Chicken Charlie optimistic amid competition, low sales

CEBU, Philippines - Amid direct competition with an international chain giant, the national brand Chicken Charlie remains bullish to penetrate the Cebu market despite its fluctuating sales in the past months.

Chicken Charlie area operations manager Marivic Ole said that as a young entrant in the food business, it is normal to experience such challenge in sales turnout and in sustaining growth after few months of opening.

Chicken Charlie has been in the industry for three years.

Ole cited that the first three months after their Cebu IT Park branch opening last July 2012 posted a remarkable monthly sales performance of P80,000 to P100,000.

However, as expected in the game of business, she revealed that their sales fluctuated at 60 to 70 percent and posted P30,000 in monthly sales for this year.

With the presence of an internationally-acclaimed giant as its direct competitor, she said that Chicken Charlie aims to be more aggressive in its effort to market itself  locally.

She said that they are currently working out on product innovation that is tailored fit to the Cebuanos’ taste and value for money.

“We have to think how to penetrate the market. We want to elevate the brand of Chicken Charlie. While concentrating on market penetration, we want to keep on innovating,” she stated.

One of their strategies, she added, is the establishment of a beer station just outside its Cebu outlet which is considered to be the first among its branches nationwide.

Aside from its usual menu of drumstick and wings either in soy garlic or hot sweet sauce, Ole said that the food chain now offers beer as part of its product line.

They serve light alcoholic beverages such as San Miguel Beer Light for P60 per can, Super Dry for P80, Stella for P120 and Hoe Garden for P130.

Customers can opt to drink indoors or outside the 68-seating-capacity restaurant.

The beer station, which is designed to primarily cater to call center agents and employees from the business process outsourcing companies in the area, will be officially launched next month. 

“Our chicken is a perfect pulutan for beer and this is new to our customers. However, we don’t want to be described as a beer company but we want to remain to be acknowledged with our soy garlic chicken as our signature brand,” Ole pointed out.

She said they will also put up the same station in other branches in the country when the need arises.

For now, they are open from 9 a.m. to 12 a.m. but taking into account its target market, she also said that Chicken Charlie will soon be open 24 hours starting June.

The Cebu outlet has an average transaction of 175 customers daily with Fridays to Sundays as the peak days.

The Charlie’s bowl, chopped chicken fillet glazed with soy garlic on top of the rice bowl, is considered to be the bestseller which is priced at P59.

Aside from the Pinoy touch in its dishes, she said that Chicken Charlie boasts of affordable pricing as its competitive edge that ranges from P59 to P435.

To date, Chicken Charlie has 17 branches nationwide.

At present, there is only one outlet in Cebu which was franchised by John Paul Sy from Ifore Yu.

Ole further revealed that they are planning to expand in Ayala Center Cebu within this year. /JMD (FREEMAN)