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(Chooks-To-Go) : Business Proposal in Management 4

Chooks-to-Go is the largest roasted chicken retail chain in the Philippines, with close to 1,000 outlets across the country. It offers roast chicken and processed meats that can be enjoyed without sauce. Chooks-to-Go has 23 processing plants that deliver fresh products daily to stores. The company processes around 200,000 chickens daily and aims to produce 100 million chickens annually by the end of 2013. Chooks-to-Go offers various chicken products and was recognized as a Superbrand in 2013 for its roasted chicken.

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Gene Justine Sacdalan
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277 views

(Chooks-To-Go) : Business Proposal in Management 4

Chooks-to-Go is the largest roasted chicken retail chain in the Philippines, with close to 1,000 outlets across the country. It offers roast chicken and processed meats that can be enjoyed without sauce. Chooks-to-Go has 23 processing plants that deliver fresh products daily to stores. The company processes around 200,000 chickens daily and aims to produce 100 million chickens annually by the end of 2013. Chooks-to-Go offers various chicken products and was recognized as a Superbrand in 2013 for its roasted chicken.

Uploaded by

Gene Justine Sacdalan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BUSINESS PROPOSAL IN MANAGEMENT 4

(CHOOKS-TO-GO)

GENE JUSTINE A. SACDALAN


Chooks-to-Go is a chain of stores owned by Bounty Agro Ventures, Inc. (BAVI), a privately owned company
operating in the Phillipines. It offers roast chicken and processed meats for of-premises consumption and is the
largest roasted chicken retail business in the country.
Chooks-to-Go currently has close to a thousand outlets. The majority are in suburban areas and small towns,
enabling access to a larger part of the population. The product mix is adjusted to suit local preferences.
The company has 23 processing plants across the country, allowing logistical and processing flexibility to
match daily orders. A cold-chain system delivers fresh products every day. Food safety is constantly
monitored, with HACCP compliance underway

History
Chooks-to-Go was launched by Bounty Agro Ventures, Inc. in 2009. Its name combines "chooks" (the
Australian casual term for chicken) with "to-go" to indicate its take out only format. To differentiate its
products from those of competitors, it is marketed as the only roast chicken that can be enjoyed without the use
of sauce (masarap kahit walang sauce). This caters both to the Filipinos' love for family gatherings, and the
growing market segment of busy consumers with limited time for food preparation.
Since its launch, sales have stabilized to near industry-level average volume per store. To reach out to more
customers, the company opened more outlets. By the end of 2011, Chooks-to-Go had more stores than the next
five most-numerous roast chicken chains combined. In 2012, it was recognized as the top chicken-focused
restaurant chain in the country.
To keep up with the growth, the brand expanded its broiler and breeder operations. Currently, around 200,000
birds are processed daily, with about half of this set aside for Chooks-to-Go outlets. The company targets an
annual production of around 100 million birds by the end of 2013.
In an awarding ceremony held last December 11, 2013 entitled “Volume VIII Second Certificate Superbrands
Accreditation and Awarding of Certificate," Chooks-to-Go was the singular roasted chicken brand selected to
carry the Superbrands Awards Seal for 2013 to 2015.

PRODUCT
Chooks-to-Go offers oven-roasted chicken in sweet and pepper roast flavors. Fried Chooks is chicken that is
fried after roasting, creating a deep flavoured taste. Other products are Juicy Liempo and Chix 22. Chilled
products include Chicken Licken hotdogs, Chicken Nuggets, Spicy Necks and Bounty Fresh Valentino
Chicken. Fresh Chicken, Chicken Cut-Ups and Marinado are available under the Chooksie's brand. A full
service outlet carries 11 SKUs, including chilled dressed chicken and marinated products.

Operations
Store personnel are trained and constantly evaluated to maintain high standards of operation and quality of
service. Recent results from a UAI study by Consumer Vibe Asia (2012 Project Seneca) showed a best-in-class
satisfaction score of 7.5 out of 10, for Chooks-To-Go in the food services arena. To keep quality at the desired
level, the brand established the BAVI Academy, which provides in-house training for outlet personnel, and
other areas of operations.
Chooks-to-Go has a delivery service for certain areas for a minimal fixed delivery fee of PHP30. Customer
Service Associates take telephone orders and relay these to hubs, with software automatically determining the
best hub based on customer location.
For marketing, Chooks-to-Go periodically conducts promotions, which may be on a national or local level.
Site selection guidelines are strictly observed, while pre-opening campaigns for new stores are held and in-
store merchandising is standardized.

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