Chicken CluckHaus

Where Crispy Dreams Come True.

Address: Fuentes drive, Roxas City

Contact us: (036) 6201-653/ 09949311806
Email: [email protected]
Est. 2025
Members:
Marian Cloe Amacan
Trisha Mae Arollado
Trisha Joy Berjamin
Yvonnie De Egunola
 Executive Summary

CluckHuas is a start-up quick-service restaurant that aims to

offer affordable and flavorful chicken dishes such as fried
chicken, Seasoned Fries, Buttered texas Toast, and more
likeable taste to a wide range of customers including students,
office workers, and families. The business requires a initial total
capital of ₱200,000- ₱300,000, which will be used for store
renovation, kitchen equipment, initial inventory, marketing, and
working capital for operations. The funds will help set up a safe,
comfortable dining space, secure quality supplies, and launch
promotional efforts to attract customers. The business expects
to break even within six months and achieve profitability with a
projected net income margin of 15-20%. Through proper
funding, Chicken CluckHuas envisions becoming a preferred
local destination for chicken meals and expanding into multiple
branches in the future.
descriptin of the business
 Description of the Product or Service

Important Features
Fresh, High-Quality Chicken: We offer a range of fresh chicken
products sourced from JM POULTRY AND LIVESTOCK, ensuring
superior taste and quality. Our chickens are raised using
organic, natural methods, resulting in tender, juicy meat. We
offer various cuts whole chicken, breast, thighs, wings,
drumsticks and sizes to cater to diverse needs. • Convenient
Ordering & Delivery: Customers can easily place orders via
phone, online, or in-person at our stall Fuentes Drive, Roxas
City. We offer convenient home delivery within [roxas city area]
for orders above Minimum of fives order v, eliminating the
hassle of transporting bulky items.

Detailed Description of Product Use

Our fresh chicken is versatile and can be used in countless
dishes. Whole chickens can be roasted, baked, or used for
stews and soups. Individual cuts are perfect for grilling, frying,
stir-fries.

Competitive Advantage
Unlike mass-produced chicken, our products emphasize quality
over quantity. We prioritize ethical and sustainable farming
practices, resulting in a healthier and tastier product. Our
commitment to freshness, convenient ordering and delivery
options, set us apart from competitors. Our focus on customer
satisfaction and building strong relationships with our suppliers
ensures consistent quality and reliability.

Factors Contributing to Business Success:

Superior Organization
Our streamlined operations, efficient inventory management,
and well-trained staff ensure smooth order processing and
timely delivery.
Modern Equipment
Refrigerated storage, processing equipment, delivery vehicles
ensures the maintenance of product freshness and quality
throughout the supply chain.

Strategic Location
Our Chicken CluckHaus is strategically located in Fuentes Drive
with high foot traffic and easy accessibility, maximizing
visibility and convenience for customers.

Fair Pricing
We offer competitive prices that reflect the superior quality
and freshness of our products, providing excellent value for
money.

Superior Customer Service

We are committed to providing exceptional customer service
through prompt order fulfillment, friendly and helpful staff, and
readily available communication channels (phone, email, online
chat). We actively solicit customer feedback to continuously
improve our products and services. Profitability: Our business
model is built on providing high-quality products at competitive
prices, coupled with efficient operations and a strong focus on
customer satisfaction. This combination will drive sales,
increase customer loyalty, and ensure the long-term
profitability of our business.

Market Strategies
To achieve its business goals, CluckHaus will implement a focused market
strategy aimed at tapping into the growing demand for affordable,
flavorful chicken meals. The strategy is based on market research, local
insights, and consumer preferences.

1. Definition of the Market

CluckHaus targets the urban and semi-urban consumer segment in the

Philippines, particularly:

 Size & Demographic:

 Residents and working professionals aged 15–40 years old
 Students, office workers, and young families
 Located near schools, dormitories, small offices, public terminals,
and barangay centers
Structure:
 Most meals are ordered on-the-go, with a mix of dine-in, takeout,
and delivery
 Target market prefers fast, affordable, and flavorful food options
 Growth Prospects & Trends:
 High preference for chicken-based meals
 Rising trend of “budget combos” and small, curated menus
 Growth in food delivery apps and social media-driven food
purchases
Sales Potential:
 Daily foot traffic estimate: 50–100 customers
 Projected average purchase per customer: ₱100–₱150
 Estimated monthly sales potential: ₱150,000–₱300,000

2. Determination of the Market Share

a. Number of Prospects in the Target Market

Based on foot traffic data, online reach, and word-of-mouth marketing,

CluckHaus estimates a target market of 1,000–1,500 local individuals
regularly passing or living near the store location.

b. Frequency of Purchase

Fast food meals are typically purchased 2–3 times a week by a regular
consumer in the target segment.

c. Potential Annual Purchase

If 1,000 potential customers buy once a week at an average of ₱120 per

meal:
  ₱120 × 1,000 × 52 weeks = ₱6.24 million/year market potential

d. Estimated Market Share Attainment

CluckHaus aims to capture at least 2%–5% of the local chicken fast food
market in its area during the first year.

