‘’Factors that Contribute to the Success of Fast Food Chain

Industry in Cotabato City’’

A Research Proposal
Presented to the Faculty of the
Hospitality Management/Culinary Management/Tourism Management Program
STI College Cotabato

In Partial Fulfilment
of the Requirements of the Degree
Bachelor of Science in Tourism Management

Angelika P. Caminade
Abelyn Q. Gumapac
Naomie L. Paulino
Mary Joy L. Luciano

<Date of Proposal Presentation>

 RESEARCH PROPOSAL APPROVAL SHEET

This research proposal entitled: <Research Title> prepared and submitted by

<Researcher's Given Name MI. Family Name>; <Researcher's Given Name MI.
Family Name>; <Researcher's Given Name MI. Family Name>; and <Researcher's
Given Name MI. Family Name>, in partial fulfillment of the Bachelor of Science
degree in <Program>, has been examined and is recommended for acceptance and
approval.

<Research Adviser's Given Name MI. Family Name>

Research Adviser

<Research Coordinator's Given Name MI. Family Name>

Research Coordinator

<Program Head's Given Name MI. Family Name>

Program Head

<Date of Proposal Presentation>

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 TABLE OF CONTENTS

Page
Title Page i
Approval Sheet ii
Table of Contents iii
CHAPTER 1: Introduction 1
Background of the Study
Research Questions
Significance of the Study
Scope and Limitations
CHAPTER II: Review of Related Literature
References

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 CHAPTER 1

INTRODUCTION

Fast food is a global phenomenon that is particularly well-liked in Philippines. In the

Philippines, there are many fast-food establishments, and most Filipinos eat there every
day. Fast food has permeated every aspect of our lives. According to Wikipedia, fast food
is a type of mass-produced food design for commercial resale, with a strong priority
placed on speed of service. It is a commercial term, limited to food sold in a restaurant or
store with frozen, preheated ore precooked ingredients and served in packaging for take-
out/take-away. Fast food was created as a commercial strategy to accommodate large
numbers of busy commuters. travelers and wage workers.

The fast-food restaurants employ more people since it requires a large workforce to
provide food quickly. When ordering fast food, customers typically consider taste, cost,
and quality. Fast food establishments prioritize consistency in flavor, accessibility,
rapidity, and enjoyment. On their way to work, school or other destinations, many
individuals stop for fast food. The quicker the restaurant can deliver the food they
ordered, the happier the customer is. In the fast-food industry, location is all about
consumer convenience and accessibility. The location of a fast-food establishment is
crucial since customers in a busy area are more likely to purchase items from the
restaurant without making a specific trip there. When a fast food is situated well,
customers frequently make impulsive purchases because they perceive it to be
convenient. Reduce food waste and employ workers earning the minimum wage if you
want to succeed in the fast-food industry.

Cotabato City is one of the oldest communities in Mindanao. Majority here in our
place are Muslims. The cuisine led to the formation of the Halal Goodness Food Tour in
Cotabato City. It is meant to highlight the rich taste of halal food to everyone. Therefore,
it is important to implement Halal food in every fast-food restaurant so that everyone can
purchase their food.

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 The aim of this paper is to generate knowledge about the fast-food industry in
Cotabato City; thus, this research is based on the leading fast-food brands in Cotabato
City and what are the factors contribute to their success. The researchers seek to analyze
which brand is popular with the majority.

Background of the Study

This study is to investigate the factors of service quality and fast-food quality restaurant,
there are many choices of fast-food restaurants here in Cotabato city, they are often full
or there are many people inside because the relationship flow is good customer
satisfaction with revisit intention. Fast food restaurant means a restaurant serving food
primarily prepared in advance and sold to its customers at a counter, and/or a restaurant
utilizing a drive through facility. Fast-food chains help in the development of Cotabato
City because it attracts people from other provinces who want to try new fast-food
chains. Jollibee, Greenwich, McDonald's, KFC, Mang Inasal, and Chowking are fast-
food chains present in Cotabato City. These fast-food chains give memories to the people
of Cotabato City.

Success in the fast-food industry requires mastery of a different set of parameters than in
the fine dining sector. Customers who go to a fast-food business are looking for speed,
convenience, affordability, and predictability rather than a memorable dining experience.
Fast food entrepreneurs who understand this can master these elements of the business.
With care attention to customer service and operational detail, your fast-food enterprise
can hopefully turn a reasonable profit. (Jagg.2019) fast-food chains in Cotabato City also
gives everyone smiles and it is the place where locals spend their time while enjoying
delicious meals. This study focuses on the factors that contribute to the success of fast-
food chain industry in Cotabato City.

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Research Questions

The question of the investigation acts as the guidance for overall research which assist in
performing it in a systematic manner. The research questions associated with this study is
as follows:

1. What is the concept of fast-food chain?

2. Why are the locals of the Cotabato City enjoyed dinning in fast chain restaurant?

3. What are the factors that help the grow of the fast-food chain industry in Cotabato
City.

Significance of the Study

This research was conducted to provide crucial knowledge and information about the
subject matter chosen by the respondents, pertinent recent research or thesis and relevant
websites.
The result of this study will benefit the following:   
 Customer – Given its significance, people who enjoy fast food will be aware of its
presence and present condition of a fast food restaurant in Cotabato City. They
will be given information and options regarding which fast food establishments
will meet their needs and wants.

 Establishments – The findings of the study will also help other fast-food outlets
here in Cotabato City that lack a successful business plan and operational
efficiency.

 Researchers – The results can be used by other researchers as reference for a

further study about the factors that contribute to the success of fast-food industry.

