CASE STUDY IN PRODUCT MANAGEMENT

CHOWKING

LEADER: Gomez, Jana Nicole D.

MEMBERS:

1. Claro, Steffi Anne

2. Fernandez, PJ

3. Pagaduan, Maria Angelica

4. Pustanes, Ma. Kristelle

COMPANY LOGO

FOUNDER/OWNER

Robert Kuan was the founder of Chowking in

1985. He graduated from the University of the
Philippines with a bachelor's degree in
business administration in 1970 and a
master's degree in business management
from the Asian Institute of Management in
1975. He was also chairman of the board of
trustees at St. Luke's Medical Center and
trustee of Far Eastern College-Silang Inc. and
Brent International School of Manila since
1989.

COMPANY PROFILE AND HISTORY Chowking is a Filipino chain of fast-food

 restaurants that specializes in Filipino
Chinese cuisine. The concept combines a
Western fast food service style with Chinese
food. Chowking predominantly sells noodle
soups, dim sum, and rice toppings. The
company was founded in 1985, at a time
when Westernstyle burger joints were
dominating the Philippine fast food scene.
Robert Kuan established Chowking in 1985
after working several years managing his
family's Ling Nam Wanton Parlor, a Chinese
noodle shop based in Santa Cruz, Manila
specializing in noodles, congee, siopao,
siomai and other dim sum offerings. Kuan
conceptualized Chowking as a fast-food
restaurant with similar offerings as Ling Nam.
Kuan opened the first Chowking store on
March 18, 1985 in the Rotary Foundation
Building (now demolished and part of SM
Makati), Makati Commercial Center, Makati.
In 1989, Chowking started expanding its
market share amid the volatility of the
domestic market. It opened its franchising
operations and made its entry into the
provincial markets the same year. On
January 1, 2000, Chowking became a wholly
owned subsidiary of Jollibee Foods
Corporation. It commenced store renovations
to create a new corporate look for Chowking
that would result in a comprehensive change
for each store.

MISSION To WOW everyone through crave-able

 Chinese food and delightful service everyday
and everywhere.

VISION To be the go-to Quick Service Restaurant for

Chinese food that inspires success as we
deliver superior value through our
great-tasting and affordable meals.

CASE PRESENTATION Chowking received complaints about the food

sanitation, food service, customer service,
and employees of the company. The main
topic of the case presentation is the poor
customer service of one of Chowking’s
branches, and this case is just one of many
complaints Chowking receives. The latest
complaint about employees' rude and
inappropriate treatment of their customers
happened on April 13, 2023, at the Capas,
Tarlac branch, when one of the customers,
John, ordered on FoodPanda a beef siomai
chaofan. However, after the order came, he
received a piece of chicken instead of a beef
siomai chaofan. At five o’clock in the
afternoon, he went personally to the store to
ask the manager to replace the order he
received. But the branch manager talked to
him rudely, blaming the FoodPanda driver
instead of giving an apology.
Reference:
https://www.complaintsboard.com/chowking-c
ustomer-service-and-wrong-item-delivered-c1
509298

I. TIMEFRAME April, 2023

 II. VIEWPOINT The (Branch) Management: Chowking

III. STATEMENT OF THE PROBLEM Bad and rude treatment experienced in their
customer service.

IV. STATEMENT OF THE OBJECTIVE Be able to regain public reputation by

improving the Chowking customer service.

V. AREAS OF CONSIDERATION (SWOT)

STRENGTHS OF CHOWKING WEAKNESSES OF CHOWKING

● One of the best food chains in terms ● Untrustworthy suppliers
of value ● Negative publicity
● Original recipe ● High employee turnover
● Strong brand recognition ● Lack of strong marketing efforts
● Combination of Western and Chinese
menu which the customer will surely
love

OPPORTUNITIES OF CHOWKING THREATS OF CHOWKING

● Increasing demand for healthier food ● Local fast food chains
● Home meal delivery ● Currency fluctuations
● Marketing opportunities born of ● Increasing restaurant competition
changing customer demographics ● Shifting consumer preference and
expectation

