Savory: Manila's Favorite Fried Chicken Since 1950

 OVERVIEW

SAVORY is one of the oldest restaurant institutions in the Philippines, I jumpstarted my professional career as the Sales, Marketing and PR Director of The Original Savory 1950. My primary responsibility is to come up with ways on how to maximize our reach to our target customers, branding identity, marketing strategy, business opportunities, and more to ensure we stay relevant in the industry despite being a generations aged brand.

Spearheaded the overall direction of the first major rebranding of The Original Savory 1950: from streamlining and executing the renewed management vision, planning and overseeing the construction of the restaurant's exteriors and interiors, and streamlining the process of the branches' day-to-day operations, facilitated and handles employee meetings and seminars, and implemented continuous manpower training and development as a tribute to the institution’s rich heritage and remarkable history.

During my management, I also pioneered and set up The Original Savory 1950's central commissary plant and was responsible for overseeing the commissary operations' production from acquisition of all raw and packaging materials to delivery of finished products to warehouse and outlets, ensuring food safety programs are implemented with maximum compliance.

 

WHAT WE DID
Business Development

Concept Redesign

Brand Strategy & Development
Logo Redesign
Copywriting 
Brand Identity Design

Website Design & Development

Marketing Strategy

Social Media Management

PR & Media

Food Photography & Styling

Market Research

Interiors & Environment Design

Packaging Design


We led the developed and implementation of annual marketing plans and tri-media strategies that resulted in improved efficiency and escalation of the sales growth of The Original Savory. This growth resulted in a drastic sales increase and profitability for a first time in over 25 years.

This was largely the effect of an optimized brand approach from design, development, testing and subsequent rollout of The Original Savory's new menu presentation system resulting in average transaction increase of more than 6%.

We also developed and implemented consumer research designed to improve results of our sales promotion, supported by the development of interactive, direct marketing, media, creative, sales promotion and PR strategies for the company.

Lastly, we organized the forward-looking product and brand roadmap for the next years. As a third generation, the goal is not only to maintain the brand but grow the family heirloom by seamlessly integrating into the digital age while retaining the roots of our ancestors’ brand.

This 2020, Savory will be launching its third generation concept to the market - one that will change the way fast casual meals are consumed; the product of a legacy passed down from generation to generation - merging tradition and innovation.