chowking food firm essay

Category: Food and drink,
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1 . 5 Background History ofthe Business

Chowking (Chinese:? ) isaPhilippine-based chain that pioneered the Asian quick-service restaurant strategy inthe Korea. The concept combines aWestern prêt à manger service style with China food. Chowking predominantly offers noodle soups, dimsum, and rice toppings. The company started in1985at atime when Western-style burger joint parts were dominating the Filipino fast food field. Its 1st store isstrategically located atthe Makati Commercial Center. In1989, Chowking started out expanding it is market share amid the unpredictability inthe home-based market.

Itstarted its franchising operations and made its entrance into the comarcal markets a similar year specifically inMeycauayan, Bulacan. Italso unveiled its initial Chowking TVcommercial. In1991, Chowking launches their Food Delivery Service.

Gross annual system-wide product sales hit P118. 1Million. In1992, Chowking Foodstuff Corporation enters the Visayas with the starting ofthe Bacolod Era Shopping mall store, and Mindanao together with the opening ofthe Limketkai store inCagayan deOro. Its annual system-wide sales reach P342.

8 Million asof1993. The annual system-wide sales hit P522 , 000, 000 in1994. In1996, Chowking starts 100th shop and the revenue increase toP1. 31Billion. OnJanuary1, 2000, Chowking became awholly owned subsidiary ofJollibee Foods Corporation, the Philippines’ biggest fast-food string. The change inownership provided rise tostore renovations and anew corporate look and mindset that isvisible by front-end toback-end. In2008, Chowking announced the completion ofaPhp270-million (USD a few. 65-million) modernization program, which supports set the stage intended for the company’s foreseeable future growth. Known as “Project DMSSM (pronounced “dimsum) for “Designed, Modernized and Streamlined Supply Chain and Manufacturing,  the two-year modernization software that started out in2006 involves the expansion and remodelling ofChowking’s Noodle Building, improved automation, and the improved integration offood making processes inits two commissaries inMuntinlupa Town.

The CHOWKING FOODCORPORATION gained entrance tothe Philippines’ highly competitive fast-food industry in1985, atatime once itwas completely outclassed bywestern-style burger joints. Itpositioned itself inaniche where itcould beastrong innovator, byadopting the very best features oftwo distinct cafe personalities” onthe one hand, the conventional Chinese restaurant, with its menu ofdelectable, appealing but easy-to-prepare and reasonably-priced dishes; onthe other, the current, western-style fast-food joint, with its eye-catching façade, bright interiors and fresh staff dispensing friendly and snappy service” and fused them in aunique idea: the Asian quick-service restaurant. With emphasis onits key competencies tocreate differentiated, excellent product worth, Chowking features stood test ofshifting tastes, changing lifestyles and avolatile market, todevelop its own established ofloyal buyers that keeps developing year inand year away.

In1989, inanaggressive bid toexpand its clientele and catch abigger talk about ofthe marketplace, the company initiated its franchising operations and marked their entry in the provincial market. The dual moves allowed the company topursue anambitious development program which includes made Chowking the largest Oriental quick-service (QSR) chain inthe Philippines, experiencing high visibility inall the major metropolitan areas and towns inthe country’s main isle groups, Luzon, Visayas and Mindanao. Toensure its extended growth, Chowking explored market segments outside the Philippines. Asof2008, Chowking has more than 400 stores within the Philippines and inmarkets such asthe United States, Middle East and Indonesia. Chowking has progressively been broadening its network inthe Thailand. Itisable toensure the quality ofits meals and the stability ofits source through it is main commissaries inHighland, Muntinlupa City and Sucat, Parañaque City aswell assatellite commissaries inIloilo, Cebu, Cagayan deOro, Davao, and Pangasinan.

InDubai inthe United Arab Emirates, Chowking’s commissary serves ten stores and isexpanding toother areas. Emboldened byits achievement onthe home-based front, the company ventured in to the global marketplace in1995, with the opening ofaChowking store inCalifornia, USA. Today, Chowking shops are operating inthe USWest Coast below alicensing arrangement with aFilipino expatriate relatives. Asimilar arrangement has been falsified with aDubai national to get the operation ofChowking stores inthe Central East. The turn ofthe millennium was aturning point for Chowking Food Organization. OnJanuary1, 2k Chowking started to be awholly possessed subsidiary ofJollibee Foods Firm, the largest, most respected restaurant chain inthe Thailand. With the merger came numerous changes inChowking. The alter ofownership offered rise torenovations and improvements, beginning with afresh corporate photo made concrete byabrand-new full identity. This kind of identity manifests itself inalmost all the physical aspects ofthe store” the logo, façade, structure, decor, counter-top, menu plank, furniture, gear and even the staff uniforms.

