Fast Food in The Philippines

FAST FOOD IN THE PHILIPPINES
Euromonitor International
May 2016
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Table 23
Table 24
Table 25
Fast Food by Category: Units/Outlets 2010-2015 ........................................ 3

Sales in Fast Food by Category: Number of Transactions 2010-2015 ......... 5
Sales in Fast Food by Category: Foodservice Value 2010-2015 ................. 6
Fast Food by Category: % Units/Outlets Growth 2010-2015........................ 7
Sales in Fast Food by Category: % Transaction Growth 2010-2015 ............ 7
Sales in Fast Food by Category: % Foodservice Value Growth 20102015 ............................................................................................................. 8
Fast Food by Casual vs Non-Casual: Units/Outlets 2010-2015 ................... 9
Sales in Fast Food by Casual vs Non-Casual: Number of
Transactions 2010-2015 .............................................................................. 9
Sales in Fast Food by Casual vs Non-Casual: Foodservice Value
2010-2015 .................................................................................................... 9
Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 20102015 ........................................................................................................... 10
Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth
2010-2015 .................................................................................................. 10
Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value
Growth 2010-2015 ..................................................................................... 10
GBO Company Shares in Chained Fast Food: % Foodservice Value
2011-2015 .................................................................................................. 10
GBN Brand Shares in Chained Fast Food: % Foodservice Value
2012-2015 .................................................................................................. 11
Forecast Fast Food by Category: Units/Outlets 2015-2020 ....................... 12
Forecast Sales in Fast Food by Category: Number of Transactions
2015-2020 .................................................................................................. 13
Forecast Sales in Fast Food by Category: Foodservice Value 20152020 ........................................................................................................... 14
Forecast Fast Food by Category: % Units/Outlets Growth 2015-2020 ....... 15
Forecast Sales in Fast Food by Category: % Transaction Growth
2015-2020 .................................................................................................. 16
Forecast Sales in Fast Food by Category: % Foodservice Value
Growth 2015-2020 ..................................................................................... 16
Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 20152020 ........................................................................................................... 17
Forecast Sales in Fast Food by Casual vs Non-Casual: Number of
Transactions 2015-2020 ............................................................................ 17
Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice
Value 2015-2020 ........................................................................................ 18
Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets
Growth 2015-2020 ..................................................................................... 18
Forecast Sales in Fast Food by Casual vs Non-Casual: %
Transaction Growth 2015-2020 .................................................................. 18
Passport
Table 26
Forecast Sales in Fast Food by Casual vs Non-Casual: %

Foodservice Value Growth 2015-2020 ....................................................... 18
Passport
II

