REPORTES: LEXTER T.

PLACIENTE AND CERIACO GODES

DEMOGRAPHIC PROFILE OF MR. ROBERT F. KUAN
• Robert Kuan is the current Chairman of the St.
Lukes Medical Center was the founder of the fast
food restaurant Chowking. Hence, he was
dubbed as the “Father of Chinese Fast Food”.
• Education - Kuan graduated from the
University of the Philippines with a degree in B.S.
Business Administration. He completed his MBA
at the Asian Institute of Management. He went
on to take part in AIM’s Top Management
Program for the company presidents and CEO’s in
Bali, Indonesia in 1993.

ROBERT F. KUAN
• Success with Chowking- Kuan founded Chowking in
1984 which became the first and most successful Chinese fast
food chain. From his eight-year experience with the family-
owned Ling Nam Noodle Restaurant, Kuan was able to
expand Chowking into 155 stores locally and three in Dubai
and Abu Dhabi before being offered by Jollibee founder and
his business partner Tony Tan Caktiong to merge the two
businesses. Kuan acceded to the proposal and formally sold
Chowking to the Jollibee Food Corporation in 2000. Kuan
revealed in interviews, “An entrepreneur should know his
limits. He should be aware when is the time to let go after he
has conceptualized, built and nurtured the business.”
•Joining the St. Lukes Medical Center - Kuan joined St.
Lukes Medical Center as a trustee in 1989 and became the institution’s
Chairman of the Board of Trustees seven years later. He is credited for
the transformation from a charity hospital to being the Philippines’
number one medical facility. He was able to merge the ideals of business
with social conscience. According to Kuan, it is only if the hospital
becomes profitable can it continue to provide charity programs, which is
valued at P200 million annually.

•Other professional designations - Kuan serves as the

Chairman of Creative Dining Incorporated, Goodview Seafood Restaurant
and Hot Café. He has also been an Independent Trustee, Chairman of the
Risk Management Committee and Member of the Audit Committee of
Far Eastern University; and an Independent Director, Member of the
Audit Committee, Corporate Governance Committee and Risk
Management Committee of publicly-listed universal bank, China Banking
Corporation.
•Awards and recognition - Kuan was a Ten Outstanding Filipino
(TOFIL) Awardee for Business and Entrepreneurship in 2003 and also
awareded Business Leadership Award (Pillar Category) from Aurelio
Periquet, Jr. Foundation. He was conferred Most Outstanding Professional
in the Field of Business Administration (Entrepreneurship) from the UP
Alumni Association in 1999; Most Promising Filipino Franchise of the Year
for Chowking, from the Philippine Franchise Association during the 1999
Asia Pacific Franchising Conference; 1996 Agora Award for Outstanding
achievement from the Philippine Marketing Association; and in 1981, the
Triple A Award (Alumni Achievement Award), the highest honor bestowed
on an outstanding alumnus by the Asian Institute of Management (AIM).
•Personal life - Kuan is married to Yvonne Yap Kuan and they have fur
children: Robert Kelvin, Natalie Cherubim, Jeremy Giancarlo and Sherwin
Spencer.
 EVOLUTION OF CHOWKING’S LOGO

1985 - 1999

2000 - 2010

2010 – Present
 History

• Chowking is a Philippine-based chain. 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.
•1985 – Founded by Robert F. Kuan, the first Chowking store opened in Rotary Arcade,
Makati
•1989 – Opened first franchise and provincial store in Meycauayan, Bulacan
•1991 – Began delivery operations; annual sales hit P1M
•1992 – Opened stores in Visayas and Mindanao
•1996 – Opened 100th store in San Joaquin, Pasig; annual sales hit P1B
•1997 – Opened first store in California, USA
•1998 – Opened first store in Dubai
•2000 – Became wholly-owned subsidiary of Jollibee Foods Corporation
•2002 – Opened 200th store in Lingayen, Pangasinan
•2004 – Opened 300th store in Taytay, Rizal
•2005 – Opened first store in Indonesia; won Agora Marketing Awards, Araw Awards, and
Best Meat Processing Plant
•2009 – Opened first store in Qatar; won Best Meat Processing Plant in AA Category
 NATURE OF BUSINESS

The Chowking Philippines business came out rising with profitable growth in 2017. It was a
year for the books as Chowking reached its 500th store mark, while garnering growth and profit
across its business units in Luzon, Visayas, and Mindanao. These achievements have helped
the brand become the fastest-growing QSR brand in the young market segment. With all these,
the business stays true to its priorities to: elevate the brand experience, grow its flagship
products, and achieve excellence in the restaurant.

