Corporate Profile & History

The Chowking Food Corporation gained entrance to the Philippines highly Competitive
fast food 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 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 food joint with its eye
catching façade , bright interiors and young staff dispensing friendly and snappy service
are fused them into a unique concept: the Oriental quick service restaurant .
With the focus on its core competencies to create differentiated, superior product value
Chowking has stood the test of shifting tastes, changing lifestyles and 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 operation and marked its entry into the provisional
market. The twins moves enabled the company to pursue an ambitious expansion to a
program that has made Chowking the largest Oriental quick - service (QSR) chain in the
Philippines enjoying high visibility in all major cities and town in the country’s main of
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 outlets are operating in the US West Coast under licensing agreement with a
Filipino expatriate family. A similar agreement has been forged with Dubai national for
the operation of Chowking stores in the Middle East. The turn of the millennium was a
turning point for the 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 change in Chowking. The change of ownership gave rise to
renovation and improvements, Beginning with a fresh corporate image made concrete
by a brand new retail identify. This Identify manifest itself in almost all the physical
aspects of the store – the logo, façade, layout, décor, counter, menu, board, furniture,
equipment and even the staff uniforms. 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 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 fast food industry, Chowking as the No.1 Oriental
quick-service restaurant chain. Jollibee leads its experience and prestige as the
Philippines dominant player in the fast food industry, while Chowking is poised to
contribute significantly to the annual system wide 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.

Jollibee

Competitor analysis

Competitor
Name of competitor
Jollibee
Social media accounts https://www.facebook.com/JollibeePhilippines
(Facebook, LinkedIn, 7,923,407 people follow this
Twitter) Include number of
followers, fans etc

Financial information
Extracts from company
registration filings, other
sources

Market share
Actual or estimate
11.9 percent

Customers Their target clientele includes students, office

type, names (e.g. professionals, and even travellers.
businesses, organizations
etc.)

Marketing and communications

Advertising and
Jollibee use different platforms like Facebook, YouTube
promotions List PR,
and etc. by making advertisement that have a message
events, advertising, social
that may impact to the audience and also they promote
media and other forms of
their product by using advertisement.
promotion
Strengths and weaknesses
 Very strong brand name in the Philippines.
Strengths
 Tasty fast food dishes that are also healthier
List main strengths
 Locally styled food catered to Filipinos.
 Convenient locations and 24-hour service
 Family Oriented Branding & Internal Governance
 A small number of stores outside the Philippines
Weaknesses due to Filipino based tastes and branding.
List main weaknesses  Product offerings don’t change often.
 In 2020, the pandemic caused a loss of about
$336M and led to the closing of close to 255
worldwide. 

KFC

Competitor
Name of competitor
KFC
Social media accounts
(Facebook, LinkedIn, https://www.facebook.com/kfcphilippines
Twitter) Include number of 56,936,134 people follow this
followers, fans etc
Financial information
Extracts from company
registration filings, other
sources

Market share
actual or estimate 2.82 percent

Customers
type, names (e.g. The target audience of KFC is middle and upper middle
businesses, organizations class and price their products accordingly.
etc.)

Marketing and communications

Advertising and promotions
List PR, events, advertising,
social media and other forms
of promotion
Strengths and weaknesses
Strengths
List main strengths
Well known for the "finger lickin' good" slogan, which
originated in 1956.
 Fasts Growth
 Strong Financial Condition
 Outdo the Competitor
 Diversity in Menu
 Loyal Customer Base
 Trade Secret
 Strong International Presence

Weaknesses
 Issues on Food
List main weaknesses
 Issues on Franchise Operations
 Issues on Supply Chain and Distribution
Greenwich

Competitor
Name of competitor
Greenwich
Social media accounts
(Facebook, LinkedIn, https://www.facebook.com/GreenwichPizza
Twitter) Include number of
1,520,018 people follow this
followers, fans etc

Financial information
Extracts from company
registration filings, other
sources

Market share
Actual or estimate 30 percent

Customers Greenwich Pizza's target demographic is young people,

Type, names (e.g. described as Filipinos aged 20 to 30 who are just
businesses, organisations starting out in life and enjoying their newfound
etc) independence and financial freedom.

Marketing and communications

Advertising and promotions
List PR, events, advertising,
social media and other forms
of promotion
Advertising and digital marketing communications
degree is designed to help you see trends, understand
consumer behavior, and create eye-catching campaigns.
Modules on consumer insight, brand management, and
social media provide practical experience, while briefs
 from the Institute of Direct and Digital Marketing and
other organizations provide theoretical information.
Strengths and weaknesses
 Advantages of the organization
 Activities of the company better than
Strengths competitors.
List main strengths  Unique resources and low cost resources
company have.
 Activities and resources market sees as the
company’s strength.

 Advantages of the organization

 Unique resources and low cost resources
Weaknesses company have.
List main weaknesses
 Activities and resources market sees as the
company’s strength.
 Unique selling proposition of the company.

McDonald`s

Competitor
Name of competitor McDonald`s

Social media accounts

(Facebook, LinkedIn, Twitter) https://www.facebook.com/McDo.ph
Include number of followers,
81,198,818 people follow this
fans etc

Financial information
Extracts from company
registration filings, other
sources
Market share
Actual or estimate 43 percent

Customers
Type, names (e.g. Parents with young children, young children, business
businesses, organisations clients, and teenagers are McDonald's key target
etc) customer base.

Marketing and communications

Advertising and promotions
List PR, events, advertising, McDonald’s use 4ps to do better strategy to attract
social media and other forms costumers
of promotion
Strengths and weaknesses
 McDonald's has successfully rolled out new items
Strengths like coffees, smoothies, and Angus burgers, expanding
List main strengths the range of menu choices.

 It will be harder and harder to find prime locations

Weaknesses to build a set of golden arches. The U.S. is saturated
List main weaknesses with its restaurants, so growth will have to occur
internationally, posing potential cultural challenges.