HEADLINES
Fast food grows by 12% in current value terms in 2015, rising to Ps170 billion
Reinvention of customary meals are launched to attract and retain consumers interest
Convenience stores fast food records the highest current value growth of 32% in 2015
Jollibee Foods Corp is the leading chained player in fast food with a value share of 32% in
2015
Fast food is set to record a value CAGR of 6% at constant 2015 terms over the forecast
period, rising to Ps231 billion in 2020, while the number of outlets is set to increase by a
CAGR of 6% to 10,266 in 2020
TRENDS
In 2015, fast food giants gave their usual chicken meals a twist to offer a new type of dish to
their customers. Jollibee, for instance, introduced its Glazed Chicken Joy during the first
quarter of 2015. Instead of pairing Chicken Joy with the usual gravy, the company thought of
covering it in a brownish-red glaze, which is similar to a light barbecue sauce that has a
sweet, tangy and peppery taste. KFC launched its KFC Hot and Cheesy Chicken, which
features KFCs signature Hot & Crispy Chicken variant dipped with cheese sauce. It was also
paired with chicken rice and/or mashed potato with corn in order to dispense with the usual
plain rice that accompanies its chicken meals. Meanwhile, McDonalds introduced Chicken
Fillet Ala King towards the latter part of 2015. This meal features its Crispy Chicken Fillet
topped with creamy and buttery sauce with carrot pieces and chives. These efforts were seen
as the fast food giants way of addressing the needs of a differently flavoured chicken meal
given the novelty of BonChons glazed chicken in soy garlic, spicy honey citrus and crunchy
garlic flavours, which has caught the attention of Filipino consumers in previous years.
Fast food grew by 12% in current value terms in 2015, a marginal slowdown from the 13%
value growth generated by the channel during 2014. Aside from the maturity that fast food is
encountering, some brands are continuing to experience a decline in growth as they try to
streamline their businesses in order to keep up with, if not, withstand the intense competition
between brands present. Chic-Boy, in particular, closed down 11 outlets in 2015, which is
largely attributed to competitors efforts in improving their product offerings to gain consumers
attention and loyalty to their respective brands. Some brands, namely Pancit ng Taga
Malabon and Kitaro Sushi Japanese-to-go also experienced a decline in the number of outlets
due to Chowkings dominance over the category. Despite this, fast food remained as the
fastest growing consumer foodservice channel in the country in 2015.
Convenience stores fast food generated the most dynamic growth in fast food in 2015,
increasing in current value by 32%. Apart from the entry of Family Mart in the local
convenience store fast food landscape, major brands such as 7-Eleven and Ministop continue
to significantly expand their reach via opening outlets not only in Metro Manila but in other key
cities of the country as well. The apparent interest of companies to venture into convenience
stores is assumed to be driven by the flourishing business process outsourcing industry. Call
centre employees who specifically work on night shifts patronise convenience stores fast food
since it is often their best option as most foodservice outlets only operate until midnight. Some
regular consumers also tend to visit convenience stores for quick purchases of food items
Passport
such as snacks and beverages as their offerings are wider than those of nearby sari-sari
stores.
Chained brands accounted for the total value sales in convenience store fast food in 2015.
The wide outlet networks and popularity of major chained brands discouraged independent
players to establish their own brands. Chained brands cater to the consumer group composed
mainly of diners looking for affordable and quick meals.
Different players used various strategies to improve consumer patronage. One of these
measures was to expand their product offering. Jollibee and McDonalds in particular,
expanded their breakfast menus in 2015. Jollibee introduced Choconut Pancakes, which has
Reese's bits and chocolate syrup in it. This is made for chocolate-flavoured food lovers and
those who are looking for a new twist to Jollibee's usual pancake offering. Meanwhile,
McDonalds launched its Cheesy Eggdesal which is a combination of fluffy folded egg and
melted cheese in between warm pandesal (salt bread) buns. They particularly used pandesal
(salt bread) buns, as these are a staple when it comes to Filipino breakfast. Tokyo Tokyo, on
the other hand, brought in two Donduri variants, which are Tofu Steak Donburi for those
looking for healthy meal and Cheesy Pork Katsu for cheese fanatics. Fast food giants also
employed the use of popular celebrities as brand ambassadors. This particular move was
seen as a sure way to increase patronage, especially from supporters from the young
segment who will buy whatever it is that these celebrities endorse.
The quick service provided by fast food brands is one of the reasons for the high percentage
of eat-in value sales in the channel in 2015 at 61%. Most consumers are encouraged to dinein because most fast food outlets provide a very comfortable atmosphere and are airconditioned. Consumers who have limited time to eat are usually the ones who subscribe to
takeaway, drive-through and home delivery options. A number of major brands such as
McDonalds, Jollibee, KFC, Greenwich, Krispy Kreme, Chowking, Wendys, Goldilocks
Foodshop and Yellow Cab have launched their own online ordering websites and partnered
with third party online ordering/delivery services to better serve their customers. In addition to
McDonalds, Krispy Kreme also launched a mobile application last March 2015 for customers
who rely on their smartphones whenever they perform online transactions.
COMPETITIVE LANDSCAPE
Various franchisees remain as the largest operators in fast food in 2015 with a combined
value share of 34%. Meanwhile, Jollibee Foods Corp maintained its lead with a value share of
31% among the owners of chained brands. Jollibee Foods dominance in the channel is
mainly due to its wide brand portfolio consisting of popular brands such as Jollibee, Mang
Inasal, Greenwich, Chowking, Red Ribbon and Burger King. Moreover, most of these brands
also continue to be leaders in their respective categories, which they attain by constantly
offering new menu items. They also try to continuously improve their brand images through
marketing tools such as television commercials, printed advertisements and product launch
events that retain consumers interest and loyalty to their brands. Fast food giants, in
particular, are hiring popular celebrity teams as brand ambassadors to make their campaigns
more engaging and boost sales. Recently, McDonalds signed the popular pair of Maine
Mendoza and Alden Richards or more commonly known as AlDub to endorse its chicken
meals.
Major fast food brands generally expand by opening company-owned stores and entering into
franchise agreements. Among the brands that utilise such a strategy, include Jollibee,
McDonalds, Chowking and Greenwich. Other brands that can be franchised include BonChon
Chicken, Goldilocks Foodshop, Red Ribbon, Subway, Wendys, Yellow Cab, 7-Eleven and
Passport
Ministop. However, most of the franchisees remain as individual entities with no major group
owning a significant share in 2015.
In 2015, KFC added a twist to its breakfast buffet when it was re-launched in June 2015.
Since waffles are becoming more popular among Filipinos, KFC added unlimited waffles into
the mix. Customers were given the chance to customise them by adding available toppings
and syrup. They were also allowed to pair them with their breakfast selections such as garlic
rice, scrambled egg, chicken tocino, Original Recipe chicken fillet with steak sauce and
Chick'n Cheese dog. Meanwhile, Yellow Cab launched its Two Pizza Friday promo where
customers were only charged Ps560 for every two10-inch pizzas they order whether dine-in,
delivery or takeaway. This promotion was valid for all of Yellow Cabs pizza offerings, except
craft pizzas. In May 2015, Burger King gave away X-tra Long Chicken Burger for free to the
first 162 customers in participating branches with no purchases required.
Within convenience stores fast food, 7-Eleven launched a number of new offerings in 2015. A
new variant to their Chef Creations portfolio was added, namely Pork Binagoongan (pork
stewed in shrimp paste) served with rice, slices of fried eggplant and a hint of green chilli. It
also launched a new line of beverages called Citi Blends, which features freshly made coffee.
Aside from its brewed coffee, City Blends has other flavours such as French Vanilla,
Mochaccino, and Hersheys Dark Chocolate. The coffee is made from 100% Arabica beans,
with each cup made fresh once the customer has placed an order.
PROSPECTS
Fast food is expected to record a value CAGR of 6% at constant 2015 prices over the forecast
period, which is a marginally slower rate of growth than the value CAGR of 7% recorded at
constant 2015 prices over the review period. The expected slowdown is attributed to the
channels maturity, which will limit its continuous growth due to limited prospects. There is
also notable growth in the number of consumers from the middle-income segment who are
likely to dine-in frequently in full-service restaurants than fast food because they can afford to
do so. Meanwhile, stiffer competition within fast food is likely to result in the launch of more
interesting and premium products, which is set to increase sales per outlet in fast food over
the forecast period.
Street stalls/kiosks, including food trucks, are expected to be the only other consumer
foodservice channel that will threaten growth of fast food over the forecast period. This is
because price-sensitive mass-market consumers consider most street stalls/kiosks to be
more accessible in terms of location and price. Some also have unique offerings that are not
present in fast food brands with which consumers are more familiar.
New menu items to be launched over the forecast period are likely to include reconstructions
of usual menus. Although there are increasing numbers of Filipino consumers who are
becoming more adventurous when it comes to food, the majority still have an attachment to
traditional and familiar food that has become part of their daily lives over the years. More
healthy dishes could also be introduced to cater to consumers who are looking for healthier
menus whenever they dine-in or buy from fast food outlets.
CATEGORY DATA
Table 1
Fast Food by Category: Units/Outlets 2010-2015
outlets
Passport
Asian Fast Food

