How Chooks to Go found 'no sauce' success

Cathy Yang, ABS-CBN News

Posted at Oct 30 2017 02:15 PM | Updated as of Oct 30 2017 04:53 PM

Rows of whole chicken are roasted in an oven inside a Chooks to Go branch. ABS-CBN News

MANILA - Bounty Agro Ventures Inc's Chooks to Go became the market leader offering rotisserie chicken without the sauce, but it did not originally intend to be different.

The company struggled to overtake the competition until company president Ronald Mascarinas visited their stores in Tacloban and Ormoc cities in the Visayas.

Mascarinas said he was surprised to see queues at kiosks for chicken that will not be delivered until the following day because demand so outstripped supply.

"We found out our guys in the processing plant skipped one step of the marinating process," Mascarinas said in an exclusive interview with ANC's The Boss.

"They did not follow directions, but they made the chicken much much more delicious. That was really the success, skipping one step. That's the secret."

Bounty Agro Ventures, Inc President Ronald Mascarinas talks to ANC's Cathy Yang. ABS-CBN News

Oven roasted Chooks to Go is the market leader, beating the long-established competition that roast chicken over hot coals and served with lechon sauce.

"What makes the brand succeed is it's different... In marketing being different is the best proposition," he said.

Bounty Agro also has 2 other rotisserie brands, Uling Roasters and Reyal, which comes with sauce.

Uling Roasters uses flavors tailor made for a planned African foray, which was scuttled by the Ebola outbreak in Ghana, Mascarinas said.

Reyal, on the other hand is flavored with honey, chili pepper and garlic bits, he said.

"A lot of people demand sauce. We don't want to lose that market," he said.

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