminars, and a 2nd floor balcony. Rufo’s A. Venue commits to maintain the same affordable prices, 24/7 operations and laid-back ambiance of the Kalayaan Ave. store while offering a safer (24-hour Security), more mainstream site beside well-known international cafes and restaurants. Rufo’s A. Venue opened immediately after the Kalayaan branch closed and while this indeed marked the end of an era, it also signified the beginning of Rufo’s rapid expansion through franchising as more stores are geared to open this year. After establishing branches in A. Venue, Shaw, Eastwood, Ortigas, Las Pinas, Vito Cruz, SM Makati, McKinley Hill, and Macapagal Ave., more are under construction in SM North Edsa, Retiro, UST and Timog. Its President, Paul Izon Reyes projects that by April of this year, there will be 15 Rufo’s stores in Metro Manila and nearby municipalities through its Rufo’s Famous Franchise Program. Partnering with Francorp, the World Leader in Franchise Consultancy and with the help of ChinaBank Savings’ supportive SME programs, Reyes plans to have 30 by end of 2013.
Considered as one of today’s most progressive Filipino fast-casual dining restaurant chains, Rufo’s has been favorite go-to place for delicious and affordable Pinoy dishes since its inception in 1984. But it was not until the concept was acquired in 2003 by Reyes, (a self-confessed Rufo’s regular customer way back in his grade school and high school and high school days at International School Manila in front of the original Kalayaan Ave. branch), that the company considered expansion through Rufo’s Famous Franchise Corporation (RUFOCORP).
Under Reyes’ leadership and management Rufo’s’ patronage increased considerably with the brand gaining more awareness and recognition in the restaurant industry. From 16 employees in 2003, Rufo’s now employs 186 people. In Fact, Rufo’s was featured as one of the more Promising Franchise Concepts in the 10th Anniversary Issue of Entrepreneur Magazine in 2010.
“We are passionate in pursuing our mission of BUILDING and GIVING VALUE” – not only to out customers but also to our employees and our franchisees. At Rufo’s, we believe that success is a product of doing the right things and not just doing things right,” Reyes added.
Reyes said that Rufo’s staying power in the highly-competitive restaurant landscape is due in large part to its food. “Our tapa (fried beef strips) is unique because we serve it in Rufo’s Famous Sauce. It is juicy and tender and with a sweet sauce that Filipinos love. That’s why we have this slogan “Sauce Pa Lang, Ulam Na”. That’s how delectable our food is. ”While the restaurant has expanded its menu to include other Filipino dishes such as liempo, sizzling chicken sisig, tinola, bulalo, boneless bangus, pork chops, its signature Beef Tapa or “Tapsilog” remains the star and the bestseller to this day. “We give people real, freshly-cooked food at the time they need it. We are open 24/7, everyday for dine-in, delivery and take out. We are accessible and affordable and we strive to walk the ‘extra mile’ in terms of service,” Reyes added.
Rufo’s short-term objective is to be Number 1 Tapa Restaurant in the country. For the long-term, Reyes said they want to be acknowledged as the Number 1 Affordable Filipino Fast-Casual Dining Resto in the Philippines. With the transfer of iconic Rufo’s Makati to a bigger better location, fueled by Reyes’ entrepre-neurial spirit, backed by a brand that delivers quality and value, and with the opening of 30 total branches, Rufo’s might just be able to reach that dream, sooner than people think.
For Rufo’s A. Venue 24/7 Delivery, call 899-4207 or 899-3811. For inquiries about the Rufo’s Famous Franchise Program, contact 477-6652, 532-6335 or 533-1446 and look for Lala Alcantara or Ella Rompe. You may also visit their website at www.rufos.com.ph