Food Bites Report

Food Bites 2011Uncovering dining-out trends and understanding their impact on consumer behavior: A Qualitative Investigation Copyright © 2010 The Nielsen Company. Title Confidential and proprietary. of Presentation What’s inside? • Background of the Study – Business Background – Research Objectives – Research Design – Channel Definitions – Part II: Trends in eating-out • Trends in food service channels • Emerging trends in food and beverage • More views from the experts – Summary and Recommendations • Key Findings and Insights – Part I: The Consumer Experience • Perceptions of different channel types • Deciding where to eat • Consumer Behavior: Two points of view • Observations on the competitive landscape 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Food Bites 2011 Introduction Business Background • The rising number of food establishments in the country and the waves of food-related trends raise the question of how these factors are affecting the market and what consumers think about them. – Inputs from key opinion leaders and industry specialists provide significant depth and valuable expertise to the study. – The report integrates several qualitative research techniques along with Nielsen branded solutions to present a comprehensive investigation of Philippine food establishments. – Feedback from consumers provides slices of what’s happening on the ground and reveals the motivations behind their choices. Confidential and proprietary. FOOD BITES 2011 . – Food Bites provides information on the current landscape of the Philippine food industry and explores how recent activities are expected to influence the direction of the market. 4 Copyright © 2010 The Nielsen Company. • Nielsen Food Bites provides extensive qualitative analysis of the trends and developments in Philippine food establishments and offers meaningful insights on the attitudes and behavior of consumers. e. FOOD BITES 2011 . What are driving these trends? • To discover what are the emerging trends in dining out • To gather insights regarding the competitive landscape and market situation – Who are industry key players? – What major developments/activities had an impact on the dining out industry? • To get some indications on the future developments in the dining out industry 5 Copyright © 2010 The Nielsen Company. food types/styles. influences. dining out establishment formats.).Research Objectives • To understand the eating out behavior of consumers among different sectors or segments of the public. cuisine. Confidential and proprietary. • To uncover the current trends in eating out – Find out what are the significant trends in food/beverage related trends (i. etc. ) In depth interviews among chefs and foodies from all media (e. FSR. Confidential and proprietary. stalls. coffee shops. etc.g. FOOD BITES 2011 .Research Design Consumer Behavior Expert Observations Focus Group Discussions in Metro Manila Six (6) focus groups among males and females from SEC BCD. TV. magazines and newspapers. aged 17 to 45 years old Regular eaters: defined as someone who eats at an outlet outside the home at least two a week for the past 3 months either in QSR.. and the internet) Seven (7) interviews are conducted Results are presented side by side wherever applicable. 6 Copyright © 2010 The Nielsen Company.b. definition of regular based on findings from previous research. (n.. main course and dessert) and beverage options placed in a menu booklet •Meals served on china in a relaxed atmosphere •Patrons pay after dining Full-Service Restaurant (FSR) 7 Copyright © 2010 The Nielsen Company. serve main meals that are freshly cooked or prepared as ordered. food and beverage options are placed on a menu board •Food and beverages are served in disposable packaging Quick-Service Restaurant (QSR) / Fast food Characteristics / Description •Stand-alone outlets. soups. requires certain preparation time •Set-table service •Offers complete range of food (e. FOOD BITES 2011 .Channel Definitions (1) Characteristics / Description •Offer “quick” meals and snacks served over the counter within a few minutes •Patrons wait and pay before eating •Self-service.. Confidential and proprietary.g. appetizers. salads. donut. etc.) •Patrons wait and pay before consumption •Self-service. Confidential and proprietary.Channel Definitions (2) Characteristics / Description •Self-service outlets that are open at least 20 hours a day •Smaller than supermarkets (only 1-2 cash registers) •Must have a food service or snack bar station Convenience Stores Mandatory Characteristics •Limited food offerings. coffee. food and beverage options are placed on a menu board Specialty Food Shops (Coffee. ice cream. focus only on certain specialty food or drink items (e. Ice Cream) 8 Copyright © 2010 The Nielsen Company.g. pasties. Pastries. FOOD BITES 2011 . Donuts. g. etc. transport stations (MRT. LRT.).) or street corners •Food prepared using simple burners and cooking equipment •Food and beverages are served in disposable packaging •No eating area Food Stalls / Food Carts / Kiosks Mandatory Characteristics •Fixed stand-alone outlets on street corners which serve meals and snacks •Food prepared using simple burners and cooking equipment •Food usually served cafeteria-style (“turo-turo”) and may change from day to day Carinderia 9 Copyright © 2010 The Nielsen Company. bus terminals. malls. supermarkets. etc. Confidential and proprietary. FOOD BITES 2011 .Channel Definitions (3) Characteristics / Description •Fixed or mobile stand-alone outlets which serve snacks and drinks •Located in retail formats (e. Key Findings and Insights . Part I: The Consumer Experience . FOOD BITES 2011 .Perceptions of Channel Types 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary. (C2D. 22-30 y/o) • Never miss to go. hotdog. 31-45 y/o) • Nasa ilalim ng LRT. (BC1. (BC1. (BC1. 17-21 y/o) Convenience store: Need for Speed / Pantawid Gutom • Convenience store usually grocery siya.Roles of Different Channel Types QSR. (BC1. bukas sa lahat ng gustong kumain. (BC1. 30-45) Food stalls/kiosks (mall or street) : Food On the Go • Yung mga high end street food yung habang nag sho-shopping ka kumakain. alak. 17-21 y/o) • Peaceful ang ambience. ice cream) : Social Venue / A Place to Be Seen • Ang usual na ino-offer diyan eh coffee and cakes and desserts. bus station. (C2D. 17-21 y/o) 13 Copyright © 2010 The Nielsen Company. Kung baga part na siya ng life mo. ito with menu . MRT. (C2D. chichiria. 31-45 y/o) • May kasamang dumi and flavor. Sa resto need to ask for bill after eating. (C2D. FOOD BITES 2011 . 22-30 y/o) • Compared sa fast food pag order ka pay na. 22-30 y/o) Specialty food shops (coffee. Almost everyday na yan. CVS and Food Stalls are the most affordable and accessible channels. The price is expensive. 22-30 y/o) FSR: Dining as an Experience / Celebration and Reward • For high end clients. pero sinama as kainan kasi may mga tables na din sa loob . Confidential and proprietary. FSR and specialty food shops are for special occasions and hanging out QSR: The Class Equalizer / Part of Life • Not more than 10 minutes andun sa iyo ang pagkain kaya quick service. sa tabitabi. 17-21 y/o) • Pantawid gutom we can eat siopao. sandwich. ice cream. (C2D. pastries. 17-21 y/o) Carinderia: Masa culture • Carinderia. (C2D. (BC1. Upper SEC have wider knowledge of different cuisines. Pricey •Fusion •Asian (Chinese. Japanese. Confidential and proprietary. .Consumers’ Segmentation of Channels Consumers categorize outlets according to Price and Occasion. Vietnamese) •Italian •Steakhouse Restaurants Specialty Places QSR Daily Dining Convenience Stores Food Stalls / Kiosks Carinderia Affordable Occasional 14 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. Mapping Channels by Eating Occasion Needs QSRs meets needs on several dimensions. Universal Choice QSR •Kids’ choice •Accessible Daily Dining Copyright © 2010 The Nielsen Company. AutoPilot. 15 FOOD BITES 2011 . FSR QSR Convenience Stores Food Stalls Quick Fix •Meals on a budget •Travel stop-over / shopping break •Impulse purchase •Celebrations / client Indulgence Specialty Channels •Impressing date •Satisfy a craving •Relaxation Socializing / Projecting an Image Occasional Dining QSR Convenience Stores Food Stalls Carinderia •All hours dining Budget Meals Safe. Confidential and proprietary. other channels answer more specialized needs. High SEC FSR: Casual Dining QSR: Fast Food QSR: Fast Food Convenience Store FSR: Fine Dining FSR: Casual Dining Convenience Store Specialty Food Shops Specialty Food Shops Young QSR: Fast Food Carinderia Convenience Store Food stalls/kiosks FSR: Casual Dining Carinderia QSR: Fast Food Food stalls/kiosks Convenience Store Older Low SEC Copyright © 2010 The Nielsen Company. these are commonly visited across SECs and Age groups.Mapping Channels by SEC and Age Channels visited and frequency of visit are also a function of SEC and Age. 16 FOOD BITES 2011 . Driving home the image of QSRs as the “class equalizers”. Confidential and proprietary. Confidential and proprietary.Deciding Where to Eat 17 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . weeks). shopping) 18 Copyright © 2010 The Nielsen Company..g. More often applies to: Snacking Merienda Media / advertising at malls.. hours.. outside (e.Decisions: To Eat or Not to Eat Out The decision to eat out may be a planned or impulse trip. Confidential and proprietary. billboards) Decision to eat out done in advance (e. More often applies to: Regular daily meals Celebrations / Special occasions Treat to oneself Part of a larger trip (e.g. Decision to eat out done on the spur-ofthe moment.g. Impulse Planned FOOD BITES 2011 . days. kapag medyo gipit sa Functional Emotional Social • • • • Companions Occasion Advertisements Word of mouth FOOD BITES 2011 . (BC1. (BC1. ambiance Kapag madumi yung place. Kapag may pondo go for mahal. Accessibility (C2D. hindi ka naman pupunta sa magulong place like Jollibee. hindi • Time to spare for eating • Taste preference • Cravings • Mood • Curiosity. serving size yung andyan.General Drivers for Channel Choice The decision of where to eat is a function of three dimensions in a person’s psyche. 22-30 y/o) Sometimes if you want to think. Confidential and proprietary. 31-45 y/o) Kapag ka nagmamadali fast food and kiosk na lang. Pag alanganin. Budget muna. (C2D. 22-30 y/o) Food quality Kung ano yung malapit. 31-45 y/o) 19 Copyright © 2010 The Nielsen Company. kung ano Quantity. 22-30 y/o) Customer service Cleanliness. You go sa mga coffee shops. (C2D. (C2D. sa convenience store. 31-45 y/o) Makikisama ka sa mga kasamahan mo on where they want to go. • • • • • • Budget mababa. novelty malayong madumi ang food. (BC1. 