Romualyn R.

Ramirez
Jollibee v McDonalds
Filipinos are food lovers and they enjoy tasty meals. They go to fast food restaurants and
these restaurants, most especially, attract students and or!ing class. They are the group of
people that regularly patronize fast"food restaurants, hich accounts for the sudden boom in the
fast"food industry in the #hilippines. This situation ma!es the fast"food industry in the
#hilippines a thriving ground of intense competition among the players in the industry. Foreign"
based fast"food chains joined the already tight roster of fast"food establishments operating in the
country. $o comes the rivalry beteen Jollibee versus McDonalds.
%hen it comes to its consumer or mar!et, Jollibee and McDonalds consist of various
buyers, and buyers differ in one or more respects. They may differ in their ants, resources,
geographical locations, buying attitudes, lifestyles, and buying practices. &enerally, both have
the same mar!et since their prices does not differ much, both establishment are visible in any
part of the #hilippines, they target students, or!ing class and medium to lo income families,
and more or less the same buying practices. This is hy the competition is so tight that brand
loyalty is the factor that ma!es a major difference, here Jollibee leads versus McDonalds.
#ersonally, ' see it that Jollibee is more of Filipino taste than McDonalds.
%hat the consumer need and ant is a value for money food that can serve as a treat to
themselves, as ell as convenient from their school or or!place, here they can rela( since
nobody has to coo! or clean up, and of course enjoy good food.
These needs and ants by the consumer are met by Jollibee and McDonalds by
improving its service and adjust to the evolution of lifestyle if the consumers. )oth Jollibee and
McDonalds taps the )#* industry here they ta!e orders online and via phone call for food
delivery. For #ricing, they have value meals for less than #+,. -nother strategy to stimulate
fre.uent store visits is the they have tie"in promotion of hit movies ith the offering of limited
edition gadgets, collectibles, and food items li!e /aptain -merica in Jollibee hile McDonald0s
is also offering /oca /ola can glass collectibles. Jollibee also tied up ith ban!s here
customers can redeem promotional freebies based on amount charged to their credit card. To
complete the customer0s dining e(perience and enhance the perception of value, some Jollibee
stores provide nespapers and sometimes free %i"Fi internet connection.
-s a consumer, one area that ' am not satisfied ith is the lac! of healthier food choice.
$oadays, consumer lifestyle is no moving toards healthy living. #eople are concerned ith
their calorie inta!e, sugar content, and as ell as fat content. 1oever, busy people still needs
.uic! service meals to catch up ith their schedule. ' suggest that Jollibee and McDonalds to
provide healthier choice of food and give product information. ' suggest to them to incorporate
fruits and vegetables on their menu. This ill be the mar!et in the future generation.