Goto King ventures into Internet marketing

MANILA, Philippines - Filipinos love to eat. As such, it comes as no surprise that the Philippines has an abundance of restaurants that offer international cuisine. Be it Asian, South American, European, American or Mediterranean, name it we have it. However, Filipino food still remains on top of most Pinoy food lovers’ lists.

One of the most successful restaurants that offer Filipino food is Goto King. Goto King is a fast food chain owned and operated by Cater King Food Corp., a Filipino-owned company incorporated in 1984 to operate a food manufacturing and services business.

Cater King Food Corp. started as a single proprietorship established by Mrs. Teresa Dula Laurel in 1976 to provide catering services to select clients, while operating two fast food restaurants in Manila’s University Belt that catered mostly to students.

It later expanded its operations, serving as canteen concessionaire to various companies such as Purefoods and Meralco. Its catering services also grew to include institutional clients as well as major public events such as the World Youth Day in 1995. A new opportunity for Cater King Food’s growth presented itself with the establishment of Goto King in 1984.

Goto King’s concept is to sell goto (a local merienda staple sold in carinderias and by mobile food vendors) in an air-conditioned setting and with fast food convenience. Laurel says, “We are so happy to still be in business after 27 years, surviving the onslaught of other local fast food giants and the invasion of foreign franchises. We stood the test of time and taste of our loyal patrons.”

From a single cart selling goto, lugaw and tokwa’t baboy, Goto King has since grown into a network of carts, kiosks, food court outlets and independent stores located all over the country. Its concept also evolved as it added to its menu a variety of food products that Filipinos grew up with and continue to enjoy today.

Currently, Goto King has 26 outlets in the Philippines and one in Abu Dhabi, the capital of the United Arab Emirates. Twenty-one of these branches are company-owned and the rest are franchised.

“In celebration of our 27 years, more expansion will happen this year and in the coming years, especially in key cities like Davao, Bacolod, Iloilo and Tacloban, Goto King will soon have a presence,” says Laurel.

Indeed, franchise inquiries have been received from these areas as well as from Laguna (San Pablo, Sta. Rosa and Biñan) and further north in Tarlac and Baguio cities. Laurel also hopes that Goto King will also go regional, opening branches in Singapore and Hong Kong.

As part of its expansion, Goto King has ventured into Internet marketing to reach the more than 30 million Filipino Internet users. Goto King sought the services of 88DB.com (www.88DB.com.ph) to build its website so it can be accessed by its loyal and potential customers, wherever they may be.

The website (www.gotoking.com.ph) features Goto King’s history, list of branches, current menu and newest offerings, and the process on how to franchise a Goto King store.

“Our website will be a very helpful tool as we expand nationwide and even outside the country to reach our growing market. We will be mouse-clicks away to all those who crave for Goto King,” says Laurel.

Racquel Cagurangan, general manager of 88DB.com, says, “It is our pride to have Goto King as one of our valued clients as we help them boost their presence through online media.”

She adds: “Filipinos both here and abroad can access Goto King’s website for menu, list of branches and outlets, catering and information about franchising. Abu Dhabi was a result of accessing the website for sound franchise investment, which proves that online media works.”

For more information, log on to www.gotoking.com.ph, call hotline number (02) 922-3206 or e-mail at [email protected].

88DB.com is the Philippines’ first rich media service classified ad portal created to provide large companies, small and medium enterprises, organizations and freelancers a venue to promote their products or services online.

It is a one-stop shop for online advertising services from ad listings to banner ads, e-mail broadcasts and Web hosting. With over 200,000 member-advertisers, it provides consumers with comprehensive choices of products and services.

For more information, log on to www.88db.com.ph.