Chowking continued to maintain a strategic mix of TV, digital, out-of-home, radio retail trade area
and in-store marketing efforts. These platforms have helped the brand communicate the unique,
delicious, and good value of Chowking’s products. Chowking is committed to attract the millennial
market segment, as it pushes to win them over with creative executions and engaging media
placements. With growing its flagship products, Chowking stays true to its unique Chinese
positioning. Sales growth in 2017 was delivered by Pork Chao Fan, Lauriat, Sweet and Sour Pork,
and Wonton Mami—dishes that Filipinos have come to love through Chowking. The company is
committed to ensuring that all Chowking dishes are served hot, fresh and delicious. Quality
standards are implemented from the commissary, down to how the dishes are served instore.
 • Chowking elevates excellence in restaurants through its growing presence
and strategic locations. It opened 59 new stores in 2017. Renovations were also
made to 3 improve existing stores. All these new and renovated stores have the
modern Chinatown food street theme which customers enjoy capturing on social
media. Business channels, specifically delivery and drive-thru have also elevated
customer experience, so that guests can enjoy Chowking at their convenience.
• As the company RISES in 2018, Chowking will continue to power up to bring
guests hot, delicious, fresh well-loved Chinese food every day and everywhere!
Chowking is committed to attract the millennial market segment, as it pushes to
win them over with creative executions and engaging media placements.
COMPARING MISSION AND VISION
Mission
To bring the joy of eating to everyone by
serving great tasting food!
Vision
To be the go-to Quick Service
Restaurant for Chinese food that inspires
success as we deliver superior value
through our great-tasting and affordable
meals.
 GENERAL
Politico-Legal
STATEMENT
Every food businesses are obliged to follow certain rules and standard procedure in order to operate. These are the
examples of laws in a Philippine setting that Chowking Intramuros practices are as follows:
 
Economic
NEDA (National Economic and Development Authority) report a modest growth of Food industry by 3.2% in the year
2011 and 3.8% in the year 2012 which is back by Government spending on drugs and medicine for public hospitals and
also spending on research for new vaccines and medicines for the community. Also, the continued rise of consumer
spending for food and personal care needs helps the industry to grow faster and recover from its negative growth in the
year 2010, which is at -0.98%. With the industry growing at a much faster pace and consumer spending is rising,
Chowking will benefit to these trends and potentially increase their sales/profit and even their market share.

Socio-cultural
The Filipinos are known to be a market that tends to be so reactive from price adjustments and prices of products and
services. One of those important products that Filipinos spends a lot is the food that they eat everyday. Chowking offers
6 Chinese food products at a very affordable price; it sells its reputation of having a trustworthy product and assures its
consumers to its commitment in delivering a high quality and tasty product.
 Technological
With continued innovations of food products in the market industry developing all around the world,
fast food companies should benefit from this, especially here in the Philippines. Philippines is
considered “baby” or under-developed compare to other countries with technological innovations.
With the industry continually evolves and innovate, Chowking should be one of the first companies to
release such products and with continued spending on the needs of their customers, innovations and
continued research will progress and help companies in the industry in many ways.
•Chowking Intramuros has direct and indirect competitors within the (2km) two-kilometer radius
area. The competition within the area is a serious thing to focus on due to the fact that direct and
indirect competitors are scattered in the same area which has the same business goals to generate
profit and increase its market share and shares same target market.
•Chowking’s direct competitors are Greenwhich, KFC, Chic-Boy, and Jollibee. These companies
are the major players in the fast-food industry which offers the similar product line of Chowking.
Indirect competitors are business establishments that offers products/services that could be the
substitute way to choose from aside from yours.
•Indirect competitors of Chowkings are Mini Stop, Carinderias near the area, 7eleven, Alyssa’s
and J’s.
 DIRECT COMPETITORS

Business Name Description Price Range

KFC A food establishment that is known for its PHP 50 - PHP 150
delicious chicken.

Greenwich A food establishment that is known for its tasty PHP 80 - PHP 399
pizza and pasta.

Jollibee A food establishment that is known for its juicy is known for its juicy Chicken Joy. PHP 50 - PHP
Chicken Joy. 150

Chic-Boy A food establishment that is known for its roasted PHP 99 - PHP 150
chicken.
 INDIRECT COMPETITORS
Business Name Description Price Range
7 Eleven A convenient store that offers some of their product line PHP 35 - PHP 150
that are similar with Chowking.

Carinderias Food Stalls around the walls of Intramuros that offers PHP 35 - PHP 150
affordable priced meals.

Ministop A convenient store that offers some of their product line PHP 35 - PHP 150
that are similar with Chowking.
PRODUCT OFFERINGS
Strengths
STRATEGY FORMULATION
Opportunities
Quickest Serving time among other food industry Cost saving/ systematic Continuous products and service expansion Can easily adapt on products
food preparation Option to deliver food to houses, Offices and other and services to Philippine culture and tradition.
Establishments Wide-range of food options/choices Position in strategic
location in populated areas.

Weaknesses Threats
Know to serve unhealthy meals Limited to menu offered to consumers. Consumers look for a healthier lifestyle Non-Compliance to sanitary standards
Does not change products often. High number of new companies or restaurant entering the fast food markets.