The Philippines is a country where fried chicken holds a special place in the hearts (and stomachs) of the people. With a strong food culture that blends various influences, the Filipino love for chicken has given rise to several successful chicken franchises. These brands have become household names, each offering its own unique take on the beloved poultry dish. Below, we’ll explore some of the top chicken franchises in the Philippines, highlighting their history, offerings, and what sets them apart in a competitive market.
1. Jollibee
Overview: Jollibee is not just a chicken franchise; it’s a national icon. Founded in 1978 by Tony Tan Caktiong, Jollibee began as an ice cream parlor but quickly pivoted to become the largest fast-food chain in the Philippines. The franchise is known for its signature “Chickenjoy,” which has become synonymous with fried chicken in the country.
Offerings: Chickenjoy, Jollibee’s flagship product, is a crispy fried chicken that is often served with gravy, rice, or fries. The menu also includes burgers, spaghetti, and other Filipino favorites.
Unique Selling Proposition (USP): Jollibee’s success lies in its ability to blend Western fast-food concepts with Filipino flavors. The Chickenjoy is known for its distinct taste, which combines a crispy exterior with juicy, flavorful meat. Jollibee has expanded globally, bringing a taste of the Philippines to other parts of the world.
2. Mang Inasal
Overview: Mang Inasal, which translates to “Mr. Barbecue” in English, was founded in Iloilo City in 2003 by Edgar “Injap” Sia II. The franchise quickly grew due to its unique offering of “inasal” (char-grilled) chicken, which is a traditional Filipino dish. Jollibee Foods Corporation acquired a majority stake in Mang Inasal in 2010, further boosting its growth.
Offerings: The star of Mang Inasal’s menu is its chicken inasal, marinated in a special blend of spices and grilled to perfection. It is typically served with rice, and one of the franchise’s most popular offerings is the “unlimited rice” promotion, which has become a major draw for customers.
USP: Mang Inasal stands out by focusing on a distinctly Filipino dish, offering a more authentic experience compared to other chicken franchises. The grilled chicken has a smoky, flavorful taste that sets it apart from the fried options available elsewhere.
3. Max’s Restaurant
Overview: Max’s Restaurant, often referred to as “The House That Fried Chicken Built,” is one of the oldest and most beloved chicken franchises in the Philippines. It was founded in 1945 by Maximo Gimenez, an American who settled in the Philippines. The restaurant originally catered to American troops stationed in the country, but it quickly became popular among locals.
Offerings: Max’s is famous for its “sarap-to-the-bones” fried chicken, which is cooked without batter, allowing the natural flavors of the chicken to shine. The menu also includes a variety of Filipino dishes, including kare-kare, lumpiang shanghai, and pancit canton.
USP: Max’s Restaurant has built its reputation on consistency and quality. The unique cooking method of their fried chicken, which uses minimal seasoning and no breading, allows the meat to remain tender and juicy. Max’s is also known for its homey, family-friendly atmosphere, making it a popular choice for gatherings.
4. Bonchon Chicken
Overview: Bonchon Chicken, a South Korean fried chicken franchise, entered the Philippine market in 2010 and quickly became a hit. Known for its crispy, double-fried chicken, Bonchon has successfully carved out a niche in a market already dominated by local brands.
Offerings: Bonchon’s menu features chicken wings, drumsticks, and boneless chicken pieces, all coated in a variety of sauces, including soy garlic, spicy, and honey citrus. The franchise also offers a selection of Korean-inspired dishes like bibimbap, bulgogi, and japchae.
USP: Bonchon’s double-frying technique gives its chicken an ultra-crispy exterior while keeping the meat juicy inside. The unique Korean flavors and the emphasis on a different style of fried chicken have made Bonchon a favorite among Filipinos looking for something a bit different from the traditional fried chicken offerings.
5. KFC (Kentucky Fried Chicken)
Overview: KFC, an American fast-food giant, has had a significant presence in the Philippines since it opened its first outlet in 1966. Known globally for its “finger-lickin’ good” chicken, KFC has successfully adapted to the local market, offering both its classic recipes and localized menu items.
Offerings: KFC’s core product is its Original Recipe fried chicken, seasoned with a secret blend of 11 herbs and spices. In the Philippines, KFC also offers a range of localized dishes, such as rice meals, chicken sisig, and Filipino-style spaghetti.
USP: KFC’s brand is built on consistency and its famous secret recipe. The franchise’s ability to innovate and localize its menu while maintaining the core product’s integrity has helped it remain a strong competitor in the Philippine market.
