chowking philippines

What chowking philippines does

Chowking is a Philippine-based quick-service restaurant (QSR) chain specializing in Chinese-Filipino fusion cuisine, founded in 1985 by Robert F. Kuan and operating today as a wholly-owned subsidiary of Jollibee Foods Corporation (JFC) under the legal entity Fresh N' Famous Foods Inc. The chain is headquartered at the Jollibee Plaza in Pasig City and serves a mass-market Filipino consumer base through approximately 600 stores across the country, plus international locations in San Diego (since 1997) and Dubai (since 1998). Its menu spans dimsum, rice bowls (chao fan), noodle dishes, siopao, and Filipino-Chinese dessert staples such as halo-halo, with menu price points generally in the P89–P189 range.

The company generates revenue through direct restaurant sales across dine-in, take-out, drive-thru, and delivery channels — including a proprietary delivery service alongside partnerships with GrabFood and Foodpanda — supplemented by franchise fees and royalties from franchised stores. Recurring product launches such as Chinese-Style Fried Chicken (November 2023), the return of Braised Beef (June 2024), the Halo-Halo Supreme campaign (March 2025), and the Beefed-Up Beef Chao Fan (June 2025) indicate an active limited-time offer and menu innovation cadence. The brand is supported by long-running celebrity endorsement relationships, including Kim Chiu (since 2017), Darren Espanto, and Paulo Avelino.

Chowking benefits from shared back-office, supply chain, and procurement scale as part of the JFC portfolio, which also includes Jollibee, Greenwich, Mang Inasal, and Red Ribbon. No standalone financials, funding events, or AI/ML capabilities for Chowking are disclosed in the input data; strategic positioning, product decisions, and footprint management appear to be governed within the JFC group framework.

Name

chowking philippines

Legal name

Fresh N' Famous Foods Inc.

Website

https://chowking.com

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Chowking is a Philippine Chinese-Filipino fusion quick-service restaurant chain with about 600 stores nationwide, operated as a subsidiary of Jollibee Foods Corporation and serving mass-market Filipino consumers through dine-in, take-out, drive-thru, and delivery channels.

Ownership category

akta.pro rank

Product category

Quick Service Restaurant (Chinese Fast Food)

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF)

Keywords

• Chinese fast food
• Quick service restaurant
• QSR franchise
• Chinese-Filipino cuisine
• Restaurant chain

Headquarters

HQ city

Pasig City

HQ country

Philippines

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Restaurant Sales: Direct food and beverage sales through company-owned and franchise stores across dine-in, take-out, drive-thru, and delivery channels
2. Franchise Fees: Chowking generates revenue through franchise fees from franchisees who operate Chowking stores. The franchising page emphasizes sustained growth performance and offers support including feasibility studies, store design and equipment, training and marketing programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Chowking operates a Chinese fast food Quick Service Restaurant (QSR) chain selling Chinese-Filipino fusion meals through approximately 600 dine-in, take-out, drive-thru, and delivery locations across the Philippines. Its menu centers on signature items such as Chao Fan (fried rice), Siopao (steamed buns), Siomai (dumplings), Chinese-Style Fried Chicken, Mami noodle soups, Pancit Canton, Lumpiang Shanghai, Halo-Halo Supreme dessert, and Milksha beverages. The company also licenses its brand through a franchise program with nearly 600 stores nationwide, supported by ordering via its own delivery website, mobile app, and third-party aggregators GrabFood and Foodpanda.

Product overview

Chowking Philippines operates as a Chinese fast food Quick Service Restaurant (QSR) chain offering a diverse menu of Chinese-Filipino fusion cuisine. The product portfolio centers on core menu categories including: Chao Fan (fried rice) in multiple variants (Pork, Beef, Spicy, Siomai); Chinese-Style Fried Chicken and related meals; Lauriat combo meals; Siopao (steamed buns) and Siomai (dumplings); Noodles (Pancit Canton, Wonton Mami, Beef Mami); Desserts (Halo-Halo Supreme, Buchi); and Milksha bubble tea beverages. Ordering is facilitated through the Chowking Delivery website and mobile app, with products also available via third-party delivery partners GrabFood and Foodpanda. The company operates approximately 600 stores nationwide and offers franchising opportunities.

Differentiator

Problem solved

Functional benefit

Brands

• Milksha: Milk tea brand offered as part of Chowking's beverage menu.

