How old are his cichlids?That is an interestingly elongated Oscar. Haven't seen one quite like that. Looks like a wild type coloration too?
I have a friend who feeds his cichlids dogfood, as he has tons of large cichlids and gets the dogfood very cheap. His fish seem to do well on it actually, though his water is always a little cloudy. I don't think it is the cleanest food. I would recommend just getting a good pellet like Hikari Cichlid gold, which isn't all that expensive.