The RISE AND FALLS OF CHOWKING

Chowking (Chinese: 超群)  

is a Philippine-based chain that pioneered the Asian quick service restaurant 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. concept in the Philippines. The concept combines a Western

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 

 

                                                                  

Expansion

1995

Chowking opened its first store in the United States through a franchise agreement with a US-based Filipino-American Company.

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 2006, the Chowking Food Corporation opened a United Arab Emirates (UAE) store location, increasing its international presence to seventeen outlets.

2008

To ensure its continued growth, Chowking explored markets outside the Philippines. In 2008, Chowking had over 400 stores within the Philippines, 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 City, as well as satellite commissaries in Iloilo, Cebu, Cagayan de Oro, Davao, and Pangasinan. In Dubai,  in the UnitedArab 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 DMSS.(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.

2011

Jollibee acquired 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 (2), Dubai (17), 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, 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.