For over seven decades, the aroma of rich broth and savory noodles has defined Netong’s Original Special La Paz Batchoy, a beloved institution in Iloilo City. Founded in 1948 by Leonito Guillergan, the humble eatery has become synonymous with comfort and affordability, a taste of home for generations.
Now, the third-generation owner, John Patrick Guillergan, faces a challenge: preserving that legacy amidst soaring ingredient costs. The price of staples like beef has climbed, and the looming threat of further increases due to global instability casts a shadow over the future. Simply raising prices, he believes, isn’t the answer.
Guillergan is actively seeking strategic partnerships with local hotels and businesses, a move designed to stabilize demand and absorb some of the financial pressure. This isn’t about expansion; it’s about survival, ensuring the iconic batchoy remains accessible to the community it has served for so long.
Netong’s has always relied on a unique strength: its deep connection to the local public markets. This traditional practice provides a crucial buffer against supply chain disruptions, allowing them to maintain a consistent flow of ingredients even when others struggle. The heart of their batchoy, the flavorful broth, remains their key differentiator.
A single bowl, ranging from P115 to P155, is a generous offering of egg noodles, a medley of pork, beef, and offal, crowned with crispy pork cracklings, vibrant spring onions, and fragrant toasted garlic. Patrons can customize their experience with a choice of noodles and even add a scoop of rich bone marrow.
Despite the economic headwinds, a price increase remains a last resort. Guillergan understands the financial strain felt by his customers, recognizing that wages haven’t kept pace with rising costs. He’s also keenly aware of the potential backlash from loyal patrons should the quality or portion size be compromised.
The company has scaled back in recent years, closing three outlets during the pandemic and now focusing on its remaining branches, including a prominent location within the revitalized La Paz Public Market. Expansion beyond Iloilo is currently on hold, deemed too risky given the current economic climate.
Instead of chasing distant markets, Netong’s is doubling down on its roots, planning to open another kiosk within Iloilo to better serve its existing customer base. They also intend to continue participating in select trade fairs, bringing a taste of Iloilo to Manila and beyond.
This isn’t just a business decision; it’s a commitment to a family legacy and a beloved culinary tradition. Guillergan’s focus isn’t on rapid growth, but on carefully navigating the present challenges to ensure Netong’s Original Special La Paz Batchoy continues to warm hearts and fill bowls for generations to come.
