In the fastfood industry, one growth opportunity in the past was the introduction of the

breakfast category. Fast food companies like Jollibee and McDonald’s would have a different
menu for breakfast and lunch to ‘customize’ its meal solution during these two different meal
times. However, lunch and dinner menu remains the same.

A. Do consumers have the same or different dine-in behavior during lunch and dinner?

Consumers definitely have a varied dine-in behavior during lunch and dinner. While most
of the consumers have their time spent on dinner with full liberality, they are bereft of such during
lunchtime as they are in the rush to finish their meals for them to report back to work at a certain
time.

B. If not the same, identify the differences.

Dine-in behaviors of consumers during lunchtime differ significantly as compared to

during dinnertime.

Since most of the food-goers are either employees or students, their lunchtime is usually
a time-off from their daily endeavors, hence:
a. They opt to eat at fastfoods with more haste in order for them to be back at work or
at school at a certain time.
b. They usually order a meal which may be served at a faster time as compared to
other selections in the menu.

During dinner, consumers usually do not have any tasks to beat nor any time to consider
which may constrain their meal, thus:
a. They spend more time in eating and enjoying their food at a leisurely manner.
b. They can choose the food they desire among the selection in the menu and can
patiently wait for their order.

C. What would you recommend to the fast food companies in order to improve their dinner
sales and seat capacity usage?

Fast food companies must accustom their menu based on the undertakings of their
customers in a certain time of the day. Since the menu during lunch and dinner remains the
same, they may add a dinner category on their menu in a similar fashion that the breakfast
category was incorporated long ago. It is worthy to note that the breakfast category pays more
than the regular meals even if the difference in the quantity is negligible. Such scheme may be
applied on the dinner category.
Moreover, they must extend their hours of operation as more and more people spend
their dinner unconventionally as to the time. We cannot discount the fact that employment in the
present generation goes beyond the normal working hours, and these employees often prefer to
eat out instead of cooking their own food at home.
As to the seat capacity usage, fastfood chains must go away with the use of long tables
for patrons coming in as a group. Unlike on lunchtime, people tend to eat their meals at
fastfoods by flock. During dinner, however, consumers often go to fastfoods in solitary or by
pair, at most. At times, these people prefer to be settled alone or at 2-seater tables, and usually
avoid sitting by next to a stranger at long tables. Fastfood chains must bear in mind that even at
meals, they must provide sufficient personal space for their customers.