VI. ALTERNATIVE COURSES OF 1. Develop a quality function on

ACTION (ACA) customer service
2. Employee Work Schedule
Management
3. Conduct seminar and devise training
plan
4. Enhance the Staffing (employee) role
5. Deduction on salary under
Employee’s Manual
VII. ANALYSIS OF ACA 1. Develop a quality function on
customer service
In today's competitive business environment,
providing high-quality customer service is
essential for success. A quality function of
customer service is a systematic approach to
delivering a consistent, high- quality service
experience to customers. This approach
involves creating a system that focuses on
the needs and expectations of the customer
and ensures that those needs are met
consistently.
In the case of Chowking, they failed to meet
the customer expectations due to their poor
customer service. The attitude and behavior
are very important when engaging to the
customers, and that quality is something their
employees are lacking. These can emphasize
treating customers well, answering questions,
responding to complaints, and exceeding
customer expectations. Such an approach
keeps customers engaged and builds strong
relationships. By focusing on the needs and
expectations of the customer and
continuously striving to improve service
delivery, organizations can differentiate
themselves from competitors and establish a
reputation for delivering exceptional customer
service.
2. Employee Work Schedule
Management
In this kind of job, employees' rude treatment
of employees to the customer may possibly
start when excessive work hours happen that
leads to exhaustion and burnout.
Furthermore, when exhaustion and burnout is
experienced by the employee, the state of
their mind and physical body cannot be
attentive and productive and can affect the
employees’ treatment towards the customer.
In utilizing that every employee has a good
management scheduling system, this kind of
problem can be avoided somehow. The
employees can stay in control and manage to
have good interaction with the customer.
Besides, keeping a good work schedule can
provide quality customer service and maintain
efficient operations. As much as possible, the
management practices employing five-8-hour
days of schedule as it may lessen other
factors that can result in burnout and
exhaustion. These two can contribute to the
attitude that leads to suddenly being rude and
aggressive on the way the branch manager
talks to the customer. Also, it can be seen in
other ways when they may feel unmotivated
to help a customer who is being difficult or
impolite. They may try to limit communication
to just the bare minimum, or even be
passive-aggressive.
3. Conduct seminar and devise training
plan.
Focusing on training crews after a bad
customer review is a good move for a
company to continue building strong
relationships and loyalty with its customers.
By investing in employee training, companies
can improve their sales team's skills and help
them better understand the needs and
concerns of their customers. This can lead to
better communication, more effective sales
strategies, and ultimately, a better customer
experience. Training can also help personnel
address any issues or concerns that were
raised in the bad review and demonstrate to
customers that the company takes their
feedback seriously and is committed to
improving their experience. This can help to
rebuild trust and loyalty with customers who
may have been disappointed by the previous
experience. Chowking may conduct discipline
training that can promote motivation and
cooperation among staff members and serves
as a morale booster for them. The employees
should be accountable for their actions and
be mindful of handling concerns from the
customers and at least aware of the right
treatment employees should show. Overall,
investing in training for personnel/crew after a
bad customer review can be an effective
strategy for companies looking to improve
customer relationships, maintain a positive
image, and continue to meet their sales
targets.
4. Enhance the Staffing (employee) role.
Enhancing the company's employee role can
have significant benefits for the organization.
By investing in the development and support
of employees, companies can improve
employee satisfaction, engagement, and
productivity. This, in turn, can contribute to
the overall success of the company in several
ways. When employees are satisfied with
their jobs and the company they work for,
they are more likely to be committed to their
work and the organization's goals. The
Chowking employees may experience
overlapping and multiple role tasks that can
also lead to exhaustion and burnout due to
workloads. Furthermore, when employees
feel engaged with their work, they are more
likely to be productive, creative, and
innovative. This can lead to improved
performance, increased profitability, and a
competitive advantage for the company. By
enhancing the employee role, companies can
attract and retain top talent, create a positive
work environment, and achieve long-term
success.
5. Deduction on Salary under
Employee’s Manual
Implementing a deduction on the salary of
responsible employees who were involved in
an issue can be a challenging but effective
strategy to create a positive and healthy work
environment. By enforcing penalties, the
company teaches employees to be
disciplined and accountable for their duties
and responsibilities. This sends a message
that the company takes its reputation
seriously and that employees are expected to
uphold high standards of conduct.
 While this policy may be challenging for
employees in achieving their targets and
completing their tasks, it can be a valuable
lesson for them to not repeat the same
mistakes. This approach encourages
employees to be more careful and mindful of
their actions and decisions, which can
ultimately lead to better performance and
results.
Furthermore, implementing this policy can
benefit both the company and the employees
in terms of work and business. For the
company, it sends a clear message that it
takes responsibility seriously and that there
are consequences for actions that negatively
affect the company's reputation. It also
demonstrates that the company is committed
to creating a positive and healthy work
environment. It will build a culture of
accountability and responsibility. Overall,
implementing a deduction on the salary of
responsible employees who were involved in
an issue can be an effective tool to create a
positive and healthy work environment. By
holding employees accountable, the company
can promote a culture of responsibility and
accountability, which can lead to improved
performance, job satisfaction, and long-term
success.

VIII. CONCLUSION Employee Work Scheduling Management

Work scheduling is important not only for
efficiency but because it has a significant
impact on well-being and attitudes, and that
negative attitude adequate in the work may
control and lessen. As we see, irregular and
overtime work schedules may contribute a lot
to poor customer service and may influence
the attitude of the employees towards the
customer. So, an efficient work schedule can
keep the employees away for more possible
burnout and ensure that the work task is not
overwhelming for them.
Conduct seminar and devise training plan.
Second, the seminars and training plan. This
may include discipline that may correct
problems on how to manage and address
them in a more rightful way. Setting
boundaries, responsibility and letting the
employees know the disciplinary procedure
and consequences may help them be aware
and mindful of their actions. Also, conducting
seminars to teach employees equipped with
the skills to be more efficient in the work,
discover knowledge for communication to be
more interactive in engaging and learn more
once they encounter real-life scenarios that
are often encountered in the food customer
service industry.
Enhance the Staffing (employee) role.
Lastly, enhancing the employee staffing role.
The management must ensure that no
employee has not been designated with
multiple roles in the workplace as this may
lead to confusion and exhaustion. Because,
by establishing adequate staffing, it can avoid
 workloads which is a cause of work
exhaustion. In that way, if the employees
know what to do and have no overlapping
tasks, they can perform well and can engage
with the customers efficiently, which may
result in an increase in customer loyalty and
positive customer service feedback.

IX. ACTION PLAN

Date Action Point Person Budget Output

A well-organized
May 3, 2023- Employee Work Shift Supervisor, -
and efficient
May 23, 2023 Schedule Restaurant
schedule that
Management Manager, and
ensures all shifts
Human
and tasks are
Resource
covered, and that
Manager
meets the needs
of both the
business and the
employees.

Equipped service
May 20, 2023- Conduct seminar Human P 100,000
crews with the
June 10, 2023 and devise Resource
knowledge, skills,
training plan Manager,
and attitudes they
Operations
need to perform
Manager,
their job
Training
effectively and
Manager and
provide excellent
customer service.
 Accounting
Staffs

Efficient and
June 01,2023 - Enhance the Shift Supervisor, -
effective
June 23, 2023 Staffing Restaurant
workforce within
(employee) role Manager, and
the organization.
Human
Resource
Manager