 2% of ₱6.24M = ₱124,800/year or ₱10,400/month

 5% of ₱6.24M = ₱312,000/year or ₱26,000/month

With planned promotions and community outreach, CluckHaus is confident

in gradually expanding its market share as brand awareness increases.

3. Positioning Strategy

Cluck & Grill Chicken House will position itself as the go-to quick-service
chicken restaurant for customers who seek flavorful, freshly-cooked, and
affordable chicken meals. The business will cater specifically to students,
office workers, and families who desire satisfying comfort food served fast
and in a clean, welcoming environment.

To differentiate itself from existing competitors, Cluck & Grill will focus on:

 Uniquely seasoned and marinated chicken recipes, inspired by both

local and international flavors.
 Generous serving portions that deliver excellent value for money.
 Quick service for dine-in and take-out customers, targeting those
with busy schedules.
 Friendly and clean dining atmosphere, with consistent food quality
and customer service.

By zeroing in on this niche market segment and consistently meeting their

expectations, Cluck & Grill Chicken House aims to build a strong brand
identity and become the preferred local destination for affordable and
delicious chicken meals.

4. Pricing Strategy

Cluck & Grill Chicken House will implement a competitive pricing strategy,
recognizing the need to attract budget-conscious customers without
sacrificing quality. The goal is to offer value-driven prices that align with
customer expectations while ensuring sustainable business profitability.

Key elements of the pricing strategy include:

a. Customer’s Perception of Value

Prices will reflect what customers value most:

  Taste and flavor
 Freshness of ingredients
 Serving size
 Speed and quality of service
 Overall dining experience

These value factors will be considered when setting menu prices, ensuring
that customers feel they are getting more than what they pay for.

b. Costs Involved

Pricing will be structured to cover all operational costs, including:

 Overhead (rent, utilities, equipment maintenance)

 Labor and staff salaries
 Ingredient and packaging costs
 Storage and logistics

c. Profit Objectives of the firm

The restaurant aims to achieve a net profit margin of 15–20%, allowing
for reinvestment, growth, and financial stability.

Pricing Methods to Be Used:

 Cost-Plus Pricing: Base prices will be calculated by adding a mark-

up to cover direct and indirect costs.
 Demand Pricing (for seasonal offerings and promos): Special items
or combos will be priced according to customer demand and market
trends, especially during holidays and peak seasons.
 Competitive Pricing: Menu prices will be benchmarked against
nearby competitors to ensure Cluck & Grill remains an attractive
option.
 Mark-Up Pricing: Menu items will be priced using a standard mark-
up to simplify pricing decisions and ensure profitability.

5. Distribution Strategy
The chosen distribution strategy for the chicken restaurant will focus
primarily on Direct Sales supported by Direct Mails and select
Wholesaler partnerships, to ensure both immediate customer
satisfaction and strategic market reach. Below is the detailed
breakdown of how each applicable channel will be used:
a. Direct Sales (Primary Strategy)

Direct sales will be the core distribution approach, as the business will
serve freshly prepared chicken dishes directly to customers at the
restaurant. This channel provides control over quality, customer
experience, and pricing, which are critical in food service. The restaurant
may also set up:
 Dine-in services
 Take-out options
 Online ordering through official website or app
 Delivery via in-house riders or third-party apps
(e.g., GrabFood, Foodpanda)
Strategic Advantage: Maximizes profit margins by cutting
out intermediaries and strengthens brand-customer
relationships.

b. Direct Mails (Support Strategy)