- Chained Asian Fast Food
- Independent Asian
Fast Food
Bakery Products Fast Food
- Chained Bakery
Products Fast Food
- Independent Bakery
Products Fast Food
Burger Fast Food
- Chained Burger Fast
Food
- Independent Burger
Fast Food
Chicken Fast Food
- Chained Chicken Fast
Food
- Independent Chicken
Fast Food
Convenience Stores Fast
Food
- Chained Convenience
Stores Fast Food
- Independent
Food
Fish Fast Food
- Chained Fish Fast Food
- Independent Fish Fast
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
- Independent Ice Cream
Fast Food
Latin American Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
Middle Eastern Fast Food
- Chained Middle
Eastern Fast Food
- Independent Middle
Eastern Fast Food
Pizza Fast Food
- Chained Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Chained Other Fast Food
- Independent Other
Fast Food
Fast Food
Source:
Passport
2010
2011
2012
2013
2014
2015
722
639
83
724
642
82
711
630
81
715
635
80
720
641
79
727
649
78
757
674
778
694
780
695
796
710
736
649
803
714
83
84
85
86
87
89
1,265
1,191
1,314
1,238
1,384
1,306
1,464
1,385
1,580
1,500
1,660
1,579
74
76
78
79
80
81
644
603
789
744
955
906
938
885
903
846
908
848
41
45
49
53
57
60
1,370
1,517
1,637
1,857
2,194
2,708
1,370
1,517
1,637
1,857
2,194
2,708
218
50
222
47
254
73
271
85
292
101
302
107
168
175
181
186
191
195
13
13
18
18
17
17
16
16
15
15
13
13
466
406
60
465
408
57
480
425
55
463
409
54
486
433
53
508
456
52
5,455
5,827
6,218
6,520
6,926
7,629
Euromonitor International from official statistics, trade associations, trade press, company research,
trade interviews, trade sources
Table 2
Passport
Sales in Fast Food by Category: Number of Transactions 2010-2015
Mn transactions
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Food
2010
2011
2012
2013
2014
2015
88.7
83.7
5.0
89.6
84.8
4.9
91.2
86.4
4.7
95.0
90.3
4.6
100.3
95.8
4.5
106.2
101.8
4.4
67.4
64.0
68.7
65.2
70.4
66.9
71.3
67.8
65.9
62.3
73.2
69.6
3.4
3.5
3.5
3.5
3.6
3.6
423.1
416.2
439.8
432.8
486.2
479.2
527.5
520.5
580.7
573.6
631.8
624.6
6.9
6.9
7.0
7.0
7.1
7.2
58.5
55.0
73.0
69.4
86.8
83.1
91.5
87.6
100.1
96.1
109.1
105.0
3.5
3.6
3.7
3.9
4.0
4.1
55.9
57.1
62.8
70.8
89.8
116.4
55.9
57.1
62.8
70.8
89.8
116.4
7.1
2.0
7.0
1.9
7.7
2.4
7.9
2.6
8.3
2.9
8.5
3.0
5.1
5.2
5.2
5.3
5.4
5.4
1.6
1.6
1.7
1.7
1.6
1.6
1.6
1.6
1.5
1.5
1.3
1.3
39.8
35.2
4.6
39.7
35.4
4.3
40.1
36.0
4.1
39.4
35.4
4.0
41.5
37.6
3.8
43.9
40.2
3.7
742.0
776.7
846.8
905.1
987.9
1,090.4
Source:
Passport
Table 3
Sales in Fast Food by Category: Foodservice Value 2010-2015
PHP million
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
2010
2011
2012
2013
2014
2015
14,374.9
13,534.3
840.6
14,797.8
13,940.3
857.5
15,508.5
14,637.3
871.2
16,743.5
15,852.2
891.2
18,171.9
17,262.9
909.0
19,647.5
18,729.9
917.6
4,274.5
4,061.0
4,481.9
4,264.0
4,713.4
4,485.8
5,097.1
4,858.1
5,010.8
4,761.0
5,752.8
5,494.3
213.6
217.8
227.6
239.0
249.8
258.5
60,979.2
60,236.9
64,996.1
64,231.5
71,798.9
71,007.6
79,712.4
78,889.5
91,734.4
90,880.2
101,939.8
101,060.1
742.3
764.6
791.3
823.0
854.2
879.7
9,088.5
8,723.7
11,802.7
11,419.6
14,563.9
14,150.9
15,939.8
15,495.8
17,815.0
17,339.9
19,922.5
19,421.3
364.9
383.1
413.0
444.0
475.0
501.2
3,848.5
4,043.0
4,606.3
5,361.8
6,911.2
9,143.8
3,848.5
4,043.0
4,606.3
5,361.8
6,911.2
9,143.8
1,046.0
387.4
1,058.0
379.6
1,175.2
461.6
1,266.8
517.5
1,370.3
587.3
1,419.9
609.7
658.6
678.3
713.6
749.3
783.0
810.3
454.8
454.8
500.3
500.3
482.7
482.7
490.9
490.9
471.7
471.7
424.1
424.1
9,023.9
8,150.7
873.1
9,448.9
8,558.3
890.6
9,843.8
8,943.4
900.4
10,088.0
9,175.9
912.1
10,982.7
10,056.9
925.8
12,045.0
11,112.8
932.2
- Independent Other
Fast Food
Fast Food
Source:
Table 4
Passport
103,090.3
111,128.5
122,692.7
134,700.2
152,468.0
170,295.4
Fast Food by Category: % Units/Outlets Growth 2010-2015
% Units/Outlets growth
Asian Fast Food

