MANILA, Philippines – A recent study among Metro Manila respondents has identified Chowking’s
halo-halo, a traditional Filipino dessert made of ice, milk and ice-cream, sweetened bananas, jackfruit and other ingredients, as the top brand in the city, a statement from the company said.

Chowking “outperforms all halo-halo brands/outlets in the market,” as the most preferred among consumers, a November 2007 Nielsen study in Metro Manila showed.

Nearly half of the population (45 percent) in Metro Manila consumed halo-halo during the period February to September due to the prolonged summer season, and 80 percent of this has Chowking on their mind, the study says.

Respondents said Chowking’s Halo-Halo had the right sweetness, and the right amount and number of ingredients, the Nielsen study of 150 male and female respondents from class C and D homes in Metro Manila showed.

The greater the toppings, the more it is preferred, the survey reveals. Of the more than a dozen ingredients, respondents ranked as top favorites Chowking’s leche flan, ube, and ice cream.

The survey also showed that consumers usually pair it with other Chowking food items. The popular iced snack is purchased heavily during lunchtime (12-2 pm), mostly with Chowking’s rice chow and pancit. During mid-afternoon merienda, Chowking Halo-Halo is paired with siopao and siomai, the survey shows.

To keep customers coming, Chowking has equipped all 340 stores nationwide with the latest snow ice machines that churn out finer ice that is easier to mix. The investment may have shaved off around P8.5 million from Chowking’s bottom line but “when it comes to delighting our customers, we’re willing to go the extra mile,” says Chowking president Rufino dela Rosa.