Early years
Andok's was founded by Sandy Javier, a businessman who later served as the mayor of Javier, Leyte. [7] The first Andok's stall opened on December 11, 1985, on West Avenue in Quezon City. [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. [9] 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. [8]
The business faced difficulties at its inception. Javier borrowed 12 chicks for his first day, selling only two. [9] [8] Early promotional efforts included mentioning his Ateneo background and his relation to his brother, Danny Javier of the Apo Hiking Society. [9] [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. [9]
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. [9]
Expansion and diversification
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. By the early 2010s, Andok's had numerous outlets across the Philippines. [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). In 2004, Andok's launched Dokito Frito, its brand of fried chicken, which became a popular addition to its offerings. [3] The product line continued to grow with items such as Litson Bangus (roasted milkfish), Porkcharap (fried pork chop), and Pork Barbecue.
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]