22-30 y/o) Malaking influence din yung advertisements sa TV. Budget is a primary consideration.Deconstructing the Impulse Eating Out Trip An interplay of both internal and external stimuli: channel itself becomes the trigger for eating out OR one’s hunger makes one look for a place to eat. . Impulse Eating Occasion/Trip Impulse Channel Choice First place seen at onset of hunger Motivators Functional Need: Relieve Hunger Accessibility Budget Emotive Need: Satisfy Craving Channels that Satisfy Needs QSRs Convenience Store Food Stalls / Kiosks Got hungry while passing by the outlet Saw the outlet or merchandising material and enticed to purchase Emotive Need: Satisfy Craving / Curiosity Be “in” because one has tried advertised brand Carinderia (among lower class) 20 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. Confidential and proprietary. e. after church. Confidential and proprietary. shopping Alternative to canteen. especially those that coincide with regular meals. baon QSRs FSR (among adult upper class) 21 Copyright © 2010 The Nielsen Company.g.. Planned Eating Occasion/Trip Impulse Channel Choice Regular meal Motivators Functional Need/s: Relieve Hunger Accessibility Budget Social Need/s: Enjoy time with family after shopping. church Emotive Need: Satisfy Craving Change of pace Channels that Satisfy Needs QSRs Carinderia (among lower class) Default eating venue Part of a larger trip.Deconstructing the Planned Eating Out Trip (1) Even planned eating trips adhere to budget monitoring. FOOD BITES 2011 . Deconstructing the Planned Eating Out Trip (2) Budget and convenience (i. accessibility) take the back seat for planned eating occasions meant to satisfy deeper needs. pampering Satisfy Craving Channels that Satisfy Needs Lower class Casual dining FSR QSR Upper class Fine dining FSR Specialty outlets FSR (fine dining) FSR (fine dining) Specialty outlets 22 FOOD BITES 2011 Celebrate an occasion Impress business associate Copyright © 2010 The Nielsen Company.. friends Share good fortune Emotive Need: Win admiration Status / badge Self-reward. Planned Eating Occasion/Trip Planned Channel Choice Bonding with family.e. . Confidential and proprietary. friends Motivators Social Need/s: Enjoy time with family. Project NAME . Confidential and proprietary.Roles of the Different Channel Types QSR: Class Equalizer Specialty Outlets: Badge / Indulgence FSR: Indulgence Carinderia: Quick and Cheap Convenience Stores: Speed and Access 23 Copyright © 2010 The Nielsen Company. “pang masa” •For the whole family •Fast service •Crowded •QSR is preferred by family •Affordability is a strong motivation 24 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. affordable and accessible. . Offering products at a wide price range make them within reach of most. Perceptions Teens Lower class •Affordable •Accessible •“Pang masa” •Fast service •Crowded •Affordable •“Pang-masa” •Crowded •Quick service Behavior •Eats at QSR almost everyday •Spends less than P100 per meal •Buys mostly value meals •Buys mostly value meals •Spends around P100 •Eats at QSR almost everyday •QSR is common eating place on weekdays •Eats at QSR on weekends with family or kids Motivations •Affordability and accessibility are primary triggers •TV ads and promos influence choice •Affordability is the primary motivation •Promos influence choice Young Adults Lower class Older Adults Lower class •Liked by kids •Affordable. Confidential and proprietary.QSRs: The Class Equalizer – Lower Class Satisfying primarily functional needs: quick. ” “go-to” food when no other choice. selfservice •Crowded •“Pang masa” •Affordable •Staple food of busy people •Unhealthy •Affordable •Liked by kids •Accessible •Fast service •Affordable •Most advertised •Liked by kids •Crowded Behavior •Spends P50100/meal •Buys mostly value meals •Visits almost everyday •Buys mostly value meals •Spends less than P100 •Visits almost everyday •Visits almost everyday •Spends P50-100 •Visited when with kids Motivations •Affordability and accessibility •Promos (discounts) are good come-ons Young Adults Upper class •Affordability and accessibility •Go-to place when no other choice.QSRs: The Class Equalizer – Upper Class Satisfy primarily functional needs: quick. a safe choice Older Adults Upper class •Affordability and accessibility •For the whole family. affordable and accessible. Confidential and proprietary. satisfies bonding needs 25 Copyright © 2010 The Nielsen Company. preferred by kids. Perceptions Teens Upper class •Quick. “Safe”. “auto-pilot. FOOD BITES 2011 . discounts. freebies • High media presence through TV ads Upper Class • Offer fast service • Affordable prices & value meals • Good quality of food. with parking • Have variety of food offerings • Clean and comfortable surroundings • Good customer service. delivery) and ambiance (cleanliness.) • Have variety of food offerings • Clean and comfortable surroundings • Good customer service. Confidential and proprietary. adequate space • Offers promos. Lower Class • Offer fast service • Affordable price. delicious. nice crew • Can accommodate many people. Service (faster ordering. etc.What QSRs need to continue doing … QSRs need to enhance its product offerings. adequate space • Offers promos. nice crew • Can accommodate many people. seating) should also be improved. freebies • With drive-thru 26 Copyright © 2010 The Nielsen Company. freshly cooked • Accessible location. FOOD BITES 2011 . Have budget meals • Many branches in strategic locations (near terminals. discounts. helpful. schools. helpful. business meetings or company events •Visited on special occasions. seldom visited Perceptions Teens Lower class •Expensive •Not well-known. when treated by someone else.” high class •Few customers •Unaffordable •Full service •“Pang mayaman” •Expensive (P200/head) •Full service •Fine dining •Big orders Behavior •Visited only on special occasions or when treated by someone else Motivations •Celebrating special occasions is the primary motivation Young Adults Lower class •Visited on special occasions (date.FSRs: Dining as a Celebration – Lower Class For special occasions: expensive.” “Pang mayaman” •Delicious meals •“Sosyal. or during company events •Celebrating special occasions •To impress a client Older Adults Lower class •Celebrating special occasions •Part of office functions 27 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . Confidential and proprietary. high-class. few branches •“Sosyal. meetings). “sosyal”. special celebrations •Casual Dining: Value for money. luxury. family day •Celebrating special events •Visited on pay days or weekends •Meet with friends or clients •For pampering oneself. value for money •Fine Dining: “Sosyal.” High-end. casual dining is for regular eating out Perceptions Teens Upper class •Fine Dining: Expensive. special events •Casual Dining: commonly visited. FOOD BITES 2011 . big serving. relaxation. regular eating out Young Adults Upper class •Fine Dining: Expensive. peaceful. Confidential and proprietary. special occasions •Casual Dining: Regular eating out place. relaxing ambiance. Expensive. regular eating out place •Good service Behavior •Only visited with parents/family •Visited for family events •Weekends or 1-2x a month Motivations •Spend time with family •Celebrate special occasions •Casual dining: hangout place. family day. relieve stress •To impress •Spend time with family/friends •Casual dining: regular eating out Older Adults Upper class •Celebrating special events •Visited on pay days or weekends family •Meet with friends or clients •Celebrate special events •Spend time with family/friends •Casual dining: regular eating out 28 Copyright © 2010 The Nielsen Company. value for money.FSRs: Dining as an Experience – Upper Class Fining dining is for pampering. luxury. can accommodate small requests • Nice. relaxing ambiance • Good location (preferably in malls) • Reasonable waiting time • Good word of mouth • Media presence (TV ads. relaxing ambiance • Ample parking space • Good location • Reasonable waiting time • Good word of mouth • Free Wi-Fi 29 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. etc. customers expect more by way of the total dining experience.) Upper Class • Good value for money. newspapers. Confidential and proprietary. specialty food and experience (themed restaurants) • Excellent customer service. Lower Class • Affordable food offerings (group meals or value meals) • Excellent quality of food/drinks • Wide variety of food offerings • Excellent customer service • Nice. . must be worth your money • Excellent quality of food/drinks • Offers a wide variety of foods unique.What FSRs need to continue doing … Because FSRs put a price premium. FOOD BITES 2011 . accessibility (proximity) and convenience. convenient. Confidential and proprietary. especially for night shift workers •Accessibility (many branches) •Affordable offerings Older Adults Lower class •Visits almost everyday •Spends P20-70 30 Copyright © 2010 The Nielsen Company. quick food offerings for busy people Perceptions Teens Lower class •24 hours. convenient. accessible •Wide variety of products •Affordable •24 hours. accessible •Wide variety of products •Affordable •24 hours. meeting place •Affordability.CVS: Quick and affordable – Lower Class Affordable. accessible •“Pang-tawid gutom” •“Pang-masa” •Affordable •Wide variety of products Behavior •Visits almost everyday •Spends P50-100 •Hang-out place Motivations •Affordability and accessibility •Good place to hand out with friends Young Adults Lower class •Visits almost everyday •Hang-out place. CVS: Accessible and mobile – Upper Class Convenient and accessible for mobile. convenient •Accessible •Affordable •24 hours •Convenient •Accessible •Affordable Behavior •Spends at least P20 •Visited almost everyday Motivations •Quick •Affordable •Accessible (near schools) Young Adults Upper class •Frequently visited (especially when CVS is near the office or when working on night shift) •Occasionally visited •Quick •Affordable •Accessible Older Adults Upper class •Emergencies •Affordable •Accessible 31 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . Confidential and proprietary. busy lifestyle Perceptions Teens Upper class •24 hours •For people in a hurry •Accessible •“Pang tawid gutom” •24 hours. e. etc.) • Very fast service. rice meals. bottled drinks.What Convenience Stores need to continue doing Convenience stores are ideal for quick meals. microwavable) • Accessible. Confidential and proprietary. microwavable) • Accessible. rice meals. bottled drinks. many branches in strategic locations Upper Class • 24 hours • Affordable food/drink items • Many food and beverage items sold (snacks. Its affordability and accessibility also attract consumers. many branches in strategic locations • Ideal as a pit stop. especially late at night. hanging out (“tambayan”) • Food can be reheated (i. hanging out • Food can be reheated (i. FOOD BITES 2011 . especially among the upper class. 