Consumer Foodservice in the Philippines
Euromonitor International's Consumer Foodservice in the Philippines report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 170 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Executive summary
Consumer foodservice registers anaemic growth
In 2008, the global economic crisis and accompanying high inflation had serious repercussions for the Philippine consumer food service market. In a country where consumers generally consider eating out a treat, the increase in the cost of fuel and consistent rise in commodity prices limited spending in consumer foodservice outlets. The high inflation rate was unable to lift current sales value to 2007 levels as it was outweighed by outlet closures and lower transactions in cafés/bars and full service restaurants. Fast food, 100% home delivery/take away, and street stall/kiosk remained the fastest growing sectors in 2008.
Maximising same store sales become the key strategy
Amid the economic slowdown, industry players became more cautious in opening up outlets in new geographic locations, instead opting to maximise same store sales. Jollibee Foods Corp brands including Jollibee, Chowking, and Greenwich, saw less aggressive expansion as the company focused on menu improvement and pricing strategy in order to stimulate consumer demand. The Roasters Group’s brand Kenny Rogers focused on renovating its existing stores and revamping its menu in order to expound its healthier image thereby commanding higher prices. Full service restaurant’s major player, Max’s Inc, concentrated on improving day sales by launching more snack and breakfast meals.
Local brands remain dominant
Local companies showed resilience in 2008 as they continued to lead in terms of value sales. Jollibee Foods Corp’s flagship brand Jollibee continued to maintain its foothold in fast food even as competitors such as McDonalds’s and KFC slightly improve their value shares. The rapid expansion of Mang Inasal in Manila also fortified local brand share in 2008 and it now commands a higher share value than international brand Kenny Rogers and the company is among the top movers in consumer foodservice. The continued expansion of Pancake House’s brands including Pancake House, Gerry’s Grill and Teriyaki Boy continued to improve shares of local brands in full-service restaurants.
Chained consumer foodservice outlets growth beat independent
Predominantly controlled by independents, the Philippine consumer foodservice is slowly moving towards an environment with more chained outlets. During the review period, chained outlets sustained high single digit growth buoyed by the prevalence of franchising in both local and international brands. Growth in chained consumer foodservice came mostly from local players for example Mang Inasal and Ang Sr Manok ni Sr. Pedro, both of which conquered the Manila market after previously leading the market on the islands of Visayas and Mindanao.
Consumer foodservice growth, minimal in the medium term
With consumers reeling from the adverse effects of the global financial crisis, consumer foodservice growth is projected to be minimal over the forecast period. It is projected that some players will continue to shelve their expansion strategies to focus on stimulating demand from their current outlet base. Outlet closures are expected especially in full service restaurants, while fast food and 100% HDTA are more likely to experience expansion. Dining out will be deterred by higher unemployment, limiting consumers’ disposable income, and resulting in only a minimal increase in transaction volume and constant value sales.
Table of contents
CONSUMER FOODSERVICE IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer foodservice registers anaemic growth
Maximising same store sales become the key strategy
Local brands remain dominant
Chained consumer foodservice outlets growth beat independent
Consumer foodservice growth, minimal in the medium term
KEY TRENDS AND DEVELOPMENTS
CFS grows amid economic slowdown
Players veer towards renovation as ambiance becomes a key consideration
Companies widen their reach across CFS through strategic diversification
Multibrands become more prevalent
Industry players focus on maximising same store sales
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2003-2008
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2003-2008
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2008
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2008
Table 5 Consumer Foodservice by Food Vs Drinks Split 2008
Table 6 Sales in Consumer Foodservice by Location 2003-2008
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2008
Table 8 Chained Consumer Foodservice Company Shares 2004-2008
Table 9 Chained Consumer Foodservice Brand Shares 2005-2008
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2008-2013
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2008-2013
APPENDIX
Operating environment
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PHILIPPINES
CRAVINGS GROUP, THE - CONSUMER FOODSERVICE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cravings Group, The: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Cravings Group, The : Competitive Position 2008
FIGARO COFFEE CO - CONSUMER FOODSERVICE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Figaro Coffee Co: Key Facts
Summary 5 Figaro Coffee Co : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Figaro Coffee Co. : Competitive Position 2008
JOLLIBEE FOODS CORP - CONSUMER FOODSERVICE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Jollibee Foods Corp : Key Facts
