New Report Available: Fast Food in the Philippines

From: Fast Market Research, Inc.
Published: Fri Nov 28 2014

Fast food sustained its momentum and outperformed all other categories within the consumer foodservice industry in the Philippines in 2013. Fast food saw current value sales rise by 10% to reach Ps135 billion in 2013. The vibrant performance was buoyed by the higher-than-expected GDP growth that raised disposable income in the country and encouraged consumers to spend on eating out, among both provincial and urban diners. Despite the calamities experienced during the year, the economy of the Philippines grew by 7%, slightly up on the previous year.

Competitive Landscape

While various franchisees continued to lead overall, with a combined value share of 34%, Jollibee Foods Corp remained the undisputed branded leader in fast food in the Philippines. The company operates a portfolio of brands, both home-grown and acquired, which spans almost all categories within fast food. These include Jollibee, Mang Inasal, Chowking, Greenwich, Red Ribbon and Burger King, most of which are leaders in their respective categories. The operator focused on offering meals designed to suit local preferences, pushing outlet expansion through franchising and investing in advertising campaigns in order to consolidate a good brand image. Its brands have a different positioning and appeal to different consumer segments. For instance, Jollibee is known to appeal to children, while Greenwich is positioned to be the choice of teenage barkadas (groups of friends). Company share remained static at 31% within fast food in 2013.

Full Report Details at

Industry Prospects

The growth of fast food will remain driven by the expected vibrant performance of the Philippines’ economy over the forecast period. Euromonitor International projects that real GDP will expand at an average of 5.8% over the medium term, creating more jobs and raising average disposable income. Fast food will also benefit from the emergence of fast-growing cities in provincial areas that attract the development of shopping centres. Fast food will continue to become an economical choice among middle-income consumers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Philippines market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

About Fast Market Research

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