MANILA, Philippines — Kenny Rogers Roasters is enjoying a robust life in Asia particularly in the Philippines and Malaysia as the company takes on an aggressive healthy eating campaign, according to Time magazine.

Meggie Bolinao-Jose, marketing director of Kenny Rogers Roasters-Philippines, revealed this following the publication of a Time Magazine article.

“The secret second life of Kenny Rogers Roasters in Asia” the international chain was dubbed “one of the fastest growing chains in the Pacific rim; its presence strongest in Malaysia and the Philippines,” the article said.

According to Jose, the company has listened and provided customers with offers which have made the brand enduring to Filipinos throughout these years.

“We take pride in being the only restaurant chain in the country that has taken an aggressive role in promoting healthy eating,” said Jose.

Kenny Rogers Roasters opened its doors to Filipinos in 1995. It currently has a 40-branch network nationwide. It is set to open two more branches – Paseo de Sta. Rosa in Sta. Rosa City, Laguna (end of November), and SM Dasmariñas in Cavite – before the end of the year. It recently opened at the NAIA Terminal 3 in Parañaque City. Kenny hopes to open at least 6 stores next year.

In countries like the Philippines, Kenny Rogers Roasters has become a household name, according to Time. Innovation is one of its key success factors, according to Jose: “Not only do we offer a wide variety of healthy menu items we have also renovated our restaurants to make our customers feel more at home, being a family-style chicken restaurant.”

Among the many innovative offerings that Kenny Rogers in the country includes variants of its main product, the Roasted Chicken: classic, garlic and spicy; as well as, a slew of side dishes, healthy sandwiches, salads, shakes and froyo.

Kenny Rogers Philippines recently launched a new chicken flavor – the Honey Roast Chicken and four new side dishes: Garlic Parmesan Green Beans, Turnip Salad, Sour Cream and Chives Potatoes, and Aglio Oglio.

In China, Kenny Rogers is popular among the 63 food chains found at Beijing’s International Airport. Southern China has recently opened its first restaurant and 100 more branches are scheduled to follow over the next five years. There are at least 140 Kenny Rogers Roasters locations in Asia.

Roasters was launched by country crooner Kenny Rogers in Florida, USA in 1991. It was later bought by the fast-food company Nathan's Famous, which in 2008 sold the entire chain to its Asian franchiser, Malaysia-based Berjaya Roasters Sdn Bhd. (BCM)