Background History of the Company

Chowking (Chinese: ??) 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, dimsum, and rice toppings. The company was
founded in 1985 at a time when Western-style burger joints were dominating the Philippine fast food
scene. Its first store is strategically located at the Makati Commercial Center. In 1989, Chowking
started expanding its market share amid the volatility in the domestic market.
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" Chowking Food Corporation
It started its franchising operations and made its entry into the provincial markets the same year
particularly in Meycauayan, Bulacan. It also released its first Chowking TV commercial. In 1991,
Chowking launches its Food Delivery Service.
Annual system-wide sales hit P 118.1 Million. In 1992, Chowking Food Corporation enters the Visayas
with the opening of the Bacolod Era Mall store, and Mindanao with the opening of the Limketkai
outlet in Cagayan de Oro. Its annual system-wide sales reach P342.
8 Million as of 1993. Its annual system-wide sales hit P522 Million in 1994. In 1996, Chowking
opens 100th store and the sales increase to PI.31 Billion. On January 1, 2000, Chowking became
a wholly owned subsidiary of Jollibee Foods Corporation, the Philippines' biggest fast-food chain.
The change in ownership gave rise to store renovations and a new corporate look and mindset that
is visible from front-end to back-end. 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" (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.
In Dubai in the United Arab Emirates, Chowking's commissary serves ten stores and is expanding
to other areas. 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, faqade, layout,
décor, counter, menu board, 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 acquiring of the Chowking Food Corporation by the Jollibee Foods Corporation it bolsters 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 lends 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.