MISSION To ensure that each guest of Chowking Orient receives prompt, professional, friendly and courteous service.To maintain a clean, comfortable and well maintained premises for our guest and staff. To provide at a fair price-nutritional, well prepared meals-using only quality ingredients while ensuring that all guest and staff are treated with the respect and dignity they reserve. VISSION To make Chowking the most preferred Oriental Restaurant in the whole United ArabEmirates. Chowking Food Corporation View all jobs Company Address: 33rd Floor Jollibee Plaza, F. Ortigas Jr. Avenue Ortigas Center Pasig 1605 Fax: 687 57 31 Industry: Food & Beverage / Catering / Restaurant OVERVIEW Corporate Profile & History The CHOWKING FOOD CORPORATION gained entrance to the Philippines' highly competitive fastfood industry 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 leader, by adopting the best features of two distinct restaurant personalities - on the one hand, the traditional Chinese restaurant, with its menu of delectable, sumptuous but easy-to-prepare and reasonably-priced dishes; on the other, the modern, western-style fastfood joint, with its eye-catching façade, bright interiors and young staff dispensing friendly and snappy service - and fused them into a unique concept: the Oriental quick-service restaurant. With focus on its core competencies to create differentiated, superior product value, Chowking has stood the test of shifting tastes, changing lifestyles and a volatile market, to develop its own set of loyal customers that keeps growing year in and year out. In 1989, in an aggressive bid to expand its client base and capture a bigger share 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) chain in the Philippines, enjoying high visibility in all the major cities and towns in the country's main island groups, Luzon, Visayas and Mindanao. Emboldened by its success on the domestic front, the company ventured into the global 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 agreement 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 turn 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 rise to renovations and improvements, beginning with a fresh corporate image made concrete by a brand-new retail identity. This identity manifests itself in almost all the physical aspects of the store - the logo, façade, layout, décor, counter, menuboard, furniture, equipment and even 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 three pillars of the restaurant business. The goal has been still is as fundamental as it is simple: To serve consistently delicious and hot food in five minutes, amid sanitary and clean-smelling surroundings. The strategic alliance between Chowking and Jollibee has proven mutually Incorporated: 1955 as Kentucky Fried Chicken Employees: 160. streetcar conductor. Inc. Sanders enjoyed cooking the food his mother had taught him to make: panfried chicken.000 Sales: $6. including painter. Sanders's mother worked two jobs to support the family. Demand for Sanders's cooking rose. KFC has more than 3. to be formed from the spin off of PepsiCo's restaurant holdings. and cooked for his family and an occasional customer in the back room. country ham. eventually he moved across the street to a facility with a 142-seat restaurant. . The Early Life of Colonel Sanders Kentucky Fried Chicken was founded by Harland Sanders in Corbin. Box 32070 Louisville. the company participates in joint ventures. while Chowking is poised to contribute significantly to the annual systemwide sales of the Jollibee group. her new husband didn't tolerate Harland. Indiana.O.1 Oriental quick-service restaurant chain. approximately 60 percent of which are franchises. In late 1997 the company expected to become a wholly owned subsidiary of Tricon Global Restaurants. and continues investigating alternative venues to gain market share in the increasingly competitive fast-food market. a motel. Kentucky. Inc. Kentucky 40232 U. Inc. and franchiser in the world. KFC Corporation Address: P. plowman. railroad fireman. KFC.700 units. In 1929 Sanders opened a gas station in Corbin. operates over 5. and service-station operator. Kentucky. and a gas station.4 billion (1996) SICs: 5812 Eating Places Company History: KFC Corporation is the largest fast-food chicken operator. ferryboat operator. In addition to direct franchising and wholly owned operations. bolstering their individual positions in the Philippine market . At age 15 he left that job to work at a variety of jobs. both companies are optimizing the advantages of the merger with synergies aimed at cutting costs and improving efficiency in their stores. As they gear up for the challenges ahead. justice of the peace. of which two-thirds are also franchised. Chowking as the No. The young