Summary 8 Jollibee Foods Corp : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Jollibee Foods Corp: Competitive Position 2008
LOTS'A PIZZA FRANCHISE SYSTEM INC - CONSUMER FOODSERVICE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lotsa Pizza Franchise Systems Inc : Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Lots’a Pizza Franchise System Inc: Competitive Position 2008
MAX'S INC - CONSUMER FOODSERVICE - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Max’s Inc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Max’s Inc: Competitive Position 2008
CAFéS/BARS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2003-2008
Table 13 Cafés/Bars by Subsector: Number of Transactions 2003-2008
Table 14 Cafés/Bars by Subsector: Foodservice Value 2003-2008
Table 15 Cafés/Bars by Subsector: % Units/Outlets Growth 2003-2008
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2003-2008
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2003-2008
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2004-2008
Table 19 Brand Shares of Chained Cafés/Bars 2005-2008
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2008-2013
Table 21 Forecast Sales in Cafés/Bars by Subsector: Number of Transactions 2008-2013
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2008-2013
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2008-2013
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2008-2013
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2008-2013
FULL-SERVICE RESTAURANTS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2003-2008
Table 27 FSR by Subsector: Number of Transactions 2003-2008
Table 28 FSR by Subsector: Foodservice Value 2003-2008
Table 29 FSR by Subsector: % Units/Outlets Growth 2003-2008
Table 30 FSR by Subsector: % Transaction Growth 2003-2008
Table 31 FSR by Subsector: % Foodservice Value Growth 2003-2008
Table 32 Global Brand Owner Shares of Chained FSR 2004-2008
Table 33 Brand Shares of Chained FSR 2005-2008
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2008-2013
Table 35 Forecast Sales in FSR by Subsector: Number of Transactions 2008-2013
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2008-2013
Table 37 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2008-2013
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2008-2013
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2008-2013
FAST FOOD IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2003-2008
Table 41 Fast Food by Subsector: Number of Transactions 2003-2008
Table 42 Fast Food by Subsector: Foodservice Value 2003-2008
Table 43 Fast Food by Subsector: % Units/Outlets Growth 2003-2008
Table 44 Fast Food by Subsector: % Transaction Growth 2003-2008
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2003-2008
Table 46 Sales of Bakery Products Fast Food by Type 2006-2008
Table 47 Global Brand Owner Shares of Chained Fast Food 2004-2008
Table 48 Brand Shares of Chained Fast Food 2005-2008
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2008-2013
Table 50 Forecast Sales in Fast Food by Subsector: Number of Transactions 2008-2013
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2008-2013
Table 52 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2008-2013
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2008-2013
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2008-2013
100% HOME DELIVERY/TAKEAWAY IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2003-2008
Table 56 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2003-2008
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008
Table 58 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2003-2008
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2003-2008
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2003-2008
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2004-2008
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2005-2008
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2008-2013
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2008-2013
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008-2013
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2008-2013
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2008-2013
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2008-2013
SELF-SERVICE CAFETERIAS IN THE PHILIPPINES
HEADLINES
STREET STALLS/KIOSKS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Street Stalls/Kiosks: Units/Outlets 2003-2008
Table 70 Street Stalls/Kiosks: Number of Transactions 2003-2008
Table 71 Street Stalls/Kiosks: Foodservice Value 2003-2008
Table 72 Street Stalls/Kiosks: % Units/Outlets Growth 2003-2008
Table 73 Street Stalls/Kiosks: % Transaction Growth 2003-2008
Table 74 Street Stalls/Kiosks: % Foodservice Value Growth 2003-2008
Table 75 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2004-2008
Table 76 Brand Shares of Chained Street Stalls/Kiosks 2005-2008
Table 77 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2008-2013
Table 78 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2008-2013
Table 79 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2008-2013
Table 80 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2008-2013
Table 81 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2008-2013
Table 82 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2008-2013
CONSUMER FOODSERVICE BY LOCATION IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Consumer Foodservice Sales by Location: Units/Outlets 2003-2008
Table 84 Consumer Foodservice Sales by Location: Number of Transactions 2003-2008
Table 85 Consumer Foodservice Sales by Location: Foodservice Value 2003-2008