To supplement direct sales, targeted digital and printed
marketing materials will be sent to potential and
returning customers. This includes:
 Email newsletters for menu updates, promos, and
loyalty rewards
 SMS alerts for flash sales or limited-time offers
 Printed flyers distributed near residential and
business areas
Strategic Advantage: Helps build a loyal customer base,
increase brand recall, and boost short-term sales through
time-limited promotions.
c. Wholesalers (Expansion Strategy)
As the business grows, the restaurant can supply
marinated chicken cuts, signature sauces, or ready-to-eat
frozen meals to wholesalers. These will be distributed to
local groceries, sari-sari stores, or food stalls.
Strategic Advantage: Expands market presence beyond the
restaurant location and creates additional revenue
streams.
Other Channels (b, c, e) (Not applicable for initial stage)
OEM Sales, Manufacturer’s Representatives, and Brokers are not
suitable at the startup stage of a chicken restaurant, as they
are more relevant to manufacturing-based food products or
large-scale franchising. These may be considered in the long-
term for franchising or co-branding strategies.

Summary of Distribution Strategy

 Chanel Use Case Strategic Role
Direct Sales Dine-in, take-out, Core Strategy
delivery
Direct Mails Promotions, digital Customer retention &
loyalty campaigns reach
Wholesaler Supply to retail Business
outlets(frozen items) expansion

This blended distribution strategy ensures control, growth,

and scalability, giving the chicken restaurant both a strong
local foundation and a roadmap for broader market penetration.

6. Promotion Strategy – Chicken Restaurant Business

A well-rounded promotion strategy will build awareness,
attract customers, create loyalty, and boost sales. The
promotion approach will combine advertising, creative
packaging, strong public relations, sales promotions, and a
personalized sales strategy.
a. Advertising Aspects

i. Advertising Budget
₱120,000 is allocated for the first year of advertising.
Breakdown:
 ₱40,000 – Social Media Ads (Facebook, Instagram, TikTok)
 ₱20,000 – Printed flyers and local tarpaulins
 ₱30,000 – Influencer marketing and collaborations
 ₱15,000 – Radio spots (local FM)
 ₱15,000 – Contingency/reserve for seasonal boosts

ii. Positioning Message

“Crispy. Juicy. Cluckin’ Good – Taste the difference at
CluckHaus!”
This message positions the brand as a fun, modern, and flavor-
packed chicken destination that blends fast-casual vibes with
quality meals.

iii. First Year's Media Schedule

 Months Activity Channel
January Grand opening Social Media, Flyers
countdown campaign
Febuary-March Valentine and Summer Facebook, Radio
Promos
April-June Back-to-School, Family Flyers, IG Reels
Bundles
July-August Rainy Day Comfort TikTok, Radio
Chicken Deals
September Loyalty Program Facebook, Ads, Email
Launch
October Halloween Chicken Flyers, Contests
Treats
November-December Holiday Platters & Gift All channels,
Meals Influencers

b. Packaging
All products will be served in:
 Eco-friendly kraft boxes with the logo and tagline
 Paper trays for dine-in combos
 Heat-insulated paper bags for deliveries
 Color-coded stickers/labels to indicate spiciness or
flavor variant
 Premium bucket packaging for family-sized chicken meals,
ideal for group orders
Brand identity and sustainability are reflected in the
packaging design.
c. Public Relations (PR)
Media to be tapped:
 Local bloggers and food vloggers
 Barangay/community Facebook pages
 Local FM radio stations
 School newsletters (for student promos)
 PR Events:

Date Event Purpose

Opening Week Grand Opening with Buzz, Social Media
free tasting Traction
March 15 Chicken Eating Contest Engagement & Press
Coverage
July 5 “Feed the Frontliners” Build good image and
CSR Drive loyalty

November 10 Holiday Launch- Product Highlight

“CluckHaus Party
Trays”

d. Sales Promotions

Promo Type Description Frequency

Coupons Buy 1 Get 1 Chicken Monthly
Sandwich (Mon-Wed)
Contest TikTok Dance Challenge Quarterly
with Free Meal Prize
Loyalty Card 9 stamps= 1 free Ongoing
Chicken Combo
Birthday Freebie Free Chicken Wings on Ongoing
your birthday with ID
Bundle Offers Barkada Chicken Weekends
Bucket + Drinks (₱100
off)

e. Personal Sales

i. Pricing Procedures
 Prices will be value-based, considering local market
sensitivity.
  Adjustments will be made seasonally and based on
ingredient costs.

ii. Rules on Returns and Adjustments

 If the order is incorrect or unsatisfactory, full
replacement or refund is guaranteed within 24 hours, with
proof (photo/receipt).

