1) The document analyzes different fast food establishments in the Philippines including Jollibee, McDonald's, and Pizza Hut. 2) Jollibee is the top fast food chain in the Philippines, appealing to all demographics with affordable prices and Filipino food. McDonald's also has widespread success but has a higher-income customer base. Pizza Hut targets mid-to-high income customers and relies more on location. 3) Street food is an important part of the Philippine economy, providing income for many poor families through informal vending despite lacking permits. It is patronized by people from all walks of life.

1. MICRO MARKET
ANALYSISGroup 1
Jose Tiburcio Canlas
Elizabeth Timbol
Eduardo Tuazon
Arlene Panganiban
Christine Tubig

2. OBSERVATIONS
 The observations were done in SM
Pampanga for Jollibee, McDonalds and Pizza
Hut. While for the street foods, observations
were done in Dolores , St Dominic
Subdivision corner Mac Art

3. INTRODUCTION
 Jollibee Food corporation abbreviated as JFC and
popularly known as Jollibee is a Filipino multinational
chain of fast food restaurants headquartered in Pasig
City. It is the mother company of Chowking, Greenwich
Pizza, Red Ribbon, Mang Inasal and Burger King
Philippines .Since its inception, JFC expanded and to
date, it has a total of 2,510 stores worldwide Among its
licensed brands tail sales totaling to 82.1 billion pesos for
the fiscal year 2011.

4. INTRODUCTION
 The McDonald's Corporation is the world's
largest chain of hamburger fast food restaurants,
serving around 68 million customers daily in 119
countries. Headquartered in the United States, the
company began in 1940 as a barbecue restaurant
operated by Richard and Maurice McDonald, now
owned by Ray Kroc. In 2012, McDonald's
Corporation had annual revenues of $27.5 billion,
and profits of $5.5 billion.

5. INTRODUCTION
 Pizza Hut is an American restaurant chain and
international franchise that offers different styles of pizza
along with side dishes including salad, pasta, buffalo
wings breadsticks, garlic bread and desserts.
 Corporately known as Pizza Hut, Inc., it is a subsidiary of
Yum’s , Brands Inc., the world's largest restaurant company.
 As of 2012, there were more than 6,000 Pizza Hut
restaurants in the United States, and more than 5,139 store
locations in 94 other countries and territories around the
world.

6. LOCATION
 Jollibee- The store is found almost everywhere you go.
It can be inside the mall, regular and high end malls
too. It can be stand alone, in cities, towns and
overseas.
 McDonalds-The store is also seen around all places. A
little less than Jollibee but more so in the US where it is
almost in every corner. It can also be stand alone or in
malls here in the Philippines.
 Pizza Hut- The outlets of Pizza Hut is equally stand
alone and in malls. It is a little pricy so location makes a
big difference for its sales. Mostly around work places
like Makati , Ortigas and the like. It can be found
elsewhere though but the sales are not the same.

7. CUSTOMERS
 Jollibee- The customers are usually kids of all social
classes, of course with adults to stand by them. The kids
are very excited, hopeful for a mascot and the feeling
of fun among family members and other customers.
 Young adults or those with a budget.
 General public in a hurry or not.
 Jollibee has established their brand that calls for
everyone for their taste, service and price.
 McDonalds-The customers of McDonalds are similar too
,but we see some difference because of the taste of
their burgers, young adults who have travelled are
familiar with the cheese and spaghetti served in
McDonalds compared to Jollibee’s cheese and sweeter
spaghetti.

8. CUSTOMERS
 Pizza Hut- Since its an Italian outlet, it serves
different menus. But since it has been global,
has been in the market for a long time,
Filipinos have accepted Pizza Hut as one of
the fast food with a casual dining twist.
 Earning customers because of the price
and choices of menus
 It has loyal customers
location is a big factor

9. ESTABLISHMENTS
 Jollibee- Stores are lively and noisy because of the kids
 Customers can wait and fall in line.
 Pinoy taste and menus . Hot, tasty and affordable prices
 Effective advertisement
 Service is fast and courteous
 Because of the bulk of customers, facilities may
not be as clean all the time.
Parties are mostly for children or sales meeting

10. ESTABLISHMENTS
 McDonalds- Stores are lively not so noisy.
 Customers wait in line
 Store design and colors are attractive
 Menus and taste are different from
Jollibee
 Hot, tasty and also affordable prices
slightly higher than Jollibee
 Service is fast clean and courteous
 Effective marketing.

11. ESTABLISHMENT
 Pizza Hut –Very different fast food, casual dining
 Menus are Italian, pricy in the mid range
for similar food
 Customers are seated and kids are given
drawing papers.
 Service is better, waiters introduce
themselves.
 Food is hot but will have to wait
 Choices may not be familiar to some
people.
 Clean facility

12. ANALYSIS
 Jollibee is number 1 in the Philippines, and
everywhere there are Filipinos. The food and
prices will not limit anyone and the brand can
cater to all. Food and Service is very good. It
can be anywhere and will succeed.
 McDonalds is very strong in the Philippines but
stronger abroad. Location can play a role but
still the food and service are very good that
will be patronize by all.
 Pizza Hut has a mid class customers and
location is a big factor. Food and service is
well maintained.

13. STREET FOOD
 Street food is anything that we find in the streets mostly local food
with no sanitary permit and no license to sell. This is one of the most
common underground economy that sustain the Philippines and
the poor people. But the food is not just patronized by the poor but
by most Filipinos. It is a common sight not just in the Philippines but
in Asia. Foreigners may consider it unclean or unsafe but everyday
we all eat, live and earn by what we call street foods. The sellers
are called vendors who may come and go , here and there but
can support families by this kind of business. Happy faces are found
eating street foods by the construction workers, students, and all
passers by like us. You will see this sight in corners with heavy foot
traffic because they just have their products on carts and or bikes.
They too have success stories where they become legit business
owners in time with hard work and sometimes with some help.