In 1989, Chowking started expanding its market share amid the volatility in the domestic market. It started 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 change in ownership gave rise to store renovations and a new corporate look and mindset that is visible from front-end to back-end.
To ensure 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 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, Paranaque 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 2008, Chowking announced the completion of a Php270-million (USD 5.65-million) modernization program, which will help set the stage for the company’s future growth. Called “Project DMSSM”(pronounced “dimsum”) 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.
There is no shortage of Chinese restaurants in the Philippines, but they’re not as consistent and neither are they located on every other street corner the way Chow King is. Chow King has always been one of my favorite fast food joints. Not only is a Chow King restaurant incredibly easy to find when I’m craving for congee or noodle soup; they’ve got efficient service, very affordable prices, and food that tastes like real food instead of chemical fastfood junk.
Although Chow King serves the usual Chinese fare of siopao, siomai, noodles, fried rice, and congee, their bestselling dish is no other than their halo-halo. Even I think that Chow King’s halo-halo is one of the best (and cheapest) halo-halo out there.
The secret to their amazing halo-halo is in the milk (Chow King created their own blend), the finely crushed ice (made with a special ice crusher that costs 80 million pesos), and the ingredients. Chow King tried to come up with their own mix of halo-halo ingredients but they weren’t quite satisfied with the overall quality. Then they met a certain Aling Mely from Arranque, Manila, who made and sold halo-halo in her simple one-storey home. Her halo-halo was so excellent that Chow King commissioned her to supply the ingredients for their 300 branches worldwide.
The latest in Chow King’s menu is milk tea, which I was really happy to discover. No Oriental restaurant is complete without sweet milk tea!
I don’t suppose I need to list down where you can find Chow King since like Starbucks and McDonald’s, you can find one anywhere – even in snooty Pagadian. For deliveries, dial 702-8888.
Indeed, nothing can get in the way of inspired, driven, and hard-working Filipinos. And beloved quick-service brand Chowking recognizes that. As a continuation of its 25th year anniversary celebration, Chowking raises the bar even higher and takes on the pivotal role of enlivening the spirit, fueling the passion, and nourishing the dreams of the millions of success-driven Filipinos.
Already with a wide range of delicious, great value chef-inspired Chinese meals, Chowking, the leading Chinese quick-service restaurant in the country, refuses to rest on its laurels. As they strongly hold onto being the foremost brand in the business they go all out in launching a refreshed image, a new generation of brand advocates, a new logo, and an array of new menu offerings – all in part of their role in inspiring the working man’s journey to success, for themselves and for their families who inspire them.
Chowking Marketing Head Francis Flores shares “We want to position Chowking not only as a brand that serves quality and modern Chinese food, but also a brand that enables the working man to achieve success and share this same success with their loved ones.”
As Chowking sets out to create a deeper connection with their millions of patrons, Chowking gets into the heart of their desires and cravings. Flores expounds, “These working adults are the ‘balanced success seekers’ who are the responsible sons and daughters, motivated to provide a better life for their family. Chowking, on the other hand, serves as an inspiration for these individuals to succeed as they are fueled by great value Chinese rice meals, dimsums, desserts and beverages.”
Chowking’s new brand mantra ‘Tikman ang Tagumpay’ encapsulates in a few yet meaningful words what Chowking passionately stands for. With over 25 years of the best-tasting Chinese meals, Chowking takes the brand further where good food becomes a fuel in their pursuit of triumph and heartfelt joy and gratitude through shared meal-time experiences with the family.
Together with carrying out the brand’s re-launch, Chowking then introduces their latest offering, Tender Beef Broccoli. The hard-working Pinoy is in for a taste of success with a new rice meal na may kumpletong sangkap at kumpletong sarap that comes from choice beef slices, rich oyster sauce, and freshly-cooked broccoli – affordable at just P99 with a drink, or P125 as a lauriat with pancit canton, chicharap, fried dumpling, buchi, plain rice and a drink
Accompanying this milestone, Chowking gathers great inspiration from chosen brand advocates who all best exemplify their new brand positioning. And as Chowking Marketing Director Edward Arandia shares, “We selected five outstanding individuals who commonly share compelling success stories. These outstanding individuals: Jericho Rosales, Gerald Anderson, Kim Chiu, Bea Alonzo, and CNN Hero of the Year Efren Penaflorida Jr., were once ordinary people who all dreamed extraordinary dreams, and persevered to turn these dreams into reality, for themselves and for their families.”
In their latest campaign, Chowking captures the life stories of these individuals who underwent obstacles, painstakingly faced adversities, and overcame all barriers to reach what seemed insurmountable. In a sea of mediocrity, they excelled because of a certain indescribable hunger to satiate their own drive to give not just themselves but their families better lives as well.
Arandia notes, “It is very heartwarming to discover the humble past of these people. Their struggles and journey to the top were founded on such noble values. Today, they all shine not just as stars, but as true inspirations for millions of people in the country today who also long to uplift their lives. And as inspirations, their stars shine even brighter. And that is why they were all chosen to be the best spokespeople of our mantra ‘Tikman Ang Tagumpay’. They just don’t believe in our mantra. They live and breathe our mantra. They are living proof that with the right ingredients, nothing is impossible.”
* MENU SAMPLE *
LUNCH AND DINNER:
SWEET & SOUR PORK RICE
Lightly breaded deep fried tender pork cutlets with apple chunks and sliced pineapple coated with a moderately thick sweet & sour sauce, flavored with fruity notes.
SNACKS:
PANCIT CANTON
Deliciously improved pancit canton noodles, with sauteed chicken bits, sliced fish cake, and chicken kiam blended with new thickened seafood sauce & topped with freshly cut cabbage, baguio pechay, carrot strips, and toasted garlic bits.
DESSERTS:
HALO-HALO
An appetizing mixture of sweetend ingredients arranged on a bed of snow ice with a generous serving of milk & topped with toasted pinipig, served in an elegant bowl with underliner.
* COMPETITORS *
- Greenhouse Fishing Station and Restaurant
- Sunburst Restaurant
- Pinchik Restaurant
- Kamayan sa Pagadian (Chicken Ati-Atihan)
- Jollibee Pagadian
There is no shortage of Chinese restaurants in the Philippines, but they’re not as consistent and neither are they located on every other street corner the way Chow King is. Chow King has always been one of my favorite fast food joints. Not only is a Chow King restaurant incredibly easy to find when I’m craving for congee or noodle soup; they’ve got efficient service, very affordable prices, and food that tastes like real food instead of chemical fastfood junk.
Although Chow King serves the usual Chinese fare of siopao, siomai, noodles, fried rice, and congee, their bestselling dish is no other than their halo-halo. Even I think that Chow King’s halo-halo is one of the best (and cheapest) halo-halo out there.
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