KUKURUKU Brand Brief

1. “Sarap ng lechon, nasa
fried chicken na ngayon.”
KUKURUKU.PH
By: Danilo P. Pumarega
Founder & CEO
+63 917 515 2367
kukurukuph@gmail.com

2. ABOUTTHE FOUNDER
• Danny Pumarega is a Certified Professional
Food Manager (CPFM) by the National
Restaurant Association (NRA) and by the
National Assessment Institute (NAI) of the
United States of America (USA).
• Danny has been in the restaurant and
bakery business for more than thirty years,
ten years of which in food commissary and
bakery manufacturing companies.
• He is now an aspiring entrepreneur.

3. OUR STORY
Filipinos love to eat! We are in constant search of
the most delicious delicacies from the northern, to
the southern islands of the Philippines. As we
have come to realize how much Filipinos love
chicken, we came across the idea of marrying two
of the best dishes in the country: lechon and fried
chicken.
We then marinated the chicken in the richest
lechon flavor, covered it with crispy batter, and
fried it to perfection. Thus, KUKURUKU Lechon
Fried Chicken was born!
“Sarap ng lechon, nasa fried chicken na ngayon!”

4. Our Brand Stands For:
“We will inspire Filipinos.We will create, build,
drive, and sustain livelihood, one community
at a time.”
Our Aspiration:
“To become a world-class Filipino chicken
company.”
Our Passion:
“Delight our customers with our best lechon
fried chicken.”
Our Way Of Life:
“Family, Professionalism, Excellence.We are
PINOY!" Passionate, Inspiring, Nurturing,
Overlearning, and Young!

5. PROBLEM & SOLUTION
Quarantine Economy: ECQ,
Modified ECQ, GCQ, Modified
GCQ
Malls: Limited operation, low foot
traffic, high rent + 5%, advances
Restaurants: Not fully maximized,
high rent + 5%, high investment
Dine-In: Only 30% of total seats,
diners are scared, low business
New Store: TODO (Take-out and
Delivery Orders), smaller (15
sqm), low investment, movable
New Work & School: Work from
home, blended studies/online,
but no face to face
New Locations: Commercial/dense
communities, low rent, 0% rent,
lower advances
New Demand: High take-out,
delivery, online order, cashless
(foodpanda, GrabFood, GCash)

6. MARKET SIZE
May 2017 Euromonitor International
536 Billion
As of Dec 2016
Fast Food, 193.5,
36%
Full Service, 125,
23%
Cafes & Bars,
106.2, 20%
Kiosks, 93.8, 18% Takeaway, 17.5,
3%

7. PHILIPPINE CONSUMER
FOODSERVICE
1. A strong propensity to spend amidst a robust
economy drives growth in consumer
foodservice.
2. Consumers enjoy better value and more options
as players compete for bigger value shares.
3. Fast food continues to grow aggressively and
poses serious competition to other categories
4. Chained operators overtake independents in
value share but still trail behind in outlet share.
5. Expansion to new geographical markets
supports sustained growth for consumer
foodservice.
May 2017 Euromonitor International

8. PHILIPPINE CONSUMER
FOODSERVICE
Key Trends and Developments
1. Unprecedented economic growth encourages
increased spending and boosts growth in consumer
foodservice.
2. Heightened competition arises as consumer
foodservice operators reach out to more customers.
3. Novel and innovative concepts emerge as consumers
seek increased engagement and fun.
4. Consumer foodservice operators strive to increase
their procurement of ingredients from local
producers.
Operating Environment
1. Franchising
May 2017 Euromonitor International

9. PRODUCTS

10. PRODUCTS

11. MARKETING CAMPAIGNS

12. BUSINESS MODEL
KUKURUKU Food Retailing, Inc.
(KFRI)
KUKURUKU Cloud Kitchen
KUKURUKU TODO: Take-Out &
Delivery Orders
KUKURUKU Full Store
KUKURUKU Philippines, Inc.
(KPI)
360o Supply Chain
Franchising Support
Marketing Support

13. KUKURUKU
TODO Store

14. DELIVERY
PARTNERS

15. STORES
KUKURUKU Arrow Food Park
Pablo Ocampo Street corner Arellano
Avenue
Taft Manila
KUKURUKU WCC Shaw
Upper Ground Floor
Worldwide Corporate Center
Shaw Boulevard, Mandaluyong City
KUKURUKU Fisher Mall Malabon
3rd Floor,The Galley Food Hall
Fisher Mall, Malabon City
KUKURUKU Banawe
100-B Maria Clara Street
Banawe, Quezon City

16. SOON TO OPEN
1. Starmall EDSA, Mandaluyong City
2. Talon Uno, Las Piñas City
3. Antipolo City
4. Otis, Manila
5. Caltex JP Rizal, Makati City
6. San Pedro, Laguna
7. Pangil, Laguna
8. Lipa, Batangas
9. San Fernando, Pampanga
10. General Trias, Cavite

17. MARKET EXPANSION
1. National Capital Region
2. Luzon
• South Luzon
• North Luzon
3. Visayas
4. Mindanao
5. ASEAN Region
6. Middle East and Asia Pacific

18. COMPETITION
Quality & Taste
Selling Price

19. COMPETITION
ADVANTAGE
• Low Investment, Fast ROI
• Easy to Operate, 1-Step Procedures
• Operations and Marketing Support
• 360o Supply Chain Support

20. TEAM
Danilo P. Pumarega
Founder & CEO,
Business Strategy
- 30+ Years in QSR and
CDR industry in the
Philippines and abroad
- Certified Professional
Food Manager by NRA
and NAI USA
Luz C. Pumarega
Managing Director,
Corporate Support
- 7+ Years in QSR
industry in the
Philippines
- 15+ Years in BPO
industry
- IT Expert
Mila A. Lavarias
Managing Partner,
Corporate Finance
- Certified Public
Accountant
- 40+ Years in
Accounting Practice
across different
businesses

21. CONSULTANTS
Francorp Philippines
Franchising
Foodmnl Studios
Digital Marketing
Social Media
PFA
Member

22. PRESS

23. TESTIMONIALS

24. TESTIMONIALS

25. FINANCIAL
PARTICULARS CLOUD TODO STORE
AVERAGE TOTAL INVESTMENT
(Store, Equipment, Franchise Fee)
450,000 750,000 1,500,000
Average Daily Sales (ADS) Year 1 12,000 17,000 23,000
TOTAL MONTHLY SALES Year 1 366,000 518,500 701,500
Cost of Sales (COS) 50% 50% 50%
Operating Expenses (OPEX) 33% 34% 35%
Royalty Fee 3% 3% 3%
Systemwide Ad Fund (SAF) 2% 2% 2%
Local Ad Fund (LAF) 1% 1% 1%
Return on Investment Year 1 127% 103% 71%
Payback Period in Months 9.4 11.7 17.0
Payback Period in Years 0.8 1.0 1.4

26. ”I didn’t just create KUKURUKU. I
breathed into it. I infused my traits
into.We both share the same values
and we have the same goals.That is
why KUKURUKU is such a very
special brand to me!”
Anybody can imitate your business,
but they cannot imitate your brand
story.

27. THANKYOU.
For investment and franchising
inquiries, please contact:
Danilo P. Pumarega
Founder & CEO
+63 917 515 2367
kukurukuph@gmail.com
dannypumarega@gmail.com