Manang's Chicken Planning Analysis

8/20/2019 Manang's Chicken Planning Analysis

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Manang’s Chicken – Ang Bagong Fried Chicken ng Pinoy1)Company Background/Profile

Manang’s Chicken originated in the home of Jill Gerodia Borja, Giabella Foods Corporations’

president and CEO. The fried chicken with soy garlic sauce delight was her mother’s recipe that was

always a hit at family salu-salo’s. They called it “manang’s chicken” because it was their cook,

Manang Linda, who always prepared the dish and everyone was always looking for more helpings.

They adopted the name when they opened up a stall at Mercato Centrale, a weekend market for

culinary newbies. When their stall became a hit, they expanded into a full-sized fast food restaurant.

Currently, Manang’s chicken has 10 company owned branches and 3 franchise outlets.

a)Mission/Vision

*A company’s mission statement describes their plan on what to do now.

Mission: To serve quality fried chicken and other unique Filipino-inspired comfort dishes that is

value for money, coupled with exceptional personal service to ensure the ultimate satisfaction of our

customers.

*A company’s vision is their strategic plan, their guide to where they want the company to be in the

future. It answers 2 questions: (1) What type of business should the firm be in the future? and (2)

What strategies should it use to succeed in that business?

Vision:To be the leading fast casual restaurant in the Philippines without compromising the quality

of our products and service as well as the well-being of our people.

2)Segmented Target Market

a)Socio-economic groups B* and C1**

The price range of Manang’s Chicken’s meals attract those in groups B and C1 of the market

who are on a budget but can splurge a bit more on their meals.

*Group B - Middle Class

Occupation: Intermediate Managerial, administrative or professional.

**Group C1 - Lower Middle class.

Occupations: Supervisors, clerical, junior managers, administrative or professional.

b)Nice and Easy Customers

Manang’s Chicken also targets the market that sees fast food as an easy option for food. They

are the consumers who don’t usually pre-plan their meals and so aren’t overly price sensitive if they

see the value in the convenience and time-saving they benefit from the product. Some examples of


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these customers are students and busy young professionals who have the means to splurge a bit

more on their food.

c)Pressed for Time

Being a fast food chain, Manang’s Chicken targets customers who are pressed for time by

serving food fast.

d)Age group

Manang’s Chicken targets teenagers and young professionals.

e)Groups

Manang’s targets Family and barkadas (circle of friends) as their business originated from their very

own family salu-salo’s.

f) Taste

Manang’s Chicken’s menu caters to the Filipino palate with flavors that are considered as

Pinoy favorites.

3)How does it affect operations/decisions

a)Pricing

The price range of individual food servings are at Php 209 and below while barkada packages range

from Php 384 to PhP 1,175. This pricing strategy reflects their target market of the nice and easy

market segment where customers don’t mind paying a little bit more for a single meal as long as they

find value in the product plus the convenience and time-saving they benefit from.


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b)Place

i) Physical stores

The stores of Manang’s Chicken are strategically located in areas with a lot of foot trafficmostly in malls that target class B, C1, and C2 groups and near offices and central business

districts (Robinson’s Place in Tacloban; Guisano Mall Davao; Fairview Terraces; SM City malls in

San Mateo, North Edsa, and Dasmarinas). They also have branches in Katipunan and One

Archer’s Place in Taft targeting the heavy foot traffic of students attending school especially

those living in apartments or condos (UP, Ateneo, Miriam, etc.) and other individuals living in the

area (close to many housing areas i.e. LGV, La Vista, Xavierville, condos, etc.)

ii)Online accounts: official website, facebook, instagram, and twitter


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iii)Delivery

Manang’s Chicken also accepts deliveries which showcase their goal of reaching individuals

who are pressed for time by providing the convenience of bringing the food to their customerswho are busy and don’t have the time to step out and eat in their branches.

c)Products

Manang’s Chicken positioned itself as a “strictly modern Filipino brand” to differentiate it from

competitors especially since it opened when there as chicken-glazed craze. It does this by tweaking

popular dishes and creating a menu that will surely remind each Filipino of the dishes they enjoy at

home.

Here are some examples popular dishes that they’ve tweaked to have that Pinoy taste:


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They also have group meals that target families and barkadas which stays true to their goal of being

a “strictly modern Filipino brand” as they incorporate Filipino traits of salu-salo’s in their product packaging.


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d)Promotion

Since Manang’s Chicken is a very young company compared to its competitors, its promotions rely

on two things, the first is word of mouth advertising, and the second is the features it gets from

different organizations being a successful entrepreneurial venture.

It doesn’t have commercials or famous people as endorsers. Manang’s Chicken relies on word of

mouth advertising, banking on positive reviews and comments of its customers like a feature it got on

Beryllicious, food and travel blog.


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Starting from a small stall at Mercato Centrale, many tv networks and business oriented groups have

taken an interest in the company due to its success. Manang’s uses the company’s features in

different events and tv shows as parts of its promotions. It’s been featured on Net 25 and ABS-CBN.

It has also been featured in magazines like Juice PH, Entrepreneur Magazine, Franchising PH

Magazine, and many others.


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It also turns to social media to promote its products through special offers based usually on seasonal

events in the Philippines on its own blog, and accounts in Facebook, Instagram, and Twitter.


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They also use discounts and special deals to promote their products:


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4) Franchising

In order to stay true to their vision statement, they hired a franchising consultant when

they decided to entertain the idea of e!anding the "usiness to ensure that their

e!ansion to "ecoming the leader in the fast casual dining industry# $hey set u! %uality

controls through the creation of auditing de!artments to ensure that each franchise will

adhere to "est !ractices#

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Manang's Chicken Planning Analysis