The birth of Chooks-to-Go’s dine-in concept
The brand has 34 restaurants in operation.
One of the biggest problems grilled chicken restaurant Chooks! was how to differentiate the restaurant from the already famous rotisserie chicken brand Chooks-to-go.
With over 2,000 outlets, Chooks-to-go is the retail rotisserie business of Bounty Agro Ventures, a poultry business giant in the Philippines.
Chooks! was launched in November 2021, a concept born by combining Chooks-to-go’s famous chicken to other Filipino dishes from Bounty Agro Ventures’ other businesses like Uling Roasters, Adobo Connection, and HeiHei.
“[Our initial problem was] how do we make people aware that there is a brand that is related to Chooks-to-go but its a dining format? So it's more of how to make people distinguish between Chooks! and the Chooks-to-go brand,” Gerald Cezar Quelapio, Chief Operating Officer, Chooks! Restaurant said.
Gerald said they also had to identify how to train people for the new brand because operating a to-go brand is different from dine-in.
All these challenges they were able to navigate. Currently, the brand has a record of opening 15 restaurants per year.
“Whenever we do a survey the top things that come out are one [consumers] like the food and second, they like it because its ‘sulit’. It’s just simply value for money. You will get a good deal of what you paid for it. And the range is also catered. We designed the price point in such a way that it is within the reach of everyone,” Gerald said.
