Chowking Food Corporation Essay

1.4 Background History of the CompanyChowking (Chinese ) is a Philippine-based cosmic string that pioneered the Asian quick- proceeds restaurant concept in the Philippines. The concept combines a westward immediate-food service style with Chinese food. Chowking predominantly sells noodle soups, dimsum, and rice toppings. The party was founded in 1985 at a clip when Western-style burger joints were dominating the Philippine fast food scene. Its first store is strategical ally located at the Makati commercialised Center. In 1989, Chowking started expanding its market treat amid the volatility in the domestic market. It started its franchising trading 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. one-year agreement-wide sales hit P118.1 Million. In 1992, Chowking Food Corporation enters the Visayas with the open ing of the Bacolod time Mall store, and Mindanao with the opening of the Limketkai outlet in Cagayan de Oro. Its annual system-wide sales nark 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 P1.31 cardinal. On January 1, 2000, Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the Philippines biggest fast-food drawstring. The change in ownership gave fig up to store renovations and a advanced corporate look and mindset that is distinct from front-end to back-end. In 2008, Chowking announced the completion of a Php270-million (USD 5.65-million) modernization program, which exit foster setthe stage for the ships companys future growth. Called Project DMSSM (pronounced dimsum) for Designed, everywherehaul and Streamlined Supply Chain and Manufacturing, the two-year modernization program that started in 2006 involves the expansion and renovation of Chowkings Noodle Building, increased automation, and the improved consolidation of food manufacturing processes in its two commissaries in Muntinlupa City.The CHOWKING FOOD CORPORATION gained catch to the Philippines highly competitive fast-food labor in 1985, at a time when it was dominated by western-style burger joints. It positioned itself in a niche where it could be a strong attraction, by adopting the best features of two distinct restaurant personalities on the one hand, the traditional Chinese restaurant, with its menu of delectable, sumptuous besides easy-to-prep atomic number 18 and reasonably-priced dishes on the other, the modern, western-style fast-food joint, with its eye-catching faade, bright interiors and young staff dispensing favourable and snappy service and fused them into a unique concept the eastern quick-service restaurant. With focus on its core competencies to create differentiated, superior product value, Chowking has stood the test of shifting tastes, e ver-changing lifestyles and a volatile market, to develop its own set of loyal customers that keeps maturement year in and year out.In 1989, in an aggressive mastery to expand its client base and capture a bigger sh be of the market, the company initiated its franchising operations and marked its entry into the provincial market. The twin moves enabled the company to pursue an ambitious expansion program that has made Chowking the largest Oriental quick-service (QSR) chemical chain in the Philippines, enjoying high visibility in all the major cities and towns in the countrys main island groups, Luzon, Visayas and Mindanao. To break its continued growth, Chowking explored markets outside the Philippines. As of 2008, Chowking has over 400 stores within the Philippines and in markets such as the coupled 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 su pply through its main commissaries in Highland, Muntinlupa City and Sucat, Paraaque City as well as planet commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan.In Dubai in the United Arab Emirates, Chowkings commissary serves ten stores and is expanding to other areas. Emboldened by its success on thedomestic front, the company ventured into the world(prenominal) 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 concordance 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 yield 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 ascension to renovations and improvements, beginning with a fresh corporate image made cover by a brand- saucy retail identity. This identity manifests itself in about all the physical aspects of the store the logo, faade, layout, dcor, counter, menu board, furniture, equipment and scour 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 trey pillars of the restaurant business. The goal has been still is as fundamental as it is dewy-eyed To serve consistently delicious and hot food in fiver minutes, amid sanitary and clean-smelling surroundings.The acquiring of the C howking Food Corporation by the Jollibee Foods Corporation it bolsters their one-on-one 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 importantly 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 amend efficiency in their stores.1.4.1 Facts and FiguresUsually Chowking is just next to the leading competitors deal Jollibee, McDonalds, KFC, Maxs Restaurant and Pizza Hut. Yet, because of its beingcompetitive in terms of services, it is on the top 10 in the food industry with the expected annual system wide sales of almost P12 Billion with a local store network of 400 at yearend of 2010. The strategic alliance between Chowking and Jollibee has proven mutually beneficial to both companies, bolstering their soul positions in the Philippines market Jollibee as the undisputed market leader in the fast-food industry, Chowking as the countrys No. 1 Oriental fast(a) Service restaurant chain. The hard work and vigilance consent give off Chowking has been logging double digit growth in system wide sales since 2001, the fastest in the industry.1.4.2 Types of restaurants1.4.3 McDonalds in the PhilippinesChowking have the Commissary in Highland, Muntinlupa City and Sucat, Paraaque City as well as satellite commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan which supplies the entire raw and processed product in all branches in the Philippines of its food to ensure the freshness and the reliability of its supply. accessibility of resources is at best because ordered stocks needed come on time. as well if unexpected run out of products they can borrow from nearby branches.1.5 Wedsite name and addresswww.chowking.com1.6 Vision-Mission and Values Statement1.6.1 Vision1.6.2 MissionOur dreamto be the largest Oriental food chain in the world. Our aimto satisfy the discriminating necessarily of our global consumers by serving them consistent, High-quality food products in a friendly, caring atmosphere at prices they can truly afford.1.6.3 Values (CMITE)CORPORATE setThese are the set of beliefs and values shared by the members of the Chowking family that guide us in achieving our mission and vision. These are the way we do things around here. These are the character of our organization.1. CUSTOMER CAREThe customers have preferred us over many competitors. The hard-earned money they spend in our store enables us to defile our food, digest us to earn our living that allows us to buy our food, pay for our rent, send our children to school, buy our medicine, and pay for our other needs. Therefore, they deserve no less(prenomina l) than the best from us our superb FSC, our heartfelt care, warm attention and friendly smiles.2. INTREGRITY/HONESTYBeing honest and true to our words and actions are God-given and priceless treasures passed on to us by our parents, and which we will pass on to our children. We will live by its principles in our place of work, at home and in all our dealings with others. We may not be rich but can toweringly look straight into the eyes of our fellowmen, because of our unblemished integrity.3. diligenceThe only sure way to prosperity and to having access to Gods rich blessings is being industrious. Fate is kind, luck smiles and opportunities abound to the hardworking.4. COMMITMENT/ homageChowking is the fountain spring of our livelihood. It is an extension of our home. We will give it our best. We believe that we are not an insignificant component of what makes Chowking great. We will be forever proud of our company and ever vigilant to keep it always number one.5. esteem / TEAMW ORKNo man is an island. Life lived and shared with others is a meaningful and adroit one at all times. As the golden rule states I will do to others as I would like it done to me.6. debonaire / FUNHaving fun smiling and laughing to our hearts savour as we work hard in giving our best keeps us energized and inspired. In all things we do, it never makes us tired or bored. It gives meaning, and even adds healthy years to our lives.7. PASSION FOR EXCELLENCEWe aim for the best. We drive ourselves to be the best. We take every day as a learning experience. We arrogate all opportunities to improve our skills, increase our knowledge, and be better persons today than we were yesterday.