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Uncovering dining-out trends and understanding their impact on consumer behavior: A Qualitative Investigation
Copyright 2010 The Nielsen Company. Title Confidential and proprietary. of Presentation
Whats inside?
Background of the Study
Business Background Research Objectives Research Design Channel Definitions Part II: Trends in eating-out Trends in food service channels Emerging trends in food and beverage More views from the experts Summary and Recommendations
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Introduction
Business Background
The rising number of food establishments in the country and the waves of food-related trends raise the question of how these factors are affecting the market and what consumers think about them. Nielsen Food Bites provides extensive qualitative analysis of the trends and developments in Philippine food establishments and offers meaningful insights on the attitudes and behavior of consumers.
Food Bites provides information on the current landscape of the Philippine food industry and explores how recent activities are expected to influence the direction of the market. Inputs from key opinion leaders and industry specialists provide significant depth and valuable expertise to the study. Feedback from consumers provides slices of whats happening on the ground and reveals the motivations behind their choices. The report integrates several qualitative research techniques along with Nielsen branded solutions to present a comprehensive investigation of Philippine food establishments.
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Research Objectives
To understand the eating out behavior of consumers among different sectors or segments of the public. To uncover the current trends in eating out
Find out what are the significant trends in food/beverage related trends (i.e. cuisine, food types/styles, influences, dining out establishment formats, etc.). What are driving these trends?
To discover what are the emerging trends in dining out To gather insights regarding the competitive landscape and market situation
Who are industry key players? What major developments/activities had an impact on the dining out industry?
To get some indications on the future developments in the dining out industry
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Research Design
Consumer Behavior Expert Observations
Focus Group Discussions in Metro Manila Six (6) focus groups among males and females from SEC BCD, aged 17 to 45 years old Regular eaters: defined as someone who eats at an outlet outside the home at least two a week for the past 3 months either in QSR, FSR, coffee shops, stalls, etc. (n.b., definition of regular based on findings from previous research.)
In depth interviews among chefs and foodies from all media (e.g., magazines and newspapers, TV, and the internet) Seven (7) interviews are conducted
Characteristics / Description Stand-alone outlets; serve main meals that are freshly cooked or prepared as ordered; requires certain preparation time Set-table service Offers complete range of food (e.g., appetizers, soups, salads, main course and dessert) and beverage options placed in a menu booklet Meals served on china in a relaxed atmosphere Patrons pay after dining
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Mandatory Characteristics Fixed stand-alone outlets on street corners which serve meals and snacks Food prepared using simple burners and cooking equipment Food usually served cafeteria-style (turo-turo) and may change from day to day Carinderia
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Specialty food shops (coffee, pastries, ice cream) : Social Venue / A Place to Be Seen
Ang usual na ino-offer diyan eh coffee and cakes and desserts. (C2D, 17-21 y/o) Peaceful ang ambience. (BC1, 17-21 y/o)
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Occasional
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FOOD BITES 2011
Indulgence
QSR
Daily Dining
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FOOD BITES 2011
Young
QSR: Fast Food Carinderia Convenience Store Food stalls/kiosks FSR: Casual Dining Carinderia QSR: Fast Food Food stalls/kiosks Convenience Store
Older
Low SEC
Copyright 2010 The Nielsen Company. Confidential and proprietary.
