In Auckland, Eric Sia is a man on a mission - to make Filipino cuisine as popular as Thai, Indian or even Malaysian cuisine.
Sia, 41, has been running his chain of Homecooked eateries for nearly a decade now - but while Filipino cuisine is steadily gaining popularity across New Zealand, he feels it still has a lot of “catching up to do” with the other ethnic cuisines.
“Over the years we have gained more customers, but that’s because the Filipino community here is growing,” he said.
“Beyond our community, I believe our Pinoy cuisine is still relatively unknown.”
Dishes like sinigang, lechon, halo-halo still sound unfamiliar compared to pad thai, butter chicken or nasi goreng.
The menu on Homecooked features traditional dishes from the Philippines with flavours that mainly originate from Pampanga, the culinary capital of the country.
“Our cuisine is a true reflection of Filipino heritage, where every dish is crafted with the heart and soul of home-cooked meals,” Sia said.
“From the rich flavours to the warm and inviting atmosphere, we aim to provide a dining experience that feels like a celebration of Filipino culture and hospitality.”
What sets Homecooked apart, Sia said, was that it offered more than just food - but a total cultural experience.
“We aim to immerse our diners in a true Filipino setting. Our coffee is brewed from locally sourced Barako and Sagada beans from the Philippines, our beer and cocktails are also imported from the Philippines and we use imported Filipino ingredients and sauces to ensure the authenticity of our traditional dishes - no fusion, just pure Filipino flavours,” he said.
“To top it off, we host live music every Friday and Saturday, showcasing the best Filipino talents in New Zealand. When you dine with us, it feels like a momentary trip to the Philippines.”
With three outlets - a family bistro in Mount Albert and Orminston, and a food court stall inside the Delicious Link Food Court in Wairau Valley, Sia also has a food truck and catering operation.
“My vision for Homecooked is to establish it as the home of Filipino cuisine in New Zealand,” he said.
“It has been a blessing to my family, and I hope to extend that blessing to my staff and customers by creating a space where they feel valued and connected.”
Sia described himself as a “visionary and achiever with a passion for creating new ventures and opportunities”.
Originally from the Philippines, he is married with two children, and said the idea of Homecooked was born from their experience living in Singapore prior to moving here.
“We were inspired by the vibrant and diverse flavours of its food scene, and when we moved to New Zealand, we saw a great opportunity to introduce the same kind of rich culinary experiences here,” Sia said.
“With Homecooked, we aim to open people’s eyes to the unique and exciting flavours of Filipino cuisine. Ultimately, I want to make authentic Filipino food more accessible across New Zealand and bring our rich flavours and culture to a wider audience.”
Signature dishes that are a must-have at Homecooked include its pork barbecue skewers that’s made with premium marinated pork belly, and the lechon crispy pork belly with crackly skin and meat the melts in the mouth.
Then there is the sinigang, a popular Filipino stew with a mix of sourness and savouriness, and the sisig - featuring chopped roasted pork face mixed with chicken liver, onions, lemon and savoury seasoning and a raw egg.
A crowd favourite is the crispy pata, a massive pork hock weighing over a kg, twice-cooked to perfection with a crispy exterior and tender, juicy meat inside - perfect match to go with a cold bottle of San Miguel beer.
The hearty dishes and unique cooking methods at Homecooked makes it a must-try dining destination.
And don’t forget to finish off dinner with the Halo-Halo, the beloved Filipino dessert that’s a sweet medley of ube, flan, jellies and more.
This article is brought to you in partnership with Homecooked.
