GROUP 5BARTOLOME, ANNEEL-KERMI, HICHAM

MENDOZA, ANAORBETA, JENPICHAY, LEI

PIZZA HUT vs. SHAKEY’S: A MICROMARKET ANALYSIS

PIZZA HUT

PIZZA HUT

Was started in 1958 by two enterprising college students, Frank & Dan Carney, in their hometown in Wichita, Kansas.

 It has become the largest & most popular pizza chain with over 12,000 restaurants in 90 countries around the globe in 2004.

Philippine Pizza Inc., the franchise owner and operator of Pizza Hut, has over 140 restaurants, here in the Philippines since it began in 1984. 

SHAKEY’S

SHAKEY’S PIZZA

In 1954, Sherwood “Shakey” Johnson pooled his funds with those of college friend, Ed Plummer to open the first Shakey’s outlet.

Today there are over 500 Shakey’s restaurants world-wide. Pizza is still the mainstay at today’s Shakey’s, whether it’s the original thin crust or the classic hand-tossed pizza with dough baked thick and chewy. 

Shakey’s Philippines have grown to 130 stores nationwide

SCOPE AND LIMITATION

The group observed the following branches: Pizza Hut, SM Marikina Skakey’s, Congressional Shakey’s Bluewave (Friday, 9:00-11:30pm)

Day: Sunday, Time: 3:00 PM – 6:00 PMShakey’s : 9:00 am to 10:00 Pm

CUSTOMERSLOCATION

ESTABLISHMENT

OBSERVATIONS

CUSTOMERS

PIZZA HUT SHAKEY’S

AGE Families and couples mostly comprise the crowd, aged 3 y/o to 68 y/o.

Families and individuals between 28 to 70 y/oWorking professionals

SEX Both male and female, almost of equal distribution

Both male and female. Female being dominant in number

OCCUPATION Mostly employees, housewives / family-oriented people

Family oriented peopleCorporate Offices

FINANCIAL ABILITY Pizza Hut is a pricier alternative to fastfood chains like Jollibee and Mcdo, so we would assume people from Class B and C

Class B and C

CUSTOMERS

PIZZA HUT SHAKEY’S

BEHAVIOR Most people order the thin and crispy pizza, and the cheesy pops pizza variety. Other popular items ordered were Caesar Salad and baked fettuccine alfredo.

Thin crust pizza and pasta is commonly orderedGarlic Bread and Chicken

OCCASION Family bonding and birthday

Family bonding/gatheringPay Day Weekend3-day Mall Sale

BUYING HABITS 70% were dine-in customers, the rest availed the buy 1 take 1 pizza worth 499 for take-out

Dine in customersLong tables of guests ranging from 6-12 pax

PIZZA HUT SHAKEY’S

SM MARIKINA Located at the 1st floor,

beside the main entrance of SM Marikina

Near the taxi terminal Same floor as the

supermarket No other Pizza

restaurant

CONGRESSIONALLocated at the first

floor of Circle C (outside the entrance)

Near tricycle/taxi terminal

No other pizza restaurant

LOCATION

PIZZA HUT SHAKEY’S

Bluewave BranchLocated along 2

major roads (Macapagal Ave. and EDSA extension)

Not a lot of pedestrians – customers come in cars or cabs

LOCATION

ESTABLISHMENT

PIZZA HUT SHAKEY’S

PRODUCT / PRICE Thin n’ Crispy Pizza Regular - P 219-299 Family – P 319-475Pan Pizza Personal – P 115-125 Regular – P 265- 299 Family – P 419 – 459Create Your Own Pizza Regular – P 219 Family – 319 Addtl Topping – 45 -75Stuffed Crust – P359 -629Pasta – P 99 – 429 - Fettuccine Alfredo, Lasagna, Bolognese, Spaghetti Al Pesto, Pasta Perfetto Wrap

Thin n’ Crispy PizzaRegular – P 189- 280Large – P 304 - 411Family - P424- 560 Pan Pizza – P298- 411Regular - P 131 – 247Large – P235-396Family - P 375- 521

Chicken – P 238- 845Pasta - P 165- 179Starters P 68 – 501Combo meals – P 138 – up

ESTABLISHMENT

PIZZA HUT SHAKEY’S

PRODUCT PRICE Salad – P 79 -299 - Caesar, Olive Garden, Mango Shrimp

Appetizer – P 49 - 389 - French Fries, New Hut Patatas, Chicken Wings, Mozzarella Sticks, Chicken Tenders

Big Group Feasts - P 799 – 1,999

Others: Soup – P 55 Desserts – P 59-99

Chicken – P 238- 845Pasta - P 165- 179Starters P 68 – 501Combo meals – P 138 – up

Monster Deal – P 1,859

ESTABLISHMENT

PIZZA HUT SHAKEY’S

LEVEL OF SERVICE

• Has an attendant to assist customers to their table

• Friendly and accomodating

• Attentive - customers does not have to repeat orders - attends to the customers once he/she raises his/her hand• Caring - when order was not served on time, the waiter will say sorry and will give a complementary soup for waiting too long• Hygienic and with

pleasing personality

• With server to get order and assist customer in receiving order up to slicing and serving the food

• Friendly and polite• Attentive - repeats customer’s order accordingly - informs how long the order will be served• Servers wear hairnets• Everyone not only

servers greets customer upon entering the store

ESTABLISHMENT

PIZZA HUT SHAKEY’S

SPEED OF SERVICE

• To get a table: - If there’s no waiting line – one can get a table right away - With waiting line: 5- 20 mins• Once an order is made,

customers wait for the following:

- Drinks: 5-10 mins. - Appetizer like soup and salad: 15 mins. - Pizza and Pasta: 20-30 mins.• Getting the Bill: 5 mins.

• To get to the table - no waiting line• Once order is made,

customers wait for the following:

- drinks 5 mins - appetizer 10 – 15 mins - pizza and pasta 30 mins• Getting the bill: 5

mins

ESTABLISHMENT

PIZZA HUT SHAKEY’S

FACILITIES • No own rest room• No wash area for

customers• There’s a waiting area• Dining chairs are

comfortable, sofa for big groups.

• Separate take-out area• Kitchen activity may be

seen by customers• Nice ambience and

with soothing music

• With own clean and hygienic restroom

• Waiting are with newspaper and magazine

• Dinner chairs are comfortable. With couch for table near the glass wall overlooking the street

• Take out area is inside the store

• Kitchen is hidden behind a wall

• Good, clean ambiance

SUMMARY