Three friends, one fryer, and a very specific idea.
24 Chicken was founded on 25 September 2017 by three young entrepreneurs who met on a short Chinese language course in China. They came back convinced of one thing: Filipinos loved Korean fried chicken, and almost nobody was selling it at a price they could afford regularly.
What we are trying to do
Korean fried chicken arrived in the Philippines as a premium product — a treat you had on a payday, in a mall, in a sit-down restaurant. We took the opposite position. Boneless, properly sauced, consistently cooked, sold in portions from a solo rice meal up to a party pack for eight, available for delivery late into the night.
"Serving happiness at a budget-friendly price since 2017" is not a marketing line we reverse-engineered. It is the constraint every decision at head office is checked against: if a change pushes the price of a quarter-chicken meal out of reach, it does not ship.
The second half of our mission matters as much. We set out to build a company that is involved in the communities its stores sit in — as an employer that promotes from within, and as a partner to the franchisees who put their own savings into our brand.
The founding team
Mark Gerald Ong
President & Co-founder
Leads company strategy, expansion and franchise development.
Jeff Derrick Sy
Co-founder & Head of Operations
Owns store operations, supply chain, food safety and the training academy.
Samuel Jefferson Uy
Co-founder & Chief Marketing Head
Runs brand, national campaigns, digital channels and delivery partnerships.
Full executive biographies and high-resolution photography are available in the media kit.
How we got here
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September 2017
24 Chicken opens in Quezon City
A single shop built around boneless Korean-style chicken, open far later than the competition — the origin of the name.
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2018 – 2019
The flavour line takes shape
Yangnyeom, Soy Garlic, Honey Butter, Snow Cheese, Gangnam Style and Sweet Chili become the signature six, joined later by Jack Daniels and Garlic Parmesan. Half-and-half ordering is introduced.
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2020 – 2021
Growth through the pandemic
While dine-in closed nationwide, we rebuilt around delivery — in-house riders plus GrabFood and Foodpanda — and kept expanding while much of the sector contracted.
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2022 – 2024
National footprint
Expansion beyond Metro Manila into Cebu, Iloilo, Batangas, Angeles and Bohol. The franchise programme formalises into standard-store and kiosk formats.
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2025 – today
Past 50 stores, building the back end
Investment moves to the parts customers never see: centralised sauce production, cold-chain distribution and a standardised training academy — the infrastructure a network twice this size will need.
Own a 24 Chicken store
Fixed monthly fee, no percentage royalty. Standard stores and kiosks available in open territories nationwide.