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The objectives associated with this research is mentioned below:

1. To understand the concept of fast-food chain.

2. To assess the significance and growing popularity of fast food.

3. To identify the factors that contribute to the success of fast-food industry in

Cotabato City.

Scope and Limitations

The primary objective of the proposed study is to identify the primary factors that
contribute to the success of fast-food industry in Cotabato City. As the study’s subject,
the researchers focused on the customers who prefer to dine in fast food restaurants. The
responses to the questionnaire’s questions as well as the profiles of the respondents will
be the sole focus of this study. Furthermore, the study was limited to fast food restaurants
in Cotabato City.

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 CHAPTER II

REVIEW OF RELATED LITERATURE

(STI,2022) Nowadays, most Filipinos shop outside of their homes for quick-meal and
easy-to-cook food items, and some of us also routinely shop at convenience stores for
these items. Some of the reasons are that quick meal products are less expensive, easier to
prepare, and more readily available. Another major reason consumers buy quick meal
products is that they are more nutritious and fresher. Industry of Philippine fast foods:
Keeping up with the ever-changing way of life. Quick service restaurants, also known as
fast food restaurants, have been around since 1921. Tropical Hut Hamburger was the first
hamburger chain to open in the Philippines in 1965. The fast-food industry has expanded
after nearly 90 years. Gross revenues increased because of the fast-food chains, led by
Jollibee Foods Corporations. Positive outcomes led to the establishment of additional
fast-food chains. Jollibee Corp. is the country`s leading fast-food chain, expanding from
over 400 locations in 2001 to over 600 locations in 2010. now has 71 international stores
in six countries, continuing its international expansion Jollibee Corp. acquired
Greenwich, Chowking, Deliverance, Red Ribbon, and Inasal because of its expansion,
but Jollibee sold Deliverance. The Jollibee’s primary rival was McDonald’s. for the
benefit of BPO employees, fast food chains adopt new strategies like 24hours a day,
7days a week.

According to Investipedia, A number of well-known franchises operate in the fast-food

industry, such as McDonald's, KFC, Taco Bell (YUM), and Wendy's (WEN).In terms of

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overall sales and the number of restaurants it operates worldwide, McDonald's has
dominated the fast food industry, followed by Starbucks (SBUX) and Chick-fil-A.A
significant portion of the success of fast-food chains can be attributed to their consistent,
quick, and inexpensive meals (STI, 2022) .However, fast-casual restaurants have
continued to eat into the market share of leading quick-service chains over the past few
years.

As organic food becomes more popular in the United States, fast-food restaurant may
lose some of their market share over time. Fast food chain has traditionally gained market
share by providing simpler and less expensive alternatives. Fast-causal chains stepped in
to offer healthier options at higher prices to customers. The trend is not being ignored by
the fast-food industry. At the end of 2018, McDonald’s made the announce that seven of
its burger options would no longer contain any artificial ingredients, colors, preservatives.
It now offers a Grilled Chicken Salad on its menu, and kids Happy Meal includes apple
slices. Taco Bell offers vegetarian options that are better for you.

Food Quality

Is extremely important in the restaurant industry. It is necessary to satisfy consumer

needs and a necessary condition to satisfy consumer needs and expectations. Food quality
is recognized as an essential component of the overall restaurant experience. Food quality
is the most important factor in restaurant selection, and it is strongly related to customer
satisfaction. Food quality influences customer loyalty, and customers evaluate restaurants
based on food quality. Food taste, presentation, temperature, freshness, nutrition, and
menu variety are all aspects of food quality. Customers' decisions to return to a restaurant
are influenced by the quality of the food. Academic interest is growing in restaurant
menus, as variety of menu items is regarded as a critical characteristic of food quality.
Food has a sensual quality called taste. After eating, the taste is evaluated. Customers,
however, anticipate taste before consumption through price, quality, food labels, and
brand name. Food taste is important in achieving customer satisfaction. Food presentation
improves dining customer satisfaction. Customers' concerns about healthy food have a

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significant impact on their expectations and restaurant choice. The aroma, juiciness,
crispness, and fresh posture of the food are used to determine freshness. Customer
satisfaction is increased by high food quality.

Social Media

Nowadays, social media are networks that connect people from all over the world. In
essence, social media are tooling whose primary purpose is to connect people. However,
the functions and applications that users within a network can create with these tools
differ from one social media platform to the next. We need to think of a way to connect
the restaurant as a business and the customer as a visitor because social media connects
people. Some people may use social media only to connect with friends and network,
while others may use it as a tool for business, such as for advertising and marketing, and
still others may use it to expand their business's audience and try to make a connection
with that audience, which is also the main point of this post. Ads on social media can also
bring a large number of people to a business's social media pages. This can be utilized to
target a specific age group, location, and audience. When it comes to fast food chains, it's
best to target young people between the ages of 15 and 45 because these are the people
who typically lead fast lives and buy fast food more often because of their circumstances.

Facebook

Facebook is unquestionably one of the pioneering social media platforms. With over 2.7
billion users worldwide, connecting with an older generation of users and producing
content that is both visual and text-based are strengths of this platform. Therefore,
Facebook is the place to be if you want to answer questions from your fast-food fans, live
stream a tutorial on your secret recipes, or interact with your local community.

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 REFERENCES

Denis Ibishi., 2021. how-to-use-social-media-for-your-restaurant-. How

Social.Media.Helps.Your,directions.menus and events This hows your customers and,you
value your customers opinions (thebalancesmb).

Rajput, A., Gahfoor, R.Z. Satisfaction and revisit intentions at fast food restaurants. Futur
Bus J 6, 13 (2020)

Trevir Nath., 2022. Fast Casual vs. Fast-Food: What's the Difference? (Investopedia).

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