Fast Food in the Philippines

PROSPECTS

Category yet to reach saturation, as fast food players further expand their reach

Economic and social conditions in the Philippines were very favourable to the fast food industry as at the end of the review period. Improved purchasing power pushed an even higher frequency of spending on food and the increasingly busy lifestyles of Filipinos, especially for the emerging middle class, heightened the demand for more convenience, which fast food players can take advantage of.

Enriching the customer experience a priority among fast food players

To further elevate customer satisfaction, fast food players recognise the growing consumer group of millennials, especially those coming from the emerging middle class. The increasingly on-the-go lifestyles of millennials are a huge opportunity for fast food players to further highlight their strength in terms of convenience compared to other types of foodservice.

Challenges lie ahead

In January 2018, Republic Act No. 10963 or TRAIN (Tax Reform for Acceleration and Inclusion) was enacted and took effect on 1 January 2018.

COMPETITIVE LANDSCAPE

Jollibee continues to lead fast food in 2017, and not just in the Philippines but in other Asian countries also

Jollibee Food Corp (JFC), the largest Asian foodservice company, continued to lead fast food in 2017, with each of its brands also leading in their respective categories. The group recorded double-digit value sales growth over much of the review period, driven by an acceleration of its store network expansion.

McDonald’s expands into provincial areas

McDonald’s was the second-ranked brand within fast food in 2017, positioned behind Jollibee. McDonald’s posted strong value sales growth in 2017 thanks to its continuous opening of new restaurants, the renovation of existing restaurants, new product launches and consistent marketing and promotion of its core menu.

Convenience stores continue to penetrate fast food

Convenience stores fast food again posted significant growth in 2017. Convenience store players have a common goal of being present in every neighbourhood, which is driving strong growth within the foodservice industry.

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