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Micromarket Analysis for Pizza: Shakey's and Pizza Hut

Micromarket Analysis for Pizza: Shakey's and Pizza Hut

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  • 1. PIZZA HUT vs. SHAKEY’S: AMICROMARKET ANALYSIS GROUP 5 BARTOLOME, ANNE EL-KERMI, HICHAM MENDOZA, ANA ORBETA, JEN PICHAY, LEI
  • 2. PIZZA HUT
  • 3. PIZZA HUT Was started in 1958 by two enterprising college students, Frank & Dan Carney, in their hometown in Wichita, Kansas. It has become the largest & most popular pizza chain with over 12,000 restaurants in 90 countries around the globe in 2004. Philippine Pizza Inc., the franchise owner and operator of Pizza Hut, has over 140 restaurants, here in the Philippines since it began in 1984.
  • 4. SHAKEY’S
  • 5. SHAKEY’S PIZZA In 1954, Sherwood “Shakey” Johnson pooled his funds with those of college friend, Ed Plummer to open the first Shakey’s outlet. Today there are over 500 Shakey’s restaurants world-wide. Pizza is still the mainstay at today’s Shakey’s, whether it’s the original thin crust or the classic hand-tossed pizza with dough baked thick and chewy. Shakey’s Philippines have grown to 130 stores nationwide
  • 6. SCOPE AND LIMITATION The group observed the following branches:  Pizza Hut, SM Marikina  Skakey’s, Congressional  Shakey’s Bluewave (Friday, 9:00-11:30pm) Day: Sunday, Time: 3:00 PM – 6:00 PM Shakey’s : 9:00 am to 10:00 Pm
  • 7. OBSERVATIONS CUSTOMERS LOCATION ESTABLISHMENT
  • 8. CUSTOMERS PIZZA HUT SHAKEY’S AGE Families and couples Families and individuals mostly comprise the between 28 to 70 y/o crowd, aged 3 y/o to 68 Working professionals y/o. SEX Both male and female, Both male and female. almost of equal Female being dominant distribution in number OCCUPATION Mostly employees, Family oriented people housewives / family- Corporate Offices oriented peopleFINANCIAL ABILITY Pizza Hut is a pricier Class B and C alternative to fastfood chains like Jollibee and Mcdo, so we would assume people from Class B and C
  • 9. CUSTOMERS PIZZA HUT SHAKEY’S BEHAVIOR Most people order the Thin crust pizza and pasta thin and crispy pizza, and is commonly ordered the cheesy pops pizza Garlic Bread and Chicken variety. Other popular items ordered were Caesar Salad and baked fettuccine alfredo. OCCASION Family bonding and Family birthday bonding/gathering Pay Day Weekend 3-day Mall SaleBUYING HABITS 70% were dine-in Dine in customers customers, the rest Long tables of guests availed the buy 1 take 1 ranging from 6-12 pax pizza worth 499 for take- out
  • 10. LOCATIONPIZZA HUT SHAKEY’S SM MARIKINA  CONGRESSIONAL  Located at the 1st floor,  Located at the first beside the main entrance floor of Circle C of SM Marikina (outside the entrance)  Near the taxi terminal  Near tricycle/taxi  Same floor as the terminal supermarket  No other pizza  No other Pizza restaurant restaurant
  • 11. LOCATIONPIZZA HUT SHAKEY’S  Bluewave Branch  Located along 2 major roads (Macapagal Ave. and EDSA extension)  Not a lot of pedestrians – customers come in cars or cabs
  • 12. ESTABLISHMENT PIZZA HUT SHAKEY’SPRODUCT / PRICE Thin n’ Crispy Pizza Thin n’ Crispy Pizza Regular - P 219-299 Regular – P 189- 280 Family – P 319-475 Large – P 304 - 411 Pan Pizza Family - P424- 560 Personal – P 115-125 Pan Pizza – P298- 411 Regular – P 265- 299 Regular - P 131 – 247 Family – P 419 – 459 Large – P235-396 Create Your Own Pizza Family - P 375- 521 Regular – P 219 Family – 319 Chicken – P 238- 845 Addtl Topping – 45 -75 Pasta - P 165- 179 Stuffed Crust – P359 -629 Starters P 68 – 501 Pasta – P 99 – 429 Combo meals – P 138 – - Fettuccine Alfredo, up Lasagna, Bolognese, Spaghetti Al Pesto, Pasta Perfetto Wrap
  • 13. ESTABLISHMENT PIZZA HUT SHAKEY’SPRODUCT PRICE Salad – P 79 -299 Chicken – P 238- 845 - Caesar, Olive Garden, Pasta - P 165- 179 Mango Shrimp Starters P 68 – 501 Combo meals – P 138 – Appetizer – P 49 - 389 up - French Fries, New Hut Patatas, Chicken Wings, Mozzarella Sticks, Monster Deal – P 1,859 Chicken Tenders Big Group Feasts - P 799 – 1,999 Others: Soup – P 55 Desserts – P 59-99
  • 14. ESTABLISHMENT PIZZA HUT SHAKEY’SLEVEL OF • Has an attendant to assist • With server to get orderSERVICE customers to their table and assist customer in • Friendly and accomodating receiving order up to • Attentive slicing and serving the - customers does not have to food repeat orders • Friendly and polite - attends to the customers • Attentive once he/she raises his/her - repeats customer’s order hand accordingly • Caring - informs how long the - when order was not served order will be served on time, the waiter will say • Servers wear hairnets sorry and will give a • Everyone not only complementary soup for servers greets customer waiting too long upon entering the store • Hygienic and with pleasing personality
  • 15. ESTABLISHMENT PIZZA HUT SHAKEY’SSPEED OF • To get a table: • To get to the tableSERVICE - If there’s no waiting line – - no waiting line one can get a table right away • Once order is made, - With waiting line: 5- 20 customers wait for the mins following: • Once an order is made, - drinks 5 mins customers wait for the - appetizer 10 – 15 mins following: - pizza and pasta 30 mins - Drinks: 5-10 mins. • Getting the bill: 5 mins - Appetizer like soup and salad: 15 mins. - Pizza and Pasta: 20-30 mins. • Getting the Bill: 5 mins.
  • 16. ESTABLISHMENT PIZZA HUT SHAKEY’SFACILITIES • No own rest room • With own clean and • No wash area for hygienic restroom customers • Waiting are with • There’s a waiting area newspaper and magazine • Dining chairs are • Dinner chairs are comfortable, sofa for big comfortable. With couch groups. for table near the glass • Separate take-out area wall overlooking the • Kitchen activity may be street seen by customers • Take out area is inside • Nice ambience and with the store soothing music • Kitchen is hidden behind a wall • Good, clean ambiance
  • 17. SUMMARY