25 years of CK
Surviving a quarter of a century in the food business and enjoying continuous growth and expansion each year are no mean feat. For the hundreds we can point out and say they were in existence 25 years ago, there will be hundreds of thousands who have fallen by the wayside, merely existing in our “taste” memories; or surviving by the skin of their teeth. So when I mention CK, I’m not referring to Calvins or a global fashion brand, but to a brand name that has more relevance and recall for the average Filipino and his palate. I’m talking about Chowking and how over its 25 years, it has become a nationwide dining beacon with its quickly served (strictly speaking, it isn’t fast food), delicious Chinese-inspired menu, that’s been given a “Filipinizing” tweak!
Had the chance to sit down with Chowking president Erwin Elichicon, marketing director Edward Arandia and brand group manager Chris Monteron right before they were to join new endorser Jericho Rosales for the first part of their year-long 25th year celebration. With each stage of the celebration, the idea is to launch a new dish into the Chowking menu, and first on tap was their Orange Chicken. While the 25 years (founded in 1985) include its being acquired by the Jollibee Group in 2000, as Erwin proudly proclaims, “What hasn’t changed is more the point when looking back over the last 25 years. The quality and diversity of the food, the efficiency and dedication of the staff to serve the public, they’re cornerstones of the values we uphold, and I like to think, the reasons the customers keep coming back.” With a 400th store opening in Baguio, and the more than 30 Chowkings spread across the world — from the US, to Dubai, the UAE, Qatar and Indonesia — Chowking’s braintrust saw this 25th year as an opportunity to renew the brand’s equity and justifiably “make some noise.”
I say “justifiably” because while I have to confess I had not been that avid a patron over its 25 years, my working at ABS has often resulted in the need for quick-fix meals, or take-outs, and Chowking has frequently come to the rescue. In fact, the free-standing outlets were open on Good Friday (while all the malls were closed), and their Orange Chicken is a sweet winner, reminding me of the Panda Express chain we find in the United States, that also has Orange Chicken on its menu. And just to show you how the Filipinizing tweak is such a factor, when I asked the Chowking officers what was the single best-selling ticket on the menu, they had to smile and say, “It’s a toss-up between Chicken Lauriat and the Halo-Halo!” Long may the (Chow)King reign!
Global cultural scene goes Pinoy
Don’t look now, but globally, the current literary scene, and the contemporary music world, has the Philippines stamped all over it!
Winner of the 2008 Man Asian Literary Prize is Miguel Syjuco’s Ilustrado — and it won as a manuscript, a yet unpublished work! Given annually to a citizen of an Asian country writing in English, the book will finally be released in the UK this month, and in the United States in June. Thanks to Fully Booked, I had the chance to read an advance copy, and interview Miguel online (to be featured in FB’s upcoming in-house magazine). Writing with delicious cynicism and humor, yet tinged with compassion and depthful observation, the novel is a whirlwind “guided tour” of the “minefield” that is our country, where contradictions and ironies live side-by-side with politics, religion and popular culture. For anyone into fiction, look out for this book, from an acclaimed new voice in World Literature, and one that’s our own! It’s a satire that works because it hits home, while still being an entertaining read — even its style and structure help us understand why the jurors were so taken by the book.
As for the other image in today’s column, don’t rub your eyes in disbelief — released in early April, David Byrne’s new double CD (Yes, reader, THE David Byrne of Talking Heads fame) is a collaboration with Fatboy Slim. Here Lies Love is a song cycle that’s inspired by the life of our own Imelda Marcos. I haven’t had the chance to listen to the whole album, just the song samples one can access on Amazon.com; and it primarily consists of dance floor anthems, given a lot of Latin influenced rhythms. Guesting as vocalists are such names as Florence Welch (of Florence + the Machine), Cyndi Lauper, Natalie Merchant, the Dap Kings’ Sharon Jones, Tori Amos, Santigold and Steve Earle — so quite a stellar bunch. As David mentions in the liner notes, at times, he uses actual quotes of Mrs. Marcos for the lyrics, and the cycle basically follows her life’s trajectory. He presented some of the songs in Carnegie Hall, and there are plans to stage the songs as a musical, a la Evita. Have always been a fan of Talking Heads and how David would promote World Music, so was a mild shock when I saw the album cover for the first time on Amazon.
