Coco Martin “Juan Dela Cruz” Back @ Home with Max’s Restaurant.

He’s back home. Coco Martin, although busy taping for his latest and upcoming teleserye at ABS-CBN called “Juan Dela Cruz“, found his way back to a family where he was once a part of – Max’s Restaurant.

Max's Restaurant Presscon with "Juan Dela Cruz"

Max’s Restaurant Presscon with “Juan Dela Cruz”

Not known to many, Coco Martin once served Max’s Fried Chicken dishes to customers in one of Max’s Restaurant branches, specifically at SM Fairview, back in 2001.

Even before his big break in showbiz, he has been getting cameo roles and modeling stints. While still making ends meet, it all started when he was offered to audition in ABS-CBN with Johnny Manahan through a talent-scout whom he met at Max’s Restaurant. 12 years after, he now serves as the celebrity endorser of the well-loved brand – Max’s Restaurant.

Philippine Celebrity Coco Martin

Philippine Celebrity Coco Martin

Since late last year, you would have seen several ‘Coco Martin‘ standees in all Max’s Restaurant branches.

Coco accepting Max's memorabillas

Coco accepting Max’s memorabillas

In a recent press con, it was asked what happens to Piolo Pascual then? After 7 years of being Max’s main celebrity endorser, Piolo remains to be part of the Max’s family. As a Max’s officer mentioned, their endorsers don’t just come and go after a contract, they just “grow their family.” Celebrating their 70th year in two years, who knows, a reunion among Max’s celebrity endorsers might even be possible.

Start of Something New

This is only the start. You might have seen his introductory Max’s TV commercial back in November 2012. This will be followed by a series, the first of which will come out by the end of February or early March of this year. The series focuses on Coco’s relationship with the brand slowly unfolding the ‘connection.’

Pag dumating ang pinaka-love mo, ang sarap!“, exclaims Coco Martin.

Max's Chicken - Coco Martin Ad

Max’s Chicken – Coco Martin Ad

But more than the ‘yummy‘ smile girls giggle over, you would see through Coco’s words and actions. You can see his sincerity and support for the brand that he knows very well by heart and you will feel his humble spirit in joining back a family he once was with  that is Max’s.

Revisiting Panciteria Lido

I first ate at Panciteira Lido early this year at their SM Fairview branch. I wasn’t aware then of its other branches.

Chami Special

Chami Special

The first one I tried was their evidently signature dish – Pugon-Roasted Asado – which was prominently displayed in their restaurant walls.

The Chami Special (pancit) had an almost equal billing but I only took the pugon-roasted asado for take-out. Chami is their best seller in the pansit category.

When I reached home, I was no less than satisfied as the pork loin was roasted in a pugon, (old-fashioned brick oven) marinated with secret ingredients and aromatic flavors concocted by Panciteris Lido’s first chef – Chef Lido – more than 70 years ago. The pugon-roasted pork asado came with a sweet sauce complementing the roasted aroma.

Steamed Fish Fillet

Steamed Fish Fillet

The Pugon-Roasted Asado is truly something unique, not only among Chinese restaurants, but all local restaurants here in the Philippines. The closest I could think of is Raviolli Bistro‘s pugon pizza and Pan De Manila‘s pugon pandesal. 🙂 But those are wheat-based products so baking it in pugon is not a surprising option.

I never got the chance to get back to SM Fairview since then.

But a few days ago, I found out that they also had a branch in Capitol Towers along E.Rodrigues avenue in Quezon City (across Trinity College).

This time, I tired more dishes including Steamed Fish-Fillet in soy sauce (P255), Chami Special (petit-P112), Drunken Lechon Macau (P257), Shrimp Balls (P275), Poached Tofu (P105), and of course, 1/4 kilo of Pugon Roasted Asado (P267).

Shrimp Balls

Shrimp Balls

Syphon-Filtered Coffee

Syphon-Filtered Coffee

The meal was capped with Panciteria Lido’s very own syphon-filtered coffee; a full bodied cup of coffee which they introduced since 1994.

Poached Tofu

Poached Tofu

Coming from a Chinese family, the Chinese cuisine was  a familiar taste. All the above mentioned dishes were outstanding especially the Shrimp Balls, the crispy Drunken Lechon Macau, and of course the signature pugon roasted asado pork. Only the poached tofu needs more improvement. In fairness, selecting tofu from the market and cooking them is quite tricky. You should be able to maintain its soft texture through proper storage and careful cooking.

Panciteria Lido E.Rod Branch

Panciteria Lido E.Rod Branch

I also got to know that the E/Rodriguez branch only had a small space because the bulk of its sales come from deliveries. Business seem to be good indeed with brisk orders from both dine-in customers and loyal clients who orders kilos and kilos of pugon roasted pork asado and prefer to eat them in the comfort of their homes.

As a natural consequence, Panciteria Lido is in the road to expansion as they have a new upcoming branch in BF Homes Paranaque that is due to open by August 08, 2010.

They have also opened up their system to franchising. In fact, the aforementioned Paranaque branch is a franchise.

The typical branch similar to the one in E.Rodrigues can be estimated at 4 million in franchise investment including all kitchen equipments and total store construction.

It’s a well-priced investment since all is taken care of from equipments to construction and design. With an estimated 3-year return on investment, you just have to find a jackpot location for your intended Panciteria Lido franchise. 🙂

Panciteria Lido

Panciteria Lido

Panciteria Lido also delivers within the 1.5km radius with a minimum purchase of P300. For your Pugon-roasted asado, call 414-5436 (Panciteria Lido Delivery Telephone Number).

Food Spots in New SM Fairview Annex 2

Earlier this month, SM Fairview has formally launched the second Annex 2 section of the mall. Although it had a soft launch and opened since early last year with some shops, it’s now brimming with new establishments from food spots to designer clothes and boutiques.

And of course, NomNom was happy to see a wide array of food shops with varying choices including Panciteria Lido, Army Navy, Big Better Burgers, Krispy Kreme and grilled servings from Taipan Grill .

My Thai Restaurant

My Thai Restaurant

Experience a flavorful Thai home cooking at My Thai located at the Ground Floor of the SM City Fairview New Annex. There’s even St. Clare international culinary school to complete the foodie complex.

Here are some more photos I got from the recent formal opening of SM Fairview Annex 2:

Krispy Kreme @ SM Fairview

Krispy Kreme @ SM Fairview

Views From the 2F of SM Fairview Annex 2

Views From the 2F of SM Fairview Annex 2

Taipan Grill

Taipan Grill

Mexicali and Teriyako Boy

Mexicali and Teriyako Boy

SM Fairview Mall

SM Fairview Mall

Click for more SM Fairview Photos Here.

SM City Fairview’s Palm Drive features al fresco dining as well (top photo).

And of course, the major SM food suppliers: SM Supermarket, SM Foodcourt, and SM Hypermart located at Annex 1 and the main mall.

SM Supermarket, SM Hypermart, Sm Foodcourt

SM Supermarket, SM Hypermart, Sm Foodcourt

So if you’re around the area, give SM Fairview Annex 2 mall extension a visit and enjoy choosing from the long list of dining options.