Korean fried chicken has captured the hearts and taste buds of many Filipinos, becoming a popular choice for gatherings, hangouts, and casual comfort food. It’s crispy, flavorful, and, above all, satisfies that craving for a savory and filling meal. BOK Korean Fried Chicken, established in 2020, leans into this trend with a unique approach. They prioritize community, calling their loyal patrons “BOKada,” a clever play on “barkada” that reflects the communities and friend squads they hope to bind together even more through their menu’s flavors.
But for BOK, it isn’t just about tasty meals as it’s also about delivering a great experience, every time, wherever the BOKada may be. This commitment to quality, convenience, and customer satisfaction has helped BOK thrive, especially with their partnership with GrabFood. This relationship has allowed them to grow rapidly and reach more customers, all while keeping their focus on what matters most - a satisfying dining experience for every BOKada.
BOK Korean Fried Chicken began as a small kitchen hub in Alabang, Zapote, launched by five friends who dreamed of bringing Korean-style fried chicken to the local market. In their early days, they operated with limited resources, relying on social media, word-of-mouth, and their own in-house riders for deliveries to nearby areas. On a good day, they received around 20 orders, a number they considered an achievement back then.
Now, BOK has expanded to 20 branches across Metro Manila and nearby provinces like Cavite and Laguna, strategically located near schools and office areas with high foot traffic.
As they navigated through managing orders, rider scheduling, all while keeping customers updated on their order status, they realized the need for a better, more efficient system. Just two weeks after opening, they instinctively partnered with GrabFood. This early move paid off, paving the way for smoother operations, wider visibility, and a convenient platform that would allow them to focus more on improving their food offerings and services for their BOKada.
Bringing the ‘Barkada’ experience anywhere, anytime
At the core of BOK Korean Fried Chicken’s success is their commitment to the BOKada experience. Whether customers dine in or order delivery, BOK strives to create a warm, enjoyable environment with upbeat music and a cozy space. Even for delivery, BOK carefully packs each order in colorful, heat-retaining packaging to ensure it arrives fresh and delicious.
“Our goal is to make our BOKada feel that every decision we make is for them. Whether it’s serving high-quality food with generous portions or making sure our customer service is excellent, we want every meal to be an enjoyable, satisfying experience,” says Micah Castel, chief marketing officer of BOK Korean Fried Chicken.
Partnering with GrabFood allowed BOK Korean Fried Chicken to achieve this, address their logistical challenges and, more importantly, reach a larger audience. “We knew that the most efficient and scalable way to reach more people would be by partnering with food aggregators like GrabFood,” says Micah. By joining Grab’s platform, BOK gained access to a highly active network of users, increased brand visibility, and opportunities to participate in promotional campaigns.
Micah highlights that being part of GrabFood has helped them reach a diverse and loyal customer base, while also boosting sales. “GrabFood has made it easier for customers to discover us and order from us. Increased visibility has not only boosted our sales but also helped us build a loyal customer base along the way,” she shares.
The partnership’s impact went beyond just sales, it provided BOK with valuable insights on how to improve. GrabFood’s regular check-ins and product discussions allowed them to identify areas of improvement and adapt their offerings based on customer behavior. For example, GrabFood’s data revealed a lull in orders between 3:00 p.m. and 4:00 p.m., prompting BOK to introduce snack boxes tailored to mid-afternoon cravings. “It’s about pivoting and finding the right product,” Micah explains.
Advertising on the platform was another game-changer. “For food aggregator ads, visibility is key. By investing in better placements, we ensure that customers see us right away, which leads to brand awareness and more orders,” she adds. BOK also leverages social media and collaborations with influencers to build a strong digital presence, further strengthening their BOKada community.
Beyond business, BOK in boosting the sense of community
BOK Korean Fried Chicken is driven by more than just sales. They aim to contribute positively to the communities they serve by creating jobs and offering value-for-money meals. Through GrabFood, they can efficiently serve their BOKada and boost the local economy by creating jobs within their community and creating a welcoming, fun space for friends and families.
Micah appreciates Grab’s commitment, noting that “GrabFood is invested in our success—they put time and effort into regular meetings, helping us improve and perform better. It’s clear for us that when Grab grows, we also grow with them.”
Micah also encourages other small businesses to embrace partnerships with platforms like GrabFood. “It can really open opportunities to reach a wider audience. GrabFood handles the logistical aspects, allowing businesses to focus on what they do best,” she advises. From maximizing the portal’s tools to leveraging marketing campaigns, BOK has effectively tapped into GrabFood’s resources to strengthen their brand and enhance their reach.
BOK Korean Fried Chicken’s journey from a small kitchen to a well-loved Korean chicken brand with multiple branches is a testament to the power of community, quality food, and strategic partnerships. With GrabFood, they’ve expanded their reach and strengthened their connection with the BOKada.
Through their partnership with GrabFood, BOK continues to bring the warmth of barkada to tables everywhere, reminding us all that great food tastes even better when shared with friends.