Crispy King

Where Crunch is King

 Introduction

Crispy King is a fast-food business specializing in fried chicken, offering

affordable and quality meals to customers. The company has been in operation

since 2001 and has expanded to over 300 stores nationwide, including locations

in Butuan, Cebu, Davao, Leyte, Samar, Dumaguete, Surigao, and Ilo-ilo. Crispy

King isn't merely a fast-food establishment; it's a culinary empire built on the

pillars of crispy, juicy perfection and a dedication to unparalleled quality. With a

rich history spanning over two decades, Crispy King has solidified its position as

a trusted and beloved brand nationwide. What distinguishes Crispy King is more

than just its name; it embodies a commitment to excellence, affordability, and

taste that resonates with customers across the country.

At the heart of Crispy King's success are its signature offerings, each

crafted to deliver a symphony of flavors and textures. From the mouthwatering

Crispy Fried Chicken to the savory Ngohiong and the delectable Bola-bola, every

product is meticulously prepared to achieve a level of crispiness and juiciness

that sets Crispy King apart from the competition. This dedication to quality is not

merely a slogan; it's the guiding principle that shapes every aspect of the Crispy

King experience.

Central to Crispy King's ethos are its core values, which serve as the

foundation of its operations. Affordability and profitability go hand in hand, as

Crispy King strives to offer products that are accessible to all without

compromising on the bottom line. Quality and customer service are non-

negotiable, with every interaction designed to exceed expectations and leave

patrons satisfied. Community engagement is woven into the fabric of Crispy

King's identity, as the brand seeks to uplift and support the neighborhoods it

serves. And innovation and growth drive Crispy King forward, ensuring that it

remains at the forefront of the culinary landscape.

The story of Crispy King is one of passion, perseverance, and dedication.

It began over two decades ago in Ormoc City, where founder Andy Davenport set

out to create the crispiest treats in town. From humble beginnings, Crispy King

quickly gained traction, thanks to its commitment to excellence and a deep-rooted

connection to the community. As demand for its products grew, Crispy King

expanded its reach, opening stores in cities like Butuan, Cebu, and Davao, and

beyond.

Today, Crispy King boasts over 300 stores nationwide, each serving as a

beacon of crispy goodness in its respective community. But beyond its physical

presence, Crispy King has become a symbol of quality, affordability, and

unbeatable taste. Whether you're craving a quick bite or seeking to indulge in a

feast fit for royalty, Crispy King stands ready to delight your taste buds and create

unforgettable culinary experiences, one crispy bite at a time.

Goals and Objectives

Short-Term Goals and objectives:

1. Quick Return on Investment (ROI): Crispy King aims for a rapid ROI,

typically ranging from 6 to 12 months, depending on monthly sales and

expenses

2. Efficient Operations: The Company focuses on streamlining operations to

ensure smooth functioning and profitability in the short term.

3. Quality Customer Service: Providing excellent customer service is a short-

term goal to build a loyal customer base and enhance brand reputation.

Long-Term Goals and Objectives:

1. Expansion: Crispy King has ambitious plans for growth, aiming to

increase its presence with over 400 branches nationwide

2. Sustainable Profitability: Ensuring long-term profitability and financial

stability is a key objective for the company.

3. End-to-End Management Support: Offering continuous support to

franchisees and partners for sustained success and growth

4. Market Dominance: Establishing Crispy King as a leading player in the

fast-food industry by maintaining quality, affordability, and customer

satisfaction.

Business Model

The business model of Crispy King revolves around offering affordable

meals, particularly specializing in crispy fried chicken, with a focus on providing

quality products at an affordable price. The company operates under a sole

proprietorship structure and employs a leading management style that

emphasizes caring for employees. Crispy King has over 80 operating branches in
Visayas and Mindanao, with a strong presence in various cities across the

Philippines (Crispy King, 2023),

Franchisees gain access to a proven business model, established brand

reputation, and ongoing support from Crispy King, 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 Crispy King is beneficial for the investors. Franchising Crispy

King 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. Franchising offers a structured pathway to

entrepreneurship with a higher likelihood of success compared to launching a

new brand independently (Crispy King, 2023).

