Pampanga eats: Ruben brings Manila vibe to San Fernando | ABS-CBN

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Pampanga eats: Ruben brings Manila vibe to San Fernando

Pampanga eats: Ruben brings Manila vibe to San Fernando

Jeeves de Veyra

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Updated Dec 09, 2018 04:30 PM PHT

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SAN FERNANDO, Pampanga -- At the Bendix Best Western Hotel in San Fernando, Pampanga is a very different Pampangueño culinary destination. Instead of sisig and other homey Filipino favorites, Ruben chose a different path, serving international cuisine instead.

Johanna Patawaran, co-founder and manager of Ruben’s, recalled that the space used to be occupied by one of the trendy coffee shops in Manila. When the lease was up, Johanna and her siblings had a very short time to find a new tenant.

Siblings Rion and Johanna Patawaran. Jeeves de Veyra

This was pretty daunting as their family did not want to have anything to do with F&B, opting to lease out the space instead. The family matriarch pressured Johanna to get a restaurant operational as the prime spot on the busy crossroads of MacArthur Highway and Jose Abad Santos Avenue couldn’t be left empty.

In its first incarnation, Ruben was a Spanish restaurant. It was met with lukewarm reception from the locals as they found it too foreign.

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“Our meatballs were called albondigas. Some of our guests couldn’t understand this and found the menu intimidating. We were also in a hotel so people thought our food was expensive,” Johanna recounted.

She then decided to rebrand Ruben from Spanish gourmet to world traveler.

Ruben is located at the Bendix Best Western Hotel. Jeeves de Veyra

The bar area of Ruben. Jeeves de Veyra

In reality, Ruben is named after Ruben Patawaran, the family patriarch who passed away in 2012 and remembered for his travels, his favorite food, and good company. Ruben travelled in search of furniture, finishing materials, and tiles to import for the family business. The menu became a tribute to Ruben reflecting his favorite food from the countries he visited.

Johanna went through rebranding the entire restaurant. Everything from the elegant badge to the cool Cuban inspired interiors, the furniture, down to the plates and cutlery, are her choosing.

The restaurant has three identities: third wave coffee shop by day, continental restaurant for supper, and a happening club late at night.

“We wanted to offer something new to Pampanga, something that wasn’t only about Filipino cuisine. We wanted people to experience the Manila vibe without leaving Pampanga,” Johanna said.

Here’s a quick look at Ruben:

During the day, Ruben is a high-end third wave coffee shop with prices that are surprisingly affordable. Coffee is served in a double wall Bodum tumblers shielding your hands from the heat of the coffee. Jeeves de Veyra

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From Queen to Mentor—Ara Arida Is Miss Universe Philippines' New National Director

From Queen to Mentor—Ara Arida Is Miss Universe Philippines' New National Director

Metro.Style

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Updated Feb 16, 2025 02:53 PM PHT

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Ariella Arida | Photo by @donhenrique


Miss Universe 2013 3rd Runner-Up Ariella Arida is now the National Director of Miss Universe Philippines

This announcement was made on February 15, 2025 during Miss Universe Philippines' press presentation of the 2025 official delegates.

As Ara made her first onstage appearance as the organization's National Director focused on Training & Development, she said, "Thank you so much for trusting me. I know this is a big shoe to fill in, but not everyone knows that even from the start, on how Miss Universe Philippines started, I was there looking at them. I still get to talk with them. So I'm still involved in what's happening, and I supported them from the very start. And little did I know that after five years, I would be here." 

Excited and hopeful for what's to come for this year's edition of Miss Universe Philippines, Ara also asked for everyone's support. "Let's be more supportive. Let's be more mindful. Let's spread kindness and love to all our delegates and all the people around the organization."

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From queen to mentor—according to the Miss Universe Philippines organization, as the National Director for Training & Development, Ara will "help shape the next generation of uniquely beautiful Filipinas." 

As MUPH welcomed Ara into their team, she received congratulatory messages on social media from the likes of Ben Chan, Janine Tugonon, Tweetie de Leon-Gonzalez, Hannah Arnold, Emma Tiglao, Katrina Llegado, and Ruffa Gutierrez. 

Miss Universe 2011 3rd Runner-Up Shamcey Supsup-Lee served as MUPH's National Director from its inception in 2020 until 2023. Jonas Gaffud took on that role in 2024, and now, it's Ara Arida's turn to contribute to the organization and its initiatives and causes. 

Miss Universe Philippines 2025 has 69 candidates vying for the title. The winner will represent the Philippines at the Miss Universe 2025 on November 21 at the Impact Arena in Pak Kret, Thailand. 


Lead photo by @donhenrique

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