1. Micro Market
Analysis
Yellow Cab Pizza Co. & Pizza Hut
Athens Cruz Jennifer Liquete
Camille dela Cruz Manuel Carlo Cristobal
2. • Modern pizza originated in Italy
• The average pizzeria uses roughly 55 pizza
boxes per day
• We consume around 251,770,000 pounds of
pepperonis every year
• Pizzerias represent 17% of all restaurants
• Largest pizza – 131 foot in diameter (Italy)
3. Scope and Limitation
• Limited to two pizzeria, one for each
store
• Different locations and schedule of
visit
• Observation was done within 1 hour
of staying inside the store
• No interaction with customers
• Interaction with staff was limited to
purchasing their product
5. Yellow Cab Pizza Co.
• Founded in 2001 by Eric Puno
• Philippine grown
• 70+ restaurants
• Location: Philippines, US, Guam,
Malaysia and Qatar
6. Pizza Hut
• Founded 1984 in Kansas by Frank
& Dan Carney
• As of 2012, 6000 Pizza Hut in US
and more than 5139 store around
the world
• 140 stores in the Philippines
7. Observations
January 29, 2013 (Tuesday) January 27, 2013 (Sunday)
12:00 nn – 01:30 pm 11:00 am – 12:00 nn
Eastwood Citywalk 1, Libis, 65 Presidents Avenue, BF
Quezon City Homes, Parañaque City
8. Customers
Yellow Cab Pizza Pizza Hut
25-35 y/o 10-45 y/o
Age
Male and female – majority of Male and Female – majority of
Sex customers are male who came in customers are group of families
groups of 2-3 and children were significantly
present in the restaurant
Young professionals Cannot be determined
Occupation
- Jolly, chatting and laughing - Conversations were rampant
Behavior around - Jolly, chatting and laughing
- A bit noisy
- Not in a hurry
- Lunch break - Family Sunday Lunch
Occasion - On a date (couples) - Sunday dates (couples)
Upper C to lower B Upper C to upper B
Social class
9. Location
Yellow Cab Pizza Pizza Hut
Situated beside the road There’s no traffic within Pizza
Traffic flow Traffic is high in the Hut but there was traffic on
surrounding area but only a the main road going to Pizza
few people walks by the Hut – Aguirre Street and
restaurant President’s Avenue.
Office establishments, Several restaurants as well –
Surrounding condominiums, mall Contis, Pancake House,
area Starbucks, Army Navy, etc.
10. Establishment
Yellow Cab Pizza Pizza Hut
Capacity Approximately 60 seats, half Approximately 40-50 seats. No
outdoor for smokers and half outdoors. No smoking inside
indoor
Design/layout 2 stories, with a rough finish - Color red is dominant in the
(open vents, unpainted ceilings)interior.
- Yellow and black theme, - Sleek wooden furniture.
- Not cozy (hard wooden chairs - Long benches on the side of the
with small metal tables) restaurant and chairs have
- Food is served on paper platescushions.
and plastic utensils - Tables have tablecloths.
- Food is served on ceramic plates
and utensils are silver spoons.
Facilities They have one restroom for both They have one restroom for both
male and female, they have a male and female.
separate area for washing
11.
12.
13. Establishment
Yellow Cab Pizza Pizza Hut
Menu Majority of the menu is pizza, - Its specialty is pizzas but it also
several appetizers and chicken and offers other products like salads,
pasta. Most dishes come in big soups, pastas, meals (meat) and
servings. desserts.
- Pizza price range: 250 – 770 - Pizza price range: 120 – 500
(depending on size and flavor) (depending on size and flavor)
- Chicken and pasta dishes: 250 - Chicken and pasta dishes: 200 -
and up 300
- Appetizers and dessert: 100 – 200 - Appetizers and dessert: 50 – 150
Level of service Accommodating, no extra effort to Staff is very friendly and upbeat.
market their other products, more Puts the customers’ needs first.
of self service
Speed of service Average for a pizza joint, food is Pizza took around 10-12 minutes
cooked as ordered (15 mins) only
14. Findings
• Similarities in pricing and food offering
• Major difference in design and layout of
store
• Different primary target markets
• Difference in service strategy
• Difference in customer social class even with
the similarity in pricing