32 Copyright © 2010 The Nielsen Company. suitable for highly mobile people • Has area for dining. etc. suitable for highly mobile people • Has area for dining.) • Very fast service.e. packaged food. while travelling. packaged food. Lower Class • 24 hours • Affordable food/drink items • Many food and beverage items sold (snacks. FOOD BITES 2011 . easy to eat •Very accessible •Affordable •“Pang tawid gutom” •“Pang masa” •Very accessible •Filipino food.Food Stalls/Kiosks: Cheap to-go – Lower Class Affordable food and drinks on-the-go. street foods •Affordable •“Pang tawid gutom” •Quick meals •Takeout food •Spends P30-P45 Older Adults Lower class •Visits frequently (5x a week) •Spends P15-25 33 Copyright © 2010 The Nielsen Company. strategic locations •Affordable “pang masa” •Many food offerings Behavior •Spends P20-50 •Buys on impulse (passed by the store. onset of hunger) Motivations •Affordability •Impulse purchase (craving. from terminals to malls Perceptions Teens Lower class •Accessible. Confidential and proprietary. sudden hunger) •For “pasalubong” •Eaten when in a hurry •Affordability •Accessibility •Impulse purchase •Affordability •Accessibility •Impulse purchase Young Adults Lower class •Quick food. Confidential and proprietary. novelty Behavior •Buys on impulse •Eats frequently when on a food trip or with friends •Spends less than P100 •Buys on impulse (onset of hunger) •Buys occasionally •Spends P20-60 •Buys on impulse (passed by the stall) •2x a month Motivations •Novelty of exotic food (street foods) •Food tripping •Affordability •Craving •Sudden craving •Affordability •Accessibility •Sudden craving •Affordability •Accessibility Young Adults Upper class •Affordable •Quick meals •Accessibility (mallbased stalls) •Affordable •For franchising •Quick foods •Standing. older consumers mostly purchase on impulse Perceptions Teens Upper class •Affordable •Quick meals. no dining area •Strategic locations •“Pang tawid gutom” Older Adults Upper class 34 Copyright © 2010 The Nielsen Company.Food Stalls/Kiosks: Quick “food trips” – Upper Class Young consumers see it as a novelty. FOOD BITES 2011 . street foods •Exotic. suitable for highly mobile people • Accessible.) • Very fast service. many branches in strategic locations Upper Class • Clean food. equipment and staff important for the upper classes • Has area for quick dining • Wide variety of food offerings (street foods. Lower Class • Affordable food/drink items important for the lower class • Clean food. exotic. many branches in strategic locations prefers mall-based carts/kiosks 35 Copyright © 2010 The Nielsen Company. etc. while upper class are concerned about food cleanliness and safety. Confidential and proprietary. FOOD BITES 2011 . suitable for highly mobile people • Has orderly queue for customers to help in fast ordering and receiving of food/drinks • Accessible. equipment and staff • Has area for quick dining • Wide variety of food offerings has rice meals and snacks • Very fast service.What Food Stalls/Kiosks need to continue doing Affordability is the primary need of lower class. Confidential and proprietary. FOOD BITES 2011 . donuts and coffee •Located only in malls •Luxury hangout.Specialty Store: Classy hangout – Lower Class Expensive and classy. quiet.e. “Sosyal” •Relaxing ambiance •For the rich or those pretending to be rich •For call center agents Behavior •Seldom visited •Spends at least P130 (Starbucks single order) Motivations •Hanging out with friends •Aspirational place •Place to be seen •Wi-Fi access •Cravings •For gifting •Hanging out with friends/office mates •Luxury •A place to be seen •For relaxation Young Adults Lower class •Seldom visited •Payday purchase Older Adults Lower class •Seldom visited •Coffee is more than P100 36 Copyright © 2010 The Nielsen Company. a place to hang-out and be seen (i. not filling •Expensive •Relaxing. Starbucks) Perceptions Teens Lower class •For desserts and coffee. comfortable •Hangout place •Expensive •Sweets. Desserts.Specialty Stores: Satisfy cravings – Upper Class Visited to satisfy cravings. relaxation •Meet friends or clients •Craving for coffee 37 Copyright © 2010 The Nielsen Company. desserts. Ice Cream. 2-3x a week) •Spends at least P200 •Relaxation •Cravings •Treating oneself •Stress reliever Older Adults Upper class •Hanging out. Frozen Yogurt alternative to coffee •Coffee shops •Pass time. hang out place •Meeting place •Free Wi-Fi •Spends P130 above •Frequently visited (almost everyday or 2-3x a week) Motivations •Chill out or hang out with friends •Studying Young Adults Upper class •Coffee shop Spends at least P135. nice ambience •Study and hangout place •Free Wi-Fi •Coffee. Confidential and proprietary. sandwich •Coffee shops •Pastries. Visited almost everyday or 2-3x a week •Ice cream. treats •Frequently visited (4-5x. FOOD BITES 2011 . regular chill out place for teens and young adults Perceptions Behavior Teens Upper class •Peaceful. frozen yogurt cravings. meeting clients • Good for hanging out/chilling out • Ample parking space • Good location • Free Wi-Fi 38 • Has special food/drink items which the place is known for • Excellent quality of food/drinks • Excellent customer service • Nice.What Specialty Stores need to continue doing… Pleasant ambiance and unique product offerings are main selling points. FOOD BITES 2011 . relaxing ambiance • Good for hanging out. relaxing ambiance good for studying. Confidential and proprietary. must be worth your money • Has special food/drink items which the place is known for • Excellent quality of food/drinks • Excellent customer service • Nice. especially for lower SEC Lower Class • Aspirational place to be seen Upper Class • Good value for money. working. meeting friends • Good location (preferably in malls) Copyright © 2010 The Nielsen Company. Aspirational value of the store. daily meals Perceptions Teens Lower class •Very affordable •Accessible (near the school) •Filling •“Lutong bahay” •Very affordable •Accessible •Various food offerings (Parespares. FOOD BITES 2011 .Carinderia: Affordable and filling – Lower Class Affordable yet filling food offerings. tapsilugan) •“Pang-masa” •“Lutong bahay” •Very affordable and filling •Accessible Behavior •Spends P20-50 •Frequently visited (alternate with QSRs. Confidential and proprietary. CVS) •Affordable and filling •Accessibility Older Adults Lower class •Frequently visited •Spends P15-25 •Affordable and filling •Accessibility 39 Copyright © 2010 The Nielsen Company. CVS) Motivations •Affordable and filling •Proximity to school Young Adults Lower class •Spends P30-45 •Frequently visited (alternate with QSRs. part of regular. alternative to QSR. CVS when no money •Seldom visited Older Adults Upper class •Affordable •“Lutong bahay” •May be unclean •Affordability •Can be for take out •No choice (e.g.Carinderia: Upper Class For teens. novelty Behavior •Spends less than P100 •Almost everyday. FOOD BITES 2011 . Older consumers visit occasionally (when there is no other choice) but are concerned about cleanliness Perceptions Teens Upper class •Affordable •Quick •“Lutong bahay” •Exotic. provinces) 40 Copyright © 2010 The Nielsen Company. carinderia is exotic and provides novelty. Confidential and proprietary. CVS Motivations •Affordability •Visited when no allowance •Want to try something exotic •Food tripping •Affordability •Proximity to office Young Adults Upper class •Affordable •“Lutong bahay” •May be unclean •Occasionally visited •Alternative to QSR. especially older consumers • Has area for quick dining • Filipino food (“lutong bahay”) • Fast service • Accessibility close proximity to offices. equipment and staff) • Has area for quick dining • Filipino food (“lutong bahay”) • Fast service • Strategic locations transportation terminals. equipment and staff) very important for upper class. drink. Confidential and proprietary.What Carinderias need to continue doing… Affordability and accessibility is the main attraction. free soup) • Clean food. FOOD BITES 2011 . alternative for daily dining in QSR and CVS 41 Copyright © 2010 The Nielsen Company. near offices Upper Class • Very affordable food/drink items • Clean food. viand. for upper class cleanliness is a major concern Lower Class • Very affordable food/drink items • “Combo” meals (rice. e. internet. will not go out of their way for a “food experience” prefer nearby outlets to cut on transportation cost and time Willing to forego “dining experience” (i. ambiance. comfort and customer service) for affordability Prefer to stick to outlets that they are used to.Class Matters Upper class consumers have wallets that allow for a more sophisticated palate. takeout) Upper Class Budget is main consideration. Confidential and proprietary.) Want convenient services due to busy lifestyle (delivery. i. and customer service Seek variety and uniqueness in their dining out experiences More awareness and experience with different channels. etc. FOOD BITES 2011 . etc. drive thru. food quality. they opt for channels that serve less expensive food. thus. will only try something new only if it fits the budget Prefer quick meals and food on the go due to cheap price and mobile lifestyle 42 Copyright © 2010 The Nielsen Company. outlets and cuisines Better media experience (TV. Lower Class Budget not always a consideration: willing to pay a higher price for quality and the total dining experience more demanding and discerning Put more value on food quality. magazines. books.) and more exposure to various influences (travel. the lower class’s food adventures are limited by their budget. comfort. food choice adjusted to fit the budget Accessibility likewise important. ambiance..e.. depends on price and budget 22-30 y/o (Working Adults) •QSRs are preferred when on a budget. CVS. Budget considerations Dimensions of eating out Food choices Trial of food types and channels FOOD BITES 2011 . •Willing to try new outlets.Age Matters Working adults have more channel experience and options. Confidential and proprietary. Younger consumers prefer QSRs due to affordability and accessibility 17-21 y/o (College Students) Outlets of Choice •QSRs are go to outlet driven by affordability and accessibility •Upper SEC students visit high-end establishments but only when with parents or older family members •Limited budget = limited food channel choice •Eating out is a social activity. CVS. eating out is a social & family activity •Also a form of self-reward and relaxation •Seek more quality in their food choices. health concerns also arise due to age •Open to trying new food types and outlets 43 Copyright © 2010 The Nielsen Company. •Also a way to reward oneself and to de-stress/ relax. food stalls) appeal because of their busy schedule. food choice is different when alone and when with children (QSR when with kids) •Pay Check = More choices and opportunities to try various food channels •For married adults. •Open to trying new food types and outlets 31-45 y/o (Working Adults) •QSRs are preferred when on a budget. •Foods on the go (QSR. Decision on food and channel choice is highly influenced by peers •Foods on the go (QSR. FSRs are visited on paydays •Office locations and type of work highly influence food and channel choices •Pay Check = More choices and opportunities to try various food channels •Dining out is a social activity. FSRs are visited on paydays •For married adults. food stalls) appeal because of their busy schedule. . Value for money Consumers from lower income segments look for affordability (price point parity). a satisfying dining experience. better dining without breaking one’s wallet “Kung ikaw tipid ka.Affordability vs. • Upper Class: Value for money regular forays into casual dining FSRs – Expect to receive the right quality and quantity. casual dining restaurants are a popular choice for a more comfortable. 