Factors Affecting Sales of a Burger Joint: Basis for Revenue Enhancement

The fast food industry is not something new to the Philippine market. In fact, it is one of the industries that are projected to prosper in the years to come. As Filipinos are deemed to be food lovers, more and more concepts of food are introduced each year. A sub-category of the gigantic fast food industry is the Burger Van Outlet chains. One of its pioneers is Burger Joint, a Lucena based company that has been in the business for thirty-three (33) years. Burger Joint is a locally owned business and known as one of the stable Food Company in Luzon and Vizayas, making a remarkable difference in the industry. The plan includes the Core branding elements that aim to distinguish the company’s competitive advantage nationwide. Burger Joint provides the combination of excellent food and price value. It highlights the specific market analysis based on the volume sales. On the contrary, the marketing plan should be established so that the budget needed in the execution of marketing activities will be beneficial and profitable. This external analysis targets to examine the current standing of the markets of the fast food industry as a whole as well as its sub-category, the burger van outlet business. In line with Burger Joint’s vision: “To be the top-of-mind brand in the fast food burger kiosk industry in the Philippines,” this study aims to give a clearer outlook on the opportunities the company could consider being able to achieve this. With the stiff competition at present, it would seem that any player in this industry could only do so much to set them apart among its competitors. This external analysis would allow the management to consider a wide array of opportunities to consider. The flow of this external analysis will start from the macro environment perspective; an in-depth study of the fast food industry as a whole. It will then transition to identifying other participating bodies that takes part in the whole process of seller and buyer relationship. The study will finish off with a look into the industry’s market potential down to the microenvironment analysis of its end consumers.