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FOOD BITES 2011
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Impulse
Planned
Functional
Emotional
Social
Motivators
Functional Need: Relieve Hunger Accessibility Budget Emotive Need: Satisfy Craving
Got hungry while passing by the outlet Saw the outlet or merchandising material and enticed to purchase
Emotive Need: Satisfy Craving / Curiosity Be in because one has tried advertised brand
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FOOD BITES 2011
Motivators
Functional Need/s: Relieve Hunger Accessibility Budget Social Need/s: Enjoy time with family after shopping, church Emotive Need: Satisfy Craving Change of pace
Default eating venue Part of a larger trip, e.g., after church, shopping Alternative to canteen, baon
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Motivators
Social Need/s: Enjoy time with family, friends Share good fortune Emotive Need: Win admiration Status / badge Self-reward; pampering Satisfy Craving
Channels that Satisfy Needs Lower class Casual dining FSR QSR Upper class Fine dining FSR Specialty outlets FSR (fine dining) FSR (fine dining) Specialty outlets
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FOOD BITES 2011
Celebrate an occasion
FSR: Indulgence
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Project NAME
Behavior
Eats at QSR almost everyday Spends less than P100 per meal Buys mostly value meals Buys mostly value meals Spends around P100 Eats at QSR almost everyday QSR is common eating place on weekdays Eats at QSR on weekends with family or kids
Motivations
Affordability and accessibility are primary triggers TV ads and promos influence choice Affordability is the primary motivation Promos influence choice
Young Adults
Lower class
Older Adults
Lower class
Liked by kids Affordable, pang masa For the whole family Fast service Crowded
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FOOD BITES 2011
Behavior
Spends P50100/meal Buys mostly value meals Visits almost everyday Buys mostly value meals Spends less than P100 Visits almost everyday Visits almost everyday Spends P50-100 Visited when with kids
Motivations
Affordability and accessibility Promos (discounts) are good come-ons
Young Adults
Upper class
Affordability and accessibility Go-to place when no other choice; a safe choice
Older Adults
Upper class
Affordability and accessibility For the whole family; preferred by kids; satisfies bonding needs
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Upper Class
Offer fast service Affordable prices & value meals Good quality of food; delicious, freshly cooked Accessible location, with parking Have variety of food offerings Clean and comfortable surroundings Good customer service; helpful, nice crew Can accommodate many people; adequate space Offers promos, discounts, freebies With drive-thru
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Behavior
Visited only on special occasions or when treated by someone else
Motivations
Celebrating special occasions is the primary motivation
Young Adults
Lower class
Visited on special occasions (date, meetings), business meetings or company events Visited on special occasions, when treated by someone else, or during company events
Older Adults
Lower class
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Behavior
Only visited with parents/family Visited for family events Weekends or 1-2x a month
Motivations
Spend time with family Celebrate special occasions Casual dining: hangout place, regular eating out
Young Adults
Upper class
Fine Dining: Expensive, luxury, relaxation, special occasions Casual Dining: Regular eating out place, family day, big serving, value for money Fine Dining: Sosyal, High-end, Expensive, special events Casual Dining: commonly visited, value for money, family day
Celebrating special events Visited on pay days or weekends Meet with friends or clients
For pampering oneself; relieve stress To impress Spend time with family/friends Casual dining: regular eating out
Older Adults
Upper class
Celebrating special events Visited on pay days or weekends family Meet with friends or clients
Celebrate special events Spend time with family/friends Casual dining: regular eating out 28
Upper Class
Good value for money; must be worth your money Excellent quality of food/drinks Offers a wide variety of foods unique, specialty food and experience (themed restaurants) Excellent customer service; can accommodate small requests Nice, relaxing ambiance Ample parking space Good location Reasonable waiting time Good word of mouth Free Wi-Fi
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FOOD BITES 2011
Behavior
Visits almost everyday Spends P50-100 Hang-out place
Motivations
Affordability and accessibility Good place to hand out with friends
Young Adults
Lower class
Affordability, accessibility (proximity) and convenience, especially for night shift workers Accessibility (many branches) Affordable offerings
Older Adults
Lower class
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Behavior
Spends at least P20 Visited almost everyday
Motivations
Quick Affordable Accessible (near schools)
Young Adults
Upper class
Frequently visited (especially when CVS is near the office or when working on night shift) Occasionally visited
Older Adults
Upper class
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Upper Class
24 hours Affordable food/drink items Many food and beverage items sold (snacks, rice meals, packaged food, bottled drinks, etc.) Very fast service; suitable for highly mobile people Has area for dining, hanging out Food can be reheated (i.e. microwavable) Accessible; many branches in strategic locations Ideal as a pit stop, while travelling, especially among the upper class.