22-30 y/o “Dapat tama yung service and food…worth ng money mo makukuha mo. higher income consumers seek value for money (getting what one pays for) • Lower Class: Affordable food offerings that benefit QSRs. sa fast food ka na lang.” – C2D. CVS and food stalls/kiosks – QSRs.g. e. Confidential and proprietary. viand. FOOD BITES 2011 . 17-21 y/o 44 Copyright © 2010 The Nielsen Company. Reasonably priced snacks/merienda range from Php 10-40. in exchange for a premium price – Middle tier priced food establishments.” – BC1. convenience stores and food stalls/kiosks meet the need for affordable. and drink. This should be a complete set: rice. quick meals – Price ranges from Php 50-100. 17-21 y/o “Mang Inasal. Tokyo in the past “Yung mga promos nila. nagbibigay silang coupon para ma induce kang ubusin yun.” – C2D.” – BC1. • Discount coupon is a popular promo for QSRs – Coupons by Mc Donald’s and Jollibee continue to be popular – Influences outlet and food decisions – Food items with big discounts tend to be purchased more often than non-discounted offerings. unlimited rice malaki naman ang ulam affordable na din.The effect of channel promo activities Promos serve as Retention and Activation devices. Not bad. FOOD BITES 2011 . Confidential and proprietary. – Discount coupons are particularly attractive to students and budget-conscious consumers. 17-21 y/o 45 Copyright © 2010 The Nielsen Company. • “Unlimited/Eat all you can” promos encourage consumers to check out an outlet – The “unlimited/bottomless/eat all you can” trend attracts consumers – Formula worked successfully for Mang Inasal with its unlimited rice and Max’s during its “chicken-all-you-can-eat” anniversary promo – A similar offering was also made by Tokyo. Consumer Behavior: Two Points of View 46 Copyright © 2010 The Nielsen Company. Confidential and proprietary. FOOD BITES 2011 Food and Dining Out is part of the current lifestyle More than merely satisfying one’s hunger, eating out has become an experience. Consumers Say … Dining as self-reward and celebration of special moments – Budget remains a major consideration especially among the middle and lower classes BUT they consider dining out an affordable luxury. – Occasionally splurge to treat themselves or their families to a meal outside of their usual budget range. Nag-tra-trabaho tayo. Ano ba yung ginagamit natin mag-trabaho di ba yung katawan? So once in a while, treat mo ang sarili mo. – C2D, 31-45 y/o Food tripping and foodies – Those who can afford can indulge their taste buds and have turned into “foodies”. – They are more sophisticated and adventurous and appreciate good cuisine and the over-all dining experience. Pagdating sa pagkain, parang yun na ang magiging vice kaysa yung mga drugs ganyan. Parang food trip na lang kami. – BC1, 17-21 y/o Copyright © 2010 The Nielsen Company. Confidential and proprietary. Experts Say … Dining out is the cheapest form of luxury – For many, dining out is the cheapest form of luxury. They will occasionally treat themselves to expensive meals as a reward for a job well done or to celebrate special moments with family and friends. Even middle income individuals are willing to spend on quality food. The idea being you know, you may not be able to afford a Mercedes Benz but you can afford a P3,000 dinner once a year. Traveling and exposure to other cultures influence consumers to seek more authenticity in their dining experience – As more and more people travel, the benchmark for themed dining out establishments is now based on one’s personal experience of the culture and food of the country from which the outlet is based on. Every year people are getting more and more well-travelled and I see that in their expectations. 47 FOOD BITES 2011 Social aspect of eating influences choice Eating continues to be a communal activity among Filipinos. Outlet choice is a group choice. Some outlets are visited not only for their food but also because they are a place for hanging out. Consumers Say … Outlet choice depends on companions Kapag ka family sa restaurant, kapag ka barkada resto-bar. Kung friends sa resto-bar sabay sigaw-sigaw dun. Kapag family behave ka. (C2D, 22-30 y/o) It depends on who you are with. (BC1, 22-30 y/o) Experts Say … Dining out is a shared experience It’s a social thing. Meaning, you go there and you share, you are sitting there in a table and eating yogurt and young people look for a shared experienced. So that is typical in young people. Look at the Gelato stalls coming up but it is not the Gelato that they are for. It is the ambience. It’s the tables where you can sit and talk. Basta young market it’s barkada oriented. Democratic selection: majority has a say in final choice Kapag may kasama, majority wins. (BC1, 3145) y/o) Minsan kung saan na lang ang gusto ng friends mo. (C2D, 17-21) Filipinos prefer to eat in groups In Philippine society, the more communal the experience in a restaurant – the more inviting it is. We like the family style servings. Filipino dining is still very much a group experience except maybe during Valentines. / So the restaurants that are more successful are those that have menus or interiors that cater to that kind of market. 48 FOOD BITES 2011 Eating = Hanging out / Gimik Sa resto bar may mga friends ka, pag gabi diretso na dun, gimik na. (C2D, 22-30 y/o) (Food outlets) Favorite hang out ng mga students malapit sa school. (BC1. 17-21 y/o) Copyright © 2010 The Nielsen Company. Confidential and proprietary. Yung mga pre-heated lang sa bowl. (BC1. Mas nakikita ko madaling mag emerge. Gusto nila yung madaling dalhin na pagkain. Yung mga food na madaling i-take out. Hindi ka na uupo. especially sa 7Eleven. (BC1. pag mahaba ang pila. many consumers turn to quick.Quick and Fast is the order of the day However. (C2D. pag nagmamadali ka papuntang office habang naglalakad. Consumers Say … Busy lifestyle: Always on the go/in a hurry. kumakain ka na. FOOD BITES 2011 . busy lifestyles and the constant need to be on-the-go tip the scales in favor of quick meals (i. Confidential and proprietary. More and more. convenience stores. food stalls). Walang service. Limited time to eat make hand-held meals appealing Master Siomai. walang lamesa. 31-45 y/o) 49 Copyright © 2010 The Nielsen Company. So dadaan ka ng convenience store. lilipat sa ibang kainan. (BC1. They don’t have time to cook. 22-30 y/o) Kapag nagmamadali ka sa oras mo. especially on week-days. mas nagiging mobile sila. convenient foods for their increasingly mobile life People are on the go. 31-45 y/o) Experts Say … Busy and fast-paced lifestyles are changing eating habits.” Convenience stores kasi yung mga tao nag mamadali din. accessibility ng lugar para makabalik ka agad sa office. meals at QSR. the better Kung ano yung mas malapit sa iyo. 22-30 y/o) The nearer. (C2D. quick bites. little patience Busy na din kasi mga tao. 31-45 y/o) Fast food pang busy days.e. 22-30 y/o) / Depende kung ano yung bago nila at saka kung afford mo siya. (BC1. People are looking for choices. So they see what’s on the internet. They are more open to different cuisines. they are more sophisticated. (C2D. (BC1. (BC1. (C2D. Sumusubok na din. Consumers Say … Willing to try different foods/drinks In general. 22-30 y/o) / Kung hindi sya usual na pagkain. they are very wired. They read reviews on travel websites. talagang titikman. They are more travelled. Kasi more people can travel. trying the new and exotic is becoming more acceptable. 17-31 y/o) Want to be “in” with the trends Hindi ka makaka comment sa food na iyon kung hindi mo titikman. I would say that the level of adventure has increased. I think naging mas adventurous ang Filipino in terms of eating. 31-45 y/o) / Ginagaya ko kapag ka nakakakita ako ng ganung food. Medyo na orient na din tayo dun. 22-30 y/o) / Meron na din silang napapalabas sa TV. They do blogs. 31-45 y/o) Copyright © 2010 The Nielsen Company.” (C2D. internet. 31-45 y/o) Personal and vicarious experience exposes diners to other cuisine Like in Malaysia the chili crab was very delicious and spicy. yung mga tungkol sa chef. 50 FOOD BITES 2011 Novelty arouses curiosity Kung bago sa paningin mo ma-cha challenge ka kung ano ba ang lasa nito. . There is also a lot of travel shows on TV so people are more aware of what’s out there. and traveling are creating more awareness and influencing consumers to be more adventurous with their food and channel choices. 22-30 y/o) Experts Say … Media. why not? (C2D. tulad ng Asian Food Channel. Confidential and proprietary. (BC1. pretty much willing to try everything – adaptable.Development of more adventurous palates Consumers do not limit themselves to the familiar. 51 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. meron pa din yung comfort level. 17-21) The upper class are more open and sophisticated The higher they go up the social ladder. why not? (C2D. Confidential and proprietary. mas bibilihin. or less savory. They are able to enjoy unusual cuisine. (BC1. (BC1. hindi. wag lang exotic like snakes. . Kasi kapag may ayaw ako.” I don’t know if its because of experimentation na it didn’t work when they first came out with it. Consumers Say … No to the “extreme” Basta yung hindi siya yung sobrang anghang at hindi siya yung sobrang tamis. Ganun ang gusto kung panlasa. (BC1.” Also because of the lack of ingredients. yung food nila medyo close sa Singaporean Food. so they “Filipinized. 31-45 y/o) Depende sa budget din. Foreign foods are “Filipinized. (C2D. Pero lately nung kumain ulit ako parang nag-tame down yung flavor nila.Maintaining Limits Not all new and exotic food offerings are acceptable. Foreign cuisine is “adjusted” to suit the Filipino taste. Katulad yung Orchard Road nung nagbukas siya. the more sophisticated their taste buds become. 17-21 y/o) Will try. 22-30 y/o) Hindi masyadong maalat. (BC1. Wag naman ganun. Trial depends on budget Kung afford mo siya. or less oily foods. 22-30 y/o) Kung ano yung affordable. 31-45 y/o) Experts Say … Restaurant owners adjust to the Filipino palate In general. So they settle on what is fresh on our market. 31-45 y/o) 50/50 depende sa pagkain. hindi masyadong sweet. (BC1. • I think more respectable. It helps. 