The CHOWKING FOOD CORPORATION gained entrance to the Philippines’ highly competitive fastfood industry in 1985, at a time when it was dominated by western-style burger joints. It positioned itself in a niche where it could be a strong leader, by adopting the best features of two distinct restaurant personalities – on the one hand, the traditional Chinese restaurant, with its menu of delectable, sumptuous but easy-to-prepare and reasonably-priced dishes; on the other, the modern, western-style fastfood joint, with its eye-catching façade, bright interiors and young staff dispensing friendly and snappy service – and fused them into a unique concept: the Oriental quick-service restaurant.
With focus on its core competencies to create differentiated, superior product value, Chowking has stood the test of shifting tastes, changing lifestyles and a volatile market, to develop its own set of loyal customers that keeps growing year in and year out.
In 1989, in an aggressive bid to expand its client base and capture a bigger share of the market, the company initiated its franchising operations and marked its entry into the provincial market. The twin moves enabled the company to pursue an ambitious expansion program that has made Chowking the largest Oriental quick-service (QSR) chain in the Philippines, enjoying high visibility in all the major cities and towns in the country’s main island groups, Luzon, Visayas and Mindanao.
Emboldened by its success on the domestic front, the company ventured into the global market in 1995, with the opening of a Chowking store in California, USA. Today, Chowking outlets are operating in the US West Coast under a licensing agreement with a Filipino expatriate family. A similar agreement has been forged with a Dubai national for the operation of Chowking stores in the Middle East.
The turn of the millennium was a turning point for Chowking Food Corporation. On January 1, 2000 Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the largest, most respected restaurant chain in the Philippines. With the merger came numerous changes in Chowking.
The change of ownership gave rise to renovations and improvements, beginning with a fresh corporate image made concrete by a brand-new retail identity. This identity manifests itself in almost all the physical aspects of the store – the logo, façade, layout, décor, counter, menuboard, furniture, equipment and even the staff uniforms. Launched in June 2000, the new corporate look is worn by all new stores, while old stores are undergoing renovation to conform to the new image. All these changes are complemented by front-end and back-end systems designed to ensure cost-efficiency, speed up service and increase customer satisfaction.
Hand in hand with the new physical features is the renewed pursuit of high standards in Food, Service and Cleanliness (FSC), the three pillars of the restaurant business. The goal has been still is as fundamental as it is simple: To serve consistently delicious and hot food in five minutes, amid sanitary and clean-smelling surroundings.
The strategic alliance between Chowking and Jollibee has proven mutually beneficial to both companies, bolstering their individual positions in the Philippine market – Jollibee as the undisputed market leader in the fastfood industry, Chowking as the No.1 Oriental quick-service restaurant chain. Jollibee lends its experience and prestige as the Philippines’ dominant player in the fastfood industry, while Chowking is poised to contribute significantly to the annual systemwide sales of the Jollibee group. As they gear up for the challenges ahead, both companies are optimizing the advantages of the merger with synergies aimed at cutting costs and improving efficiency in their stores.
How to Franchise Chowking:
Required Investment: Php14 Million to Php15 Million
Chowking Franchise Inclusive of:
- Franchise fee of Php1 Million
- Kitchen facilities
- Construction and finishes
- Furniture and fixtures
- Signage and others
Franchise Requirements:
- Letter of Intent
- Accomplished Franchise Application Form (Download Here) (This link will open on a new window)
- Location map of the Site
Franchise Benefits:
- Established brand name and a proven formula
- Site selection and construction
- Operational and management Support
- Comprehensive Training support
- Effective Advertising and Marketing Programs
- New Products and Product Development
- Accounting and Control System
Expected ROI: 3-4 years
Typical Store Size: 250 to 300 sqm.
Franchise Duration: 10 years, renewable
Contact Details of Chowking:
Business and Franchise Development Dept.
33/F Jollibee Plaza 10 F. Ortigas Jr. Ave
Ortigas Center, Pasig City, Philippines
Tel: (02) 634-1111 locals 5272, 5273
Fax: (02) 634-1182
Email: [email protected]
Visit Website (This link will open on a new window)
Basics of Franchising Chowking
Franchising benefits
Franchisees gain access to a proven business model, established brand reputation, and ongoing support from Chowking, reducing the risks associated with starting a new business. They benefit from collective advertising and marketing efforts conducted by the franchisor, which can result in increased customer traffic and sales. Franchisees also have the opportunity to tap into the training and operational resources provided by the franchisor, enhancing their chances of success and profitability. Below are just a few pointers why franchising Chowking is beneficial for the inverstors:
High success rate due to its business model rather than starting from scratch.
