Can ‘halo-halo’ crack the global market?
Imagine sampling the famous Pinoy iced dessert halo-halo, but first having it stirred right in front of you by a skilled server, or you having a go at stirring it yourself in exchange for a prize. This is the idea behind the campaign called “Halo-Halong Delight” of the restaurant chain Razon’s by Glenn (RBG) to commemorate its 21st anniversary this month.
“We’re now in the business of providing delight,” said RBG’s president and CEO Glenn Razon Carreon as he welcomed Lifestyle to the Razon’s branch at the Ayala Malls the 30th in Pasig City.
Halo-halo is an iconic shaved ice dessert placed in a tall glass and mixed with a long-handled spoon. It’s filled with flavors and textures as a result of combining ingredients like sago, red and green kaong, sweetened saba, chewy nata de coco, sweetened jackfruit, macapuno, red monggo beans, ube halaya, leche flan, evaporated milk, and a spoonful of crunchy pinipig on top.
“We’re always on the lookout as to how we can further elevate the experience of every customer. We can stir your halo-halo for you—this has been the request of our customers, especially the seniors. By December, we shall ask you to participate in our halo-halo challenge. We will judge you based on how well you mix your dessert,” added Carreon, who then proceeded to give a personal tutorial on how guests can best mix and enjoy their special halo-halo.
On Oct. 30, guests were treated to a mouthwatering spread that showcased RBG’s variety of Filipino cuisine, like its signature palabok special and palabok overload, the rich and nutty sauce of the kare-kare, and the tender and flavorful beef tapa.
Its freshly made lumpia offered a burst of crunch and flavor, complementing the sweeter side of the menu, which included the bibingmamon and its variations—cheesy melt, nutty custard, and custard cheese.
Star of the event
However, the star of the event was really the halo-halo, also RBG’s bestseller. Carreon considers this the ticket to finally achieving the goal of making Filipino food penetrate the global market.
“It’s not as exotic. It will not shock foreign customers. Try offering halo-halo, with bibingmamon, fresh lumpia, and crispy palabok. These are more palatable to our foreign friends. Later on, when they’re finally hooked, that’s when we bring out our papaitan, dinuguan, and balut,” he said.
Carreon, a third-generation Razon from the culinary clan of Guagua, Pampanga, founded The Original Razon’s Halo-Halo & Palabok in Tarlac City in 2003. In 2015, the store opened its doors to franchising under the name Razon’s by Glenn (RBG). It now has 34 branches in key areas.
He denied that RBG was the result of a rift within the family. “We help each other when it comes to improving our specific brands,” Carreon insisted, adding that the older generation of Razons wasn’t so aggressive when it came to standardization and hiring of consultants. They tried franchising in 2015 but discontinued after only four years.
“I was really determined to improve not just our system but the entire operations as well. I started the standardization early on,” he added. This was why, when the opportunity for franchising presented itself, his aunts and uncles assigned Carreon to respond to inquiries. “I was able to create a franchise model that is now being used by all franchisees. Everything I developed and innovated, I make sure to share with our relatives.”
RBG has big plans for expansion. It recently opened four branches in Cebu and two in Iloilo, where it is opening two more. From having only one branch in Bacolod, RBG will soon have three.
“It’s easier to expand because we are promoting Kapampangan cuisine,” Carreon said, adding that he has made it his personal mission to continue the legacy of the resto’s founders.
“Razon’s has always been known as a specialty restaurant for halo-halo and palabok. The challenge is what to do next. I want to showcase other menus that are native to Pampanga—this is very important to me.”
