Cavite School of Life

Salawag Crossing, Salawag, City of Dasmariñas

DASMARIÑAS CAMPUS
Academic Year 2019-2020

“THE FAST FOOD CHAIN AND RESTAURANT PREFERENCE OF THE SENIOR

HIGH SCHOOL STUDENTS IN CAVITE SCHOOL OF LIFE-DASMARIÑAS
BASED ON COMMON MENU ITEMS”

“A Survey Report on the Preferred Restaurant and Fast Food Chain of Senior High
Students from Cavite School of Life- Dasmariñas”

In Partial Fulfillment of the Requirements for “English for

Academic and Professional Purposes”

Presented by
Eridani, Vance Christian
Balmeo, Jahn Beatriz
Barredo, Marianne
Narvaza. Julhianne Ghea Mae
Tabisola, Micole Christine
Acosta, Desiree

November 2019
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Table of Contents

Introduction 4

Significance of the Survey 5

Scope and Delimitations 6

Definition of Terms 6

Methods 7

Sampling and Participants 7

Instruments 7

Data Collection Procedure 7

Data Analysis 8

Ethical Considerations 8

Results and Discussion 9

I. Fried Chicken Preference 10

II. Burger Preference 12

III. Spaghetti Preference 13

IV. French Fries Preference 14

V. Pizza Preference 15

VI. Rank of Food Chains and Restaurants16

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Conclusions 17

Summary of the Results 17

Conclusions 17

Appendices 18

References 23

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Introduction

Currently, the Philippines is seeing a rise in urban population more specifically

part of the middle class. This abstract social class stratification is crucial to the
economic development of the Philippines which has seen the increase of urban food
consumption. It was reported that in Metro Manila, ordering prepared food at home was
a common practice (Chakraborty, Sahakian, Shenoy, & Erkman, 2016). In fact, fast food
franchises dominate the food and beverage industry in the Philippines. Chen, Chen, and
Liu (2009) revealed that the success of the Metro Manila’s fast food industry lies on
standard processes, limited menus, enhancement of values, speed, swift services, and
distribution right. This give rise to immense market competitions between expanding
giant food chains (e.g. Jollibee, McDonalds, KFC, etc.) around the country with the goal
of creating a brand from their unique taste and food appeal.

Marketing aside, there has been a moderately-sized area in literature that

investigates this phenomenon, particularly comparative approaches to each fast food
chains. In a case study conducted by Rarick, Falk, & Barczyk (2012), Filipino-owned
Jollibee has been observed to be imitating McDonald’s in some ways while still creating
fresh ideas to be unique that captures the local population’s preference. It was also
observed that this fast growing restaurant chain has benefited from the increased
demand for fast food in East Asia and has developed a unique business
strategy. This case examines Jollibee’s success and how the company is
successfully competing with McDonald’s. With its rapid growth, the company is now
ready to expand to the rest of the world. However, This study has been conducted on
the perspective of a Western researcher and several information on the research is
inaccurate to the perspective of a local. Such assumptions include that at the core of
JFC is Jollibee, the McDonald's-like hamburger restaurant. Locals regard Jollibee
primarily on chicken and not on burger. Furthermore, in a quantitative research done by
Raquel (2017), it was regarded that amidst the fierce competition in the fast food
industry, majority of those who eat in fast foods are young from ages 10 -29 years old
from which most are high school students. Moreover, these customers go back to their
preferred fast food joint based on repurchase intention. Which means that food taste

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and marketing strategies has been proven effective to have the customers come back
and purchase another product again. Similarly, a study by Chen, Chen, & Liu
(2009) ,which aims to study the fast food buying behavior in Metro Manila, has reported
that the success of fast food industry can also be attributed to other factors, such as
standard processes, limited menus, enhancement of values, swift and effective
services. These observed factors are like catalysts to the promotions of fast food.
Respondents have also agreed with the fast food franchises’ philosophy of serving with
smiles, good sales performance, friendliness and modesty and satisfying consumers’
demands with fast service.