Sanders learned to cook for his younger brother and sister by age six.A. Sanders left home and school when he was 12 years old to work as a farm hand for four dollars a month. until late 1997. Jollibee lends its experience and prestige as the Philippines' dominant player in the fastfood industry.beneficial to both companies. Following the death of Sanders's father in 1896. Telephone: (502) 456-8300 Fax: (502) 454-2195 Statistics: Wholly Owned Subsidiary of PepsiCo..S.000 units in the United States. in 1890. Internationally. Sanders was born on a small farm in Henryville. fresh vegetables. developer. When Mrs. insurance salesman.Jollibee as the undisputed market leader in the fastfood industry. Sanders remarried. and homemade biscuits. a wholly owned subsidiary of PepsiCo. it trailed such giants as Howard Johnson. Sanders dressed in a way that expressed his energy and enthusiasm. and Montana. planned Interstate 75 would bypass Corbin entirely. But such unprecedented growth came with its cost.000 for public appearances. into a smoothly run corporation with all the trappings of modern management. he convinced several other restaurant owners to add his Kentucky Fried Chicken to their menus. and black string tie." according to Business Week. pressure cookers. Jr. Tying together a national image.000 for it at auction. some franchisees had already become millionaires." Despite the number of vocal franchisees. and Florida. as Brown remarked in Business Week: "At one time. second. who owned a hamburger restaurant in Salt Lake City. Retail outlets reached all 50 states. excluding England. And by 1963 Sanders's recipe was franchised to more than 600 outlets in the United States and Canada. 30 miles east of Louisville. a franchisee went to "KFC University" to learn all the basics. quick method of spicing and pressure-frying chicken. 130 millionaires. Reopening the motel after the war. franchising remained the foundation of the business. Sanders's hand was once again forced: in the early 1950s. but the Colonel was forced to close it when gas rationing during World War II cut tourism. A notable member of the investor group was Pete Harman. Therefore. and carrying a cane. It could drive you crazy. Canada.500 take-out stores and restaurants. one-man show . In 1956 Sanders moved the business to Shelbyville. that salary later rose to $200. Harland Sanders enjoyed his less hectic role as roving ambassador. Brown tried to use successful franchisees as managers. Brown and Massey owned national and international franchise rights. Utah. but their commitment rarely lasted more than a year or two. Brown. which Sanders had already apportioned. Sanders was named an honorary Kentucky Colonel by the state's governor. in 1952 the Colonel signed on his first franchise to Pete Harman. meanwhile. by 1970. plus Puerto Rico. the owner could only get $75. rather than struggle to live on his savings and Social Security. take-out store emphasizing fast service and low labor costs.000 fee. but was ahead of McDonald's Corporation and International Dairy Queen. the corporation lacked management depth. white shirt. With 1. He was clearing $300. doing demonstrations on-site to sell his method. he developed a unique.000. In 1967. Stock Plummets in 1970 . Clad in a white suit. Throughout the next four years. Under the agreement. and Nashville financier John (Jack) Massey. While typical costs for a complete Kentucky Fried Chicken start-up ran close to $65.000. just enough to pay his debts. Sanders would also maintain ownership of the Canadian franchises. Massey trained Brown for the job.000 miles in one year promoting Kentucky Fried Chicken. Kentucky Fried Chicken ranked sixth in volume among food-service companies. As chairman and CEO. The company subsequently acquired the rights to operations in England.. Massey remarked: "He's the greatest PR man I have ever known. a 29-year-old graduate of the University of Kentucky law school. There was too much money to be made as entrepreneurs. Sanders Court and Cafe was Kentucky's first motel. the company began developing pre-fabricated red-and-white striped buildings to appeal to tourists and residents in the United States. Florida. I had 21 millionaires reporting to me at eight o'clock every morning. carryout cartons. in 1955 Sanders incorporated and the following year took his chicken recipe to the road. Utah. Sanders' First Franchise in 1952 However. In Business Week. the Harland Sanders Court and Cafe received an endorsement by Duncan Hines'sAdventures in Good Eating in 1939. This idea created." Within three years. to more easily ship his spices. all from selling the Colonel's famous pressurecooked chicken. Kentucky. The revolutionary choice Massey and Brown made was to change the Colonel's concept of a sit-down Kentucky Fried