Products and services

• Siomai Chao Fan Wok-sarap fried rice with meat, egg, and kangkong leaves, served with 4 pieces of siomai (steamed dumplings). A signature menu item targeting everyday Filipino consumers seeking affordable Chinese-Filipino fusion meals.
• Pork Chao Fan Meaty-busog wok-sarap fried rice with pork, egg, and kangkong leaves. A flagship everyday meal offering for Filipino consumers.
• Beef Chao Fan (Beefed-Up variant) Fried rice loaded with bigger beef bits, improved savory sauce, vegetables, and egg bits, tossed in flame-kissed wok for smoky flavor. Priced at ₱189. A flagship Chao Fan SKU targeted at value-seeking Filipino consumers.
• Spicy Chao Fan Spicy wok-sarap fried rice with pork, egg, and kangkong leaves. A flavor variant within the Chao Fan lineup targeting consumers who prefer spicier profiles.
• Siomai Spicy Chao Fan Spicy wok-sarap fried rice with pork, egg, and kangkong leaves, served with 4 pieces of siomai. Combines the Siomai Chao Fan concept with the spicy profile.
• Chinese-Style Fried Chicken Crunchy, juicy Chinese Sarap Fried Chicken paired with gravy, served with rice and chicharap. Available in multiple portion sizes (1pc, 4pc family box, 8pc, and 6+2 promo pack). Differentiates Chowking from other Philippine QSR fried chicken chains via Chinese-style seasoning.
• Chinese-Style Fried Chicken Lauriat Complete Lauriat meal featuring crunchier, juicier Chinese Sarap Fried Chicken with egg fried rice, half-serving of pancit, siomai, chicharap, and buchi. A complete Filipino-style family meal centered on Chinese-Style Fried Chicken.
• Chunky Asado Siopao Slow-roasted Hong Kong-style asado sarap pork with flavorful sauce in a hot steamed bun. A signature Siopao SKU and one of Chowking's most recognizable items, used widely in celebrity campaigns.
• 3pc Siopao Box Box containing 3 regular siopao (steamed buns), ideal for pasalubong (gift) and sharing occasions.
• Halo-Halo Supreme (SuperSangkap Halo-Halo) Fully loaded iced dessert with 13 sangkap (ingredients) including ice cream, leche flan, langka (jackfruit), and other toppings. Available in regular and Salo-Salo Size (for sharing by 4-6 people). Anchors Chowking's dessert and celebration occasion usage.
• Braised Beef with Rice Slow-cooked beef simmered in savory sauce on top of steamed rice. Returned to menu in June 2024 after a 10-year absence. Targets consumers seeking nostalgic comfort meals.
• Pancit Canton Noodles made with fresh egg noodles, real chicken strips, sliced chicken balls, and vegetables, tossed in savory canton sauce. A core Chinese-Filipino noodle dish.
• Wonton Mami Fresh egg noodles in richer, more flavorful soup topped with meaty wonton balls. A core noodle soup offering in Chowking's menu.
• Beef Mami Richly flavored beef noodle soup with premium-cut beef cubes, fresh egg noodles, and Taiwan pechay, garnished with leeks. A premium beef noodle soup variant.
• Beef Wonton Mami Richly flavored beef noodle soup with premium-cut beef cubes, juicy wonton balls, fresh egg noodles, Taiwan pechay and leeks. A combination beef-and-wonton noodle soup offering.
• Siomai (2pc/4pc) Dumplings of ground meat and spices served with special soy-based dipping sauce. Available steamed or fried in 2pc and 4pc portions. A signature dim sum side/snack.
• 4pc Lumpiang Shanghai Deep-fried rolls of ground pork and shrimp combined with carrots, onion, and spices, served with sweet and sour dipping sauce. A Filipino-style side dish with Chinese culinary roots.
• Buchi Fried rice cake ball dessert, also available in varieties including Lotus Buchi, Choco Buchi, and Peanut Buchi. A signature sweet snack for sharing or solo consumption.
• Family Lauriat (4 Pax) Chowking feast of 6 best sellers: Chicken, Pancit, Egg Fried Rice, Siomai, Buchi, and Chicharap, serving 4 persons. A family-sized sharing bundle targeting group and family occasions.
• Siomai Chao Fan Family Platter Good-for-sharing platter of wok-sarap Pork Chao Fan and 12 pieces of siomai, serving approximately 3-4 persons. Targets family and small group meals.
