Jump to content

Draft:Andok's

From Wikipedia, the free encyclopedia

Andok's
An Andok's store with its distinctive yellow and red signage, showing a roasted chicken.
An Andok's outlet in Santa Rosa, Laguna
Product typeFast food chain
OwnerJavier Family / Andok's Litson Corporation
CountryPhilippines
IntroducedDecember 11, 1985; 39 years ago (1985-12-11)[1]
MarketsPhilippines, Singapore[2]
Ambassador(s)Piolo Pascual (since 2019)[3][4]
Tagline"Pambansang Litson Manok" (The Nation's Roasted Chicken)[1][3]
Websitewww.andoks.com.ph
Company
FounderLeonardo "Sandy" Javier Jr.
HeadquartersQuezon City, Metro Manila, Philippines[5][6]
Number of locations
Over 300[7][8] (circa 2010s)
Key people
Leonardo "Sandy" Javier Jr. (Founder, CEO)
Maverick Javier (Executive Vice President)[3]

Andok's Litson Corporation[6], doing business as Andok's, is a Filipino fast food chain recognized for its lechon manok (Filipino spit-roasted chicken). Established in December 1985 by Leonardo "Sandy" Javier Jr.,[1] Andok's originated as a single stall in Quezon City and has since become a prominent roasted chicken brand in the Philippines, operating over 300 outlets nationwide.[7][8] The company expanded internationally with its first branch in Singapore in 2025.[2]

History

[edit]

Founding and Early Years

[edit]

Andok's was founded by Leonardo "Sandy" Javier Jr., an entrepreneur who later served as the mayor of Javier, Leyte.[9] The first Andok's stall opened on December 11, 1985, on West Avenue in Quezon City.[1][10][8]

Javier reportedly decided to start the business after observing lechon manok vendors in Pampanga and believing he could improve upon their preparation methods, which he perceived as too rushed.[10] The initial recipe for Andok's lechon manok was developed with customer feedback during its first year and has, according to the company, remained largely unchanged.[1]

The business faced difficulties at its inception. Javier borrowed 12 chicks for his first day, selling only two.[10][8] Early promotional efforts included mentioning his Ateneo background and his relation to his brother, Danny Javier of the Apo Hiking Society.[10][8] A distinctive yellow plywood signage was also used to attract attention and became a recognized feature of the brand.[8][3] Eventually, the West Avenue stall's daily sales grew to approximately 80 chickens.[10]

The name "Andok's" was chosen by Sandy Javier Jr. as a tribute to his father, Leonardo Sr., who was known by the nickname "Andok." Javier made a promise to his dying father to name his business after him.[10][1]

Expansion and Diversification

[edit]

Andok's subsequently expanded its operations. In 2002, the company entered the Visayas market by opening two stores in Cebu, adding nine more in the region within the following two years. The first Andok's dine-in restaurant was established in D'Mall, Boracay; its positive reception led to the opening of five more outlets on the island in less than a year.[7] By the early 2010s, Andok's had numerous outlets across the Philippines.[7][8]

To broaden its appeal and mitigate risks associated with a single-product focus, Javier diversified the menu.[3] This led to the introduction of Litson Liempo (grilled pork belly). Javier has been noted for popularizing this dish, sometimes being referred to as the "Father of Litson Liempo."[3] In 2004, Andok's launched Dokito Frito, its brand of fried chicken, which became a popular addition to its offerings.[1][3] The product line continued to grow with items such as Litson Bangus (roasted milkfish), Porkcharap (fried pork chop), and Pork Barbecue.[1] Some outlets also started to sell basic grocery items.[7] By the late 2010s, Andok's offered a range of approximately 150 stock-keeping units (SKUs).[7]

In July 2019, Andok's introduced a Spicy Dokito fried chicken variant and engaged actor Piolo Pascual as its first celebrity brand ambassador.[3][4]

International Expansion

[edit]

