A Review of Promotional Practices and Problems of Selected Fast-Food Chain Stores

Abstract ―​

The Philippines' fast food chain expansion can be attributed to the country's growing population and the changing characteristics of Filipino consumers. Fast-food franchises are perceived as diversifying their product offerings to meet demand, even if this encroaches on the territory of other cuisine concepts. As a result, it is vital for the management of various fast-food chains to develop the most effective advertising methods for improving their programs in order to keep market share. In keeping with the preceding debate, a commercial mall in Gapan, Nueva Ecija, has a plethora of fast food establishments that the researchers determined are capable of competing in the market. From the customers' standpoint, this study determined the most tempting promotional strategies used by the numerous fast-food restaurants located in Walter Mart. The study employed a descriptive approach to assess and interpret the firm profile, management profile, and consumer profile of six (6) fast food chain outlets in Walter Mart, Gapan City, Nueva Ecija. The numerical data obtained in this study were computed using appropriate statistical techniques, including frequency, percentage, rank, weighted mean, and average weighted mean. As a consequence of the study, the selected food chain stores promoted their items using the same types of promotions; direct selling, sales promotion, advertising, and public relations or publicity were only a few of their activities. It was recommended that the responders pursue new promotional methods in order to catch the attention of additional clients. Additionally, these businesses should conduct successful promotional training seminars and growth programs.