Monday, July 14, 2008 Davao's 'king of fried chicken' By Ana Felicia Dulay
YOU have seen the outlets and stores everywhere in Davao City, but you might have never guessed that they are our very homegrown franchise company.
Yes, Pritong Manok, that crispylicious fried chicken started here in Davao City back in the 1990s. At that time, three best friends from college, Edward Chin, Michael Baruis and Teodorico Sanchez, were looking for a business that would bring them extra income.
When Purefoods offered them a great-tasting fried chicken, they immediately grabbed the opportunity and started to market the product and formed a partnership named Prito Kings Food Company Ltd.
"Nagustuhan namin ang lasa. We believed in it and got inspired," Edward L. Chin, Prito Kings Corporation general manager said.
In June of 1999, they found a vacant store in front of Stella Maris Academy and decided to rent it. This became their first outlet.
However, being an unfamiliar brand at that time, Pritong Manok had a hard time selling the product and suffered losses in their first year of operation.
But the three did not give up. Still believing in the potential of the product, they totally rebuilt the business by repackaging the product and came up with a new marketing and pricing scheme at the next school year.
They started selling the product by part (breast, thigh, drumstick, wings) with different pricing for the different parts. The breast and thigh, being bigger and meatier, had a higher price compared to the wings and drumstick.
With the school-based outlet now doing well, they tested their concept in the malls. In November 2000, they found a vacant stall at the food court of Victoria Plaza and opened shop. There, they managed to earn a decent income and proved that there is hope for the New Pritong Manok.
Encouraged by the modest success, other partner-owned stores followed suit. The outlet in Centerpoint, Matina opened in May 2001 while the outlet in NCCC opened in December of the same year. The outlet in JS Gaisano opened in February of 2002. And the rest is history.
As of June, Pritong Manok has 37 outlets in the Visayas and Mindanao area, 20 being in Davao City. All are franchised outlets except for one company-owned store in KCC Gensan.
"We are confident of our niche in the market now, nauna kasi kami kahit marami pang competitors na sumunod," he said.
But the bottom line, Chin says, is that they are able to provide tasty food at an affordable price.
"Masaya kami kasi nabibigyan namin ng masarap na pagkain ang common tao. We cater to 'masa' crowd. This is what made PM (Pritong Manok) click," he said. "We also innovated the recipe over the years. We now offer more value meals like the tocino, sisig, lumpia all made of chicken."
Edwin says most of their clients come from religious sects where pork is prohibited. As such, they have worked around chicken and beef recipes only.
Edward, married to Agnes, Triumph regional sales manager Vis/Min pipes in that clients get their money's worth with their innovative concept of selling chicken.
"Makapili ka ng parts. The price you pay depend which part of the chicken. Unlike in other food chains, even if you got the wing part, you still have to pay P72 or more," she said.
With this concept, Pritong Manok was able to capture a bigger spectrum of the market, with those who can afford buying the bigger parts, while those on a lower budget choosing the smaller parts.
As the queue at Pritong Manok outlets got longer and entrepreneurs started asking to franchise the business, the three partners decided to franchise the business.
By the end of 2004, Prito Kings was reorganized as a corporation, changing its name to Prito Kings Corporation.
Prito Kings concentrated itself in franchising. This includes scouting for promising areas and asking young entrepreneurs to operate a franchise.
With full support for the franchisees in marketing, accounting and operating aspect of the business, Prito Kings ensured that the franchisee will have a superior competitive advantage.
Pritong Manok has not stopped growing. It is set to open different outlets in Mindanao: Ateneo de Zamboanga, Fitmart Marbel, NCCC Centerpoint Matina, Gaisano Panabo, Gaisano Mall Tagum and Gaisano South- Tagum.
If you want to franchise Prito King, contact them at telephone numbers 221-0551 or visit their office at 149 Mabini-Artiaga streets, Davao City.
