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Dumaguete Chicken Ati-Atihan
March 6, 2008The true story how Chicken Ati-Atihan came to be
The late Julio F. Bejar Jr. was a well known restaurateur in Dumaguete City way back in the 50’s. He managed and owned Bejar’s Dinerrette which was located at the Dumaguete market place area. They were known for their best selling recipe, the specialty of the house: Pancit Guisado. Bejar’s Dinerrette was a specialty restaurant enjoyed by the Dumaguetenos.
The skill of cooking and the art of making the best recipe were handed down to his sons and daughters in the late 80’s and they opened a family restaurant business. One of his daughters, Brenda, was born with that skill and penchant for cooking. Because Brenda chose not to join the family business, her expertise in cooking was not discovered by the public but everyone in the family and those close to her knew she was a good cook and the top choice to handle the menu for every party.
In 2001 his only son Aries Christopher Bejar Alvarez, a 10 years veteran in sales and marketing of Abbott Laboratories Philippines (a multinational pharmaceutical company with head office base in Chicago, Illinois), joined the family business restaurant and was assigned to manage one of their outlets in Roxas City, Capiz. During his stint in Roxas City, Capiz in 2002, Aries was elected as the 1st President of newly organized CAHRRA or known as Capiz Hotels Resorts and Restaurants Association organized by the Provincial Tourism and Local Government supported & headed by Alfonso Bediones Jr. Provincial Tourism Officer and Honorable Vic Bermejo Governor of Capiz. During his term as President of CAHRRA he was able to initiate series of festival projects in Roxas City that boomed the tourism industry, launched under his production concept JAKE ARIES PRODUCTION and entertainment partner media which he reformatted being as a program director and later was known as CAP Rhythms 88.9 FM All Day Drive! The FM station became his marketing arm. He was then invited to become the Marketing Director of DTI Capiz for their SME projects and became a valued guest speaker on tourism and culinary arts from various schools and Universities in the region.
In November 2003, Aries became controversial to his family business because of his dedication and commitment to help boost the tourism industry of Capiz. He was then fired by her aunt without explanation and was accused of mismanagement of the restaurant business and was left all alone in Capiz. In order to survive the pain and the false accusations Aries decided to move on and venture his own carenderia business with the help and support of his wife and mother in law Alicia.
On January 2004, he was invited by a friend to visit Kalibo, Aklan and there he was able to witness the amazing Ati-Atihan Festival. It is a feast in honor of Sto. Nino celebrated by the Aklanons with much fun fare and merrymaking. In that instant, being the innovative person that he is, he was able to conceptualize what his new business will be. He wanted a business that will bring the feisty spirit of the Ati-Atihan Festival wherever they open doors, thus, Chicken Ati-Atihan came to be.
He then added a specialty product from his existing carenderia business the specialty of the house: Chicken Ati-Atihan. On February 2004 his old time friend from Dumaguete Mr. Louie Tijing a well respected businessman and contractor paid him a visit in Roxas City before going to Boracay. When Mr. Tijing tasted the Chicken Barbecue he stood up and dance with the spirit of appreciation. He invited Aries immediately to go to Bayawan City his home town and try to see if it is already suitable to have a restaurant business there. It was an opportunity of a lifetime. No second thoughts the following week Aries was already in Bayawan City. Because of Louies vision, his friends & relatives from Bayawan City Mr. Jack Raymond and now Congressman Henry Pryde Teves also became interested with the business. And since it was feasible to put up Chicken Ati-Atihan from where they wanted it to be, it was a phenomenal chain reaction in Negros Oriental.
With hard work and perseverance and with luck on his side, Aries was able to open more than 30 outlets nationwide, and still growing. Today there is no stopping Chicken Ati-Atihan from opening more outlets. It has captured the hearts of every Filipino across the nation. Wherever there is Chicken Ati-Atihan outlet there is always something to look forward to, something to celebrate!
Chicken Ati-Atihan is open for franchise. Because of its low cost and high viability in investment and the fastest R.O.I, it already has an amazing chain of investors. The line up of interested would be investors had been steadily growing. Soon Chicken Ati-Atihan will be in all parts of the country —in small cities and growing municipalities and who knows? Around the World!
Chicken Ati-Atihan will be there soon to serve you and with pride they say:
“WE DIDN’T INVENT CHICKEN BARBECUE, WE PERFECTED IT!”
Chicken Ati-Atihan is proud to be a Dumagueteno! And proud to be a Sillimanian!
Sasayaw ka sa Sarap!
“In memory of my Grandfather the late Julio F. Bejar Jr.”
September 18, 1919 – October 14, 1964
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