6. Popeyes
Overview: Popeyes, another American fried chicken franchise, re-entered the Philippine market in 2019 after a previous stint in the early 2000s. Known for its New Orleans-style fried chicken, Popeyes has quickly gained a following in the Philippines, appealing to those looking for a different flavor profile.
Offerings: Popeyes is famous for its spicy fried chicken, which is marinated for at least 12 hours and then battered and fried to perfection. The menu also includes buttermilk biscuits, Cajun fries, and other Southern-inspired dishes.
USP: Popeyes’ distinct Cajun seasoning and cooking techniques offer a spicier, more robust flavor compared to other fried chicken brands. The franchise has positioned itself as a premium offering in the Philippine market, appealing to those seeking a taste of the American South.
7. Andok’s Litson Manok
Overview: Andok’s, founded in 1985 by Leonardo “Sandy” Javier Jr., started as a small take-out counter in Quezon City selling “litson manok” (roast chicken). Over the years, it has expanded into a full-fledged chain offering a variety of roasted and fried chicken options.
Offerings: Andok’s is best known for its litson manok, which is marinated in a special blend of spices and roasted to a golden brown. The franchise also offers fried chicken, pork barbecue, and a range of Filipino dishes like sinigang and dinuguan.
USP: Andok’s has built its brand on affordability and accessibility, with many of its outlets operating as take-out counters. The roast chicken is a popular choice for family meals and gatherings, known for its flavorful and juicy meat.
8. Chooks-to-Go
Overview: Chooks-to-Go is another leading name in the roasted chicken market in the Philippines. It was launched in 2008 by Bounty Agro Ventures, Inc. and has since become the largest roasted chicken chain in the country, with over 1,000 outlets nationwide.
Offerings: Chooks-to-Go offers a variety of roasted chicken flavors, with its original roast chicken being the most popular. The franchise also offers other meat products like roasted pork and chicken sisig.
USP: Chooks-to-Go is famous for its “Masarap kahit walang sauce” tagline, which means “delicious even without sauce.” This speaks to the quality and flavor of their roast chicken, which is marinated and cooked in such a way that it remains flavorful without the need for additional sauces.
9. Peri-Peri Charcoal Chicken
Overview: Peri-Peri Charcoal Chicken is a fast-growing franchise in the Philippines known for its Portuguese-style chicken. The brand offers a unique dining experience focused on flame-grilled chicken marinated in African bird’s eye chili (peri-peri) and other spices.
Offerings: The menu at Peri-Peri Charcoal Chicken includes their signature peri-peri chicken, available in various spice levels, as well as a range of sides like corn, rice, and salads. The restaurant also offers an array of peri-peri sauces that customers can choose from to complement their meal.
USP: Peri-Peri Charcoal Chicken stands out for its distinct flavor profile, offering a spicier and more aromatic alternative to traditional fried chicken. The use of peri-peri chili and the focus on charcoal grilling give the chicken a smoky, spicy flavor that is unique in the Philippine market.
10. Kenny Rogers Roasters
Overview: Kenny Rogers Roasters, originally founded in the United States, has established a strong presence in the Philippines since it was introduced in the 1990s. The franchise is known for its roasted chicken and healthier side options, catering to a more health-conscious market.
Offerings: The menu at Kenny Rogers Roasters includes their famous rotisserie chicken, along with a variety of sides such as steamed vegetables, mashed potatoes, and corn muffins. The franchise also offers sandwiches, salads, and pasta dishes.
USP: Kenny Rogers Roasters differentiates itself by focusing on a healthier, more balanced meal option compared to the fried chicken offerings of other brands. The rotisserie chicken is seasoned with a blend of herbs and spices and roasted to perfection, offering a moist and flavorful alternative to fried chicken.
Conclusion
The Philippines’ love for chicken has given rise to a diverse range of franchises, each
with its own unique offering. From the globally recognized Jollibee and KFC to the distinctly Filipino Mang Inasal and Andok’s, these franchises cater to various tastes and preferences. Whether it’s the crispy, double-fried goodness of Bonchon, the spicy Cajun flavors of Popeyes, or the healthier options at Kenny Rogers Roasters, there’s a chicken franchise in the Philippines for every palate.
These franchises not only reflect the rich culinary heritage of the country but also highlight the adaptability and creativity of Filipino entrepreneurs in the food industry. As these brands continue to expand both locally and internationally, they serve as a testament to the enduring appeal of chicken in the Philippines.