Some like it hot

Andok’s innovated and expanded its product line and became a household name

I remember that time in my childhood when lechon manok (or litson manok) was all the craze. Roasting stations could be found in every corner of major streets in the metro, and motorists would just park their vehicles on the roadside for a few minutes to buy a whole roast chicken or two. To make things fast and convenient, the vendors would quickly wrap the chicken in a piece of banana leaf, place it inside a plastic bag, tie a knot, hand it over through the window of the car and collect payment. Transaction done!

But, as they say, trends are a flash-in-the-pan thing. After a while, the excitement goes down and people are ready for a new food trend. The roasting stations, especially those without a name, closed shop and only the strongest and most delicious remained. One of them was Andok’s Litson Manok.

Sandy Javier, brother of then APO Hiking Society member Danny Javier, started the business, and since it still made good long after the lechon manok fad was over, Andok’s innovated and expanded its product line and became a household name. Soon it became known not just for its roast chicken but for its inihaw na liempo, as well. Not long after, it also introduced other equally delicious products, such as litson bangus, Porkcharap and pork barbecue, but the product that made the biggest impact among the roster of new products was a fried chicken variant simply called Dokito.

Selling roast chicken and fried chicken side by side was a brilliant idea. It captured the market of both those who love roast chicken and those who simply cannot resist the crunch and golden color of the fried variety.

Business got even better when Andok’s expanded its operations and opened strategic outlets and created full-fledged dine-in stores to complement its take-out stalls. More products got into the menu, including chicken barbecue, barbecue liempo, litson kawali, crispy pata, pork sinigang, pork sisig, Bicol Express, Dokito Pops and Dokito Burger.

Just recently, Andok’s made another interesting innovation on its product line and introduced the all-new Spicy Dokito, which is a variant of its famous Dokito fried chicken to please the palate of diners who like their chicken hot.

A bucket of Andok’s new Spicy Dokito fried chicken.

Piolo Pascual is Andok’s first ever celebrity brand ambassador.

Sandy Javier created the Andok’s brand in the 1980s.

The new Spicy Dokito uses real chili during marination to ensure that both the natural spiciness of chili and the flavor of the marinade will penetrate through the meat for a real hot treat.

Andok’s kitchen team makes sure it picks only the best hot peppers available in the market for its Spicy Dokito, which is guaranteed to bring out the “anghangkulit” in everyone.

To make things even hotter, Andok’s also introduced its first-ever celebrity brand ambassador in the person of Piolo Pascual. One of the country’s best actors, singers, movie producers and product endorsers, Piolo Pascual is a natural choice for a brand ambassador. Apart from his Pinoy-Portuguese good looks and natural charm, he has a cheerful personality that draws people to him.

“Piolo is one of the best loved actors in the country. He embodies the Andok’s brand, which is about bringing joy and having genuine love for one’s craft. Having him as our first celebrity ambassador was an easy decision for us as he embodies joy, life and enthusiasm. He is here to really bring out the sili-ness out of everyone. We are very excited to have him as part of the Andok’s family,” says Andok’s executive vice president Maverick Javier.

To which Piolo answers, “I feel blessed to be trusted by brands and their customers. Andok’s is a brand that offers affordable and delicious products to positively impact the lives of Filipinos one product at a time. I have been a big fan of Andok’s products and I am honored to have been chosen as their first ever celebrity ambassador.”