Chowking is a Chinese-cuisinefood chain originated in the Philippines. They are a western-style food chain, mainly in how customers are served, but the menu consisting solely of Chinese-cuisine food. Chowking mostly sells noodle soups, dim sum and rice bowls with toppings. Chowking set up its first store in 1985 under the company of Robert Kuan when American-style burger chains were dominating the Philippine fast food industry. After Jollibee Foods Corporation acquired Chowking, the brand was placed under Fresh N' Famous Foods, a JFC subsidiary.
History
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 new owner commenced store renovations to create a new corporate look for Chowking that would result in a comprehensive change for each store. , Taguig
Expansion
Chowking entered Jakarta, the capital of 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 "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.
To ensure its continued growth, Chowking explored markets outside the Philippines. In 2008, Chowking had over 400 stores within the Philippines, Indonesia, United States and the Middle East. Chowking has steadily been expanding its network in and around 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 and Sucat, Parañaque, as well as satellite commissaries in Pangasinan, Pampanga, Bulacan, Negros, Iloilo, Cebu, Cagayan de Oro and Davao. In Dubai, United Arab Emirates, Chowking's commissary serves ten stores and is expanding to other areas. In 2008, Chowking announced the completion of a Php270-million modernization program, which will help set the stage for the company's future growth. Called “Project DMSSM” 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.
2011
Jollibee acquired control over the franchised operations of Chowking USA, later on giving the full ownership to JFC. They also gave 25% ownership to JFC Ayco Inc. , Chowking operates in key international cities in the US, Indonesia, United Arab Emirates, Qatar and Oman. In Indonesia, as part of Chowking's ethos of adaptation with local tastes and cultures, the company is one of the first restaurants to be Halal-certified, courtesy of the Indonesian Ulema Council. The number of customers grew as a result of the certification and a strong Indonesian-Muslim customer profile was captured in their stores.
Sponsored events
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 3" boxing fundraiser event, together with San Miguel Indonesia, the Four Asian Tigers and the Philippine Embassy in Indonesia. The proceeds were donated to the Jollibee Foundation in 2011 for the benefit of Filipino typhoon victims. Chowking also partnered with the London School of Public Relations-Jakarta for the latter's first Quadmedia Competition, where students pitched their advertising concepts to a panel of judgesconsisting of industry professionals.