Chicken dinner to a stand-up. Brown and Massey had transformed the "loosely knit.. who had been the first to purchase Sanders's recipe 12 years earlier.000 before taxes. The offer came from an investor group headed by John Y.000. First. Mexico. and advertising material. Due to his regional popularity. Though Sanders Cafe was valued at $165. For an initial $3. Japan. Sanders had 17 employees and travelled more than 200. New Management for Kentucky Fried Chicken In 1964 Sanders sold Kentucky Fried Chicken for $2 million and a per-year salary of $40. and the Bahamas. sporting a white mustache and goatee.During the 1930s an image that would become known throughout the world began to develop. Jamaica. and the business was getting too large for Sanders to handle. For Heublein. Kesselman brought in new marketing. while on the inside. Having unloaded well over 300 company-owned stores in the early 1970s. regardless of whether the store ever opened or fees were collected. resigned from the board of directors. once too large for the Colonel to handle. Richard Mayer.. Sales for Kentucky Fried Chicken had reached $700 million. Klein included closing parenthetical remarks in which observers close to the company noted that "in engineering Kentucky Fried Chicken's explosive growth. wasn't up to the high quality Colonel Harland Sanders would expect. The popularity of barbecued spare ribs. Brown as well. left the company with a personal net worth of $35 million. acquisitions were doing more harm than good: Kentucky Fried Chicken was stumbling just when the parent company had managed to get United Vintners. Beeson as chief operational officer and Joseph Kesselman as chief financial officer. A number of food and finance specialists joined Kentucky Fried Chicken. the company owned 823 of these units.50 in 1969. In 1977 the company appointed Michael Miles. By September. with Heublein putting $35 million into the project. Marwick. introduced in 1975. In a 1970 New York Times article. The company. On the outside. C. Kentucky Fried Chicken operated a total of 3. by the end of the decade Heublein began to buy some back from the franchisees." Article author Frederick C. bought in 1969. on its feet. and an article published by Archibald MacKay in the Journal of Accountancy stating that income labeled "initial franchise fees" was added when a franchise agreement was signed. division. Wall Street noticed that profits for many successful franchisers came from company-owned stores. and George Baker. Mr. To top that off. Miles and Mayer also faced the same problem John Y... they resented paying royalty fees to the ineffective corporate parent. Brown found the housecleaning he planned already in progress.. his grandson Harland Adams. and Brown. "You never saw a more negative bunch. knew his limits. who had run company operations..400 fast-food outlets. Brown commented. In early 1970.S. a specialty food and alcoholic beverage corporation.. First. "[I] realized that I was someplace I had no place being. they failed to notice that the basic chicken business was slacking off. Kentucky Fried Chicken stock hit a high of $55. Mitchell & Company. following a number of disagreements with Brown. we'd never have started Kentucky Fried Chicken. This fact tied in with a memorandum circulated at Peat. grew too mammoth for John Y.. who was formerly responsible for the Kentucky Fried Chicken ad campaign at Leo Burnett and had joined Heublein's marketing team in 1971. Interviewed for the Wall Street Journal regarding the company's 1970 financial overhaul. were no longer so highly regarded.Several observations about franchise arrangements noted by stock market analysts and accountants in the late 1960s became widespread news by 1970. and had let relations with some franchise holders go sour." CEO Brown spent the rough year of 1970 shoring up his company's base of operations. Mayer found that the product mainstay. including R. Kentucky Fried Chicken facades were updated. enjoying the reputation as "glamour stocks" through the 1960s. at age 37. Massey resigned. If I'd have listened to them in the first place. Colonel Sanders. fried chicken. at 80. cooking methods veered back to . not from the independent shops--though this was not the case with Kentucky Fried Chicken. took charge of the Kentucky Fried Chicken U. Renovation of the original red-and-white striped buildings began in earnest. to chair the ailing Kentucky Fried Chicken. vice-president of marketing and strategic planning for Heublein's grocery products. Such loose accounting practices caused a Wall Street reaction: franchisers. In July 1971 Kentucky Fried Chicken merged with Connecticut-based Heublein Inc. Brown had not managed to surmount: relations with franchisees were sour. controlling. the stores were looking out of