Manchu WOK - Year one of prototype stores across North America show double digit growth
One year after the introduction of Manchu WOK's prototype stores into select locations in Canada and the U.S., the largest Chinese fast-food franchise is releasing staggering results, including a 108 per cent increase in their signature Orange Chicken dish.
The prototype stores included revamps to everything from brand image to operational efficiencies, bringing renewed focus to the customer experience. It has also proven to be a surprisingly strong asset in responding to a struggling economy.
Two North American mall-based prototype stores saw a rise in sales of 24 percent and 19 percent from April 1 to December 28, 2008. The new Manchu WOK is not just bringing in more customers, its receiving greater recognition for its brand, winning awards such as the 2008 Impression Award by one of the malls in which it operates.
"We noticed our customer's preferences and habits were changing and therefore knew we had to change as well to stay current," said Ernest Lam, Manchu WOK Vice President of Operations. And, it seems to have worked. Sales of Mixed Vegetables increased by 57 percent, Orange Chicken increased by 108 percent, while Egg Roll sales rose by 54 percent.
"The Prototype stores were heavily researched and based entirely on customer preferences including a bigger push on vegetables, the introduction of new signature recipes and region-specific customization of dishes," said Lam.
It also received a new look with display racks and woks for the steam table, a contemporary palette of vibrant colours, an enhanced menu board, modernized staff uniforms, and a waterfall to add a sense of calm to the hustle and bustle of busy food courts. The proven success of the prototype stores will now be the model for all new Manchu WOK locations including their malls, business centres, universities, military bases and street-front restaurants.
Manchu WOK is North America's largest Chinese Food Franchise and a subsidiary of Hong Kong based Cafe de Coral. It has served over 300 million meals worldwide. The expanding and evolving menu includes Cantonese, Szechwan, Hunan and Mandarin cuisine. Delivery and catering services are available at select locations.
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