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Goto King is a fast food chain owned and operated by Cater King Food Corporation. Cater King Food is a Filipino-owned company registered with the Philippines Securities and Exchange Commission and was incorporated in 1984 to operate a food manufacturing and services business. It started as single proprietorship established by Mrs. Teresa Dula Laurel in 1976 to provide catering services to select clients, while operating two fast food restaurants in Manila’s University Belt that catered mostly to students. It later expanded its operations as canteen concessionaire to various companies such as Purefoods (1981-1984) and Meralco (1984-1989). Catering services also grew to include institutional clients as well as major public events such as World Youth Day (1995).
A new opportunity for Cater King Food’s growth presented itself with the establishment of Goto King in 1984. Goto King’s concept was to sell goto, a local merienda staple sold in carenderias and by ambulant food vendors, in air-conditioned comfort and with fast food convenience.
This fit well with SM Food Courts’ need for a food concept that was filling and easy on the budget.Goto King became the first brand product of Cater King Food which by then went from being a single proprietorship to a corporation to better address the challenges of its expanding operations. From a single cart selling goto, lugaw and tokwa’t baboy, Goto King has since grown into a network of carts, kiosks, food court outlets and independent stores located all over the country. Its concept also evolved as it added to its menu a variety of food products that Filipinos grew up with and continue to enjoy today. The menu line-up additions included other merienda items and refreshments. Rice meals were also introduced. One of these rice meals is the Pinoy Deli meals which are set meals with fried rice, fried egg and choice of viands. There are also the Pinoy Favorites meals, which cater to the budget-conscious, and Pinoy Classics, which serve as higher-end options. Both of these meals offer home-style popular Filipino dishes.
The Goto King menu reflects its marketing position as the Pinoy alternative to the usual fast food staples such as burgers and fries. To bring this message to customers, Goto King expanded its network of outlets. It opened in food courts of other malls and established stand-alone restaurants, the first of which was on Timog Avenue in Quezon City.
In line with its direction to grow the business into a national brand, Cater King makes Goto King available for franchising. It is one of the few local franchising systems that offer strong support services that include site evaluation, feasibility studies, development meetings, a continuing marketing support and operations manuals.