Street Foods : Take it to the streets!
An astute food company validates Filipinos’ love for street foods, amidst controversies on safety and sanitation
The concept of the cart is not new. Streets of New York and other great cities have paved way for opportunities for these convenient sources of snack food. On the other hand, in the Philippines, people have developed the cart system which can only be seen in malls. Most of these carts have been customized from imported designs and concepts from other countries. Regrettably, in highly urban and populated areas where a high volume of pedestrian traffic exists, the attendance of carts is only through the unbranded ambulant vendors. As such, much can be left to be desired when it comes to cleanliness and hygiene from this distribution channel.
Kiss King of Balls (KKB) forged the introduction of branded well-designed and sanitary mobile carts manned by uniformed and highly trained sales persons using this sales channel. It was their hope to bring the indigenous cart concept to a higher level. At present, KKB is a fast-emerging and self-motivated food company, at only six years old. In its first year, it has opened more than 45 outlets and as of last count, there are more than 300 outlets opened with more to bc opened all over the country.
More than pamatid gutom
Making the most of the Filipinos’ appetite for fried snack food, KKB carries local products that are ewasiy cookeed by frying, hence, the bread and butter of their business, kikiam and squid balls. These two products are an all-time Filipino favorite and have grown to be a part of Filipino culture being the ideal “pamatid gutom” of commuters.
KKB also carries the products that complement them, like the gulaman. KKB brings lowly street gulaman(gelatin) to a higher level of quality by using imported highly nutritious agar-agar and purified water. The gulaman, together with the kikiam or squidballs, make up a thoroughly satisfying and inexpensive snack combination,” said Director for Operations Raffa Uvas.
KKB also carries other items related to these main products which we feel will be just as well-received by the Filipinos. The new products which were already launched are the crab nuggets, spicy squid balls, and the much awaited fishballs, same as the jelly shake, siopao, siomai and rice toppings.
KKB is in the business of serving delicious snack items in a clean environment. It is with great pride that their concept focuses on cleanliness and hvgiene, not only of the cart and of the handling of food but even the surroundings. They aim to bring fastfoodline service to the streets, to a point of customer delight, and superior taste and quality of their food snacks.
“It has been our strategy to locate our outlets at sites most accessible to our customers. This is why we locate in areas where there is high pedestrian traffic such as street corners, supermarkets, convenience stores and malls,” added Raffy.
The Filipino palate
From KKB’s experience with the stores, the products have an acceptability that cuts across social classes from A to D. For the lower income classes, the products are easy on the pocket, as compared to the upper classes, where the concept addresses their concerns regarding cleanliness, hygiene and quality. Needless to say, the taste of the products suits the Filipino palate quite well.
On the other hand, the operations department of a cart-based business is the backbone of the enterprise. After all, the sales and the profits are generated by the department. Ultimately, they determine the long term viability of the business, making sure that when the customers come looking for snack items, they are served the quality food Kiss is known for.
In order to accomplish this, KKB trains its crews and franchisees. Part of the training is instructing them on opening procedures, customer service, closing procedures, inventory management and basic accounting. After training, the crew is sent off to the different Outlets for the daily operations. The field management team makes certain that the standards taught during training are strictly observed and the reports properly accomplished.
“Marketing and promotions also play vital roles in the business,” added Raffy, “KKB is already quite an established brand in the street food business, but we take pains to protect and promote the brand to ensure long-term viability Of the business.”
Although the carts are strategically located, marketing and promotions efforts are exerted to maintain and shore up the sales of the different outlets. KKB promotes their brand by advertising and promoting the brand and the products. They successfully and simultaneously launched both a print advertising campaign in the different daily newspapers and it radio campaign in both AM and FM bands.
Raffy continued, “Marketing plays a major role in having your street food cart rise above others that may sell at a lower cost and may be more accessible than you are.” KKB is proud that their print ad campaign was a finalist in last year’s Advertising Congress, while the radio ad campaign likewise was a finalist in the recently-concluded radio Radio Ad of the Year awards night. Their in-house marketing team periodically comes up with marketing gimmicks and promotional materials to keep the business of street food exciting and lively.
Cart operations
It is advisable, according to Raffy, that kikiam, squidballs, shrimp balls, seafood combo, crab balls, fish nuggets, etc. are pre-cooked. Upon purchase, the food is warmed by immersing in hot oil using deep fryer. The gulaman, on the other hand, is mixed and chilled on site.
Once you’re a franchisee, KKB provides you 10 fluorescent light bulbs for a total of 264 warts and additional electrical requirements is needed (especially if the cart is fitted with an electrical fryer for heating of food — wattage of electric stove is 1000 watts, and a range hood exhaust filter). Other requirements are potable water and important security arrangements with the site.