date. and computer experts. Brown neglected to install needed financial controls and food-research facilities. kept the numbers for Kentucky Fried Chicken looking better than they really were." Heublein Makes Changes in 1970s Heublein planned to increase Kentucky Fried Chicken's volume with its marketing know-how. When several other key leaders departed the company. Everything that a board of a big corporation does is over my head and I'm confused by the talk and high finance discussed at these meetings. then fell to as low as $10 per share within a year. By August 1970 the shake-up was clear: Colonel Harland Sanders. he also obtained the company's first large-scale loan package ($30 million plus a $20 million credit line). Sanders stated. As management concentrated on overall store sales. the franchisees sold more per store than company-owned stores. Competitors' sales increased as Kentucky Fried Chicken's dropped. Through the 1970s the company introduced some new products to compete with other fast-food markets. In the mid-1970s. Faring better without Heublein's help. "In the past two years."people have gone absolutely schizoid. capital. In 1966. To foster new product introduction. With 4. The People's Republic of China was the most notable new market secured in 1987.000square-foot Colonel Sanders Technical Center. however.J.the Colonel's basics. Timing was fortunate on Kentucky Fried Chicken's turn-around. refusing to introduce new products as obsessively as its competitors.. and South Africa had 160. ensured franchisees a cut of intercompany equipment and supply sales. All of these councils had created a democratic organization that not only served the franchisees well. That strength was the sharing of decision-making. Mayer continued on a cautious line for the next several years. By 1976. he added. in 1972 the corporation organized a National Franchisee Advisory Council. weaker chains would inevitably leave the market. in 1986 Kentucky Fried Chicken opened the $23 million." A year later. By 1983 the company had made impressive progress. Japan. KFC had its own inherent strength. for instance. In 1986 soft-drink giant PepsiCo. The overall market for fast food seemed glutted by the late 1980s. Doyle. But while many industry insiders were crediting the team with victory. Reasons cited were KFC's superior performance and its 1980--85 increase in worldwide revenue and earnings. according to franchisees. with competition spurred by the large number of fast-food suppliers. Sticking to a limited menu kept Kentucky Fried Chicken's costs down. After fighting leukemia for seven months. J. KFC International. had 520 stores.. Reynolds Industries Inc. Fellingham. PepsiCo did quite well introducing new products through those restaurants. Most of them lauded parent PepsiCo's international strength and foodservice experience.400 units in 54 foreign countries. the company began testing oven-roasted chicken through multiple-franchisee Collins Foods. Harland Sanders died on December 16. R. The turn-around is only halfway over.500 stores in the United States and 1. "We don't roll out a flavor-of-the-month. In addition. Kentucky Fried Chicken sales that year reached $2. further test-marketing of home delivery was undertaken using PepsiCo's successful Pizza Hut delivery system as an example." Mayer said in a KFC company profile in Nation's Restaurant News. Mayer wasn't so quick to join in. Wayne Calloway saw Kentucky Fried Chicken's national niche as secure for two reasons: first. PepsiCo CEO D. no other fast-food chain except McDonald's could compete. and the international presence to tie it all together. the company had expansionary vision. inherited the task of developing new menu items. headed by Steven V. 1980. who resigned to become CEO of Kraft Foods..S. in step with the fast-paced 1980s. The successful operator of the Pizza Hut and Taco Bell chains." With the entrance of R. which the parent company would do well to handle with care. succeeding Mayer in the post of Kentucky Fried Chicken's U.4 billion. Reynolds came the exit of Michael Miles. "People keep talking about the turn-around at KFC. The 1980s: Profits and Expansion Miles and Mayer's work culminated with the highly successful 1981 ad campaign. it happened just in time for Colonel Sanders to witness. the Kentucky Fried Chicken Advertising Co-Op was established. allowing the company time to recoup. Internationally. It was just a matter of time before Kentucky Fried Chicken would be expected to create new products. planned to concentrate on opening units in a handful of countries where its presence was limited. KFC was the first American fast-food chain to open there. Some contracts even dated back to when Colonel Sanders had sealed them with a handshake." PepsiCo Buys Company in 1986 Mayer's conservatism gained him the respect of Wall Street and his peers in the fast-food industry. A lot of chains have blurred their image by adding so many new menu items. formed in 1979. Kentucky Fried Chicken still had room to grow in the Northeast and Mid-Atlantic regions. but helped keep operations running smoothly as Kentucky . 