- Independent Asian Fast Food
- Chained Bakery Products Fast Food
- Independent Bakery Products Fast Food
Burger Fast Food
- Chained Burger Fast Food
- Independent Burger Fast Food
Chicken Fast Food
- Chained Chicken Fast Food
- Independent Chicken Fast Food
Convenience Stores Fast Food
- Chained Convenience Stores Fast Food
- Independent Convenience Stores Fast
Food
Fish Fast Food
- Independent Fish Fast Food
Ice Cream Fast Food
- Chained Ice Cream Fast Food
- Independent Ice Cream Fast Food
- Chained Latin American Fast Food
- Independent Latin American Fast Food
- Chained Middle Eastern Fast Food
- Independent Middle Eastern Fast Food
Pizza Fast Food
- Independent Pizza Fast Food
Other Fast Food
- Independent Other Fast Food
Fast Food
Source:
Table 5
2014/15
2010-15 CAGR
2010/15 Total
1.0
1.2
-1.3
9.1
10.0
2.3
5.1
5.3
1.3
0.6
0.2
5.3
23.4
23.4
-
0.1
0.3
-1.2
1.2
1.2
1.4
5.6
5.8
1.8
7.1
7.1
7.9
14.6
14.6
-
0.7
1.6
-6.0
6.1
5.9
7.2
31.2
32.6
9.5
41.0
40.6
46.3
97.7
97.7
-
3.4
5.9
2.1
-13.3
-13.3
4.5
5.3
-1.9
10.2
6.7
16.4
3.0
0.0
0.0
1.7
2.3
-2.8
6.9
38.5
114.0
16.1
0.0
0.0
9.0
12.3
-13.3
39.9
Sales in Fast Food by Category: % Transaction Growth 2010-2015
% transaction growth
Asian Fast Food

