Mention halo-halo on a scorching sunny day and that thick bed of fine ice, crowned with a creamy ice cream, leche flan, ube, sweet bananas, langka and a dozen other delectable ingredients usually first come to mind. Mention a halo-halo brand and the top-of-mind choice is Chowking, according to a recent study among respondents in Metro Manila.

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

So what draws buyers to Chowking halo-halo? Consumers usually associate it with being “delicious and [having the] right sweetness, as well as having the right amount and number of ingredients,” according to the Nielsen study of 150 males and female respondents from class C and D homes in Metro Manila.

The load of ingredients on every serving also serves a purpose, as it draws many sweet tooth to Chowking halo-halo. The more 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.

As to the preferred time of day to eat Chowking halo-halo, the survey shows consumers usually pair it with other Chowking food items. The popular iced snack is purchased heavily during lunchtime (noon to 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 its 340 stores nationwide with the latest snow ice machine that churns out finer ice that is easier to mix. The investment may have taken away about 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 de la Rosa.

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Mention halo-halo on a scorching sunny day and that thick bed of fine ice, crowned with a creamy ice cream, leche flan, ube, sweet bananas, langka and a dozen other delectable ingredients usually first come to mind. Mention a halo-halo brand and the top-of-mind choice is Chowking, according to a recent study among respondents in Metro Manila.

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