Truth in Chowking advertising
WHILE THE RAINS poured non-stop last Friday en route to Makati, my friend Mina Contreras and I encountered humongous bumper-to-bumper traffic that forced us to slowly but surely reconsider our destination. We were still some distance away from C5 — and all of a sudden, with our stomachs beginning to holler “hunger!” Global City, where our luncheon engagement had been pegged a week before, was categorized as ridiculously far and totally unreachable under the circumstances.
Thank God for cell phones through which we communicated to our luncheon dates across town our frustrations, deepest apologies, and our ever increasing gnawing hunger for lunch Now determined “to feed the hungry and give drink to the thirsty,” we became aware of the gas station that was immediately at our right, with the bright red Chowking sign at the top of its one-storey building. To Mina and me, it immediately served as giant point- of- purchase advertising.
My driver rendered a pretty good sales talk for Chowking ’s hot mami and
siopao ( noodles and steamed buns) — talk about the effectiveness of word-of-mouth advertising! With the regular exposure we’ve had to a myriad of Chowking advertising on television and billboards over the years, the imaging of the brand was pleasant and even welcoming. Call it cumulative advertising at work! Through rain and wind and amidst stand- still traffic, we dashed into the beckoning comfy Chowking restaurant.
We were frankly surprised and impressed with the variety of Chinese delicacies on the menu. They had categories of lauriat, chao fan, dimsum and sides, noodles, Chinese- style fried chicken and variants within. Famished as we were, we quickly ordered a bowl of hot wonton mami, chunky asado
siopaos, beef chao fan, sweet and sour pork lauriat, and lumpiang Shanghai.
We were amused at how we gobbled up mostly everything — and still had room for dessert, their Super Sangkap Halo-halo. I did recall Kris Aquino endorsing it in a TV commercial during the summer and was lured further by the attractive in-store product ads. Come to think of it, we ordered the hot soup to complement the rains outside; we ordered the halohalo just as a salutary ending to a sumptuous lunch. I must salute Chowking for the nice lunch we had. I must confess we had minimal expectations — “simply eat whatever was available so we keep our blood sugar levels healthy.”
So, this was a truly pleasant surprise. The hot wanton mami was good and was a perfect partner to the siopao with the soft and tender asado (meat filling) within. I took home a couple of nicely packaged boxes of these
siopaos which the kids also complimented as delightfully good. I slurped fast the hot soup of
mami. I turned to ask for more soup which this man behind me, who turned out to be the assistant restaurant manager Alfred Espares, smilingly and quickly added to my noodles. Come to think of it, all the waiters were polite and poised to serve you in a second.
My friend Mina was impressed with how her single
siopao was served: in a covered ceramic- like container that we found out was exclusively manufactured for Chowking. (She wanted to buy one for her solo condo meals!). Her favorite
lumpiang Shanghai was served hot and crispy, the way this fastidious cook would herself prepare in her condo. And believe me, that’s some praise coming from Mina.
This rainy day in Chowking was proof enough for us that there can indeed be truth in advertising. Revitalizing!