2. I'd really rather not talk about it. giving franchisees ten votes and the company three when determining advertising budgets and campaigns.000. the company planned 150 overseas openings in 1987." In further commentary. president. The National Purchasing Co-Op. "We Do Chicken Right. Inc. Great Britain had 300. Mayer took over as chairman and CEO. second. As a result of an antitrust suit with franchisees. a major market.. acquired Heublein. As he noted in Nation's Restaurant News. Franchisee Problems with New Parent Company Imperative to the success of Kentucky Fried Chicken was the establishment of successful relations with the numerous franchisees. bought Kentucky Fried Chicken for $840 million. By late 1986 Donald E. giving Kentucky Fried Chicken another lift. the company worked with franchisees to improve upon contracts made when Brown and Massey took over. It was in KFC's long-term interest to settle the dispute without litigation. had difficulty in creating new products linked to the cornerstone fried chicken concept. drive-thru. International sales. but this time wider and on an angle. in contrast. International Success in 1990s Though KFC may have had problems competing in the domestic fast-food market. Steak & Ale. and company headquarters. Average per store sales in Asia were $1. averaging $1. profit margins in Asia were double those in the United States. an increase of 182 units. including broiled. to fight the battle in court if necessary. CEO and Chairman Richard Mayer resigned to return as president to General Foods USA.000. with the expectation that by 1995 the number of international units would exceed those in the United States. implying movement and rapid service. began in an advisory role. however. KFC undertook an aggressive construction plan that called for an average of one non-U. Cranor. and sandwich-style chicken.S.000 restaurants between 1993 and 1998.S. skinless. took over as CEO. New packaging still sported the classic red-and-white stripes. later stepping up to become president of KFC-USA. As time passed. departed as the company battled over contract rights with franchisees. always troublesome in the domestic business. were KFC's only hit in a number of attempts. Despite contract battles and communication troubles. formerly with Burger King. where per store sales stood at $750. To update its down-home image and respond to growing concerns about the health risks associated with fried foods. brought out in 1990. sales and profits of KFC outlets in Asia were growing at 30 percent a year.6 million legal fund. as KFC once again went back to the basics to tighten up store operations and modernize units. KFC. A new $20 million computer system not only controlled fryer cooking times.2 million. continued to bolster company profits. KFC enjoyed many advantages in Asia: fast food's association with the West made it a status symbol. it linked front counters with the kitchen. franchise relations. Cranor remained optimistic. was seen as a way for KFC to enter new markets. In late September 1990. who together with Mike Miles was credited for bringing Kentucky Fried Chicken out of the 1970s slump. Also. It planned to open 1. relying on the history of positive relations with franchisees. sales and profits for the international business nearly doubled. Delivery. Hot Wings. Mayer. carryout. in February 1991 Kentucky Fried Chicken changed its name to KFC. in the fall of 1990 Kentucky Fried Chicken called a one-day truce to celebrate in honor of Colonel Sanders's 100th birthday. which guaranteed operators the right to sell the business. In 1993. Kyle Craig. particularly in Asia. drive-thru window.000 per unit. To continue capitalizing on their success abroad. often stemming from successful innovations instituted in the company's international operations. and Bennigan's. In addition. Other outlets in testing were mall and office- . and chicken was a familiar taste to Asian palates. In 1992 pretax profits were $92 million from international operations. While the Colonel's image was retained. the restaurants were generally more hygienic than vendor stalls. significantly higher than in the United States. In July 1989. ran smoothly in KFC's international markets.Fried Chicken was shifted from one corporate parent to another.S. The acquisition boosted Kentucky Fried Chicken's control of total operating units to 32 percent. Within months Cranor was meeting with franchisee leaders in Louisville to