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Behavior
Spends P20-50 Buys on impulse (passed by the store, onset of hunger)
Motivations
Affordability Impulse purchase (craving, sudden hunger) For pasalubong Eaten when in a hurry Affordability Accessibility Impulse purchase Affordability Accessibility Impulse purchase
Young Adults
Lower class
Quick food, easy to eat Very accessible Affordable Pang tawid gutom Pang masa Very accessible Filipino food, street foods Affordable Pang tawid gutom
Older Adults
Lower class
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Behavior
Buys on impulse Eats frequently when on a food trip or with friends Spends less than P100 Buys on impulse (onset of hunger) Buys occasionally Spends P20-60 Buys on impulse (passed by the stall) 2x a month
Motivations
Novelty of exotic food (street foods) Food tripping Affordability Craving Sudden craving Affordability Accessibility Sudden craving Affordability Accessibility
Young Adults
Upper class
Affordable Quick meals Accessibility (mallbased stalls) Affordable For franchising Quick foods Standing, no dining area Strategic locations Pang tawid gutom
Older Adults
Upper class
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Upper Class
Clean food, equipment and staff important for the upper classes Has area for quick dining Wide variety of food offerings (street foods, exotic, etc.) Very fast service; suitable for highly mobile people Has orderly queue for customers to help in fast ordering and receiving of food/drinks Accessible; many branches in strategic locations prefers mall-based carts/kiosks
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Behavior
Seldom visited Spends at least P130 (Starbucks single order)
Motivations
Hanging out with friends Aspirational place Place to be seen Wi-Fi access Cravings For gifting Hanging out with friends/office mates Luxury A place to be seen For relaxation
Young Adults
Lower class
Older Adults
Lower class
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Motivations
Young Adults
Upper class
Coffee shop Spends at least P135; Visited almost everyday or 2-3x a week Ice cream, frozen yogurt cravings, treats Frequently visited (4-5x, 2-3x a week) Spends at least P200
Older Adults
Upper class
Upper Class
Good value for money; must be worth your money Has special food/drink items which the place is known for Excellent quality of food/drinks Excellent customer service Nice, relaxing ambiance good for studying, working, meeting clients Good for hanging out/chilling out Ample parking space Good location Free Wi-Fi
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Has special food/drink items which the place is known for Excellent quality of food/drinks Excellent customer service Nice, relaxing ambiance Good for hanging out, meeting friends Good location (preferably in malls)
Behavior
Spends P20-50 Frequently visited (alternate with QSRs, CVS)
Motivations
Affordable and filling Proximity to school
Young Adults
Lower class
Older Adults
Lower class
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Behavior
Spends less than P100 Almost everyday, alternative to QSR, CVS
Motivations
Affordability Visited when no allowance Want to try something exotic Food tripping Affordability Proximity to office
Young Adults
Upper class
Older Adults
Upper class
Upper Class
Very affordable food/drink items Clean food, equipment and staff) very important for upper class, especially older consumers Has area for quick dining Filipino food (lutong bahay) Fast service Accessibility close proximity to offices; alternative for daily dining in QSR and CVS
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Class Matters
Upper class consumers have wallets that allow for a more sophisticated palate; the lower classs food adventures are limited by their budget, thus, they opt for channels that serve less expensive food. Lower Class
Budget not always a consideration: willing to pay a higher price for quality and the total dining experience more demanding and discerning Put more value on food quality, ambiance, comfort, and customer service Seek variety and uniqueness in their dining out experiences More awareness and experience with different channels, outlets and cuisines Better media experience (TV, internet, magazines, etc.) and more exposure to various influences (travel, books, etc.) Want convenient services due to busy lifestyle (delivery, drive thru, takeout)
Upper Class
Budget is main consideration; food choice adjusted to fit the budget Accessibility likewise important, i.e., will not go out of their way for a food experience prefer nearby outlets to cut on transportation cost and time Willing to forego dining experience (i.e., food quality, ambiance, comfort and customer service) for affordability Prefer to stick to outlets that they are used to; will only try something new only if it fits the budget Prefer quick meals and food on the go due to cheap price and mobile lifestyle
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Age Matters
Working adults have more channel experience and options; Younger consumers prefer QSRs due to affordability and accessibility
17-21 y/o (College Students) Outlets of Choice QSRs are go to outlet driven by affordability and accessibility Upper SEC students visit high-end establishments but only when with parents or older family members Limited budget = limited food channel choice Eating out is a social activity. Decision on food and channel choice is highly influenced by peers Foods on the go (QSR, CVS, food stalls) appeal because of their busy schedule. Willing to try new outlets; depends on price and budget 22-30 y/o (Working Adults) QSRs are preferred when on a budget; FSRs are visited on paydays Office locations and type of work highly influence food and channel choices Pay Check = More choices and opportunities to try various food channels Dining out is a social activity. Also a way to reward oneself and to de-stress/ relax. Foods on the go (QSR, CVS, food stalls) appeal because of their busy schedule. Open to trying new food types and outlets 31-45 y/o (Working Adults) QSRs are preferred when on a budget; FSRs are visited on paydays For married adults, food choice is different when alone and when with children (QSR when with kids) Pay Check = More choices and opportunities to try various food channels For married adults, eating out is a social & family activity Also a form of self-reward and relaxation Seek more quality in their food choices; health concerns also arise due to age Open to trying new food types and outlets
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Food choices
Upper Class: Value for money regular forays into casual dining FSRs
Expect to receive the right quality and quantity, a satisfying dining experience, in exchange for a premium price Middle tier priced food establishments, e.g., casual dining restaurants are a popular choice for a more comfortable, better dining without breaking ones wallet
Kung ikaw tipid ka, sa fast food ka na lang. C2D, 22-30 y/o
Dapat tama yung service and foodworth ng money mo makukuha mo. BC1, 17-21 y/o
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Unlimited/Eat all you can promos encourage consumers to check out an outlet
The unlimited/bottomless/eat all you can trend attracts consumers Formula worked successfully for Mang Inasal with its unlimited rice and Maxs during its chicken-all-you-can-eat anniversary promo A similar offering was also made by Tokyo, Tokyo in the past
Yung mga promos nila, nagbibigay silang coupon para ma induce kang ubusin yun. BC1, 17-21 y/o
Mang Inasal, unlimited rice malaki naman ang ulam affordable na din. Not bad. C2D, 17-21 y/o
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Experts Say
Dining out is the cheapest form of luxury For many, dining out is the cheapest form of luxury. They will occasionally treat themselves to expensive meals as a reward for a job well done or to celebrate special moments with family and friends. Even middle income individuals are willing to spend on quality food. The idea being you know, you may not be able to afford a Mercedes Benz but you can afford a P3,000 dinner once a year. Traveling and exposure to other cultures influence consumers to seek more authenticity in their dining experience As more and more people travel, the benchmark for themed dining out establishments is now based on ones personal experience of the culture and food of the country from which the outlet is based on. Every year people are getting more and more well-travelled and I see that in their expectations.
