Chooks To Go Case Study

CHOOKS TO GO CASE STUDY
CONSUMER PREFERENCES
TOWARDS DIFFERENT BRANDS OF ROAST CHICKEN:
A CASE STUDY OF CHOOKS TO GO FRANCHISE BUSINESS
RIVERA, MARY ROSE P. 19-43859

DOCABO, ANGELICA 19-43861
TAPON, RHEA 19-44712
CORADO, MA. ALYNNA 19-44078
COMBIS, MARYNELL D. 19-44921
ENERO, SHERAMAE P. 19-45510
MAY 30, 2022
PAJARILLA, ANGELOU
Instructor
BS-ENTREPRENEURSHIP 3 (B34)
Table of Contents
Executive Summary 3
Introduction 4-5
Analysis 6
Alternatives 7-8
Recommendation and implementation plan 9-10
Conclusion 11
Exhibits 12
References 13
Executive Summary
Filipinos are fond of eating quick cooked foods and meals over a very hectic days,
And here comes “Chooks to Go always saves the day”.
Chooks-to-Go concept was first started in June of 2008 introducing their juicy, absolutely tasty oven-
roasted chicken to every major nook and corner of the country. Brought to you by the Bounty Agro
Ventures, Inc. (BAVI), a privately owned company operating in the Philippines. It offers roast
chicken and processed meats for off-premise consumption, and is the largest roasted chicken retail
business in the country.Chooks-to-Go is the country’s first and only roast chicken that is ‘ ’Masarap
Kahit Walang Sauce’’! Their roasted chicken is really delicious (to the bone!) even without sauce,
and in the first place, they won’t give you a sauce.Chooks-to-Go is now the largest chain of roast
chicken outlets in the country, with more than 600 outlets to date.(https://www.pinoy-
entrepreneur.com/2010/09/15/chooks-to-go/
Our Mission – is to provide freshly cooked food of the best value in every neighborhood.
Our Vision – is to be the preferred take-out store of freshly cooked food serviced by highly motivated
and well-trained people.
Chooks to go opens its door to its first franchise in Eastern Samar Provinces in the Capital
City of Borongan along the National Road Barangay Songco,Borongan City.It was a huge
opportunity to open its new franchise because Borongan had almost 71,961 Population as
of 2020 and continuously increasing its employment rate this year 2022 and has the
probability of fast booming business and gain more consumers and high profit.
Introduction
In 2008, Ronald Mascariñas challenged the existing roasted chicken industry.Under Bounty
Agro Ventures (BAVI)—the largest egg producer in the Philippines—he introduced a product that
would become the Philippines’ second largest poultry integrator.He founded Chooks-to-Go, a chicken
rotisserie store chain that currently runs with almost 1,700 stores nationwide.And like any other
business, it wasn’t an overnight success; it was the fruit of determination and will.“Constructing a
store does not require a great deal of capital. However, operating a thousand company-owned stores is
not easy, and it required a major transformation in the way the company is organised.”
“The difficulties are offset by significant advantages, such as full control in managing compliance to
operating standards, and a better grip on quality control to ensure consistent product quality and food
safety,” he said to Poultry World.It became a very popular brand that operations need to start very
early in the morning to serve the long queues of customers that would appear during the day. Top
stores can even sell 300 to 400 roast chickens per day.“I thought they just exaggerated the story—that
lines were crazy every day. But true enough, the lines really were long, Monday to Sunday.”“And
what was unique there was that most of who were lining were those paying for pre-paid orders—they
would still get the chicken the next day. Those who lined up also paid the day before. It was that in-
demand.”The Philippine market has a preference for eating chicken with sauce—a trend that Chooks-
to-Go broke.The brand takes pride in its unique taste since it is the only lechon manok business that
offers its product without an accompanying sauce. (https://vulcanpost.com/629430/chooks-
to-go-chicken-billion-business/)
Analysis
CHOOKS TO GO SWOT Analysis
Brand name
weak supply chain
economies of scale
weak management
work ineffeciencies
consumers preferences and demands
S W
O T
online promotions Competitors
consumer choice Inaccessibilty of services
feasible locations
Below are the Organizational Structure of Chooks to Go Borongan
Franchisor
Manager
Supervisor
Cashier
Grill man
Alternatives
Key decision criteria