Andok's commenced international operations with the opening of its first overseas outlet in Lucky Plaza, Singapore, in January 2025. This expansion was reported to be spearheaded by Javier's family, including his daughter Mica Javier.[2] The company had previously indicated potential plans in 2019 for expansion into markets including the United States, United Kingdom, and the United Arab Emirates.[3]

Products

[edit]

While Andok's is widely known for its Litson Manok (roasted chicken), its menu also includes:

  • Dokito Frito: Deep-fried chicken pieces (Original and Spicy variants).
  • Liempo: Grilled pork belly.
  • Lechon Kawali: Crispy fried pork belly.
  • Pork Sinigang: Pork in sour tamarind broth.
  • Pork Sisig: A Kapampangan dish made from parts of pig head and chicken liver.
  • Bicol Express: A spicy pork stew cooked in coconut milk and chili peppers.
  • Beef Pares: Braised beef stew served with garlic fried rice and broth.
  • Litson Bangus: Roasted milkfish.
  • Porkcharap: Fried pork chop.
  • Pork Barbecue
  • Desserts like Leche Flan (Filipino crème caramel).

Product availability can differ between branches. Some outlets also carry basic grocery items.[7]

Branding and Marketing

[edit]

Andok's utilizes a distinctive bright yellow and red color scheme in its stalls, packaging, and marketing. The brand is commonly associated with its tagline, "Pambansang Litson Manok" (The Nation's Roasted Chicken).[1][3]

The company's retail strategy often involves placing outlets in high-visibility, high-traffic locations such as markets, transport terminals, and along major roads. While many outlets operate primarily as take-out counters, a number also provide dine-in facilities. The official Andok's website attributes the company's growth to factors including its "outlet locations, store visibility, affordable pricing, [and] customer engagement."[1] In 2019, Andok's enlisted Piolo Pascual as its first celebrity brand ambassador, coinciding with the launch of its Spicy Dokito chicken.[3][4]

The company also promotes an "Essence" or philosophy: "MASARAP. Dahil dumaan sa Hirap." (Delicious. Because it went through hardship.)[1]

See also

[edit]

References

[edit]
  1. ^ a b c d e f g h i j k "About Us". Andok's Official Website. Retrieved May 10, 2025.
  2. ^ a b c Escuadro, Kiko (January 9, 2025). "Filipino chicken restaurant Andok's opens in Singapore". Daily Tribune. Retrieved May 10, 2025.
  3. ^ a b c d e f g h i j k Serrano, Monsi A. (August 2, 2019). "Andok's got Piolo, new Spicy Dokito, and new frontiers abroad to conquer". The Philippine Business and News (THEPHILBIZNEWS). Retrieved May 10, 2025.
  4. ^ a b c "All-new Andok's Spicy Dokito now available taps Piolo Pascual as first-ever brand ambassador". MegaBites. July 29, 2019. Retrieved May 10, 2025.
  5. ^ "Contact Us". Andok's Official Website. Retrieved May 10, 2025.
  6. ^ a b c "ANDOK'S LITSON CORP". Philippine Association of National Advertisers. Retrieved May 10, 2025.
  7. ^ a b c d e f g "History of Andok". Scribd. February 21, 2017. Retrieved May 10, 2025.
  8. ^ a b c d e f g Rodriguez, Jon Carlos (June 30, 2012). "'Father of Litson Manok' shares success story". ABS-CBN News. Retrieved July 17, 2023.
  9. ^ Meniano, Sarwell (October 17, 2018). "Wife of Andok's owner joins Leyte's congressional bid". PTV News. Philippine News Agency. Archived from the original on October 7, 2023. Retrieved October 7, 2023.
  10. ^ a b c d e f Jimenea, Lalaine. "Feature from cents to millions". The Philippine Star. Retrieved July 17, 2023.
[edit]
  • Official website
  • Media related to Andok's Litson Manok & Liempo at Wikimedia Commons
This page will be placed in the following categories if it is moved to the article namespace.
Categories:

Retrieved from "https://en.wikipedia.org/w/index.php?title=Draft:Andok%27s&oldid=1289761404"