iii. Methods of Sales Presentation

 Friendly upselling at the counter (e.g., “Would you like
to add a drink for ₱20?”)
 Menu boards with photos and suggested pairings
 Interactive digital menus for online orders

iv. Generation of Leads

 Social media ads targeted by location and interest
 Referral programs (₱50 discount for you and a friend you
refer)

v. Policies on Customer Service

 Quick response via Facebook Messenger or hotline
 “No angry customer leaves unsatisfied” policy
 Courteous greetings and thank-yous always

vi. Compensation of Salesmen

 Frontliners (cashiers, order takers) will receive:
 Base salary + meal allowance
 Monthly performance bonuses based on sales
 Incentives for upselling

vii. Responsibilities of Salesmen

 Take orders accurately and quickly
 Suggest add-ons or promos to customers
 Ensure customer satisfaction at every interaction
 Report feedback or complaints to management daily

Business Model
CluckHaus operates with a streamlined kitchen and a small
team to keep overhead costs low. The model is optimized for
takeout and food delivery via third-party apps, with limited
dine-in capacity during pop-up events or weekend sales.
To minimize startup expenses, CluckHaus will initially operate
as a home-based kitchen, allowing us to focus our budget on
food quality, marketing, and delivery logistics rather than costly
rent and renovation. Orders will be accepted through social
media, messaging apps, and delivery platforms, ensuring
convenience and accessibility for nearby customers. As the
brand grows and builds a steady customer base, we plan to
explore expansion into a physical stall or shared commercial
space in the future.Important Features: • Fresh, High-Quality
Chicken: We offer a range of fresh chicken products
sourced from [Source - e.g., l

Target Market
Our primary market includes students, young professionals, and
families looking for quick, tasty meals at fair prices. CluckHaus
will launch in a busy area near schools and residential
communities to tap into high-demand, daily foot traffic.

Team
The founding team consists of passionate individuals with a
background in food handling, customer service, and social
media marketing. Operations will be lean, with hands-on
management to maximize efficiency and customer satisfaction.

Startup Capital & Financial Proposal

To launch CluckHaus as a home-based food business, the initial
capital requirement is estimated at ₱10,000, carefully allocated
to cover only the most essential startup needs:

 Basic cooking tools and utensils (e.g., frying pan, tongs,

food containers): ₱2,000
  Initial food inventory (chicken, fries, oil, breading, sauces):
₱3,500
 Packaging materials (boxes, cups, paper bags): ₱1,000
 Basic permits and sanitation needs: ₱1,000
 Initial online marketing and branding (logo, social media
promo): ₱1,000
 Contingency buffer (gas, electricity, restocking): ₱1,500
By operating from home and leveraging free platforms like
Facebook, Instagram, and word-of-mouth, CluckHaus aims to
build a solid customer base while keeping costs minimal. As
sales grow, profits will be reinvested into better equipment,
bulk inventory, and possible expansion into food stalls or pop-
ups.

Revenue Goals
CluckHaus targets an average of 80–100 daily orders within the
first 6 months, with an average spend of ₱150 per customer.
The goal is to break even within 6 to 8 months, then scale
gradually through strategic marketing, community
engagement, and consistent product quality.
With a simple yet strong concept, a clear value proposition, and
a practical financial foundation, CluckHaus is ready to grow into
the next local favorite for fast and flavorful comfort food.
Section II: Company Description
1. Company Description
CluckHaus is a fast-casual chicken food business that delivers
freshly made chicken fingers, crispy seasoned fries, and
signature sauces in a quick-service format. The concept is
centered on simplicity and quality — providing a few core
comfort food items done exceptionally well. The brand name
“CluckHaus” represents a warm, casual space where customers
can enjoy crispy meals that hit the spot every time.
The idea was born from a shared passion for great chicken,
combined with a desire to create a food business that offers
consistency, affordability, and flavor — all in one bite. The
company is built on a scalable model that can grow over time
without requiring a large upfront investment.

2. Company History
CluckHaus started as a small concept developed through
careful research on local food trends and customer preferences.
Inspired by the rising popularity of chicken-focused menus and
minimalist fast-casual setups, the business was planned with an
emphasis on affordability and efficiency. Although it is a new
venture, the concept has gone through feasibility assessments,
market surveys, and brand development to ensure strong
foundations for success.

3. Mission Statement
To serve fresh, crispy chicken fingers and comforting sides
made with passion and delivered with speed — creating loyal
customers one meal at a time.
Our goal is to become the go-to chicken destination for comfort
food lovers by offering a consistent, quality experience with
every order.