defend parent PepsiCo's contract renewal. The company saw great potential in the region and stepped up construction of new outlets there. units from Collins Foods International Inc. Meanwhile. an executive who had joined PepsiCo 12 years earlier. Non-traditional service. those same problems did not seem to trouble them in their international markets. In August of 1989 franchisees had established a $3.. as well as in getting them out quickly through franchisee stores. as opposed to $86 million from the U. and an automatic ten-year extension on existing contracts with reasonable upgrading required. packaging was in modern graphics and bolder colors. In addition. in the five-year span from 1988 through 1992. Cranor believed--and with good reason. manager's office. The corporation also added Canada's Scott's Hospitality franchises to its fold. oven-roasted. fast-food competitors with stricter organization were keeping up with changes in consumer demand and introducing new products at a dizzying rate. PepsiCo's corporate hand seemed to come down too heavily for franchisee comfort. Collins retained its interest in the Australian KFC market. New menu introductions were postponed. unit to be built per day. Among the issues debated was PepsiCo's plan to revise the franchisee-renewal policy. John M. and supermarket kiosks were up and running. Kentucky Fried Chicken increased its holding of company-owned stores by buying 209 U. units. Taco Bell and Pizza Hut. These moves gave a small boost to KFC's image. cole slaw. The company's new CEO. In 1995.5 billion at the time of the spinoff. executives believed KFC had to change its image. "We want to be the chicken store. which had grown somewhat out-of-date. were combined. macaroni. New product introductions were part of the company's plan to keep up with competitors. creating an independent publicly traded company called Tricon Global Restaurants. and PepsiCo was not seeing the return on its assets that it saw with its beverage and snack food divisions. In January 1997 the company announced plans to spin off this restaurant division. approved by the PepsiCo board of directors in August 1997. Inc. we believe all our businesses can better flourish with two separate and distinct managements and corporate structures. In 1996 the company prepared to rid itself of its restaurant division by drawing together Pizza Hut.99. given the distinctly different dynamics of restaurants and packaged goods." KFC and its franchisees did settle their contract disputes. Having allowed Boston Market to grab a significant portion of the chicken market. PepsiCo CEO Roger Enrico explained the move: "Our goal in taking these steps is to dramatically sharpen PepsiCo's focus." Cranor stressed in a 1991 Nation's Restaurant News. moving KFC to a more contemporary role. chicken nuggets. Taco Bell. satellite units. the spinoff would take place on October 6. 1997. including payroll.building snack shops. and decided the drain of capital expenditure was not worth it. and a chocolate chip cake for $14. stadiums. a clear imitation of the Boston Market format. KFC Corporation will have more direct influence over certain national advertising and public relations activities. and also faced stiff competition from Boston Market. and to its bottom line. The formal plan. and most back office operations. If approved by the Securities and Exchange Commission. mobile trailer units. . and amusement parks. KFC expanded the idea to "Mega-Meal-For-One. problems with the franchisees continued. PepsiCo was having similar problems with its other restaurant subsidiaries." and decided to test chicken pot pie and chicken salad. also decided to test Colonel's Kitchen. Cranor's goal was total concept transformation. To counter McDonald's and Burger King's "value meals. Burger King. and McDonald's. However. according to a press release. and KFC. KFC tried to catch up with the introduction of Rotisserie Gold Chicken." KFC brought out the "Mega-Meal dinner": an entire rotisserie chicken. airports." Still KFC faced the need to rennovate its restaurant buildings. so it remained to be seen if the new parent company would refresh KFC's image and profits. All operations were now overseen by a single senior manager. and accounts payable. To move toward the twenty-first century. data processing. biscuits. Our restaurant business has tremendous financial strength and a very bright future. In turn. David Novak. However. and self-contained kiosks designed for universities. "the crux of the agreement revolves around KFC franchisees receiving permanent territorial protection. stipulated that each PepsiCo shareholder would receive one share of Tricon stock for every ten shares of PepsiCo stock owned. mashed potatoes. 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