Micro MarketAnalysis

Yellow Cab Pizza Co. & Pizza HutAthens Cruz Jennifer LiqueteCamille dela Cruz Manuel Carlo Cristobal

• Modern pizza originated in Italy• The average pizzeria uses roughly 55 pizza

boxes per day• We consume around 251,770,000 pounds of

pepperonis every year• Pizzerias represent 17% of all restaurants• Largest pizza – 131 foot in diameter (Italy)

Scope and Limitation

• Limited to two pizzeria, one for each store

• Different locations and schedule of visit• Observation was done within 1 hour of

staying inside the store• No interaction with customers• Interaction with staff was limited to

purchasing their product

Methodology

• Observation Method• Researcher Participant– Physical surrounding– Staff– Customer– Discrete observation

Yellow Cab Pizza Co.

• Founded in 2001 by Eric Puno• Philippine grown• 70+ restaurants• Location: Philippines, US, Guam,

Malaysia and Qatar

Pizza Hut

• Founded 1984 in Kansas by Frank & Dan Carney

• As of 2012, 6000 Pizza Hut in US and more than 5139 store around the world

• 140 stores in the Philippines

Observations

January 29, 2013 (Tuesday)12:00 nn – 01:30 pmEastwood Citywalk 1, Libis, Quezon City

January 27, 2013 (Sunday)11:00 am – 12:00 nn65 Presidents Avenue, BF Homes, Parañaque City

Customers

Yellow Cab Pizza Pizza Hut

Age 25-35 y/o 10-45 y/o

Sex Male and female – majority of customers are male who came in groups of 2-3

Male and Female – majority of customers are group of families and children were significantly present in the restaurant

Occupation Young professionals Cannot be determined

Behavior - Jolly, chatting and laughing around- A bit noisy- Not in a hurry

- Conversations were rampant- Jolly, chatting and laughing

Occasion - Lunch break- On a date (couples)

- Family Sunday Lunch- Sunday dates (couples)

Social class Upper C to lower B Upper C to upper B

Location

Yellow Cab Pizza Pizza Hut

Traffic flow Situated beside the roadTraffic is high in the surrounding area but only a few people walks by the restaurant

There’s no traffic within Pizza Hut but there was traffic on the main road going to Pizza Hut – Aguirre Street and President’s Avenue.

Surrounding area

Office establishments, condominiums, mall

Several restaurants as well – Contis, Pancake House, Starbucks, Army Navy, etc.

Establishment

Yellow Cab Pizza Pizza HutCapacity Approximately 60 seats, half

outdoor for smokers and half indoor

Approximately 40-50 seats. No outdoors. No smoking inside

Design/layout 2 stories, with a rough finish (open vents, unpainted ceilings)- Yellow and black theme,- Not cozy (hard wooden chairs with small metal tables)- Food is served on paper plates and plastic utensils

- Color red is dominant in the interior. - Sleek wooden furniture.- Long benches on the side of the restaurant and chairs have cushions.- Tables have tablecloths.- Food is served on ceramic plates and utensils are silver spoons.

Facilities They have one restroom for both male and female, they have a separate area for washing

They have one restroom for both male and female.

Establishment

Yellow Cab Pizza Pizza HutMenu Majority of the menu is pizza,

several appetizers and chicken and pasta. Most dishes come in big servings.- Pizza price range: 250 – 770 (depending on size and flavor)- Chicken and pasta dishes: 250 and up- Appetizers and dessert: 100 – 200

- Its specialty is pizzas but it also offers other products like salads, soups, pastas, meals (meat) and desserts. - Pizza price range: 120 – 500 (depending on size and flavor)- Chicken and pasta dishes: 200 - 300- Appetizers and dessert: 50 – 150

Level of service Accommodating, no extra effort to market their other products, more of self service

Staff is very friendly and upbeat. Puts the customers’ needs first.

Speed of service Average for a pizza joint, food is cooked as ordered (15 mins)

Pizza took around 10-12 minutes only

Findings

• Similarities in pricing and food offering• Major difference in design and layout of

store• Different primary target markets• Difference in service strategy• Difference in customer social class even with

the similarity in pricing

Thank you!