Making a name: The story behind Noel’s BBQ

The sun is high in the air on a normal summer afternoon as you walk the streets around the vicinity of Taft Avenue in search of a cheap yet filling lunch. On the far end of Agno street, beyond the DLSU’s Enrique Razon Sports Complex and the towering Br. Andrew Gonzales Hall, something catches your eye.

The smoky scent of sticks of barbeque, hotdog, and isaw being grilled gently entices you and your growling stomach as you approach the small store. Set up beside the grill are a few tables and chairs, and above, a large but faded sign that reads, “Noel’s BBQ”.

Almost every student of DLSU has heard of Noel’s BBQ. For students of the University, the tiny restaurant situated on the far end of Agno street has grown into one of the most recognizable establishments over the years, renowned for its cheap yet delicious food. Scores of Lasallians have been known to flock to the small eatery in search of filling yet affordable meals, but what exactly is the story behind this tiny stall?

Humble beginnings

The man behind the famous eatery is Noel Urbina, from whom the establishment gets its name. He hails from the province of Antique and tells the story of how Noel’s BBQ first originated, starting from the days when he worked in another restaurant with his father and siblings. “Kasi dati empleyado ako nung Aristocrat, [the Philippines’] most popular restaurant, diyan sa Roxas Boulevard. Tatlo kaming magkakapatid, tapos yung father ko, [nagtatrabaho doon] talaga sa Aristocrat. Yung father ko talaga yung nagumpisa diyan, naisingit lang ako,” he shares.

“Mula noon, doon ako. Kasi ang trabaho ko talaga sa Aristocrat, yung pag-marinate ng barbeque. Almost 8 years, araw-araw ganun ginagawa ko, barbeque lang, tiyaka naghihiwa ng baboy,” Urbina explains on how he grew accustomed to preparing barbeque. He then tells of how, over time, he started his own small business of selling barbeque to the students around the area. “Tapos nung time na yun, yung mother ko, nagtitinda rin ng barbeque, tinda- tinda lang. Sinubukan kong akong magtinda habang nagtatrabaho sa Aristocrat, eh medyo nag-click.”

Eventually, in the year 2004, Urbina decided to retire from his job at Aristocrat, before being convinced to open his own eatery just beside DLSU. Years later, what was once a tiny, unknown establishment has transformed into one of the most famous restaurants around Taft Avenue–the Noel’s BBQ you see today.

“Medyo maganda rin siguro kasi yung amo ko dati, medyo di na maganda yung trato sakin. Naisip ko na mag-resign, kaya tinutukan ko yung barbeque. Nung time naman [yun], medyo dumadami na rin yung mga estudyante ng La Salle. Sabi nga nila, ‘Ba’t di kayo magpakain?’, eh, bahay kasi ng mother ko yan eh. Pero sinubukan ng nanay ko, sabi niya ‘Sige, magpakain ka.’ Mula noon, tuloy-tuloy na yan.”

Finding fame

Despite remaining relatively small in terms of size, there is no doubting the fame of Noel’s BBQ, especially within and around DLSU. However, Lasallians are not the only ones to hear of the famous barbeque eatery, Urbina shares, telling a story of how he was once approached by Channel 7 for an interview.

“Binisita ako ng Channel 7, yung Hanap-Buhay. Trineat kami, binigyan ako ng freezer, ganun. Mula noon, medyo dumami yung mga nakakaalam. Kaya minsan nga, nagugulat ako. [De La Salle-College of ] St. Benilde, TUP, PCU, mga eskwelahan lahat, dumadayo rito para kumain diyan. Ang dami nang nag-iinterview sakin, madaming lumalapit,” he shares with a smile on his face. He goes on to tell a story of how the restaurant prepared and cooked close to 1,000 pieces of barbeque for an order placed for a recent event in DLSU.

Despite already making a name for himself and garnering a certain kind of fame among nearby schools, Urbina explains how the helpers around the restaurant are all still mostly relatives. Besides family members, several kids from around the area often volunteer to take orders, clean tables, and do other similar duties to help. “Yung mga batang tumutulong diyan, kaya [naman] tumutulong yun, para lang malibre sa kain, maabutan ng konti, ganun lang. Pero pumapasok sa eskwela yan, nag-aaral,” he says.

When asked what his greatest struggle as the man behind Noel’s is, the 54-year-old Urbina confidently replies, “Di naman ako nahihirapan eh, kasi sanay na sanay na rin kasi ako. At nahihiwa [din ako] ng kutsilyo, pero nandun talaga yun, parte ng buhay. Ang mga kamay ko, dagdag na ng kalyo. Ibig sabihin, sanayan lang [talaga].”

Looking forward

When asked about his hope for Noel’s BBQ, Urbina wishes to share the food of Noel’s to other areas outside Manila. “Ako talaga, yung gusto kong mangyari sa Noel’s, [maibigay] pa sa ibang lugar. Kasi dito, sa parte ng Maynila, medyo [sikat] na talaga.”

He also shares his desire to bring Noel’s to other schools in particular. He wishes it were possible to simply deliver the food from Noel’s to the different schools to save them the trouble of walking all the way to Taft to try the famous barbeque and isaw. “[Para sa] ibang estudyante, katulad ng mga taga-Malate, di na sila [kailangang] pumunta rito para kumain. Kasi minsan, [naglalakad] sila papunta rito, eh puno na eh, wala nang makakainan. Yan ang gusto kong i-share sa mga eskwelahan,” he explains.

Finally, Urbina mentions how he is confident with how several of his relatives have already learned the skills needed in preparing the different items on the menu. “Yung mga anak ko, marunong na rin eh. Yung mga ginagawa ko, medyo kaya na nila. Bili ng baboy, hiwa, ganun lang trabaho ko araw-araw, kaya sila, nakikita rin nila ako, natuto rin sila,” he proudly shares.

At the end of the day, Urbina says he is happy with where he is now and with what he has accomplished, and it seems like his perseverance has paid off with the enormous success that his restaurant has achieved. As a result of the Antique native’s hard work and tireless efforts, the barbeque eatery has grown into one of the most popular establishments around the area. For any Lasallian searching for a cheap and filling bite in between classes, or for other residents around the area just looking for a good lunch, Noel’s BBQ has undoubtedly established itself as one of the must-try places around Taft.