Baliwag Lechon Manok
 Logo | |
| Company type | Private |
|---|---|
| Industry | Restaurants |
| Genre | Filipino cuisine |
| Founded | 1985 |
| Founders | Dwight Salcedo Dolores Salcedo |
| Headquarters | Quezon City, Philippines |
Number of locations | 500+ (2025) |
Area served | Philippines |
| Products | Lechon manok Liempo |
| Website | www |
Baliwag Lechon Manok (also known as Baliwag Lechon Manok at Liempo) is a Filipino restaurant chain that specializes in roasted chicken and pork. The company was established in 1985 and has over 500 outlets across the Philippines.
History
[edit]
Dwight and Dolores Salcedo founded the company in 1985.[1][2] Before opening the restaurant, the couple owned a video rental shop called "Sarah Betamax" in Project 8, Quezon City.[2] They noticed that roasted chicken was becoming popular in their neighborhood.[3] The couple used the empty space in front of their video shop to open a food stall.[3] They started the business with a capital of ₱10,000.[3] Half of this money came from a loan from their parents.[2]
The name "Baliwag" honors the hometown of Dolores Salcedo, which is Baliwag, Bulacan.[3] The founders used the letter "W" in the name instead of "U" (Baliuag) to make the brand name look different.[2] The video rental business eventually closed, and the couple focused only on the food business.[2]
The business grew from street kiosks into shopping mall food courts and restaurants.[1] By 2021, the chain had more than 400 kiosks and 40 food court branches.[1] Later, the founders' daughter, Sarabeth Salcedo Soriano, became the Vice President for Operations.[3][2]
Products
[edit]The main products are Filipino-style rotisserie chicken and pork belly.[4] The founders developed the marinade recipe using herbs and spices.[2] The food is sold with a liver sauce and atchara (pickled papaya).[4]
Street kiosks usually cook the meat using charcoal.[2] Branches inside malls use electric machines because of smoke regulations.[2] The company says these machines try to copy the taste of charcoal cooking.[2]
During the COVID-19 pandemic, the company began selling frozen food packs.[1] These packs included ready-to-heat dishes like sisig, binagoongan, beef steak, kare-kare, beef caldereta, dinuguan, embutido and laing.[3] The chain also sells fried pork items like bagnet and chicharon.[4]
Controversy
[edit]In September 2022, the company received criticism regarding a job advertisement.[5] A job post for a "grill man" stated that applicants must not have tattoos.[5] Social media users called the rule discriminatory.[5] The company issued an apology for the mistake and stated that they do not discriminate against people with tattoos.[5]
References
[edit]- ^ a b c d "Iconic Filipino food brand brings all-time favorites to your home". PeopleAsia. November 15, 2021. Retrieved November 21, 2025.
- ^ a b c d e f g h i j Ong, Henry (January 28, 2025). "Financial Adviser: 5 Business Lessons Everyone Can Learn from the Founders of Baliwag Lechon Manok". Esquire Philippines. Retrieved November 21, 2025.
- ^ a b c d e f Grana, Rhia (October 25, 2021). "How Bulakeño values built one of the country's most enduring lechon manok brands". ANCX. Retrieved November 21, 2025.
- ^ a b c Baes, Patricia (July 14, 2021). "Secret's Out: Baliwag's Bagnet Is the Best Bagnet You've Never Had". Spot.ph. Retrieved November 21, 2025.
- ^ a b c d Cruz, James Patrick (September 22, 2022). "Baliwag Lechon Manok apologizes after 'no tattoo' job clause backlash". Interaksyon. Retrieved November 21, 2025.