How do you make yourself unique in a market that seems saturated? Simple. Offer something the market does not have yet – a
blue ocean strategy.
Such was the business model of Treena Cueva-Tecson when she thought about what to do after she gave up her full-time marketing and PR career two years ago to be a wife and mom.
Born and raised in Bacolod, Treena noted that the chicken
inasal sold in Manila does not taste the way it should. “The
inasal in Manila are sweet, dry, and not cooked well. I know how
inasal should taste like. Ilonggos would really know the authentic taste of
inasal,” says Treena. “And the
inasal places in Manila sell
inasal by the stick (ex.:
paa,
pecho). No one is selling whole chicken
inasal.”
Armed with her mom’s recipe, P250,000 in capital, and husband Adrian’s all-out support, Treena worked out the details of Tambokikoy’s—her new inasal business. Tambokikoy is the Ilonggo word for chubby. Treena envisioned it as a take-out place that would sell authentic-tasting whole chicken
inasal.
Tambokikoy’s chicken
inasal is cooked rotisserie-style over charcoal—not electric grill—and chopped two minutes after it is done cooking. “In that way, the juice goes back; it doesn’t dry out,” says Treena.
Her pricing strategy is to offer the food items at a price lower than others do. “I want a lot of people to try our
inasal, so we made it affordable. It’s a healthier alternative to fried chicken and fried pork chop. Even my daughter Hailey eats it,” adds Treena. Whole chicken is only P199. Half chicken is P100. A quarter chicken with garlic rice goes for P75 (fast-food places offer a small one-piece chicken and rice at a price higher than that). And pork chop with garlic rice is P65.
And the market response has been very good. Since Tambokikoy’s started operations this September 1, office people and families have been dropping by to order take out from lunch time until dinner time seven days a week (it’s open from 11 a.m. to 11 p.m.). It helps that Tambokikoy’s is in a very good location right across the Mandaluyong City Hall on Maysilo Circle, the crossroad to San Juan, Mandaluyong, Makati, and Manila.
“I gauge my success with the people who come by,” says Treena. “They’re no longer friends and family. They have heard about Tambokikoy’s from others through word of mouth and from our friends in radio and magazines.”
By December, Treena is expecting to hit her return on investment. Franchising inquiries have already started to come in even as Treena says she is not yet ready to franchise.
“One of my regular customers said I got the 3Ms:
Mabilis, Masarap, at Mura. Fast, Delicious and Affordable. Our satisfaction is in seeing people enjoy our chicken
inasal and come back,” says Treena.
How do you make yourself unique in a market that seems saturated? Simple. Offer something the market does not have yet – a blue ocean strategy.
Such was the business model of Treena Cueva-Tecson when she thought about what to do after she gave up her full-time marketing and PR career two years ago to be a wife and mom.
Born and raised in Bacolod, Treena noted that the chicken inasal sold in Manila does not taste the way it should. “The inasal in Manila are sweet, dry, and not cooked well. I know how inasal should taste like. Ilonggos would really know the authentic taste of inasal,” says Treena. “And the inasal places in Manila sell inasal by the stick (ex.: paa, pecho). No one is selling whole chicken inasal.”
Armed with her mom’s recipe, P250,000 in capital, and husband Adrian’s all-out support, Treena worked out the details of Tambokikoy’s—her new inasal business. Tambokikoy is the Ilonggo word for chubby. Treena envisioned it as a take-out place that would sell authentic-tasting whole chicken inasal.
Tambokikoy’s chicken inasal is cooked rotisserie-style over charcoal—not electric grill—and chopped two minutes after it is done cooking. “In that way, the juice goes back; it doesn’t dry out,” says Treena.
Her pricing strategy is to offer the food items at a price lower than others do. “I want a lot of people to try our inasal, so we made it affordable. It’s a healthier alternative to fried chicken and fried pork chop. Even my daughter Hailey eats it,” adds Treena. Whole chicken is only P199. Half chicken is P100. A quarter chicken with garlic rice goes for P75 (fast-food places offer a small one-piece chicken and rice at a price higher than that). And pork chop with garlic rice is P65.
And the market response has been very good. Since Tambokikoy’s started operations this September 1, office people and families have been dropping by to order take out from lunch time until dinner time seven days a week (it’s open from 11 a.m. to 11 p.m.). It helps that Tambokikoy’s is in a very good location right across the Mandaluyong City Hall on Maysilo Circle, the crossroad to San Juan, Mandaluyong, Makati, and Manila.
“I gauge my success with the people who come by,” says Treena. “They’re no longer friends and family. They have heard about Tambokikoy’s from others through word of mouth and from our friends in radio and magazines.”
By December, Treena is expecting to hit her return on investment. Franchising inquiries have already started to come in even as Treena says she is not yet ready to franchise.
