Chowking St. Francis Square: A service marketing plan

• Main Authors: Navarrete, Deanisse Contreras, Soller, Miguel Sebastian Cabrera, Villatuya, Luigi Miguel Peña
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18143
• Institution: De La Salle University

Chowking is an oriental fast food restaurant chain that mainly serves rice meals, noodles, dim sum, congee, side dishes and cold desserts. The company, founded in 1985, has since expanded to 400 stores as of this year. The fast food industry, or what can be called as the quick service industry, is a field dominated by Chowking's sister company, Jollibee. Other brands competing in this category are Greenwich (which is also owned by Jolllibee), McDonald's, and KFC among others. Also cutting a share in the market is Manong Pepe's and Mang Inasal, brands that focus on the Filipino concept. The fast food industry is a competitive environment to belong to. With the shift of lifestlye among Filipinos, it is quite obvious that the industry benefited from it a lot. However, as customers become more accustomed to a fast-paced service, more and more demands come up. The customers who eat in fast food restaurants would like a really quick service that will be limited to only about five minutes on average. Chowking, for its part, gets negative feedback from customers since the brand is being compared to the ready-to-serve giant brands like Jollibee and McDonald's. The thesis study focused solely on one branch, Chowking-St. Francis Square. The group did research on the store and identified key problems that affect the store. After these problems were identified, proposals were given to act as solutions to the problems. A usual Chowking branch would take about five to eight minutes to serve their food. However, the Chowking-St. Francis Square takes more time than the standard time. Coupled with an outdated and an untidy store, Chowking-St. Francis Square could really use some updates, both in store facilities and in operations. Chowking-St. Francis Square currently gives minimal effort in their local store marketing operations. This may explain why they currently are below their target in sales. To give the branch a personal appeal in local store marketing, the group proposed several marketing campaigns. The promotions were proposed in order to increase sales and designed to promote awareness of the store. Some of the promotional campaigns introduced were the visibility of streamers and signage and the season-themed tie-ups with other organizations. The investment plans and profitability for the entire proposals were given at the last part of the paper. These were made by the group in order to show the reward and cost that will come in putting to use the proposals given.