Philippine food chain to expand in U.S., Europe

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MANILA -- Following Jollibee Foods' huge success in the international mar ket, Chowking Foods, a local Oriental food chain that also caters to middle and lower-income consumers, is to fur ther expand in the U.S. and Europe.

Chowking dishes are mostly a combi nation of Chinese and Filipino food, reasonably priced and cooked spicy and sweet to appeal to local residents. A full meal consisting of rice, a meat dish, dessert, and a soft drink costs roughly $1.02.

According to Chowking President Robert Kuan, the company has recently signed a licensing agreement with a Chinese-Fili pino businessman to open another chain in California. Chowking already has two stores in the U.S. state. It has one other branch in the Middle East.

Mr. Kuan says the new U.S. chain will be located inside the Seafood City Super market in California, which is now a mo dern American supermarket chain.

Apart from the U.S., Kuan is also hold ing talks with fastfood chains based in Rome and Milan in Italy.

Mr. Kuan believes Chowking will become successful in Europe as Chinese food in the continent is relatively expensive.

Copyright March 1998, Crain Communications Inc.

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