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The RP-Mission and Development Foundation Inc. conducted a comprehensive nationwide survey, meticulously evaluating consumer inclinations within the dynamic sphere of the Philippines’ fast-food sector.
The survey’s findings affirmed Jollibee’s unrivaled stature, with an exceptional 88-percent rating, as the “Top Fast-food Restaurant in the Philippines.”
Within the complex weave of consumer favoritism, McDonald’s rose as a formidable competitor, securing the loyalty of 67 percent of the surveyed individuals, thereby cementing its position in the second spot.
Mang Inasal showcased its compelling allure by achieving a commendable 63-percent rating, while Chowking tenaciously retained its status with a 58-percent score. Not far behind was KFC, with a competitive 55-percent rating. Goldilocks, a classic staple, managed to charm just above half of the respondents, amassing a 51-percent rating.
Greenwich clocked a 43-percent score, followed by Shakey’s, which earned a 31-percent approval rate among participants. Pizza Hut secured a 30-percent rating with its globally celebrated brand and palate-pleasing menu. Kenny Rogers, renowned for its flavorful roasted fare, rounded out the survey with a 22-percent share in consumer preferences.
The extensive survey proffered a broad list of fast-food chains to respondents, enabling them to elect their top 10 favorites based on a range of decisive factors. This included brand preference, visitation frequency, food quality, service quality, value for money, location convenience, delivery service, favorite menu item and health perceptions.
Demonstrating its deeply rooted standing in the local culture, Jollibee outshone competitors in the “brand loyalty” category. Its emblematic “Chickenjoy” stood out among respondents, signifying the robust brand association with its much-loved dishes. The widespread accessibility of Jollibee outlets across the nation further bolstered its high score, indicating elevated levels of customer satisfaction, as outlined by Dr. Paul Martinez of RPMD.
In the “food quality” arena, Jollibee and McDonald’s exhibited superior performance, reaffirming their commitment to consistently gratifying culinary experiences. The pair also outperformed peers in providing the best “value for money”, reflecting their astute pricing strategies and diverse meal offerings. Jollibee and McDonald’s received commendations for “service quality”, a metric considering staff courtesy and order accuracy.
The June 25 to July 5, 2023 survey engaged 10,000 participants through face-to-face interviews and provided illuminating insights into the ever-changing fast-food milieu in the Philippines.
Jollibee surfaces as the most favored fast-food chain, though the findings also underscore the potential for all chains to refine their offerings, particularly regarding health-conscious choices. Given the industry’s perpetual evolution, staying attuned to the shifting landscape of consumer expectations will be integral to sustaining the success of these brands.
