Chowking is a well-established fast-food chain that has made a substantial contribution to the culinary scene in the Philippines. However, it has recently garnered attention for negative reviews and trending discussions surrounding one of its staff members. To gain a comprehensive understanding of the overall public perception of Chowking, Capstone-Intel Corporation conducted a thorough study.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
Chowking, a popular fast-food chain in the Philippines, has a rich history that spans almost four decades. Founded in 1985, it was the brainchild of Roberto Fung Kuan, a Filipino-Chinese entrepreneur who aimed to introduce a fusion of Chinese and Filipino flavors to the local market. Inspired by the success of American fast-food chains, Kuan saw an opportunity to create a unique dining experience that would cater to the diverse taste preferences of Filipinos.
From its humble beginnings as a small restaurant in Manila, Chowking quickly gained popularity among locals and soon expanded its operations throughout the country. The chain’s menu offers a wide variety of dishes, ranging from traditional Chinese favorites like dim sum and noodles to Filipino-inspired specialties such as halo-halo and pancit. With its affordable prices and quick service, Chowking became popular for Filipinos looking for a satisfying meal that combines the best of both worlds.
Chowking restaurant is currently facing some operational challenges, which is not uncommon in the business world. However, the recent incident involving one of their staff members went viral for going the extra mile by personally visiting a residential subdivision in Davao City to take orders, ensuring that their branch meets its sales targets.
Methodology
The research study was conducted from August 31, 2023 to November 29, 2023. During this period, the research agency utilized its social listening tools to survey publicly accessible Facebook pages using the keyword “Chowking.” It is important to note that no specific demographic or personal information was collected during the course of this study.
Reaction distribution
The study collected a comprehensive Facebook reaction count of 234,202, encompassing various types of reactions. These include 96,865 (34.1%) Likes, 82,927 (22.9%) Love, 31,008 (22.4%) Haha, 1,277 (5.1%) Angry, 1,006 (13.7) Sad, and 532 (1.7%) Wow reactions.
Considering the duration of the study, which spanned three months and encompassed the incident involving a Chowking staff member, it is evident that a significant number of online users still maintain a favorable perception of this fast-food chain.
Top posts
The post that received the highest level of engagement has unfortunately become inaccessible. It accumulated a total of 19,620 reactions, which can be categorized as follows: 10,017 (51.05%) Love, 9,056 (46.15%) Likes, 410 (2.08%) Haha, 39 (0.19%) Wow, 20 (0.10%) Sad, and 8 (0.04%) Angry reactions
The subsequent post, it achieved a total of 4,369 reactions, distributed as follows: 3,334 (76.31%) Likes, 852 (19.50%) Haha, 101 (2.31%) Love, 31 (0.71%) Wow, 27 (0.61%) Sad, and 24 (0.55%) Angry reactions.
