Exhibiting at IFEX Philippines 2025

Fresh N’ Famous Foods, Inc., operating under the brand name Chowking, is one of the largest Filipino-Chinese quick-service restaurant chains in the Philippines. A subsidiary of the Jollibee Foods Corporation (JFC), Chowking blends Western fast-food service with traditional Chinese cuisine, delivering popular and affordable meals through an extensive national and international network of outlets.

Brief History

Chowking was established in 1985 and later acquired by Jollibee Foods Corporation in 2000. Under the management of Fresh N’ Famous Foods, Inc., the brand underwent major modernization and global expansion. Its goal was to offer the rich flavors of Chinese cuisine in a fast food format suited to the busy lifestyles of Filipino consumers. With continuous improvements in operations and menu offerings, Chowking has emerged as a top player in the fast casual dining space in Southeast Asia.

Core Business

Fresh N’ Famous Foods, Inc. manages the operations, expansion, and marketing of Chowking. The company specializes in:

• Quick-service food retailing
• Chinese-inspired fast food development
• Franchise operations domestically and internationally
• Central commissary-based food preparation and distribution

Its model combines traditional wok-style cooking with scalable foodservice technologies, ensuring speed, consistency, and culinary authenticity.

Product and Service Offerings

Chowking’s signature offerings include:

• Rice Bowls and Combo Meals:

  • Chinese-style fried rice, Chao Fan, sweet and sour pork, fried chicken, and chili beef

• Noodles and Soups:

  • Mami (noodle soup), beef wonton, and lomi

• Dim Sum:

  • Siomai, siopao, dumplings, and Chinese-style spring rolls

• Desserts:

  • Halo-halo: Shaved ice dessert with mixed toppings
  • Buchi and other traditional sweets

• Beverages:

  • Chinese-style teas and seasonal fruit drinks

Most Chowking outlets offer dine-in, take-out, delivery, and increasingly, mobile app ordering and e-payment integration.

Specialization and Core USP

Chowking’s unique value proposition lies in its ability to modernize and scale traditional Chinese-Filipino dishes for quick-service environments. Its extensive commissary network ensures food safety and operational efficiency while preserving taste profiles that resonate deeply with Filipino diners. The halo-halo dessert and Lauriat meal combinations are flagship products, with the Lauriat model allowing customizable combo meals in a Chinese bento style.

Financial Strength

As part of Jollibee Foods Corporation, Chowking contributes to a portfolio that generated over ₱212.19 billion in revenues in 2023 (JFC Annual Report). Though individual figures for Chowking are not isolated, it is considered one of JFC's core brands after Jollibee, Greenwich, and Red Ribbon.

• Estimated Chowking market share in Chinese fast food: ~40% in the Philippines
• Operates over 600 stores globally, including outlets in the United States, UAE, and Qatar

Its profitability is driven by high-volume foot traffic, brand loyalty, and franchise scalability.

Shipment Data

Chowking does not export consumer goods but engages in:

• Importation of Chinese spices and specialty ingredients through JFC’s procurement arm
• Export of its franchise model, including pre-processed ingredients from Philippine commissaries to overseas locations
• Distribution of sauces, marinated proteins, and dim sum via commissary systems to franchisees

JFC's international logistics system supports timely delivery to overseas Chowking branches.

Target Market

Chowking’s customer segments include:

• Urban families and workers: Budget-friendly meals for dine-in and take-out
• Millennials and Gen Z: Convenience-driven users through mobile app ordering
• OFWs and expats: Through overseas outlets serving Filipino-Chinese cuisine
• Institutional buyers: Via catering and bulk party packs

The chain is well positioned for both dine-in and digital-first users.

Capabilities

Fresh N’ Famous Foods, Inc. and Chowking operate using:

• Centralized food processing plants for consistency and food safety
• Nationwide delivery system through in-house and third-party logistics
• Franchise support systems including training, logistics, and marketing
• Digital ordering ecosystem via apps and partnerships (GrabFood, Foodpanda, Pick.A.Roo)

Chowking also invests in automated kitchen equipment and food safety management systems to improve service speed and hygiene.

Certifications and Compliance Records

Chowking complies with:

• Philippine FDA and DOH food safety regulations
• Good Manufacturing Practices (GMP) and Hazard Analysis Critical Control Point (HACCP) protocols in its commissaries
• ISO certifications for its central processing plants (via JFC operations)
• Halal certification for specific outlets and regions

These standards ensure uniformity across local and international locations.

Customer Testimonials

Chowking consistently receives positive reviews for:

• Value-for-money Lauriat meals
• Authentic Chinese-style mami and dim sum
• Clean and welcoming branch ambience
• Consistency of flavor across branches

It remains a top-of-mind brand in nationwide consumer food surveys.

Major Achievements

• Expanded to over 600 stores worldwide
• Pioneered the Chinese-Filipino fast food model in Southeast Asia
• Consistently ranked among top 10 QSR brands in the Philippines
• Introduced modernized Lauriat combinations, now a cultural staple
• Integrated advanced digital ordering and e-wallet payment systems across branches

Chowking continues to redefine fast-casual dining in the Philippines with its well-loved fusion of Chinese culinary heritage and Filipino taste preferences, backed by the operational strength of Jollibee Foods Corporation.