Chowking is a Philippine-based chain that
pioneered the Asian quick service restaurant food service style with Chinese
food. The concept combines a Western
fast food service style with Chinese food. Chowking predominantly sells noodle
soups, dim sum, and rice toppings. The company was founded in 1985, at a time
when Western-style burger joints were dominating the Philippine fast food scene.
In 1989, Chowking started expanding its market share amid the volatility of the
domestic market. It opened its franchising operations and made its entry into
the provincial markets the same year. On January 1, 2000, Chowking became a
wholly owned subsidiary of Jollibee. Foods Corporation, the Philippines'
biggest fast food chain. The new owner commenced store renovations to create a
new corporate look for Chowking that would result in a comprehensive change for
each store. It combines two distinct restaurant personalities - the traditional
Chinese restaurant and the western-style fastfood restaurant - to become a
strong and recognizable leader in the Philippines' highly competitive fastfood
industry.
Chowking opened its first store in the
United States through a franchise agreement with a US-based Filipino-American
Company. In the year 2005, Chowking
entered Jakarta, Indonesia and maintained two key stores to study the
feasibility of the market. At this time, the company began to explore other
potential locations and key cities as part of its long term expansion plans. In
the Philippines, the company received the coveted “The Marketing Company of the
Year” award from the Philippines Marketing Association and also attained its
second “Hall of Fame for Most Outstanding Filipino Franchise” award from the
Philippines Franchise Association.
2006. In 2008, Chowking had
over 400 stores within thePhilippines, United States, Middle East and
Indonesia. Chowking has steadily been expanding its network in the Philippines.
It is able to ensure the freshness of its food and the reliability of its
supply through its main commissaries in Highland, Muntinlupa City and
Sucat,Parañaque City, as well as satellite commissaries in Iloilo, Cebu,
Cagayan de Oro, Davao, and Pangasinan. In Dubai, in the United Arab Emirates,
Chowking's commissary serves ten stores and is expanding to other areas. In
2011, Jollibee acquired had a control over the franchised operations of
Chowking USA, following the expiration of the pioneering franchise agreement.
As of April 2011, Chowking operates in key international cities in the USA,
Indonesia, Dubai, Qatar, and Oman. In Indonesia, as part of Chowking's ethos of adaptation with local tastes
and culture, the company is one of the first restaurants to be
Halal-certified,[5] courtesy of the Indonesian Ulema Council (MUI). The number
of customers grew as a result of the certification and a strong
Indonesian-Muslim customer profile was captured in their stores. Chowking is also active in the organization of
Filipino events in Jakarta.
The brand was a partner in the
"Manny Pacquiao vs Juan Manuel Marquez " boxing fundraiser event,
together with San Miguel Indonesia, the Asian Tigers Group and the Philippine
Embassy in Indonesia. This is to help the Filipino typhoon victims, and all the
proceeds were donated to the Jollibee Foundation in 2011.
The great success of Chowking is still
continuing for there were lots of people who were capured by its delicious
cusine.
For more information just visit: http://www.chowking.com/
For more information just visit: http://www.chowking.com/
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