17-21 y/o) • Meron na din mga napapalabas sa TV yung mga tungkol sa chef. (C2D. FOOD BITES 2011 . Confidential and proprietary. (BC1. they see it on TV. 17-21 y/o) Experts Say … Food-related publications • Magazines won’t feature you if you’re not worth featuring. yes will go to that place. 17-21 y/o) • Sa dyaryo po nilagay naniniwala ako. It’ is more expensive in the newspaper so they won’t waste their space for something that is not worth writing about. 31-45 y/o) • May influence sila kasi chef na ang ginagamit as commercial model. (BC1. 31-45 y/o) Food-related TV shows • Media. (BC1. Food features on TV • Sa Mel and Joey pinapakita nila yung mga masarap kainan. Celebrity Chefs • Kung may resto si Chef ganito. they will remember your restaurant. Kasi the problem is the mags are sold higher. 31-45 y/o) Celebrity Chefs • When they see your face. (C2D. Sumusubok na din. (C2D.Media as Influencers Increasing presence of food-related content in the media influences dining out trends and appreciation for food Consumers Say … Print publications • If they were sold cheaper oo. Medyo na orient na din tayo dun. Being a chef is not as lowly. People don’t look down on it as much as they did when I first started. media plays a big role in making them try. when they read it. 52 Copyright © 2010 The Nielsen Company. masarap talaga. you gotta get into that right away. Otherwise. 22-30 y/o) Sometimes you can also go to Pinoy exchange. 31-45 y/o) Munch Punch parang list of restaurants tapos may price and may ratings. 2230 y/o) Use social media A large amount of what’s on Facebook is telling people where they ate and where to go. FOOD BITES 2011 . 31-45 y/o) 53 Copyright © 2010 The Nielsen Company. coupons. Dun nga namin nalaman yung Central. it won’t be special anymore. (BC1.” (BC1. (BC1.Rising influence of internet on food choices Young professionals from the upper class take their interest in food online: the internet and social networks have become important references of where to go and what to try. Madami din naman yung mga forums. Take advantage of online deals Internet deals like Cash Pinoy. Confidential and proprietary. we did that and it was fantastic. Use social media Facebook meron din yung nag po-post sila na dito masarap kumain. And that also increases the appetite for trying new things. Consumers Say … Check out online reviews Sa internet kung ano yung may pinakamagandang ratings tapos reviews. Read food blogs / forums We will believe more on bloggers kasi costumer sila tapos individual perspective nila yun sa food na natikman nila. Probably they’ve had experience visiting a few of the places that blogger went to and most of the time okay sila. Its really good but if you want that. 31-45 y/o) Experts Say … Read food blogs Certain people follow certain blogs. (BC1. It’s all case to case basis. (BC1. So kapag ka masarap sa kanila. Observations on the Competitive Landscape 54 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . Confidential and proprietary. social media • Yung sa labas ng store may mga naka-post . (C2D. (BC1. 22-30 y/o) • Malaking influence din yung advertisements sa TV. So parang nakaka-enganyo. 22-30 y/o) • Facebook din may nagpo-post sila na dito masarap kumain. that’s where we see the recent trends. 31-45 y/o) • Mas kapani-paniwala ang friends. (C2D. 17-21 y/o) • Minsan thru friends. masarap. Print publications 55 FOOD BITES 2011 .Yung mga may words na nakapost mas bigger at mas better. (C2D. 31-45 y/o) Advertisements Word of mouth Internet. (BC1. (BC1. may nakikita kang food re-recommend nila. Yung mga nakapost dun sa labas nahahayok akong bilhin. 17-21 y/o) • Sa Cosmo magazine. (BC1.Sources of information on food and outlets TV ads are important BUT “buzz” cannot be over-looked. 17-21 y/o) • Blogs. (BC1. Young professionals from higher SECs show increasing use of internet and social media for information on food • Sa commercial kapag nakita mong masarap. (BC1. 31-45 y/o) • Minsan sinasabi try mo ito. 31-45 y/o) Store merchandising materials Copyright © 2010 The Nielsen Company. Confidential and proprietary. o punta ka dyan bago yan. . Fridays) • Max’s • Barrio Fiesta • Red Crab Group • Via Mare Convenience stores • 7-Eleven • Mini Stop FSR: Fine dining • Antonio’s • Lolo Dad’s • Le Soufflé • The Goose Station • Aubegrine • Mesa Convenience stores • 7-Eleven • Mini Stop Specialty Stores • Coffee shops: Starbucks • Sandwiches: Subway. Pancake House) • Gerry’s Grill Food stalls/kiosks • Dunkin Donuts • Master Siomai • Hong Kong Style Noodles • Shawarma QSR • Jollibee • McDonald’s • KFC • Chowking • Greenwich • Mang Inasal Experts Say … FSR: Casual dining • Aristocrat • Bistro Group (Italianni’s. longevity. Consumers Say … QSR • Jollibee • Mc Donald’s • KFC • Mang Inasal • Chow King • Greenwich FSR* • Max’s • Pizza Hut • Bistro Group (Fridays. Italianni’s) • Orange Group (Dencio’s. and good reviews are the basis for identifying key players. 56 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. reputation in the market. Confidential and proprietary. popularity.Key players by channel type Number of outlets. Yogurt shops Specialty food shops • Starbucks • Figaro • Coffee Bean and Tea Leaf • Krispy Kreme *More popular FSRs are mostly casual dining places rather than fine dining channels *FSRs are divided into casual dining and fine dining. Sandwich Guy • Desserts: Gelato stores. (C2D. 57 FOOD BITES 2011 . (Industry Expert) Jollibee kasi ang dami nilang commercial. Max’s kasi mas affordable. and everybody knows it. 1721 y/o) Experts Say … Biggest I think wala naman tatalo sa Jollibee. 17-21 y/o) Jollibee. popularity. (BC1. For me. Fast Rising Fast rising restaurants are owned by the chef. Alfredo’s. tingin ko sila pa rin ang hinahanap ng mga tao. 22-30 y/o) Mc Do and Jollibee biggest sa branches. Mario’s. Fast Rising Yung Mang Inasal kasi dumadami na yung store nila eh at saka laging puntahan. (BC1. (BC1. punta na agad yun.Image of Top Brands (1) In terms of size. Jollibee and all. 31-45 y/o) Copyright © 2010 The Nielsen Company. Hindi pa din mawawala yung usual. (C2D. Makita lang ng bata. Greenwich. Sa ngayon marami. McDo and Jollibee pa din. the personality behind the restaurant. Chow King. 31-45 y/o) Sa resto. For me. Its the name. (BC1. Jollibee – the name itself and yung tatak sa media makita lang ng bata punta na agad yun. and influence QSRs are top-of-mind. yung mga semi fine-dining to finedining restaurant sa tingin ko mag bo-boom pa yun. Hit pa din mga KFC. (C2D. 3145 y/o) Most Influential Jollibee. 22-30 y/o) Most Popular Quick service pa rin. (BC1. 31-45 y/o) Mang Inasal. the name itself and yung tatak sa media. longevity in the market is a major indicator of success. Kasi sa advertisement. kasi madami na sila. For FSRs. those are parang yun ang mga matagal na sa market so. yan ang mga strong brands. Most Influential Jollibee. Consumers Say … Biggest Jollibee at McDo dahil sa dami ng branches at tao na nagpupunta. KFC. McDo. Mc Do. the old ones for example Aristocrat. Most Popular Jollibee parang mayaman at mahirap kilala yun. Confidential and proprietary. 17-21 y/o) / Jollibee. 31-45 y/o) Jollibee McDonald’s Mang Inasal Mini Stop Popularity Scale Max’s 7-Eleven Starbucks • Despite the proliferation of imported brands (Mini-Stop. Confidential and proprietary. (C2D. the favorite QSRs and FSRs are still home-grown. although McDonald’s does not lag far behind Jollibee at McDo dahil sa dami ng branches at tao na nagpupunta. 7-Eleven and Starbucks). FOOD BITES 2011 .Image of Top Brands (2) JFC’s stronghold on the dining out industry is evident in its image among the consumers. 58 Copyright © 2010 The Nielsen Company. (BC1. MOST POPULAR and MOST INFLUENTIAL QSR. 22-30 y/o) / Jollibee parang mayaman at mahirap kilala yun. • Jollibee is described as the BIGGEST. Mc Do. Kasi sa advertisement. • Upstarts like Mang Inasal have entered into the “select” circle. (C2D. and everybody knows it. Paranaque 59 Copyright © 2010 The Nielsen Company. food enclaves Mall-based establishments remain very popular but food outlets in nontraditional locations have their share of patrons Consumers Say … Experts Say … Timog. Global City The Fort.Popular dining hotspots. FOOD BITES 2011 . Confidential and proprietary. Global City Resorts World Burgos Circle Ayala Triangle The Collective. Tomas Morato QC Metro Walk Seaside MOA Glorietta Greenbelt The Fort. Malugay Makati Jupiter Makati Banchetto Ortigas Ortigas Home Depot Timog. Tomas Morato BF Homes. 17-21 y/o) • Tapsilog. Mga wings. (BC1. May dining. Tara SEX tayo. (BC1. spicy wings. mga road trip. Saka pinupuntahan ng 24 hours. (C2D. 22-30 y/o) • May Cebu lechon liempo dun. 31-45 y/o) • Fast food na may inuman. mga ganong kainan. Bonchon Chicken.Outlets to Watch (1) Consumers and experts identify some outlets they think will grow in the future. Mang Inasal. Open 24 hours. (BC1. may inuman. • Mag bo-boom pa din yung mga katulad ng Crystal Jade sa Greenbelt. 31-45) Experts Say … Chic-Boy • The next. FOOD BITES 2011 . Chicken Charlie Chic-Boy • Chicken and baboy. 60 Copyright © 2010 The Nielsen Company. Tapos 24 hours din. (BC1. These are based on word of mouth and their own experience. Dumadami rin siya Bonchon Chicken • Ngayon pati yung chicken. 2230 y/o) • Yung mga Chicken Charlie. yung pagkain ng lasing. Sinangag Express • Unique ang pangalan. It will also grow. 17-21 y/o) Crystal Jade • Pag pumunta ka doon wait ka ng 2 hours. Consumers Say … Andoks • Ang Andoks resto na siya. Its like Mang Inasal. Parang grill bar siya. I know it’s gonna be Chic-Boy. Confidential and proprietary. (BC1. Consumers Say … Central BBQ • Yung Central BBQ. specialized food items and specialty tea shops are also predicted to rise in popularity. (BC1. 22-30 y/o) • Fast food style pero ang pagkain laing at kare-kare. More on special fine dining. (BC1. sumisikat na sya. but air-conditioned. Lower price pero masarap. 17-21 y/o) Experts Say … Army Navy • Nandiyan yung Army Navy Burger. malinis kaysa mag carinderia ka. Confidential and proprietary. 61 Copyright © 2010 The Nielsen Company. tambayan na cheap ang beer and affordable yung mga cocktails.Outlets to Watch (2) “Hybrid” QSRs/FSRs offering different. May dinuguan may champorado. (C2D. Kalaban na sya ng Brothers Burger. Serenitea • Yung Serenitea medyo high end. FOOD BITES 2011 . Sa isang ganon P140 na. Charlie’s Grind and Grill • Sumisikat na din iyon Charlie’s Grill. 22-30 y/o) Sandwich Guy • Sandwich guy. Tapos maganda yung pagka-prepare. (C2D. 22-30 y/o) • Central sa Makati. Manong Pepe’s • Parang sosyal na turo-turo. Iyong nagsimula sa car wash tapos may mga branches na din siya. Part II: Trends in Eating out . Confidential and proprietary. Food Bites 2011 .What’s happening out there? Trends in Food Service Channels 63 Copyright © 2010 The Nielsen Company. (BC1. Price discounts (Coupons) Nagbibigay ng mga discounts karaniwan sa mga Jollibee at McDo. nagkaron ng BBQ. / In the fast food that’s really the case. (BC1. All the same material. Iniiba lang nila yung sauce. Hindi lang kain tapos alis. 22-30 y/o) / Sa McDo yung McSavers meal. Kahit yung sa KFC. Like yung KFC Double Down. (BC1. 