2014/15
2010-15 CAGR
2010/15 Total
5.9
6.3
-2.1
3.7
4.0
-2.5
19.8
21.7
-12.1

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Food
Source:
Passport
11.1
11.7
0.9
8.8
8.9
0.7
9.1
9.3
3.0
29.7
29.7
-
1.7
1.7
0.8
8.4
8.5
0.8
13.3
13.8
3.5
15.8
15.8
-
8.6
8.8
4.0
49.3
50.1
4.2
86.6
90.8
18.9
108.2
108.2
-
2.0
3.8
1.1
-12.9
-12.9
5.9
6.9
-3.5
10.4
3.7
8.9
1.4
-3.7
-3.7
2.0
2.7
-4.2
8.0
19.8
52.9
7.0
-17.1
-17.1
10.5
14.3
-19.1
47.0
Table 6
Sales in Fast Food by Category: % Foodservice Value Growth 2010-2015
% value growth
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
2014/15
2010-15 CAGR
2010/15 Total
8.1
8.5
0.9
14.8
15.4
3.5
11.1
11.2
3.0
11.8
12.0
5.5
32.3
32.3
-
6.4
6.7
1.8
6.1
6.2
3.9
10.8
10.9
3.5
17.0
17.4
6.6
18.9
18.9
-
36.7
38.4
9.2
34.6
35.3
21.1
67.2
67.8
18.5
119.2
122.6
37.4
137.6
137.6
-
Passport
Ice Cream Fast Food

Pizza Fast Food
Other Fast Food
Fast Food
Source:
3.6
3.8
3.5
-10.1
-10.1
9.7
10.5
0.7
11.7
6.3
9.5
4.2
-1.4
-1.4
5.9
6.4
1.3
10.6
35.8
57.4
23.0
-6.8
-6.8
33.5
36.3
6.8
65.2
Table 7
Fast Food by Casual vs Non-Casual: Units/Outlets 2010-2015
outlets
Fast Casual
Non-Fast Casual
Fast Food
Source:
2010
2011
2012
2013
2014
2015
568
4,887
5,455
630
5,197
5,827
763
5,455
6,218
781
5,739
6,520
800
6,126
6,926
822
6,807
7,629
Table 8
Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 20102015
Mn transactions
Fast Casual
Non-Fast Casual
Fast Food
Source:
2010
2011
2012
2013
2014
2015
79.2
662.8
742.0
83.0
693.7
776.7
91.3
755.4
846.8
97.2
807.9
905.1
100.6
887.3
987.9
103.7
986.8
1,090.4
Table 9
Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2010-2015
PHP million
Fast Casual
Non-Fast Casual
Fast Food
Source:
2010
2011
2012
2013
2014
2015
13,401.7
89,688.7
103,090.3
14,433.6
96,695.0
111,128.5
16,338.8
106,353.9
122,692.7
18,332.2
116,368.1
134,700.2
19,615.4
132,852.6
152,468.0
20,258.7
150,036.8
170,295.4
Table 10
Passport
Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2010-2015
Fast Casual
Non-Fast Casual
Fast Food
Source:
2014/15
2010-15 CAGR
2010/15 Total
2.8
11.1
10.2
7.7
6.9
6.9
44.7
39.3
39.9
Table 11
Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 20102015
Fast Casual
Non-Fast Casual
Fast Food
Source:
2014/15
2010-15 CAGR
2010/15 Total
3.0
11.2
10.4
5.5
8.3
8.0
30.9
48.9
47.0
Table 12
Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth

2010-2015
% value growth
Fast Casual
Non-Fast Casual
Fast Food
Source:
2014/15
2010-15 CAGR
2010/15 Total
3.3
12.9
11.7
8.6
10.8
10.6
51.2
67.3
65.2
Table 13
GBO Company Shares in Chained Fast Food: % Foodservice Value 20112015
% value
Company
Jollibee Foods Corp
McDonald's Corp
Yum! Brands Inc
Seven & I Holdings Co Ltd
AEON Group
Max's Group Inc
Bonchon International Inc
Restaurant Brands
International Inc
Wendy's Co, The
Sbarro Inc
Goldilocks Bake Shop Inc
Duskin Co Ltd
Tokyo Tokyo Inc
2011
2012
2013
2014
2015
59.9
18.2
4.7
2.1
1.2
0.2
-
58.7
18.9
4.6
2.1
1.3
0.6
-
58.1
19.7
4.8
2.5
1.2
1.0
-
58.1
20.3
4.8
3.0
1.3
1.4
1.2
0.9
57.3
20.8
5.0
3.6
1.4
1.4
1.3
0.9
0.9
0.5
1.0
0.8
0.4
0.8
0.5
1.0
0.8
0.3
1.0
0.5
0.8
0.7
0.3
1.1
0.6
0.6
0.4
0.3
0.9
0.7
0.6
0.4
0.3
10
Passport
International Dairy
Queen Inc
FamilyMart Co Ltd
Dunkin' Brands Group Inc
Tropical Hut Food
Market Inc
Mexicali Foods Corp
French Baker Inc
Brothers Burgers Inc
Krispy Kreme Doughnut
Corp
Doctor's Associates Inc
Pier One Bar & Grill
Holdings Corp
Pancit ng Taga Malabon
Inc
Kitaro Corp
Magoo's Pizza Inc
San Miguel Corp
Mrs Fields' Original
Cookies Inc
M&H Food Corp
Royal Dutch Shell Plc
Others
Total
Source:
0.1
0.3
0.3
0.3
0.3
0.4
0.7
0.3
0.4
0.1
0.3
0.3
0.1
0.2
0.3
0.2
0.2
0.2
0.4
0.2
0.3
0.1
0.3
0.2
0.3
0.1
0.3
0.2
0.3
0.2
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.4
0.1
1.1
0.1
0.7
0.1
0.2
0.2
0.1
0.4
0.3
0.3
0.2
0.1
0.2
0.1
0.0
0.1
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.0
0.1
0.1
6.6
100.0
0.1
0.1
6.5
100.0
0.1
0.1
6.2
100.0
0.0
0.0
3.3
100.0
0.0
0.0
3.1
100.0
Table 14
GBN Brand Shares in Chained Fast Food: % Foodservice Value 2012-2015
% value
Brand
Jollibee
McDonald's
Chowking
Mang Inasal
KFC
Greenwich
7-Eleven
Ministop
Red Ribbon
Yellow Cab Pizza
BonChon Chicken
Burger King
Wendy's
Sbarro
Goldilocks Foodshop
Mister Donut
Tokyo Tokyo
Dairy Queen
Family Mart
Dunkin' Donuts
Tropical Hut
Mexicali
French Baker, The
Global Brand Owner
2012
2013
2014
2015
Jollibee Foods Corp

McDonald's Corp
Jollibee Foods Corp
Jollibee Foods Corp
Yum! Brands Inc
Jollibee Foods Corp
Seven & I Holdings Co Ltd
AEON Group
Jollibee Foods Corp
Max's Group Inc
Bonchon International Inc
Restaurant Brands
International Inc
Wendy's Co, The
Sbarro Inc
Goldilocks Bake Shop Inc
Duskin Co Ltd
Tokyo Tokyo Inc
International Dairy
Queen Inc
FamilyMart Co Ltd
Dunkin' Brands Group Inc
Tropical Hut Food
Market Inc
Mexicali Foods Corp
French Baker Inc
38.2
18.9
9.0
5.5
4.5
4.9
2.1
1.3
1.1
0.6
-
37.9
19.7
9.0
5.2
4.7
4.6
2.5
1.2
1.3
1.0
-
38.1
20.3
8.9
5.3
4.8
4.4
3.0
1.3
1.3
1.4
1.2
0.9
37.5
20.8
8.8
5.2
5.0
4.4
3.6
1.4
1.4
1.4
1.3
0.9
0.8
0.5
1.0
0.8
0.3
0.3
1.0
0.5
0.8
0.7
0.3
0.3
1.1
0.6
0.6
0.4
0.3
0.3
0.9
0.7
0.6
0.4
0.3
0.3
0.3
0.4
0.1
0.3
0.3
0.1
0.2
0.3
0.2
0.2
0.2
0.3
0.2
0.3
0.2
0.3
0.2
0.2
0.2
11
Brothers Burgers
Krispy Kreme
Subway
Chic-Boy
Pancit ng Taga
Malabon
Kitaro Sushi
Japanese-to-go
Magoo's Pizza
Yellow Cab Pizza
Burger King
Others
Total
Source:
Table 15
Passport
Brothers Burgers Inc

Krispy Kreme Doughnut Corp
Doctor's Associates Inc
Pier One Bar & Grill
Holdings Corp
Pancit ng Taga Malabon
Inc
Kitaro Corp
Magoo's Pizza Inc
Pancake House Inc
Burger King Worldwide Inc
0.3
0.1
0.1
1.1
0.3
0.2
0.1
0.7
0.2
0.2
0.1
0.2
0.2
0.2
0.2
0.1
0.3
0.3
0.2
0.1
0.1
0.1
0.1
0.1
0.1
1.5
0.8
4.5
100.0
0.1
1.5
0.9
4.1
100.0
0.1
3.6
100.0
0.1
3.3
100.0
Forecast Fast Food by Category: Units/Outlets 2015-2020
outlets
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
Fast Food
- Chained Latin
2015
2016
2017
2018
2019
2020
727
649
78
734
658
76
743
668
75
753
679
74
764
691
73
777
705
72
803
714
847
757
890
799
933
841
972
879
1,008
914
89
90
91
92
93
94
1,660
1,579
1,724
1,642
1,777
1,693
1,826
1,741
1,861
1,775
1,883
1,796
81
82
84
85
86
87
908
848
918
855
929
864
943
876
959
890
977
906
60
63
65
67
69
71
2,708
3,162
3,567
3,952
4,314
4,653
2,708
3,162
3,567
3,952
4,314
4,653
302
107
311
113
320
119
329
125
338
131
347
137
195
198
201
204
207
210
13
13
12
12
11
11
10
10
9
9
8
8
12
American Fast Food

- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Food
Source:
Passport
508
456
52
530
479
51
552
502
50
573
524
49
593
545
48
613
566
47
7,629
8,238
8,789
9,319
9,810
10,266
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 16
Forecast Sales in Fast Food by Category: Number of Transactions 2015-2020
Mn transactions
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
- Chained Ice Cream
Fast Food
2015
2016
2017
2018
2019
2020
106.2
101.8
4.4
110.1
105.8
4.3
114.3
110.1
4.2
119.1
114.9
4.2
124.9
120.8
4.1
131.5
127.4
4.1
73.2
69.6
77.6
74.0
81.4
77.8
84.7
81.0
87.7
84.0
90.1
86.5
3.6
3.6
3.6
3.7
3.7
3.7
631.8
624.6
660.6
653.3
686.7
679.5
711.2
703.9
733.1
725.8
752.7
745.4
7.2
7.2
7.2
7.3
7.3
7.3
109.1
105.0
116.3
112.0
123.3
119.0
130.4
126.0
137.2
132.7
143.6
139.0
4.1
4.2
4.3
4.4
4.5
4.6
116.4
138.9
161.7
183.5
202.2
220.0
116.4
138.9
161.7
183.5
202.2
220.0
8.5
3.0
8.6
3.1
8.7
3.2
8.9
3.3
9.0
3.4
9.0
3.5
5.4
5.5
5.5
5.6
5.6
5.6
13
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Food
Source:
Passport
1.3
1.3
1.2
1.2
1.0
1.0
0.9
0.9
0.7
0.7
0.6
0.6
43.9
40.2
3.7
45.8
42.2
3.6
47.6
44.1
3.5
49.2
45.9
3.4
50.8
47.5
3.3
52.2
48.9
3.2
1,090.4
1,158.9
1,224.7
1,287.9
1,345.5
1,399.8
trade sources
Table 17
Forecast Sales in Fast Food by Category: Foodservice Value 2015-2020
PHP million
Asian Fast Food

- Independent Asian
Fast Food
- Chained Bakery
Products Fast Food
Products Fast Food
Burger Fast Food
Food
Fast Food
Chicken Fast Food
Food
Fast Food
Food
Stores Fast Food
- Independent
Food
Fish Fast Food
Food
Ice Cream Fast Food
2015
2016
2017
2018
2019
2020
19,647.5
18,729.9
917.6
20,708.7
19,796.6
912.1
21,911.3
21,003.8
907.5
23,294.8
22,390.9
903.9
24,836.6
23,935.4
901.2
26,558.2
25,658.8
899.4
5,752.8
5,494.3
6,191.6
5,928.2
6,562.9
6,295.8
6,912.7
6,642.1
7,214.5
6,941.2
7,445.4
7,170.5
258.5
263.4
267.1
270.6
273.3
274.9
101,939.8
101,060.1
108,221.9
107,330.8
114,452.5
113,552.5
120,476.6
119,569.4
126,334.2
125,422.4
131,604.0
130,689.5
879.7
891.1
900.0
907.2
911.7
914.5
19,922.5
19,421.3
21,901.5
21,382.8
23,713.4
23,179.1
25,512.6
24,964.9
27,246.9
26,688.3
28,830.1
28,263.1
501.2
518.8
534.3
547.7
558.6
567.0
9,143.8
11,100.2
13,153.6
15,271.2
17,348.0
19,255.7
9,143.8
11,100.2
13,153.6
15,271.2
17,348.0
19,255.7
1,419.9
1,452.2
1,479.8
1,504.4
1,524.4
1,539.7
14
- Chained Ice Cream

Fast Food
Fast Food
- Chained Latin
American Fast Food
- Independent Latin
American Fast Food
- Chained Middle
Eastern Fast Food
Eastern Fast Food
Pizza Fast Food
- Independent Pizza
Fast Food
Other Fast Food
- Independent Other
Fast Food
Fast Food
Source:
Table 18
Passport
609.7
627.3
641.7
654.6
664.4
671.1
810.3
824.9
838.1
849.8
860.0
868.6
424.1
424.1
379.6
379.6
337.8
337.8
299.6
299.6
264.3
264.3
231.0
231.0
12,045.0
11,112.8
932.2
12,739.4
11,812.8
926.7
13,408.0
12,486.0
922.0
14,053.8
13,135.5
918.3
14,694.8
13,779.2
915.6
15,285.3
14,371.5
913.8
170,295.4
182,695.1
195,019.4
207,325.8
219,463.6
230,749.2
trade sources
Forecast Fast Food by Category: % Units/Outlets Growth 2015-2020
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
2015/2016
2015-20 CAGR
2015/20 TOTAL
1.0
1.4
-2.6
5.5
6.0
1.1
3.9
4.0
1.2
1.1
0.8
5.0
16.8
16.8
-
1.3
1.7
-1.6
4.7
5.1
1.1
2.6
2.6
1.4
1.5
1.3
3.4
11.4
11.4
-
6.9
8.6
-7.7
25.5
28.0
5.6
13.4
13.7
7.4
7.6
6.8
18.3
71.8
71.8
-
3.0
5.6
1.5
-7.7
-7.7
-
2.8
5.1
1.5
-9.3
-9.3
-
14.9
28.0
7.7
-38.5
-38.5
-
15
Pizza Fast Food

