Chowking

Chowking Food Corporation

Type	Public (PSE: JFC)
Industry	Restaurants
Founded	1985
Headquarters	5th Floor, Jollibee Plaza, Emerald Ave. Ortigas Center, Pasig City, Philippines
Key people	Robert Kuan, Founder Tony Tan Caktiong, Chairman
Products	Asian Fast food
Revenue	PhP 10.1 billion (2007)
Net income	PhP 1 billion
Parent	Jollibee
Website	Chowking Official Website

Chowking (Chinese: 超群) is a Philippine-based chain that pioneered the Asian quick-service restaurant concept in the Philippines. The concept combines a Western fast food service style with Chinese food. Chowking predominantly sells noodle soups, dim sum, and rice toppings. The company was founded in 1985, at a time when Western-style burger joints were dominating the Philippine fast food scene.

History

In 1989, Chowking started expanding its market share amid the volatility of the domestic market. It opened its franchising operations^[1] and made its entry into the provincial markets the same year. On January 1, 2000, Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the Philippines' biggest fast food chain. The new owner commenced store renovations to create a new corporate look for Chowking that would result in a comprehensive change for each store.

Chowking at the SM City Baliwag

Typical exterior of a Chowking restaurant

Chowking restaurant in Fort Bonifacio, Taguig

Expansion

1995

Chowking opened its first store in the United States through a franchise agreement with a US-based Filipino-American Company.

2005

Chowking entered Jakarta, Indonesia and maintained two key stores to study the feasibility of the market. At this time, the company began to explore other potential locations and key cities as part of its long term expansion plans.

In the Philippines, the company received the coveted “The Marketing Company of the Year” award from the Philippines Marketing Association and also attained its second “Hall of Fame for Most Outstanding Filipino Franchise” award from the Philippines Franchise Association.

2006

In 2006, the Chowking Food Corporation opened a United Arab Emirates (UAE) store location, increasing its international presence to seventeen outlets.^[2]

2008

To ensure its continued growth, Chowking explored markets outside the Philippines. In 2008, Chowking had over 400 stores within the Philippines, United States, Middle East and Indonesia. Chowking has steadily been expanding its network in the Philippines. It is able to ensure the freshness of its food and the reliability of its supply through its main commissaries in Highland, Muntinlupa City and Sucat, Parañaque City, as well as satellite commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan. In Dubai, in the United Arab Emirates, Chowking's commissary serves ten stores and is expanding to other areas.

In 2008, Chowking announced the completion of a Php270-million (USD 5.65-million) modernization program, which will help set the stage for the company’s future growth. Called “Project DMSSM”^[3] (pronounced “dimsum”) for “Designed, Modernized and Streamlined Supply Chain and Manufacturing,” the two-year modernization program that started in 2006 involves the expansion and renovation of Chowking’s Noodle Building, increased automation, and the improved integration of food manufacturing processes in its two commissaries in Muntinlupa City.

2011

Jollibee acquired control over the franchised operations of Chowking USA, following the expiration of the pioneering franchise agreement.

As of April 2011, Chowking operates in key international cities in the USA, Indonesia (2),^[4] United Arab Emirates (17), Qatar (2) and Oman (1).

In Indonesia, as part of Chowking's ethos of adaptation with local tastes and culture, the company is one of the first restaurants to be Halal-certified,^[5] courtesy of the Indonesian Ulema Council (MUI). The number of customers grew as a result of the certification and a strong Indonesian-Muslim customer profile was captured in their stores.

Sponsored events

Chowking is also active in the organization of Filipino events in Jakarta.

The brand was a partner in the "Manny Pacquiao vs Juan Manuel Marquez 3" boxing fundraiser event, together with San Miguel Indonesia, the Asian Tigers Group and the Philippine Embassy in Indonesia.^[6] The proceeds were donated to the Jollibee Foundation in 2011 for the benefit of Filipino typhoon victims.

Chowking also partnered with the London School of Public Relations-Jakarta for the latter's first Quadmedia Competition, where students pitched their advertising concepts to a panel of judges consisting of industry professionals.^[7]

References

Related links

• Official website http://www.franchiseinthephilippines.com