FOOD INDUSTRY: CHOOKS TO GO

INTRODUCTION

Tennyson Chen, the businessman who founded BAVI in the 1980s with a 5,000-chicken
poultry farm at Sta. Maria, Bulacan, then a man named Ronald Mascariñas who was hired by
Chen and has been the manager of the company since 2002, challenged the existing roasted
chicken industry in 2008. He introduced a product that would become the Philippines' second
largest poultry integrator under Bounty Agro Ventures (BAVI), the country's largest egg producer.
He founded Chooks-to-Go, a chicken rotisserie store company with nearly 1,700 locations across
the nation (Parsad,2018). It is the country's largest roasted chicken retail business, offering roast
chicken and processed meats for off-premise consumption.
The Chooks-to-Go concept began in June of 2008, with the goal of bringing their juicy,
wonderfully delicious oven-roasted chicken to every major nook and cranny of the country. It is
the country's first and only “Masarap Kahit Walang Sauce” roast chicken! Even without sauce,
their roasted chicken is delicious (to the bone!), and they won't serve you one in the first place
Chooks to Go has gone to the top of the Philippines' roast chicken market after only five years in
operation. Bounty Agro Ventures, Inc. (BAVI), the owner and operator of the Chooks to Go chain,
sees greater chances for expansion in small communities supplied only by a one-day-a-week
market, with roughly 1,000 outlets in 479 of 1,634 cities and towns across the country. Ronald
Mascarias, the company’s president, and general manager stated that Chooks to Go plans to
open 1,100 outlets by the beginning of 2013, which is greater than the combined total number of
stores owned by the other four major roast chicken operators.
Chooks to Go first opened its doors in 2007 with ten locations. Eight of the 10 outlets failed
after two months due to poor sales of only five to twenty birds per outlet each day. Each outlet
needed to sell at least 30 birds every day to break even. Following that bumpy start, it was
discovered that the two stores that succeeded had missed a step in the cooking process that they
considered unnecessary. Their chicken turned out to be quite tasty and well received by
customers. Chooks to Go, the company's roast chicken business, quickly rose to the top of the
country's roast chicken industry and is currently focusing on regional towns and overseas sales
to fulfill rising demand.

MISSION AND VISION

Chooks to Go has a mission that serve the freshly cooked food with most affordable cuisine
in every neighborhood. Along with their mission, vision has been served. Their vision is to be the
preferred take-out store of freshly cooked food serviced by highly motivated and well-trained
employees.
PRODUCTS AND SERVICES
The products are divided between two parts: the cooked products, and the frozen products.
Most products offered by the business mainly use chicken to do their business. Also, some
products are exclusively available for this location and branches is not available to other branches
of the business. Therefore, the products vary in their location and culture. The services offered
by the business are takeout and online delivery with a fee of ₱40.00.
Chooks-To-Go’s cooked products in (Manila, NCR) are as follows (per piece):

Products Measurement Price Points

Fried chicken pica-pica 11 pieces ₱199.00

Fried chicken bossing cuts 5 pieces ₱199.00
Fried Chooks Hot and Spicy Jumbo Per whole ₱300.00
Fried Chooks Pepper Jumbo Per whole ₱300.00
Fried Chooks Sweet Jumbo Per whole ₱300.00
Hot and Spicy Roast Jumbo Per whole ₱300.00
Juicy Liempo Per whole ₱260.00
Kinulob na Itik Per whole ₱265.00
Pepper Roast Jumbo Per whole ₱300.00
Sweet Roast Jumbo Per whole ₱300.00
Uling Roasters Hot and Spicy Per whole ₱300.00
Uling Roasters Inasal Classic Per whole ₱300.00
Uling Roasters Sweet and Spicy Per whole ₱300.00

Chooks-To-Go’s frozen products in (Manila, NCR) are as follows (per pack):

Products Measurement Price Points

Adobo Flakes Per packed ₱160.00

Chicken Nuggets Per packed ₱90.00

Marinado Fried Chicken Per packed ₱135.00

Marinado Pepper Per packed ₱125.00

Marinado Spicy Per packed ₱125.00

Marinado Sweet Per packed ₱125.00

Spicy Neck Per packed ₱105.00