Other Fast Food
Fast Food
Source:
Passport
4.3
5.0
-1.9
8.0
3.8
4.4
-2.0
6.1
20.7
24.1
-9.6
34.6
trade sources
Table 19
Forecast Sales in Fast Food by Category: % Transaction Growth 2015-2020
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Food
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
3.7
3.9
-2.0
6.0
6.3
0.7
4.6
4.6
0.6
6.6
6.7
2.8
19.3
19.3
-
4.4
4.6
-1.5
4.3
4.4
0.5
3.6
3.6
0.4
5.7
5.8
2.2
13.6
13.6
-
23.8
25.2
-7.5
23.2
24.2
2.5
19.1
19.3
2.0
31.6
32.4
11.7
89.0
89.0
-
1.8
3.5
0.9
-13.2
-13.2
4.2
4.9
-3.3
6.3
1.3
2.8
0.5
-14.3
-14.3
3.5
4.0
-2.8
5.1
6.9
14.7
2.6
-53.7
-53.7
18.7
21.6
-13.1
28.4
trade sources
Table 20
Forecast Sales in Fast Food by Category: % Foodservice Value Growth 20152020
% value growth
16
Passport
Asian Fast Food

Burger Fast Food
Chicken Fast Food
Food
Fish Fast Food
Ice Cream Fast Food
Pizza Fast Food
Other Fast Food
Fast Food
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
5.4
5.7
-0.6
7.6
7.9
1.9
6.2
6.2
1.3
9.9
10.1
3.5
21.4
21.4
-
6.2
6.5
-0.4
5.3
5.5
1.2
5.2
5.3
0.8
7.7
7.8
2.5
16.1
16.1
-
35.2
37.0
-2.0
29.4
30.5
6.4
29.1
29.3
4.0
44.7
45.5
13.1
110.6
110.6
-
2.3
2.9
1.8
-10.5
-10.5
5.8
6.3
-0.6
7.3
1.6
1.9
1.4
-11.4
-11.4
4.9
5.3
-0.4
6.3
8.4
10.1
7.2
-45.5
-45.5
26.9
29.3
-2.0
35.5
trade sources
Table 21
Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2015-2020
outlets
Fast Casual
Non-Fast Casual
Fast Food
Source:
2015
2016
2017
2018
2019
2020
822
6,807
7,629
847
7,391
8,238
875
7,914
8,789
905
8,414
9,319
937
8,873
9,810
973
9,293
10,266
2019
2020
Table 22
Forecast Sales in Fast Food by Casual vs Non-Casual: Number of

Transactions 2015-2020
Mn transactions
2015
2016
2017
2018
17
Fast Casual
Non-Fast Casual
Fast Food
Source:
Passport
103.7
986.8
1,090.4
106.3
1,052.7
1,158.9
108.4
1,116.4
1,224.7
110.0
1,177.9
1,287.9
111.1
1,234.4
1,345.5
111.7
1,288.1
1,399.8
Table 23
Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice Value

2015-2020
PHP million
Fast Casual
Non-Fast Casual
Fast Food
Source:
2015
2016
2017
2018
2019
2020
20,258.7
150,036.8
170,295.4
20,562.6
162,132.5
182,695.1
20,829.9
174,189.5
195,019.4
21,038.2
186,287.6
207,325.8
21,206.5
198,257.1
219,463.6
21,334.3
209,414.9
230,749.2
Table 24
Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 20152020
Fast Casual
Non-Fast Casual
Fast Food
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
3.0
8.6
8.0
3.4
6.4
6.1
18.4
36.5
34.6
Table 25
Forecast Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth

2015-2020
Fast Casual
Non-Fast Casual
Fast Food
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
2.5
6.7
6.3
1.5
5.5
5.1
7.7
30.5
28.4
Table 26
Forecast Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value

Growth 2015-2020
% value growth
Fast Casual
Non-Fast Casual
Fast Food
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
1.5
8.1
7.3
1.0
6.9
6.3
5.3
39.6
35.5
18
Passport
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FAST FOOD IN THE PHILIPPINES