• Sweet & Sour Pork-Chao Fan Family Bundle Family bundle combining Sweet & Sour Pork with Chao Fan, suitable for sharing. A larger-format sharing bundle.
• 4pc Chicken-Spicy Chao Fan Family Bundle Family bundle of 4 Spicy Chao Fan meals with chicken. A group-oriented spicy Chao Fan bundle.
• 4pc Chicken-Beef Chao Fan Platter Bundle Family bundle of 4 Chicken-Beef Chao Fan platter meals. A group-oriented Chao Fan combo bundle.
• Sweet 'n' Sour Chicken Lauriat Sweet 'n' Sour Chicken served with egg fried rice, half-serving pancit canton, siomai, chicharap & buchi. A complete Lauriat meal variant.
• Sweet 'n' Sour Pork Lauriat Sweet 'n' Sour Pork served with egg fried rice, half-serving pancit canton, siomai, chicharap & buchi. A complete Lauriat meal variant.
• Sweet 'n' Sour Fish Lauriat Sweet 'n' Sour Fish served with egg fried rice, half-serving pancit canton, siomai, chicharap & buchi. A complete Lauriat meal variant.
• Milksha Beverages (Valrhona Cocoa Milk, Honey Pearl Black Tea Latte, Black Tea Latte, Taro Milk, Wintermelon Lemon) Milksha-branded beverages including Valrhona Cocoa Milk with Pudding (premium French Valrhona cocoa), Honey Pearl Black Tea Latte (signature honey pearls), Black Tea Latte with Pudding, and other milk tea variants. Sold individually or via Perfect Pair / Sampler Set bundles.
• Chowking Delivery Website and Mobile App Direct online ordering platform accessible via website (chowkingdelivery.com / order.chowking.ph) and mobile applications on Google Play and Apple App Store. Enables customers to browse the menu, place delivery or pick-up orders, save payment methods via third-party payment gateways, and manage Chowking accounts. Core digital ordering channel for direct-to-consumer sales.
• Chowking Franchise Program Franchising opportunity allowing entrepreneurs to open Chowking stores. Offers support including feasibility studies, store design and equipment, training programs, and marketing programs. Targets prospective franchisees seeking to operate a Chinese QSR brand under Chowking's banner.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Jollibee Foods Corporation (JFC)coreStrategic or Co-development PartnerChowking was fully acquired by Jollibee Foods Corporation in 2000, joining the Jollibee Group portfolio of food brands. JFC is the parent company that owns and operates Chowking through its subsidiary Fresh N' Famous Foods Inc. The acquisition was described as an industry-changing move that solidified JFC's position in the Philippine food industry.
• GrabFoodminorChannel Partner/ Reseller/ DistributorThird-party delivery aggregator partner enabling customers to order Chowking through the Grab platform. Orders through GrabFood are processed via separate terms and conditions from Chowking's own platform.
• FoodpandaminorChannel Partner/ Reseller/ DistributorThird-party delivery aggregator partner enabling customers to order Chowking through the Foodpanda platform. Orders through Foodpanda are processed via separate terms and conditions from Chowking's own platform.
• Kim ChiucoreGTM or Marketing PartnerKim Chiu is Chowking's brand endorser since 2017. She has been instrumental in promoting various products including Siomai Chao Fan and continues to be involved in seasonal campaigns.
• Darren EspantominorGTM or Marketing PartnerSinger and actor who officially joined the Chowking family as brand endorser, promoting Siomai Chao Fan with endorsement from Kim Chiu.
• Paulo AvelinominorGTM or Marketing PartnerActor who partnered with Kim Chiu in the Sarap Ka-Summer campaign to promote Chowking's Halo-Halo Supreme in 2025.
• SM SupermallsminorStrategic or Co-development PartnerChowking partnered with SM Supermalls for Halo-Halo Land pop-up events at select SM outlets including SM City Seaside Cebu, SM City Pampanga, SM City Bacoor, SM MOA, and SM City Davao during summer 2024.

Scale indicators4 records

Recent moves14 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/chowkingph
• Instagraminstagram.com/chowkingph
• LinkedInlinkedin.com/company/gaisano-grand-mandaue-centro

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about chowking philippines