Released inJune 2000, the new corporate and business look isworn byall new stores, whilst old retailers are having renovation toconform tothe fresh image. Each one of these changes will be complemented byfront-end and back-end systems designed toensure cost-efficiency, speed upservice and maximize customer satisfaction. Hand inhand together with the new physical features isthe renewed goal ofhigh requirements inFood, Assistance and Hygiene (FSC), the three pillars ofthe restaurant organization. The target has been even now isasfundamental asitissimple: Toserve regularly delicious and hot food infive mins, amid hygienic and clean-smelling surroundings.

The acquiring ofthe Chowking Foodstuff Corporation bythe Jollibee Food Corporation itbolsters their specific positions inthe Philippine market” Jollibee asthe undisputed market leader inthe fast-food market, Chowking asthe No . you Oriental quick-service restaurant cycle. Jollibee lends its encounter and prestige asthe Philippines’ dominant participant inthe fast-food industry, whilst Chowking ispoised tocontribute substantially tothe annual system large sales ofthe Jollibee group. Asthey products upfor the challenges in advance, both companies are optimizing the benefits ofthe merger with groupe aimed atcutting costs and improving efficiency intheir shops.

1 . four. 1 Specifics and Characters

Usually Chowking isjust up coming tothe leading competitors just like Jollibee, McDonald’s, KFC, Max’s Restaurant and Pizza Shelter. Yet, since ofits getting competitive interms ofservices, itisonthe top 10inthe food market with the expected annual system” wide product sales ofalmost P12 Billion with alocal retail outlet network of400at yearend of2010. The tactical alliance between Chowking and Jollibee provides proven mutually beneficial toboth companies, bolstering their person positions inthe Philippines market” Jollibee asthe undisputed market leader inthe fast-food sector, Chowking asthe country’s No . 1Oriental Quick” Service restaurant chain. The hard work and vigilance paid off: Chowking has been logging double” number growth insystem” wide revenue since 2001, the fastest inthe sector.

1 . 4. 2 Types ofrestaurants

1 ) 4. three or more McDonald’s inthe Philippines

Chowking have the Commissary inHighland, Muntinlupa City and Sucat, Parañaque City aswell assatellite commissaries inIloilo, Cebu, Cagayan deOro, Davao, and Pangasinan which supplies the entire natural and refined product inall branches inthe Philippines ofits food toensure the freshness and the dependability ofits supply. Accessibility ofresources isatbest because ordered stocks needed come ontime. Likewise ifunexpected run out ofproducts they will borrow from local branches.

1 ) 5 Wedsite Address

1 . 6 Vision-Mission and Values Declaration

1 . 6. 1 Perspective

1 . 6. 2 Objective

Our dream: to bethe largest Asian food sequence inthe universe. Our purpose: to satisfy the discriminating needs ofour global consumers byserving them steady, High-quality food products inafriendly, patient atmosphere atprices they can truly afford.

1 . 6. several Values (CMITE)


These are the set ofbeliefs and values shared bythe members ofthe Chowking friends and family that guideus inachieving our work and eye-sight. These are just how wedothings about here. They are the character ofour organization.


The customers have preferredus over many competitors. The hard-earned cash they dedicate inour retail outlet enablesus tobuy our foodstuff, payus toearn our living that allowsus tobuy each of our food, spend on our lease, send our children toschool, purchase our remedies, and pay to get our different needs. Therefore , they should have noless than the best fromus: our outstanding FSC, each of our heartfelt attention, warm attention and friendly smiles.


Getting honest and true toour words and actions happen to be God-given and invaluable gifts passed ontous byour parents, and which wewill pass ontoour kids. Wewill live byits guidelines inour place ofwork, athome and inall our dealings with others. Wemay not really berich but can happily look straight into the eye ofour fellowmen, because ofour unblemished sincerity.


The only sure way toprosperity and tohaving access toGod’s rich blessings isbeing diligent. Fate iskind, luck huge smiles and chances abound tothe hardworking.


Chowking isthe water fountain spring ofour livelihood. Itisanextension ofour house. Wewill provide itour finest. Webelieve that weare not really aninsignificant aspect ofwhat makes Chowking great. Wewill beforever proud ofour company and ever vigilant tokeep italways number one.


Noman isanisland. Life existed and distributed to others isameaningful and content one atall times. Asthe golden guideline states: “Iwill dotoothers asI would like itdone tome.


Having fun” smiling and laughing toour heart’s please aswework hard ingiving the best” keepsus energized and inspired. Inall things wedo, itnever makesus tired orbored. Itgives that means, and even provides healthy years toour lives.


Weaim for the best. Wedrive themselves tobethe ideal. Wetake each day asalearning knowledge. Weseize almost all opportunities toimprove our skills, increase the knowledge, and bebetter individuals today than wewere the other day.


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