Roasted chicken chain taps digital delivery platform to fuel expansion

CEBU, Philippines — Andok’s Litson Corp. is tapping the Philippines’ rapidly expanding digital economy to accelerate growth and lay the groundwork for an aggressive nationwide expansion, rejoining food delivery platform foodpanda after an eight-year absence as demand for online ordering reshapes the country’s food service industry.

The homegrown roasted chicken chain’s return to one of the Philippines’ largest food and grocery delivery platforms emphasizes how digital channels have become an increasingly critical growth engine for restaurant operators seeking to reach a new generation of consumers that prioritize convenience and accessibility.

For Andok’s, the move is more than a return to food delivery. It is a strategic bet that the country’s growing digital consumer base can help drive sales and deepen market penetration ahead of a broader expansion across the archipelago.

“As modern lifestyles keep Filipinos busier than ever, the partnership bridges the gap between nostalgic comfort and modern convenience,” Andok’s President Maverick Leonardo T. Javier said in a statement.

The partnership comes as food delivery has evolved from a discretionary service into an essential part of daily life for many Filipino households, office workers and students, particularly in urban centers such as Cebu City, Mandaue City and Lapu-Lapu City, where smartphone adoption and digital payments continue to gain traction.

Foodpanda said Andok’s remained one of the platform’s most-searched brands despite being unavailable on the app for nearly a decade, highlighting the enduring appeal of the local brand and the latent demand that digital platforms can unlock.

“The excitement surrounding Andok’s launch reflects the strong connection Filipinos have with familiar food favorites, and we’re happy to make those everyday cravings more accessible through the platform,” said Patricia Jacinto, marketing and growth director at foodpanda Philippines.

Industry players are increasingly turning to digital channels as competition intensifies and consumers demand faster, more convenient ways to access food and essential services.

The shift has transformed delivery apps from supplementary sales channels into vital components of restaurant expansion strategies.

In the Visayas, the partnership will begin with the onboarding of 50 high-traffic Andok’s branches, with hundreds more outlets expected to join the platform in the coming months.

The expansion is expected to significantly broaden the brand’s digital footprint in one of the country’s fastest-growing consumer markets.

The companies recently launched the collaboration through “Pista ng Sarap,” a campaign aimed at bringing Andok’s signature offerings closer to consumers and making everyday meals more accessible.

For Andok’s, the renewed partnership with foodpanda offers a faster and more capital-efficient way to scale nationally, allowing the company to reach customers beyond its physical store network while strengthening brand visibility in underserved markets.

The tie-up also illustrates a shift in the Philippine economy, where the rapid adoption of digital services is creating new opportunities for homegrown brands to expand, compete and capture a larger share of consumer spending. — (FREEMAN)