“One of my regular customers said I got the 3Ms: Mabilis, Masarap, at Mura. Fast, Delicious and Affordable. Our satisfaction is in seeing people enjoy our chicken inasal and come back,” says Treena.
hmmmm...
malapit na ang lunch.
nagugutom ako bigla after ko nabasa to.
sana meron dito malapit sa Makati Ayala para matikman ang chicken inasal ng 'Tambokikoy'.
Oo nga naman? Why not chickan inasal? After lechon manok, it was only a matter of time.
Pero bakit naman ang layo nito? Any plans to have other branches in QC?
Yes I have tried the inasal at this place and it's the best i've had in the metro. The chicken is flavorful hanggang buto and it is never dry. Not to mention the great price. Usually, 1 stick doesn't satisfy my hunger so I end up order 2 or even 3. Now I can have the whole chicken to myself for 200pesos only.
The sauce is so good pwede na inumin. Haha
The porkchops are delicious too. Malasa and tamang tama ang tamis.
Nagutom tuloy ako ulit.
I passed by Tambokikoy's a couple of weeks ago and I must say the chicken was different from most inasals I've tasted.
It was pretty tasty. Definitely a must try for all Inasal fans out there.
sana merong tambokikoy's sa QC!
juicy chicken inasal + garlic-iest fried rice = winner!
I have tried tambokikoy's! It's really yummy! After reading this article, I can't wait to go back and taste it again. With the proliferation of fastfoods offering nothing but oily and calorie-rich menu, I'm glad that this quaint little store exists, they not only offer a healthier alternative..it's pretty affordable as well! You certainly get your money's worth :)
wow! yan ang authentic na inasal!
sana magkaroon ng branch dito sa Angeles City ;)
Yum! i've tried this. tambokikoy's is the best inasal i've ever tried, hands down!
congratulations to Tambokikoy's! a success very much well-deserved.. because Tambokikoy's is very different from your ordinary chicken inasal.. it's not dry, tastes really yummy inside and out (the chicken, that is) and gives good value to your money.. not only the chicken but the porkchops too! and also, a bonus of very accommodating owners and crews..
i do hope Tambokikoy's will branch out soon.. good thing it's just on our way to and from the office.. c",)
Tasted it. Loved it! Unlike the common inasal you see around Metro Manila, this one is really juicy and flavorful.
I also like how it still tastes newly cooked even after storing it in the ref for a couple of days (or even 3). The microwave doesn't affect its taste.
It's the best inasal you can get in Manila.
Highly recommended. Wish them success and hopefully a branch opens up nearer where I live (Pasig) so I can have more of it.
grabe. sarap nito. i've always been disappointed sa mga "inasal" sa manila kasi they don't taste anything like yung natikman ko sa bacolod.
but this one makes the grade with flying colors!
yummyness. ^_^ i'm also a fan of the porkchops. di pa mahal. yey.
The chicken, garlic rice and porkchop will floor you!!!
we've always tried it, yummy ang sarap!
try it and feel the change, i'm sure di ka magkakaULCER with their famous tambokikoys...
The best inasal. Ever.
I've tried the chicken and the porkchop, I never new that inasal could taste much better than those I'm used to having here in Manila. So far, they're the best I've tasted! I'm looking forward to them opening an air-conditioned area for dine in. :-)
Tried it. Truly malinamnam!
I LOVE TAMBOKIKOYS!!! My boyfriend does, too! We finished a whole chicken in a few minutes and craved for more!!! We love the savory goodness!!! CONGRATULATIONS GUYS AND THANKS FOR GREAT CHICKEN INASAL!!! UR the best!!! Ayee Domingo
this is really the best inasal chicken ever. and the porkchop is TO DIE FOR.
Best tasting chiken inasal! Hope to see more Tambokikoy's branches around Manila!:)
Sounds Yummy! Pa- FedEx naman kayo dito sa Illinois! Hahaha! Congratulations to you both!!!
I can't beleive the didnt mention the Porkchop in the article.... that was my favorite.
The chicken is also delicious and I'm that much not of a chicken guy.
Food is very affordable and looking forward to have some again when I'm back in the P.I
Tambokikoy's the best! sarap ng inasal and of course the porkchop is an instant favorite! looking forward to a dine-in area Aids and Treena ;)
Hi Im Jacob Just wanna ask is your inasal open for franchise, because Im really interested and since you mentioned than the capital that be needed for this business is quite good. Can you send me the details Thank you much. ryju_07@yahoo.com
would you mind placing more articles about your chicken Inasal, i requested you to place some articles about the problems you faced while trying this business because for us students we also have our lesson regarding entrepreneurship and successsful entrepreneurs like you , we need to study problems you entrepreneurs faced in order us to be aware of those p[roblems so that as we faced entrepreneurship we are ready to those problems. thanks!
Good luck! I myself have started a chicken rotisserie, but in Isabela. We use grass fed chickens and will want to try Manila market soon.
I have been working on my Twitter followers, trying to build them up. Is this worthwhile down the road if I want to make money by marketing to them?