4. Products and Services

Core Menu:
 Chicken Finger Combo Meals (3, 4, or 6 pcs)
 Seasoned Fries
  Steamed White Rice or Garlic Rice (optional with combo
meals)
 Buttered Texas Toast
 Signature House-Made Dipping Sauces
 Soft Drinks & Iced Tea
Specialty OTTerings:
 “Cluck Bites” (mini chicken pieces for kids)
 Family Party Packs (good for 4-6 people)
 Limited-Time Flavors (e.g., Garlic Parmesan, Spicy Heat)
 Cluck Catering (small event platters for parties and
offices)
The menu is focused to maintain quality and speed, while
seasonal additions and flavor variety keep it fresh and exciting
for repeat customers. Offering rice as an alternative to fries
caters to the local market preference and adds flexibility to
each meal.

5. Legal Status and Ownership

CluckHaus is a partnership, jointly owned and operated by a
group of individuals who collaborated to conceptualize and
develop the business model, branding, and operational
strategy. The group shares responsibilities across key areas
such as food preparation, customer service, marketing, and
financial management.
The business will be registered with the appropriate local
government units and will comply with all food safety,
sanitation, and business permit requirements. As a partnership,
CluckHaus benefits from shared decision-making and collective
effort, which strengthens the team’s ability to grow the
business and adapt to market demands. Future plans may
include formalizing the structure further or incorporating as the
business scales.
Section III: Industry Analysis
1. Industry Size, Growth Rate, and Sales Projection
The food and beverage industry in the Philippines remains one
of the most dynamic and growing sectors. According to recent
data, the quick-service restaurant (QSR) segment — which
includes fast-casual food businesses like CluckHaus — is
projected to grow by 6%–8% annually, driven by increasing
urbanization, a young population, and high demand for
convenient food options.
Chicken-based fast food, in particular, has seen a significant
surge in popularity. Chicken remains a top choice for Filipino
consumers due to its affordability, versatility, and cultural
appeal. Based on estimated consumer trends and spending
patterns, the QSR chicken segment alone is projected to reach
₱50–60 billion annually, making it a competitive but promising
market.

2. Industry Structure
The food industry is highly competitive, with large players like
Jollibee, McDonald’s, and KFC dominating the market. However,
there is growing space for niche, fast-casual concepts that
focus on a limited menu, fast service, and high-quality
offerings. CluckHaus fits into the “micro-QSR” category —
offering the experience of a fast food chain with the feel of a
crafted food stall or small dining concept.

The structure is tiered:

 Major Chains (e.g., Jollibee, KFC)
 Mid-sized Franchises (e.g., Chick-Boy, Chic-Boy)
 Small Independent Startups (e.g., CluckHaus, local food
stalls)
CluckHaus will operate as an independent brand targeting
specific neighborhoods and community hubs to build loyalty.
 3. Nature of Participants
 Participants in this industry range from:
 Large international and local chains
 Franchise operators
 Independent food entrepreneurs
 Cloud kitchens and food delivery startups
CluckHaus differentiates itself by focusing on freshly made,
focused chicken meals, catering primarily to dine-in and
takeout customers while also integrating with food delivery
platforms for additional reach.

4. Key Success Factors

For a fast-casual chicken brand like CluckHaus to thrive, the
following factors are critical:
 Consistent food quality
 Affordable price points
 Fast service times (within 5–10 minutes)
 Strong branding and visual identity
 Strategic location near high-foot-traffic areas
 Active social media presence and customer engagement
 Efficient cost control to maintain margins
CluckHaus is designed to align with these factors from the start.

5. Industry Trends
Recent trends shaping the food industry in the Philippines
include:
 Increased demand for delivery and takeout via apps like
FoodPanda and GrabFood
 Preference for comfort food and familiar flavors
 Minimalist menus with high-quality focus
 Use of social media for discovery and brand loyalty
  Health-conscious options and transparency in sourcing
(even in fast food)
CluckHaus capitalizes on these by offering a simple,
recognizable comfort food product, paired with modern
branding and delivery integration.

6. Long-Term Prospects
The long-term outlook for the fast-casual chicken segment is
highly positive. With low startup costs, scalable operations, and
high customer demand, businesses like CluckHaus have the
potential to expand to multiple locations, franchise in the
future, or grow through delivery-based models and catering
services.
As consumer demand continues to favor speed, flavor, and
familiarity, CluckHaus is well-positioned to become a strong
contender in the growing fast-casual food space — especially
among students, young professionals, and families looking for
accessible, satisfying meals.