My full interview with Andok's founder Sandy Javier
Short Summary:
This interview features Sandy Javier, founder of Andok's, a hugely successful Filipino lechon manok (roasted chicken) chain. The interview details his humble beginnings, starting with borrowed capital and selling only two out of twelve chickens initially. Key to his success were strategic location choices (positioning near competitors), simple yet effective marketing ("Misis, Sir, buy my lechon manok! I'm the brother of an Apo Hiking Society member and an Ateneo graduate!"), and a strong focus on quality and fresh ingredients. The interview showcases his entrepreneurial journey, expansion strategy (primarily company-owned stores, emphasizing quality control), and his philosophy of reinvesting profits and giving back to the community. His methods highlight the importance of perseverance, adaptability, and a customer-centric approach. The interview also touches upon his foray into politics and his philanthropic endeavors.
Detailed Summary:
The interview can be broken down into several sections:
1. Humble Beginnings and Early Struggles (1985): Sandy Javier recounts his unemployment and lack of capital in 1985. He borrowed twelve chickens to start his lechon manok business, initially selling only two. He and his family ate the remaining ten for a week, experimenting with different cooking methods. This section emphasizes his initial desperation and resourcefulness. He highlights the importance of food in his family's life, connecting it to his mother's canteen business and his siblings' education. He borrowed more chickens from Aling Puring, a woman who supplied his mother's canteen, and learned the importance of credit and maintaining his word.
2. Early Marketing and Location Strategy: Javier describes his initial marketing strategy as simple and attention-grabbing: highlighting his connection to the famous Apo Hiking Society and his Ateneo education. He strategically relocated his stall to a busier area near a successful competitor, significantly increasing his sales. This section underscores the importance of effective, albeit unconventional, marketing and strategic location selection.
3. Growth and Expansion: The interview details Andok's rapid expansion from a single stall to a chain with over 10,000 employees and numerous branches across the Philippines and soon, internationally (Singapore and plans for the US). Javier emphasizes his commitment to quality, using fresh, locally-sourced ingredients and maintaining company ownership to control standards. He mentions the importance of demographics and quick decision-making regarding store locations, using established chains like Jollibee and McDonald's as benchmarks. The discussion includes the design of the Andok's logo, with its yellow and red color scheme chosen to stimulate appetite.
4. Product Diversification and Innovation: Javier explains his strategy of diversifying Andok's product offerings beyond lechon manok, introducing lechon kawali (pork belly), bangus (milkfish), and eventually, the popular Dokito (deep-fried chicken) and Dokito burger. He highlights the importance of adapting to customer preferences and market trends, including the challenges posed by the pandemic. The use of high-quality ingredients, like Angus beef, is emphasized.
5. Personal Reflections and Philanthropy: Javier shares personal anecdotes, including his time as an OFW (Overseas Filipino Worker) in Germany, his reasons for returning to the Philippines, and the inspiration he drew from his father, whose nickname "Andok" became the company's name. He discusses his motivations for entering politics, emphasizing his desire to serve the community and improve the lives of his constituents. He highlights his commitment to philanthropy, particularly after experiencing hardship and loss. He mentions his kidney transplant, with his son as the donor, as a pivotal moment. He emphasizes the importance of helping others and giving back.
6. Advice to Aspiring Entrepreneurs: Javier concludes by offering advice to aspiring entrepreneurs, emphasizing the importance of hard work, perseverance, and not delaying one's goals. He encourages viewers to use their struggles as motivation and to never give up on their dreams. He stresses the importance of humility and continuous innovation to maintain success.
Throughout the interview, Javier's strong work ethic, adaptability, and commitment to quality are consistently highlighted. His story serves as an inspiring example of entrepreneurial success built on perseverance, strategic thinking, and a genuine desire to serve both customers and community.