Table 86 Consumer Foodservice Sales by Location: Foodservice Value 2003-2008
Table 87 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2003-2008
Table 88 Consumer Foodservice Sales by Location: % Transaction Growth 2003-2008
Table 89 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2003-2008
Table 90 Consumer Foodservice Sales through Standalone: Units/Outlets 2003-2008
Table 91 Consumer Foodservice Sales through Standalone: Number of Transactions 2003-2008
Table 92 Consumer Foodservice Sales through Standalone: Foodservice Value 2003-2008
Table 93 Consumer Foodservice Sales through Standalone: Foodservice Value 2003-2008
Table 94 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2003-2008
Table 95 Consumer Foodservice Sales through Standalone: % Transaction Growth 2003-2008
Table 96 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2003-2008
Table 97 Consumer Foodservice Sales through Leisure: Units/Outlets 2003-2008
Table 98 Consumer Foodservice Sales through Leisure: Number of Transactions 2003-2008
Table 99 Consumer Foodservice Sales through Leisure: Foodservice Value 2003-2008
Table 100 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2003-2008
Table 101 Consumer Foodservice Sales through Leisure: % Transaction Growth 2003-2008
Table 102 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2003-2008
Table 103 Consumer Foodservice Sales through Retail: Units/Outlets 2003-2008
Table 104 Consumer Foodservice Sales through Retail: Number of Transactions 2003-2008
Table 105 Consumer Foodservice Sales through Retail: Foodservice Value 2003-2008
Table 106 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2003-2008
Table 107 Consumer Foodservice Sales through Retail: % Transaction Growth 2003-2008
Table 108 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2003-2008
Table 109 Consumer Foodservice Sales through Lodging: Units/Outlets 2003-2008
Table 110 Consumer Foodservice Sales through Lodging: Number of Transactions 2003-2008
Table 111 Consumer Foodservice Sales through Lodging: Foodservice Value 2003-2008
Table 112 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2003-2008
Table 113 Consumer Foodservice Sales through Lodging: % Transaction Growth 2003-2008
Table 114 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2003-2008
Table 115 Consumer Foodservice Sales through Travel: Units/Outlets 2003-2008
Table 116 Consumer Foodservice Sales through Travel: Number of Transactions 2003-2008
Table 117 Consumer Foodservice Sales through Travel: Foodservice Value 2003-2008
Table 118 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2003-2008
Table 119 Consumer Foodservice Sales through Travel: % Transaction Growth 2003-2008
Table 120 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2003-2008
Table 121 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2008-2013
Table 122 Forecast Consumer Foodservice Sales by Location: Number of Transactions 2008-2013
Table 123 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2008-2013
Table 124 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2008-2013
Table 125 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2008-2013
Table 126 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2008-2013
Table 127 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2008-2013
Table 128 Forecast Consumer Foodservice Sales through Standalone: Number of Transactions 2008-2013
Table 129 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2008-2013
Table 130 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2008-2013
Table 131 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2008-2013
Table 132 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2008-2013
Table 133 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2008-2013
Table 134 Forecast Consumer Foodservice Sales through Leisure: Number of Transactions 2008-2013
Table 135 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2008-2013
Table 136 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2008-2013
Table 137 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2008-2013
Table 138 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2008-2013
Table 139 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2008-2013
Table 140 Forecast Consumer Foodservice Sales through Retail: Number of Transactions 2008-2013
Table 141 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2008-2013
Table 142 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2008-2013
Table 143 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2008-2013
Table 144 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2008-2013
Table 145 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2008-2013
Table 146 Forecast Consumer Foodservice Sales through Lodging: Number of Transactions 2008-2013
Table 147 Forecast Consumer Foodservice Sales through Lodging: Number of Transactions 2008-2013
Table 148 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2008-2013
Table 149 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2008-2013
Table 150 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2008-2013
Table 151 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2008-2013
Table 152 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2008-2013
Table 153 Forecast Consumer Foodservice Sales through Travel: Number of Transactions 2008-2013
Table 154 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2008-2013
Table 155 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2008-2013
Table 156 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2008-2013
Table 157 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2008-2013