Eat to save lives starting Sept. 17 to Nov. 30,2011. In celebration of LJC (Larry J. Cruz) Day on September 17, 2011, the LJC Restaurant Group launched its LJC Good to Dine campaign to help raise funds for the benefit of the Cancer Institute of the Philippine General Hospital through the Cancer Institute Foundation Inc. The total amount raised from a portion of sales of selected dishes from different LJC restaurants would be donated to the said charity.
The LJC Restaurant Group initiated the campaign last September 15, 2011 in a simple luncheon gathering I missed at Bistro Remedios in Malate, Manila. Present during the event were LJC Restaurant Group CEO and President Lorna Cruz Ambas and Cancer Institute Chair Dr. Jorge G. Ignacio.
The LJC Restaurant Group has identified a dish from each of its restaurants for the campaign. When a diner orders these items from September 17 to November 30, 2011, P10 from its total sales would be set aside and given to the Cancer Institute Foundation at the end of the campaign. The campaign covers only all dine-in and takeout orders made on any day of the week.
This is the second year the LJC Restaurant Group is holding the campaign in memory of its founder Larry J. Cruz. Funds raised during the first campaign were used by the Cancer Institute for its programs and chemotherapy sessions for underprivileged cancer patients.
Lorenzo “Larry” J. Cruz (1941-2008) transformed the casual dining experience in the country when he opened Café Adriatico across Remedios Circle in Malate, Manila in 1979. The restaurant started the bistro trend, which many restaurants tried to imitate. Larry’s restaurants carry on his legacy of style, taste and passion for the good life, which to him meant living well within one’s means and with the things one loved most.
He introduced the bistro lifestyle with Bistro Remedios, Bistro Burgos and Bistro Lorenzo. Other successes included Solana, his only foray in formal continental dining, the Italian restaurant Prego, Ang Hang and its menu of Asia’s spiciest dishes, the ambience of old world Cuba and its specialties with Café Havana, and the dishes of the Indian subcontinent at Bollywood. His last concepts, Abé and Fely J’s Kitchen, paid tribute to the memory of his parents, the writer-bon vivant E. Aguilar Cruz and Felicidad de Jesus.
To date, the LJC Restaurant Group includes Café Adriatico, Bistro Remedios, Café Havana, Abé, Larry’s Café and Bar, Fely J’s Kitchen, Lorenzo’s Way, Abe’s Farm and La Mer.
During his lifetime, Cruz supported a number of charitable projects, including yearly feeding programs for indigent communities. He also provided training opportunities for scholars of the Rotary Club and subsidized tuition and training of selected Punlaan scholars. Those who successfully finished their training at LJC’s Asian F&B, were given job opportunities in the LJC Restaurants.
Following his death in 2008 from cancer, the LJC Group continued with his humanitarian endeavors by launching in May 2010 the EAC Foundation scholarship program for underprivileged students of Magalang town in Pampanga. The group also continued its partnership with Rotary Club and Punlaan, and supported worthwhile projects such as fund drives following the aftermath of Typhoon Ondoy in September 2009.
Dishes that have been identified for the Good to Dine campaign are: Abé’s Morcon at Abé (Serendra/SM MOA/ Trinoma) and Abé’s Farm; Beef Spareribs Ninja at Café Adriatico (Malate/Gateway Mall/SM MOA); Lunch Buffet at Café Havana Greenbelt 3; Fillet of Dory at Larry’s Cafe and Bar in Serendra; Maja Blanca Remedios at Bistro Remedios in Malate; Bangus Belly with Kangkong Balachian at Lorenzo’s Way in Greenbelt 5; and Sikreto ni Maria at Fely J’s Kitchen in Greenbelt 5. Guests can participate in this campaign any day of the week; campaign is only applicable to dine-in and takeout transactions.
At the end of the campaign, the LJC Restaurant Group will be totaling the amount raised from orders of the dishes during the duration of the program and turn it over to the Cancer Institute Foundation Inc.
Start enjoying food and feel good that each time you dine at LJC Group of Restaurants, you're actually helping a cancer patient.For inquiries regarding the LJC Restaurant Group’s LJC Good to Dine campaign, call the LJC Marketing Office at 522-0403. Visit its website at ljcrestaurants.com.ph.