With a total investment is PHP 500,000, which includes

construction/renovation, equipment, marketing collaterals, signages, site ocular

and approval, initial stocks, security bond, facilitating fee, and no franchise fee.

Upon opening the store, Crispy King provides support, including the deployment

of 1 fry man and 1 cashier for 5 days, and the franchisee is responsible for hiring

and managing their own staff, The company offers lifetime support, including
reporting and troubleshooting, and provides the necessary food inventory. The

Return on Investment (ROI) may vary depending on monthly sales and

expenses, with the chosen location playing a vital role in prolonging or shortening

the average return on the initial investment.

 Marketing Mix

Seven P’s Of Marketing

Product: Crispy King specializes in offering crispy fried chicken and other

affordable meals like ngohiong, bola-bola, lumpia shanghai, and siomai at

competitive prices.

Price

The pricing strategy of Crispy King focuses on affordability, with popular

items like crispy fried chicken, ngohiong, bola-bola priced at

- Crispy fried chicken at ₱40.00 per piece

- Ngohiong at ₱10.00 per piece

- Bola-bola at ₱10.00 per piece

- Lumpiang Shanghai at ₱8.00 per piece

- Siomai at ₱30.00 per piece

The Pricing Strategy That Crispy King is using is Value-based and Competitive

Pricing.

Value-Based Pricing: Crispy King sets its prices based on the perceived value

of its products and services to customers. They take into account factors such as

the quality of ingredients, the unique flavors and offerings on their menu, and the

overall customer experience provided at their outlets. By emphasizing the value

proposition of their offerings, Crispy King can justify slightly higher prices

compared to competitors.

Competitive Pricing: While focusing on value, Crispy King also keeps an eye on

competitors' pricing strategies. They ensure that their prices remain competitive
within the market segment while still maintaining a margin that supports their

quality standards and profitability goals. This may involve periodic adjustments to

pricing based on changes in the competitive landscape or shifts in consumer

preferences.

Place

Crispy King has a strong presence with over 300 branches nationwide,

strategically located in various cities across the Philippines to reach a wide

customer base.

With my current location at Brgy. B

Promotion

Crispy King utilizes various marketing collaterals, build-up signages, and

online platforms like their website and social media to promote their brand and

offerings.

Printed Materials: Crispy King invests in high-quality print materials such

as brochures, flyers, and posters to distribute in strategic locations such as their

outlets, partner establishments, or community events. These materials effectively

communicate the brand's message, menu offerings, and promotions to potential

customers.

Build-up Signages: Crispy King strategically places eye-catching signage

both inside and outside their physical locations. These signs not only serve as

branding elements but also act as navigational aids for customers, directing them

to the nearest Crispy King outlet.

 Online Platforms: Crispy King maintains a strong online presence through

its website and social media channels. Their website serves as a centralized hub

where customers can learn more about the brand, explore the menu, find

locations, and place orders for pickup or delivery. Additionally, Crispy King

actively engages with customers on popular social media platforms such as

Facebook, Instagram, and Twitter, sharing enticing visuals, promotions, and

engaging content to keep their audience informed and entertained.

Digital Advertising: In addition to organic social media posts, Crispy King

also invests in targeted digital advertising campaigns across various online

platforms. These campaigns may include pay-per-click (PPC) ads, sponsored

content, and influencer partnerships to reach a wider audience and drive traffic to

their website or physical locations.

Email Marketing: Crispy King utilizes email marketing to stay connected

with their customer base. They send out newsletters with updates on new menu

items, promotions, special events, and exclusive offers, helping to foster

customer loyalty and encourage repeat business.

People

Crispy King emphasizes customer satisfaction by providing quality

products and services, ensuring a positive customer experience at their

outlets.The People element of the marketing mix refers to the individuals involved

in the business and their roles and responsibilities. In the case of my franchised

Business, the following individuals are involved in the business:

Franchisee

Erica Anne O. Ubon

Process: The company focuses on efficient operations, including training

employees on cashier reports, frying procedures, inventory systems, staff

orientation, and customer service to maintain service quality

Physical Evidence: Crispy King's physical evidence includes the appearance of

their outlets, the quality of their food products, and the overall dining experience

they offer to customers