22-30 y/o) Ambiance setting. 17-21 y/o) Experts Say … Food innovations and new food offerings Nag experiment sila kung ano yung mag hit. it was a great idea but I don’t think I could’ve thought of that. FOOD BITES 2011 . Sosyal na rin eh. nakita ko may mga ganon na rin sila. (C2D. They expect people to stop na rin. I should’ve thought about that. (BC1. Consumers Say … Cheaper Value Meals are Popular (39ers. nagkakaroon sila ng mga comfortable na area. you just have to continuously have new product or rehash products to keep them interested. New product offerings (KFC Double Down) grab interest KFC double down.What’s happening at QSRs? Affordable meals and new product offerings are major QSR trends. may discount cards and discount coupons. (C2D. 64 Copyright © 2010 The Nielsen Company. McSavers) Yung 39ers sa Jollibee meron rice na yun. bagong labas ngayon yung meat balls. With no buns. (C2D. more cozy interiors Pansin ko sa mga kahit quick service. basta may up and down. 22-30 y/o) / Sa KFC yung nauso na chicken yung burger down. All meat no bread. Jollibee o Greenwich. I think people are just in awe with Mang Inasal. 17-21 y/o) The Mang Inasal Phenomenon Now . nagbibigay silang coupon para ma induce kang ubusin yun. (C2D. yung chairs nila nagkakaroon ng sofa. 17-21 y/o) / Yung mga promos nila. Yung Jollibee. 31-45 y/o) Naglalabas sila ng mga bagong product para hindi magsawa yung mga tao. Nag-iiba sila katulad sa 39ers. 22-30 y/o) / Sa McDo. Sandwich pero chicken. Confidential and proprietary. In terms of interiors. dun na lang pupunta. Its nice to put your name. Confidential and proprietary. Western theme. Puro alcohol. 22-30 y/o) Steaks in the menu. which is also a sign of sophistication. Themed restaurants provide unique dining experience May kanya kanyang theme yung restaurants. 17-21 y/o) Increasing importance of wine in fine dining I think the whole wine consumption has increased. but still its the personality behind. crowded. Although the people come for food. (BC1. Mga places na outside the malls. 22-30 y/o) / Parang meron silang common theme. . meron silang libreng pasta for the groups. Like sa Texas Road. Like sa Chili’s or Fridays. Consumers Say … Tie ups with credit cards or banks work If you are a card holder of Citibank. Specialty Bars: The choice for “gimmicks” and hanging out They serve different brands or kinds of beer. Hole-in-the-wall restaurants: out-of-theway spots Mas dadami yung restos na tahimik lang. the personality behind the restaurant. I think its the number 1 selling. Katulad ng Antonio’s sa Tagaytay. (BC1.What’s happening at FSRs? Focus on the dining experience (i. High-end steak houses One thing I saw in 2009 or 2010.e. wine has become a very important experience. giving rewards to customers through tie-ups with other badge products are also popular. a lot of these highend restaurants came up with steaks and there are new steak houses. loud music. 22-30 y/o) / Inuman ang main dyan. Yung mga wala masyadong resto. yung mga may-ari yung gumagawa. / Fast rising restaurant are owned by the chef. (BC1. may libre. tambayan. They have interesting decorations which is good for taking photos with your friends. (BC1. If you are tired of the usual San Mig Light. 17-21 y/o) Growing number of stand-alone “Holein-the wall” upscale places Sa akin nag hit yung mga places na tago. try Heineken. creating the right ambience) and food quality. (BC1. 31-45 y/o) Experts Say … Chef-owned restaurants Mga places na specialize ng mga chef talaga. (BC1. 65 FOOD BITES 2011 Copyright © 2010 The Nielsen Company. So in the fine dining scene. May mga kainan na hands on talaga. instant noodles. sandwich. 66 FOOD BITES 2011 Very accessible Madaming outlets. Consumers Say … Living up to the idea of ‘CONVENIENCE’ as defined by the busy Pupunta ka sa convenience store pag nagmamadali kang pumasok tapos wala namang laman ang tiyan mo. di ba yung may sandwich tapos merong healthy.What’s happening at Convenience Stores? Convenience stores have evolved into a food destination: accessible. (BC1. Kahit saan accessible. You are working long hours. siopao. 31-45 y/o) / Makakabili ka dun ng alanganing oras. (C2D. instant coffee. Confidential and proprietary. Yung pagkagawa niya. ubiquitous. especially sa 7-Eleven. (C2D. Parang kapag ka may school meron din ganun. ngayon meron na rin bangus. sisig siopao. the market from the call center establishments. 22-30 y/o) Experts Say … Fast-paced lifestyle benefits convenience stores Kasi yung mga tao nag mamadali din. 31-45 y/o / P50 makakakain ka na din. . 17-21 y/o) Varied and novel food ideas 7-Eleven gourmet sandwiches. Varied Offering Convenience store part of eating places kasi they offer rice. 17-21 y/o) Copyright © 2010 The Nielsen Company. 22-30 y/o) Call center industry boosts convenience store’s popularity Convenience stores are emerging because of the people. (BC1. eating location na siya kasi they have tables and rice meals and then accessible. (C2D. They don’t have time to cook na so dadaan ka ng convenience store. where you can get something that satisfies you. (C2D. Kahit sa siopao hindi lang puro meat. (C2D. Pati yung mga drinks. donut. kariman. dumadami yung katulad ng Smart-C. affordable. / More on variety hindi lang usual. 3145 y/o) / May available na chicken. you have a break. yung mga pre-heated lang sa bowl. so you go to the most convenient place. Affordable Pasok sa budget mo pag wala ka pang sahod. 3145 y/o) / Malapit din siya sa mga school. (C2D. Quick food when in a hurry. (BC1. Hit na hit sa kanila yun. Takoy Affordable price Affordable price usually parang barya-barya lang. specifically the OFWs Actually. Nauso sya. 31-45 y/o) / Ang Hong Kong Noodles may rice meal din at saka yung Master Siomai. tapos yung mga scramble. FOOD BITES 2011 . Consumers Say … Cannot be overlooked: numerous outlets in strategic locations Before ilan lang ang kiosk niya pero ang dami niya na ngayon. Pwedeng baonin sa office. (C2D. it is the OFWs that are actually elevating the standards of looking for different kinds of cuisines. 17-21 y/o) / Yung mga street stands parang yung sa ilalim ng LRT. gulaman.What’s happening with Food Carts / Kiosks? Franchising has given birth to a new food business venture for the middle class and affordable food for the lower class. in-between meals Master Siomai pwedeng pag nagmamadali ka. Kasi super mura. 31-45 y/o) Wide variety of food offerings Siomai. They are very entrepreneurial and they want to put up these restaurants and get ideas from their travels. Bigla nagkaka-scramble. 22-30 y/o) Experts Say … Big hit with lower income consumers Mga instant na mga Hong Kong noodles sa tabitabi. (C2D. Yung mga Hong Kong style. sharks fin. (C2D .” Local and Asian foods dominate food carts “Mga scramble. Papuntang office habang naglalakad kumakain ka. kwek-kwek. Confidential and proprietary. (C2D. 31-45 y/o) New food carts inspired by travel experiences. (BC1. squid ball. boom din siya di ba? Mga noodles. 31-45 y/o) / Kahit kalakal boys nagpupunta dyan. MRT pagbaba mo syempre kapag ka gutom ka iyan na agad yung first choice mo makikita mo sa mga gilid-gilid. (C2D. 22-30 y/o) 67 Copyright © 2010 The Nielsen Company. Gusto kumain ng siomai. dumadami na. Satisfying a craving Kapag ka craving din or treat yourself. (BC1. 17-21 y/o) Lalabas pa para makita ng mga kakilala na nag Starbucks siya nagkape sosyal. (C2D. Everyday pag naubos mo na magpapakuha ka ulit. 22-30 y/o) / Siya yung relaxing place kasi tahimik na lugar. Makita mo yung trend niya is more on healthy food. you drinks teas 68 Place to be seen Makikipagkita ka sa mga sosyal na friends. Nag labasan yung Golden Spoon. Confidential and proprietary. California Berry. Red Mango. Talagang nag boom. (BC1. (BC1. 31-45 y/0) Experts Say … Coffee shops remain very popular not only for its coffee but also for its ambiance Number one is you get what you pay for and you know exactly the taste of the food there or the coffee. 30-45 y/o) / Parang pang luxury mo na lang yan.What’s happening with Specialty food stores? Led by coffee and dessert shops. 17-21 y/o) Fresh. high-quality offerings Pumupunta yung mga tao dito kasi magaling yung blend ng coffee. Madami. seats are soft. Parang it’s a relatively classy place. Consumers Say … Enjoying special. Malamig ang aircon. (C2D. (C2D. If you just broke up. the lights are dim. 22-30 y/o) / Kapag nag crave ka ng sweets. But also because parang mobile office din iyan. 17-21 y/o) / Sa akin na nag-tratrabaho tapos coffee addict ako. hey let’s have some coffee. / Yung Starbucks. malakas pa rin siya. 17-21 y/o) For relaxation / to feel better Pag depressed. Kumbaga of you’re not drinking yung mga soda. (BC1. FOOD BITES 2011 . (C2D. White Hat. new ideas spark interest. / Yung tea. (BC1. 31-45 y/o) Copyright © 2010 The Nielsen Company. indications of move towards “healthier” food / beverages Last year ng boom talaga ang frozen yogurt. specialty food stores are rising in number as consumers seek to satisfy social and emotive needs in these outlets as well. Emerging Trends in Food and Beverage 69 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . Confidential and proprietary. Conscious na sila sa kinakain nila. 70 Copyright © 2010 The Nielsen Company. they cannot have too much fatty foods. 31-45 y/o) Try to experiment on food wherein merong mga LCarnitine. Marami ng mag serve ng fresh fruits and drinks and more healthy options. 22-30 y/o) / Yogurt healthy alternative to coffee. All of a sudden. they are leaning more on organic. / People get more sick nowadays. FOOD BITES 2011 . (BC1. Organic or healthy prepared yung mga food nila. 22-30 y/o) Greater demand for healthier (organic) food Katulad ng yogurt healthy siya. 17-21 y/o) / Something low salt. (BC1. Confidential and proprietary. (BC1. (C2D. Kung gusto mo healthy. low calorie. (BC1. less cholesterol. They cannot eat too much meat. less fat. Less / light becomes more desirable Dadami yung mga magiging conscious sa mga titinda nilang food kasi di ba yung mga calories. 31-45 y/o) Experts Say … Filipinos are becoming more health conscious People are starting to change to healthy living. Mga lycopene.A move toward health Indications of emerging demand for healthier food and drink as consumers become more health conscious Consumers Say … People will look for healthier food A lot of people are becoming more health conscious. Tapos yung ibang kainan din. (BC1. 