Alternatives
Met Not Met
1. Improve (or at least /

maintain) profitability,
2. Increase sales, market
share, or return on /
investment,
3. Maintain customer
satisfaction, corporate /
image,
4. Be consistent with the
corporate mission or /
strategy,
5. Ease or speed of /
implementation,
/
6. Employee morale,
safety, or turnover,
7. Retain flexibility, and/or /
8. Minimize environmental
impact. /
Evaluation of Alternatives
Alternatives Benefits Drawbacks

1. Improve (or at Reduce costs,increase
turnover and
least maintain)
productivity.
profitability,
2. Increase sales, Reach new customers

market share, or or markets
return on
investment, Learning how to
negotiate
3. Maintain Keeping current
customer customers and
satisfaction, retaining new ones
corporate image,
4. Be consistent You deliver high

with the quality results and
corporate achieve progress
mission or easier
strategy,
5. Ease or speed of Achieve objectives

implementation, quicker
6. Employee Creativity and

morale, safety, innovation
or turnover,
7. Retain Boost employee
flexibility, thinking and work life
and/or balance
8. Minimize Better information
environmental disclosure and
impact. smoother processes
Recommendation and Implementation plan
informed customer buying

consumers are engage in social
behavior and
empowered online shopping media
buyers
ability to asess
identifying the changes,plan
competition to and respond to
the market consumer needs
and demands
Action plan
Recommendation Actions Responsibility Target Date of

date/deadline Implementation/
comments
Recommendation 1: Franchisor 31 December 2022 Ongoing
informed consumers Listened consumer
are empowered concerned and secure
buyers experience
Recommendation 2: Manager 31 December 2022 Ongoing

customer buying It helps understand
behavior and online what influences of
shopping consumers buying
decisions
engage in social Measures and

media evaluates consumers
demands
identifying Conduct a market

competition to the research to evaluate
market which companies are
selling a product that
would compete with
yours.
Recommendation 5: Manager 31 Decemnber Ongoing
2022
ability to asess the Always keep up and
changes,plan and maintain excellent
respond to consumer customer support and
needs and demands service.
Conclusions
Consumers are the main source of demand for all the goods.Ouu group conduct this case study in
order to be aware of the consumer preferences, That must be the highlights of the business
industry.By knowing and understanding their preferences towards the different product trends in the
market.Chooks to go is one of Filipinos most favorite roast chicken but because rapid arising of
competitors there are various product of consumer selections,Hence Chooks to Go is always on the
list among The Tastiest and excellent food quality Roast chicken and proud to say their famous tag
line,’’Masarap kahit Walang Sauce’’.
Exhibits
Exhibit 1
Recommendation diagram
informed customer buying

consumers are engage in social
behavior and
empowered online shopping media
buyers
ability to asess
identifying the changes,plan
competition to and respond to
the market consumer needs
and demands
References
https://www.usi.edu/business/cashel/241/text%20files/CONSUMER.pdf
https://hyken.com/customer-experiencep2/customer-preference/

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CHOOKS TO GO CASE STUDY

RIVERA, MARY ROSE P. 19-43859

MAY 30, 2022

Recommendation and implementation plan 9-10

CHOOKS TO GO SWOT Analysis

Below are the Organizational Structure of Chooks to Go Borongan

Key decision criteria

1. Improve (or at least /

Alternatives Benefits Drawbacks

2. Increase sales, Reach new customers

4. Be consistent You deliver high

5. Ease or speed of Achieve objectives

6. Employee Creativity and

Recommendation and Implementation plan

informed customer buying

Recommendation Actions Responsibility Target Date of

Recommendation 2: Manager 31 December 2022 Ongoing

engage in social Measures and

Recommendation 4: Franchisor 31 December 2022 Ongoing

identifying Conduct a market

informed customer buying

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