Likewise, this survey aims to study the food chain preference of several senior
high school students in Cavite School of Life- Dasmariñas, a local private school located
in Brgy. Salawag, Dasmariñas City, Cavite, Philippines. More specifically, this survey
seeks to answer the following questions

1. What is the most preferred fast food or restaurant of the Senior High School
students in terms of the following menu items:
a. Fried Chicken
b. Burger
c. French Fries
d. Pizza
e. And Spaghetti?
2. What is the top three most preferred fast food chain or restaurant of students
in the Senior High School of Cavite School of Life- Dasmariñas?

Significance of the Survey

This survey report aims to inform its readers about the restaurant or fast food
chain preferences of the Senior High School Students in Cavite School of Life-
Dasmariñas based on a few menu items namely fried chicken, burger, spaghetti, fries
and pizza. It also shows some of the students’ reasons regarding their preference for a
restaurant or fast food chain in terms of a specific menu item.

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Scope and Delimitation

This survey report used survey questionnaires to gather data. This report aims to find
out the restaurant and fast food chain preferences of the students per menu item. The
respondents were only Senior High School Students.

Definition of Terms

1. Fast Food Chain- a food establishment with expected quick food service that
serves in fast-food to casual dining set-up.
2. Menu Items- common available food served by food establishments.

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Methods

Sampling and Participants

A total of 65 Senior High School students were sampled through stratified

random sampling.

Instruments

A survey questionnaire was developed and utilized. It consisted of the following

questions:

When it comes to the following menu items, which resto or fast food chain you
prefer?

Data Collection Procedure

A letter was secured from the principal of the school that allows the researchers
to survey in each classroom. It was explained that students have to discuss the taste
from their chosen restaurant.

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Data Analysis

Descriptive statistics were used to identify the most preferred restaurant from the
menu items. The score of each restaurants and new restaurants input by the
respondents was gathered and analyzed.

Ethical Considerations

The data of each respondents is secured and further information is ensured by

the researcher to be confidential. Furthermore, the researchers do not see the need for
more elaboration on this matter except for the names and gender of the respondents
due to it’s trivial and casual nature. The brands mentioned in the research duly complies
the law of copyright in which allows the researcher to have fair use in accordance to
research purposes whereas prescribed by Section 11 of Presidential Decree 49 and
subsection e) of Section 184 from Republic Act 8293 of the Intellectual Property Code of
the Philippines.

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Results and Discussions

This section presents the preferred restaurant or fast food chain per menu item,
as well as the top three restaurants or fast food chains of the respondents. A complete
table of the results can be seen in the Appendix.

Below are some of the summarized reasons from the students regarding their
preferred restaurants or fast food chains per menu item:

Fried Chicken

Jollibee-

According to several responses, Jollibee’s fried chicken has been described as

“Delicious and juicy”. Another respondent has answered that Jollibee has a better
taste despite its’ less expensive price.

Mcdonalds-

Respondents have reported that the reason for their preference to Mcdonalds is
that it gives-off an impression of being “Freshly made and delicious”.

KFC-

Respondents have the following impressions on KFC: “Unique taste, contains

spices, unli-gravy and delicious”

Wendy’s- “Healthier and delicious”

Chowking- “Crunchy and delicious, juicy”
Popeyes- “I like the taste”
Bonchon- “The flavors are delicious”

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Burger

Jollibee-“Delicious and affordable, worth it”

Mcdonalds-“Delicious and has plenty of flavors”
KFC-“Delicious, different and contains spices”
Burger King-“Served hot, delicious patty, and freshly made”
Spaghetti

Jollibee-“Delicious and sweet”

Mcdonalds-“Delicious and tastes fresh”
Shakey’s-“Plenty of servings and delicious”
Fries

Jollibee-“Delicious and not too salty”

Mcdonalds-“Freshly made”
KFC-“Unique taste”
Pizza

Pizza Hut-“Delicious, affordable, freshly made”

Dominos-“Served hot, delicious, plenty of flavors, and freshly made”
Shakeys-“Delicious and contains plenty of toppings”
Greenwhich –“Delicious and unique taste”
SnR-“Large, delicious and worth it”

I. Fried Chicken

Question #1: When it comes to the following menu items, which restaurant or
fast food chain do you prefer?