31-45 y/o) Even QSRs will try to meet the demand I think we’ll be having more fast food na healthy alternatives.” Additional nutrients / ingredients Andun na ang vitamin na hinahanap mo for the day. healthier food na on-the-go para sa mga tao na nagmamadali. Tapos more healthy dining na katulad ng mga offerings ng Kenny Rogers. Better food. “Quick” foods will continue to flourish Diners will remain biased for food served at QSRs, convenience stores and kiosks. Consumers Say … Fast Foods • Ang burger quick meal siya, Pampalipas gutom. (C2D, 22-30 y/o) • Kung wala kang time, dyan ka na lang kumain. (BC1. 31-45 y/o) Convenience Store • Yung mga tipong nagmamadali kang pumasok tapos wala namang laman ang tiyan mo. (C2D, 31-45 y/o) Food Stalls • Madaliang pagkain like siomai, rice in a box. Kasi busy na din mga tao. (BC1, 3145 y/o) Take Out Food • Chooks to go take out siya. Whole chicken na siya. Masarap kahit walang sauce. Pang-tawid gutom. (C2D, 22-30 y/o) Experts Say … Fast Food • Fast food dahil ngayon, puro nagmamadali na, on the go ang mga tao. Convenience Store • Kasi yung mga tao nagmamadali din. They don’t have time to cook so dadaan ka ng convenience store, yung mga pre-heated lang sa bowl, especially sa 7-Eleven. “Quick” foods • Yung mga food na madaling i-take out mas nakikita ko madaling magemerge din siya. More on mobile, yung madaling dalhin na pagkain, quick bites. 71 Copyright © 2010 The Nielsen Company. Confidential and proprietary. FOOD BITES 2011 Constant interest in “novel” food ideas Consumers Say … Fried Ice Cream • Prito siya parang liquid. Malamig ang plate pag lagay mo dun mabilis siyang mag freeze . (C2D, 17-21 y/o) Potato Twist • Nasa stick yung potato pero naka-swirl sya. May flavor din. Sa mall may stall din siya.(C2D, 17-21 y/o) 2-in-1 drink and fries cup • Drink siya tapos nasa ibabaw lang yung food tapos may straw lang siya iyong. (C2D, 17-21 y/o) Rice in a box • Mix na ang ulam at kanin naka toppings. (C2D, 22-30 y/o) Experts Say … Healthy Sandwich/Pasta • Palagay ko mag ta-take off this year healthy sandwiches or pastas. Krispy Kreme Burger • Parang pinagpatong na glaze donut sa burger. May patty, may cheese, may egg pa ata. Matamis. Loaded with cholesterol. Wheat Grass Juice • Meron siyang ready to drink na stalls. Meron akong nakita sa may Boni. Tapos meron na din sa Glorietta pati Megamall. Make your own/Custom food • Yung make-your-own. Iba-ibang sauce, ikaw maglalagay. (BC1, 17-21 y/o) • Ikaw ang bahala kung ano ang ilalagay mong toppings. (C2D, 17-21 y/o) Copyright © 2010 The Nielsen Company. Confidential and proprietary. Frozen Yogurt • Yogurt I think malakas pa din yan this year. Baka madagdagan pa nga yan. 72 FOOD BITES 2011 Cross-overs and fusion enter the mainstream Consumers Say … Sosyal Street Food • Franchised na yung mga street food. Hindi na sya bangketa. (BC1, 22-30 y/o) • Ice scramble, Sosyal na, may toppings na. (C2D, 22-30 y/o) • Hindi na siya naka cart. Meron na siya sa mga malls. (BC1, 17-21 y/o) • Hindi ka na hesitant kainin. Kasi noon madumi. (C2D, 22-30 y/o) Experts Say … Street foods in malls • Mga scramble. Yung mga Hong Kong Style Noodles, boom din siya di ba? Gourmet Burgers • I think medyo lumalakas din yung mga specialty burger shops. Pang-masa vs. High-end burgers • Burger sa tabi-tabi lang, yung mga Angel’s burger na buy one take one. (C2D, 17-21 y/o) • There are gourmet burgers. Those other fast foods have burgers pero hindi gourmet stuff na specialty burgers. (BC1, 22-30 y/o) Filipino foods with contemporary twist • Basically Pinoy pa rin. But not the usual. Same traditional way of cooking but presented in a different way. More upbeat…contemporary. Asian foods • Lumalabas yung mga Asian food, mga Singaporean, Thai. • Meron ding trend na parang authentic Chinese. French Cuisine • French food or at least French inspired food is very big right now because people know that French food is prepared in ways that are more elaborate. 73 Copyright © 2010 The Nielsen Company. Confidential and proprietary. FOOD BITES 2011 Confidential and proprietary. FOOD BITES 2011 .More Views from the Experts 74 Copyright © 2010 The Nielsen Company. Franchising propels competition and growth Local and foreign franchises contribute to growth in food service industry. iyon ang binibili mo sa akin. thus.” “The reason why your franchise does work kasi it’s easier to put your foot in the door in a mall. “That’s every Filipino’s dream naman kasi di ba? A franchise. Yung brand ko. they share both the success and risks in the business. establish na ko.” “Usually kapag magpa-franchise ako.” 75 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Competition intensifies as new franchises enter the market. Franchisees are also supported by their franchisor. technology na alam ko. They will talk to you and they will take you seriously. The main appeal of franchising is that the brand name and infrastructure are already in place. May good will ako sa mga malls. • Proven “formula in a box” is less risky and promises high returns – Franchising is the biggest contributor to the growth in food service market. FOOD BITES 2011 . I have my system. Malls prioritize franchises because they have a proven system / formula and are expected to perform better than independent outlets. Tapos yung good will ko. having a franchise provides brand recognition and easier lease approval by mall owners. A franchise means you are recognized by SM or Ayala. • Being part of a franchise makes it easier to lease retail space – According to an industry expert. This is where the money is. It’s not easy and probably you’ll have to go non-traditional. • New products will continue to be launched – Very promising for the food industry. Confidential and proprietary. If you go into an SM in the province you sill see the same fast food in the Manila. / Mas malalaki na iyong mga establishment kasi change of life style na nga iyong mga tao tapos more flavors na nga may mag open na din ng mga entrepreneurs or may mag experiment in the shop na bago or mga trend sa ibang bansa na dadalhin dito. • “Out-of-the box” thinking – The fine dining pie is only this big. I can see a lot of new products to be introduced. you have to find new ways of marketing. Because we cannot live without food. innovation and fresh ideas needed to be different and attract attention. You better pull out your best game and do everything you can. So we are not also seeing naman a lot of medyo small players putting up restaurants because of the higher end nga. It’s getting more and more competitive. You want a piece of that pie. FOOD BITES 2011 .Rising above the clutter as competition intensifies Growth of the retail trade (via malls) makes for stiff competition. you better get on your game. • Opening of new malls and retail enclaves will continue to propel food service industry’s growth – The more SM put up malls they only approach the franchise owners so kaya dumadami. product development. 76 Copyright © 2010 The Nielsen Company. Some establishments use that para magkaroon ng exposure sa kanila.Online marketing Restaurants engage in online marketing strategies to attract consumers • Groupons – Malakas sa online ngayon iyong may tinatawag sila na groupons. you have to be updated regularly. • Websites are now a requirement. Nakalista din iyong coupons at groupons na pwede mong bilhin. 77 Copyright © 2010 The Nielsen Company. you buy from that site. FOOD BITES 2011 . You have to be current. Groupons. especially for high-end restaurants – I can go only as far as email blast. You sign up. Confidential and proprietary. we did that and it was fantastic. We all have websites. • Cash Pinoy – Internet deals like Cash Pinoy. That is really good but if you want that. it won’t be special anymore. Otherwise. I think that’s a requirement now. you got to get in that right away. very nice websites. Confidential and proprietary. then they reserve. FOOD BITES 2011 . When you go there. you rent the place. sa may Centris Walk. marami doon. Parang yung ginagawa ni Chef Claude. sa San Antonio. for pastries. May tent sila for fresh food. Meron siyang special menu card and then the atmosphere is there’s a chef cooking. • Online Deliveries: Web-based food delivery service.Emerging formats change channel definitions New dining formats redefine the conventions of food service channels • Food Markets: Weekend food bazaars selling fresh produce to packaged meals – Sidcor. I think gumagana na din siya kasi nga mobile na nga iyong mga tao eh. you eat the food of the chef. • Private Dining: Personalized. The interest in food is there and it’s like people no longer just want to eat regular food. hot meals. exclusive dinner parties hosted and served by chefs in the privacy of their homes – Tatawag ka muna. There is one in White Plains. Yung Mercato. bringing food to your door step – I think iyong delivery din mag hit din. 78 Copyright © 2010 The Nielsen Company. Meron din sa Pasig. May focus sila sa mga organic. delivery they can send. Kasi may tinatawag ngayon na quick delivery pitch. That is also high-end kasi mahal. Kahit iyong mga restaurant na walang. Parang Salcedo Market pero pang-masa. Doon maraming choices. – Another trend is the weekend markets. • Expansion of the food service industry due to entry of new players – Definitely not shrinking. But the ones that you see a lot more of will be franchised. • Opening of new restaurants indicate growth of food service industry – I think it is going to grow. they open. 79 FOOD BITES 2011 . I think it will cater to all segments. Confidential and proprietary.Growth prospects: POV of Experts (1) New establishments and players will drive market growth. It has only been in the past three to four years where we are seeing an explosion in quality restaurants. Eventually cater to all segments. then the same person opens a new restaurant with a different concept. There are replacements and there are new ones. Copyright © 2010 The Nielsen Company. the increase is not too much. When I talk to them sa kanila kahit na down ang economy. Gusto nila kung ano pwedeng mag click. – The feeling that there is an exciting culinary scene in Manila is real. the only way to recover is to open another restaurant. expansion. They close. Not fast foods but quality restaurants. Puro may opening of restaurants. Gusto nila makuha yung niche. – Its always promising so. – Dumadami ang players. I still think it’s increasing but because people are closing. One closes the restaurant. Ngayon hindi. People are spending now more on experiences and leisure. hindi sila conscious sa ginagastos nila. Well then the business will become more competitive. • More spending on food due to higher disposable income (especially among certain segments) – There is a lot of spending more powerful food. Lumuluwag ang bulsa nila. FOOD BITES 2011 . It’s also what I have observed. At least there is no problem for the restaurant to look for chefs. There are so many jobs. ito na lang ang kainin natin. there are so many restaurants opening up. You have all of them around.Growth prospects: POV of Experts (2) Unprecedented popularity of culinary courses as serious career options. Dining is one of those things that you write and talk about. more school opening up. The economy of the world has shifted to experiences. yung knowledge nila so. A lot. • Culinary schools increase the workforce in the food service industry. intensify competition – Sumasarap na rin ang pagkain dahil nga may education. Confidential and proprietary. That’s how it is. willingness of some segments to spend on a food experience. Minsan hindi na nila pinapansin. Dahil sa education na nakukuha nila tumataas na rin yung level nila. – Pero sa nakita ko. You got spending on experiences not on products. Di katulad dati uy. ito mahal yan. Ang mga restaurants ngayon are very willing na to hire these people. 