Franchising Chowking offers the advantage of tapping into an established reputation and customer base, which can significantly reduce the time and effort required to build brand recognition. Additionally, franchisors typically provide comprehensive training, ongoing support, and proven business models, mitigating many of the risks associated with starting a new venture.
Franchisees benefit from economies of scale in purchasing, marketing, and operational support, which can lead to cost efficiencies and improved profitability.
Overall, franchising offers a structured pathway to entrepreneurship with a higher likelihood of success compared to launching a new brand independently.
Chowking is a recognized brand or trademark that can bring you success.
Success is achievable for franchising recognized brands like Chowking due to their established reputation, which can attract customers more readily and build trust faster than starting a new brand. Franchisees benefit from proven business models, operational support, and marketing strategies provided by Chowking, reducing the risks associated with independent entrepreneurship.
Additionally, being part of a well-known brand network offers access to economies of scale, collective marketing efforts, and a support system among fellow franchisees, enhancing the likelihood of success.
Availing financing from various sectors is highly likely due to a good brand reputation.
Financing is often more readily available when franchising a reputable brand due to several factors. Banks and lenders are typically more willing to provide loans to franchisees of established brands because they have a proven track record of success and lower risk compared to new, unproven businesses.
Additionally, franchisors may have relationships with financial institutions or offer financing options themselves, making it easier for franchisees to secure funding. The recognizable brand name and business model of Chowking also provide a level of security for lenders, increasing the likelihood of loan approval and favorable terms for franchisees.
Formula for success that a franchisor may provide.
Low-cost supplies and efficient supply chain management contribute to higher profit margins for franchisees by reducing the cost of goods sold. Effective marketing increases brand visibility and customer traffic, leading to increased sales and revenue. A prime location maximizes foot traffic and accessibility, further enhancing the franchisee's revenue potential and profitability.
5 things to consider when franchising Chowking
1 Make sure that you really want to own this franchise and this will best fit your venture among other offered business opportunities.
2 Be certain that you can work harmoniously with Chowking franchise and it is within your interest. A visit to one of the franchise store will help you be more aware of operation and proceedings.
3 Carefully study the Terms and Condition, Franchise Agreement, and what are included in franchising Chowking.
4 Check if Chowking franchise will be compatible with the rules and regulation, as well as existing laws on chosen location.
5 Best location is one key aspect to have a successful Chowking franchise. Study the environment and see if your business suits the surroundings.
Successful frachising 101
Becoming a successful Chowking franchisee requires a combination of strategic planning, dedication, and hard work. Here are some steps you can take to increase your chances of success:
Research
Start by researching various franchise opportunities to find one that aligns with your interests, skills, and financial resources. Look for franchises with a proven track record of success, strong brand recognition, and a supportive franchisor.
Understand the Franchise Agreement
Carefully review the franchise agreement, including all terms, fees, and obligations. Make sure you fully understand the expectations and requirements of being a franchisee.
Financial Planning
Evaluate your financial situation and determine how much capital you have available for investment. Consider not only the initial franchise fee but also ongoing expenses such as royalties, marketing fees, and operational costs.
Training and Support
Choose a franchise that offers comprehensive training and ongoing support to franchisees. Take advantage of all training programs provided by the franchisor to learn the ins and outs of the business.
Location Selection
If the franchise involves a physical location, carefully choose the location for your business. Consider factors such as foot traffic, demographics, competition, and lease terms.
Follow the System
One of the benefits of franchising is that you're buying into a proven business model. Follow the franchisor's system and guidelines closely to increase your chances of success.
Provide Excellent Customer Service
Focus on providing excellent customer service to build a loyal customer base. Happy customers are more likely to return and recommend your business to others.
Marketing and Promotion
Take advantage of the marketing support provided by the franchisor, but also be proactive in promoting your business locally. Utilize social media, local advertising, and community events to attract customers.
Manage Finances Wisely
Keep track of your finances closely and manage expenses efficiently. Monitor your cash flow, budget carefully, and seek professional advice if needed.
Adapt and Innovate
Be willing to adapt to changing market conditions and customer preferences. Look for opportunities to innovate and differentiate your business from competitors.
Network with Other Franchisees
Connect with other franchisees within the same system or industry to share insights, experiences, and best practices. Networking with fellow franchisees can provide valuable support and advice.
Stay Committed
Building a successful franchise takes time and effort. Stay committed to your business, remain focused on your goals, and be prepared to overcome challenges along the way.
By following these methods and staying dedicated to your business, you can increase your chances of becoming a successful Chowking franchisee.