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Restaurant/Fast Food Frequency Percentage

Chain
Jollibee 24 36.92%
Mcdo 10 15.38%
KFC 25 38.46%
Chowking 2 3.08%
Wendy’s 1 1.54%
Others 3 4.62%
Total: 65 100%

Fried Chicken
Jollibee
Mcdo
KFC
Chowking
Wendy's
Others

Based on the table above, when it comes to fried chicken the top restaurant or fast food
chain preferred by senior high school students is KFC. Meanwhile, the least preferred
restaurant or fast food chains were Wendy’s together with those included in “Others”
which were Popeye’s, Bonchon, and Uncle John’s having one point each.

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II. Burger

Burger
Jollibee
Mcdo
KFC
Burger King
Wendy's
Others

Restaurant/Fast Food Frequency Percentage

Chain
Jollibee 11 16.92%
Mcdo 9 13.85%
KFC 1 1.54%
Burger King 35 53.85%
Wendy’s 2 3.08%
Others 7 10.77%
Total: 65 100%

Based on the table above, when it comes to burger the top restaurant or fast food chain
preferred by senior high school students is Burger King. Meanwhile, the least preferred
restaurants or fast food chains include KFC and Veal burger which was included in
“Others” having one point each.

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III. Spaghetti

Spaghetti
Jollibee
Mcdo
KFC
Shakey's
Wendy's
Others

Restaurant/Fast Food Frequency Percentage

Chain
Jollibee 43 66.15%
Mcdo 9 13.85%
KFC 1 1.54%
Shakey’s 10 15.38%
Wendy’s 1 1.54%
Others 1 1.54%
Total: 65 100%

Based on the table above, when it comes to spaghetti the top restaurant or fast food
chain preferred by senior high school students is Jollibee. Meanwhile, the least
preferred restaurant or fast food chains were KFC, Wendy’s, and Sbarro from “Others”
having one point each.

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IV. Fries

Fries
Jollibee
Mcdo
KFC
Burger King
Wendy's
Others

Restaurant/Fast Food Frequency Percentage

Chain
Jollibee 7 10.77%
Mcdo 35 53.85%
KFC 11 16.92%
Burger King 7 10.77%
Wendy’s 1 1.54%
Others 4 6.15%
Total: 65 100%

Based on the table above, when it comes to fries the top restaurant or fast food chain
preferred by senior high school students is Mcdonalds. Meanwhile, the least preferred
restaurants or fast food chains were Wendy’s and those included in “Others” which were
Mugiwara Resto Bar, Bonchon, and Kerimoto having one point each.

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V. Pizza

Pizza
Pizza Hut
Dominos
Shakey's
Yellow Cab
Greenwhich
Others

Restaurant/Fast Food Frequency Percentage

Chain
Pizza Hut 13 20%
Domino’s 13 20%
Shakey’s 13 20%
Yellow Cab 6 9.23%
Greenwhich 7 10.77%
Others 13 20%
Total: 65 100%

Based on the table above, when it comes to pizza the top restaurant or fast food chain
preferred by senior high school students are Pizza Hut, Domino’s, and Shakey’s.
Meanwhile, the least preferred restaurants or fast food chains included in “Others” were
Vangie’s Pizza, Landers, and Sbarro having one point each.

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VI. Rank of Food Chains and Restaurants

Question #2: Rank your Top 3 Best Restaurant or Fast Food Chain

Top 3 Restaurant and Fast

Food
Mcdo
Jollibee
KFC
Others

Restaurant/Fast Food Frequency Percentage

Chain
Mcdo 37 19.27%
Jollibee 35 18.23%
KFC 30 15.63%
Others 90 46.88%
Total 192 100%

The full list of the top three restaurants and fast food chains of senior high school
students can be seen in the Appendix section.

The table above, only shows the top three most mentioned and preferred restaurants or
fast food chains of the students which were Mcdonalds, Jollibee and KFC. Meanwhile,
the “Others” part of the table consists of the different preferred restaurants or fast food
chains that had lower points compared to those shown above.

Summary of the Results

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It can be concluded that the students mostly prefer fast food chains over actual
restaurants.