80 Copyright © 2010 The Nielsen Company. – There are a lot. Summary and Recommendations . convenient meals. • Different options for food deliveries should be made available – Ordering by web or text – Credit card payments – Single order deliveries • Easy. and wellorganized dining space can address these issues. • The constant need to be on-the-go motivates consumers to opt for quick. FOOD BITES 2011 . Recommendations • Channels lose out when they fail to provide quick meals due to overcrowdedness and long queues. – More efficient ordering system. • Food deliveries and take outs are also expected to rise in popularity as people have less time to cook their own meals. ready-to-go meals/drinks that are not messy or difficult to eat placed in spill-proof containers.Summary (1) Learnings • The increasingly busy lifestyles of Filipinos and the need to be more mobile are changing eating habits and influencing food choices. convenience stores and food stall/kiosk are the outlets of choice for the everyday meals of busy people. 82 Copyright © 2010 The Nielsen Company. Thus. are ideal for highly mobile people. QSR. faster crew service. Confidential and proprietary. They are more open to trying foreign cuisines and unique food concepts. Recommendations • Introducing foreign cuisines and new food concepts are now more acceptable to consumers than in the past.. internet. too bland) are usually modified to suit Pinoy taste buds. 83 FOOD BITES 2011 . Confidential and proprietary. despite the growing openness to novelty. – Trial does not necessarily lead to regular consumption.g. – Foods that does not immediately come close to what the Filipino palate is used to (e. too spicy. • However. • Media. Copyright © 2010 The Nielsen Company. and traveling are creating more awareness and influencing consumers to be more adventurous with their food and channel choices. not all new and exotic food are acceptable to the Filipino palate. – Food channels geared towards middle to lower income segments food must be tailored to adapt to Filipino taste. – Food channels that target higher income segments more authentic taste of foreign food is acceptable and desired.Summary (2) Learnings • Filipinos are increasingly becoming adventurous with food and dining out. • Consumers are putting more value and have higher expectations on their dining experience (i.Summary (3) Learnings • Among the upper class and to some extent. comfort). – Identifying the “right” location is key to anyone who is exploring to enter the specialty / FSR space. • Outlets outside malls or in little out-ofthe-way places appeal to consumers who want to have an excellent dining experience in a non-traditional setting. dining out has become an experience: a kind of luxury. ambiance. service. food quality. This is especially true for consumers from higher income segments. the working lower class adults.e. a way to pamper and reward themselves. a way to celebrate. Certainly. 84 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . Confidential and proprietary. Recommendations • Channels that deliver in terms of providing a pleasurable dining experience at reasonable prices will attract more consumers from middle income levels. • Awareness and experience with other cultures are also creating the desire for authenticity in dining. Kiosks. food markets. It is very niche and primarily works in building a budding chef’s reputation. Convenience Stores in high traffic areas – FSRs. • Other services may also be offered: – FSRs that provide take-out or delivery service via the web / online – Private dining pushes the envelope on superior. private dining. online deliveries. feel the market pulse and test product concepts via the week-end markets. • Locate channels close to the target demographics they aim to serve: – QSRs. intimate dining experience.) redefine traditional categories and gives further proof of the developments in the dining out industry. Specialty shops in high-end malls and out-of-the-way nooks in the city 85 • Other factors come into play to drive growth in the food service industry – Franchising – Proliferation of culinary schools Copyright © 2010 The Nielsen Company. Recommendations • Food service R&D personnel and entrepreneurs can scout for new trends.e. Confidential and proprietary.Conclusion (4) Learnings • The emergence of new food service channels (i. etc. Title of Presentation . marketed. but also to the way it is positioned. Recommendations • New product innovations should be geared towards achieving a better quality of life and must be adaptable to the changes in consumer lifestyle: – Healthier food/drink options – Quick.Conclusion (5) Learnings • Food innovations and new products continue to generate interest. FOOD BITES 2011 . 86 Copyright © 2010 The Nielsen Company.) – Foods that can be customized to suit one’s personal taste – More options for food deliveries • Creativity and innovativeness should not be confined to the food itself. etc. sweets. Consumers are drawn towards new. Filipino cuisine. convenient food/drinks – Durable. street foods. unique food offerings.e. Confidential and proprietary. non-messy. packaged and priced. spill-proof packaging for to-go foods – Comfort foods (i. • Online comments and reviews about the establishment can also give indications about how the outlet is doing or to know about consumers’ perceptions about it.Summary (6) Learnings • The influence of internet and social media networks on food choices is rising. in parallel with the increasing internet usage among Filipinos. Recommendations • Having a website is an increasingly important requirement for outlets. Confidential and proprietary. • This trend is especially evident for young professionals from higher SEC as they are more internet savvy and have more disposable income. • Social media networks can be used in image building. 87 Copyright © 2010 The Nielsen Company. FOOD BITES 2011 . • Word of mouth becomes even more influential as consumers use social media networks to share their dining out experiences. This is especially true for high-end restaurants and specialty food shops. Being listed in online restaurant directories also help. maintaining customer loyalty and being updated about market activities. food service channels must create a pleasant dining experience through clean. – Food outlets that hope to cater to the upper class must meet their emotive and social needs by developing / maintaining a classy. FOOD BITES 2011 . exclusive image. quantity and price. satisfying social and emotive needs are also important. – Functional factors: • Satisfy hunger in quickest. 88 Copyright © 2010 The Nielsen Company. comfortable surroundings and decent customer service. Confidential and proprietary.Summary (7) Learnings • Choosing where to eat does not stop at wanting to satisfy basic (functional) needs. – In terms of product offerings. most affordable manner • Product quality • Physical store experience – Emotive factors • Satisfying cravings • Mood – Social factors • Bonding • Needing to impress Recommendations • At the functional level. food/drinks must meet the acceptable criteria for quality. • Emotive and social factors are largely subjective and dependent on the consumer’s SEC and age. perceptions on how much consumers are willing to spend on eating out varies significantly across income segments. • Higher income consumers seek value for money (i. loyalty cards – Value meals – Unlimited re-fills (drinks. – Consumers from lower income segments want affordability in terms of lower cash outlay.Summary (8) Learnings • Budget remains a primary consideration for consumers. However. the following are expected to attract them: – Price discounts via coupons. 89 Copyright © 2010 The Nielsen Company. Confidential and proprietary. especially those from lower income segments. FOOD BITES 2011 . they get what they paid for) and are willing to spend more to achieve satisfaction. rice) • Loyalty to FSRs may be developed among adult upper class consumers by ensuring a pleasurable dining experience driven by food quality. Value meals and affordable food/drinks remain highly relevant to consumers. Recommendations • For the lower class and the upper class students.e. customer service. ambiance. – Budget considerations also make price-related promos appealing. e. FOOD BITES 2011 . QSRs continue to innovate not only with food but also its interiors. New packaging concepts should also be explored. Confidential and proprietary. comfortable fixtures – Continuous product innovation and offer wide variety of products – Engage in activities to develop/ maintain customer loyalty • CVS and food carts/kiosks should come up with more product offerings suited for more mobile lifestyle. • Food carts/kiosks – Franchised food carts/kiosks are growing in popularity due to numerous outlets in strategic. and affordability. • Convenience stores (CVS) – Busy lifestyles and the call center industry transforms CVS into a food destination. highdensity locations. Recommendations • QSRs should improve the “diningin” experience. – Fast. its wide variety of food offerings. efficient service (i. 90 Copyright © 2010 The Nielsen Company.Summary (9) Learnings • QSR – Affordable meals and new product offerings are the major QSR trends. avoid long lines and crowdedness) – Nice interiors. Summary (10) Learnings • FSR – FSR trend focus on food quality. Recommendations • FSRs and specialty food stores compete for shares of the same pie. specialty food stores are rising in number as consumers seek more satisfaction in food quality and dining experience.e. specialty products. Confidential and proprietary. • Specialty food stores – Led by coffee and dessert shops. 91 Copyright © 2010 The Nielsen Company. dining experience (i. – Offering unique. as both target the same market segments. creating the right ambiance) and giving rewards to customers. by which the outlet is known for. FOOD BITES 2011 . Some suggestions to develop differentiation and to stand out include: – Using a specific theme and creating an image will help to make the outlet stand out from among the competition. can also attract consumers. Confidential and proprietary. FOOD BITES 2011 .Thank You!!! 92 Copyright © 2010 The Nielsen Company.