1. For fried chicken, students prefer KFC and their reasons are its “Unique taste,
contains spices, unli-gravy and delicious.” For burger, students prefer Burger King and
their reasons are it is “Served hot, delicious patty, and freshly made.” For Spaghetti,
students prefer Jollibee and their reasons are “Delicious and sweet.” For fries, students
prefer Mcdonalds and their reason is it is “Freshly made.” Lastly for pizza students
prefer Pizza Hut, Shakey’s and Dominino’s and their reasons are “Delicious, affordable,
freshly made,” “Delicious and contains plenty of toppings,” and “Served hot, delicious,
plenty of flavors, and freshly made”

2. Their top three restaurants or fast food chains are Mcdonalds, Jollibee and KFC.

Conclusion

Senior high school students prefer most fast food restaurants such as Jollibee,
Mcdonalds, KFC, and Burger King because of their taste and affordable prices. It may
also be concluded that they prefer the fast food chains which are commonly known in
the public.

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Appendices

Survey Questionnaire

Table for the restaurant or fast food chain preferences of the students per menu
item

Jollibee Mcdo KFC Chowking Wendy's Others

CHICKEN
24 10 25 2 1 3
Burger
BURGER Jollibee Mcdo KFC King Wendy's Others
11 9 1 35 2 7
Jollibee Mcdo KFC Shakey's Wendy's Others
Spaghetti
43 9 1 10 1 1
Burger
Fries Jollibee Mcdo KFC King Wendy's Others
7 35 11 7 1 4
Pizza Yellow
Pizza Hut Domino's Shakey's Cab Greenwhich Others
13 13 13 6 7 13

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“Others” section

CHICKEN Popeye's Bonchon Uncle John's

1 1 1
BURGER Angel's
Burger Zark's Veal Burger
2 4 1
SPAGHETTI Sbarro
1
FRIES Mugiwara
Resto Bar Bonchon Do not eat Kerimoto
1 1 1 1
PIZZA Snr Vangie's Pizza Landers Sbarro Do not eat
9 1 1 1 1

The top three restaurants or fast food chains of the students

Resto/FastFood Frequency Percentage

Mcdo 37 19.27%
Burger King 9 4.69%
KFC 30 15.63%
Zarks' 2 1.04%
Kenny Rogers 3 1.56%
Seafood Island 1 0.52%
Jollibee 35 18.23%
Shakey's 9 4.69%
Mang Inasal 5 2.60%
Angels' Burger 1 0.52%
Dunkin Donut 1 0.52%
Yakimix 1 0.52%
Aristocrat 1 0.52%
Bonchon 4 2.08%

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Dominos 2 1.04%
Greenwhich 4 2.08%
Gerry's Grill 1 0.52%
Sbarro 1 0.52%
Chowking 5 2.60%
Yellow Cab 2 1.04%
SnR 3 1.56%
Yoshinoya 2 1.04%
Pizza Hut 2 1.04%
Yabu 2 1.04%
Tokyo Steak 1 0.52%
Teppanya 1 0.52%
Max 1 0.52%
Kuya J 1 0.52%
North Park 1 0.52%
Wendy's 2 1.04%
Ramen Nagi 1 0.52%
TGIF 4 2.08%
Pepper Lunch 2 1.04%
Viking 1 0.52%
Buffet 101 2 1.04%
Tokyo Tokyo 2 1.04%
Claasic Savory 1 0.52%
DADS 1 0.52%
Veal Burger 1 0.52%
Southwings 2 1.04%
Kimbob 1 0.52%
Landers 1 0.52%
Chili's 1 0.52%
Nando's 1 0.52%
Mary Grace 1 0.52%
Total 192 100%

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(*Attached here is the signed letter from the principal allowing the researchers to
conduct the survey*)

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References
Chakraborty, L., Sahakian, M., Shenoy, U. R., & Erkman, S. (2016). Urban Food
Consumption in Metro Manila: Interdisciplinary Approaches Towards

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Apprehending Practices, Patterns, and Impacts. Journal of Industrial Ecology, 20,

559- 570.

Chen, M.-L., Chen, K.-J., & Liu, C.-m. (2009). Expansion Trend of Fast Food Franchises
in Metro Manila.

Raquel, M. (2017). Customer Loyalty in the Fast Food Industry in the Philippines. World
Journal of Management and Behavioral Studies 5 (2), 47-53.

Rarick, C., Falk, G., & Barczyk, C. (2012). Jollibee vs. McDonalds in the Philippines.
Purdue University Calumet.

Survey report on the Preffered Restaurant and fast food chain | November 2019