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Experts Say
Dining out is a shared experience
Its a social thing. Meaning, you go there and you share, you are sitting there in a table and eating yogurt and young people look for a shared experienced. So that is typical in young people. Look at the Gelato stalls coming up but it is not the Gelato that they are for. It is the ambience. Its the tables where you can sit and talk. Basta young market its barkada oriented.
Experts Say
Busy and fast-paced lifestyles are changing eating habits; many consumers turn to quick, convenient foods for their increasingly mobile life
People are on the go. More and more, mas nagiging mobile sila. Gusto nila yung madaling dalhin na pagkain, quick bites. Yung mga food na madaling i-take out. Mas nakikita ko madaling mag emerge. Convenience stores kasi yung mga tao nag mamadali din. They dont have time to cook. So dadaan ka ng convenience store. Yung mga pre-heated lang sa bowl, especially sa 7Eleven.
Experts Say
Media, internet, and traveling are creating more awareness and influencing consumers to be more adventurous with their food and channel choices.
People are looking for choices. They are more travelled, they are more sophisticated, they are very wired. So they see whats on the internet. They do blogs. They read reviews on travel websites. There is also a lot of travel shows on TV so people are more aware of whats out there. I would say that the level of adventure has increased. I think naging mas adventurous ang Filipino in terms of eating. They are more open to different cuisines. Kasi more people can travel.
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FOOD BITES 2011
Maintaining Limits
Not all new and exotic food offerings are acceptable. Foreign cuisine is adjusted to suit the Filipino taste.
Consumers Say
No to the extreme
Basta yung hindi siya yung sobrang anghang at hindi siya yung sobrang tamis. (BC1, 17-21 y/o) Will try, wag lang exotic like snakes. Wag naman ganun. (BC1, 22-30 y/o) Hindi masyadong maalat, hindi masyadong sweet. Ganun ang gusto kung panlasa. (BC1, 31-45 y/o) 50/50 depende sa pagkain. Kasi kapag may ayaw ako, hindi. (C2D, 31-45 y/o)
Experts Say
Restaurant owners adjust to the Filipino palate
In general, meron pa din yung comfort level. Katulad yung Orchard Road nung nagbukas siya, yung food nila medyo close sa Singaporean Food. Pero lately nung kumain ulit ako parang nag-tame down yung flavor nila. Foreign foods are Filipinized. I dont know if its because of experimentation na it didnt work when they first came out with it, so they Filipinized. Also because of the lack of ingredients. So they settle on what is fresh on our market.
Media as Influencers
Increasing presence of food-related content in the media influences dining out trends and appreciation for food
Consumers Say
Print publications
If they were sold cheaper oo. Kasi the problem is the mags are sold higher. (BC1. 17-21 y/o) Sa dyaryo po nilagay naniniwala ako. (C2D, 17-21 y/o)
Experts Say
Food-related publications
Magazines wont feature you if youre not worth featuring. It is more expensive in the newspaper so they wont waste their space for something that is not worth writing about.
Food features on TV
Sa Mel and Joey pinapakita nila yung mga masarap kainan. (C2D, 17-21 y/o) Meron na din mga napapalabas sa TV yung mga tungkol sa chef. Medyo na orient na din tayo dun. Sumusubok na din. (BC1, 31-45 y/o)
Food-related TV shows
Media, when they read it, they see it on TV, media plays a big role in making them try.
Celebrity Chefs
Kung may resto si Chef ganito, yes will go to that place. (BC1, 31-45 y/o) May influence sila kasi chef na ang ginagamit as commercial model. (C2D, 31-45 y/o)
Celebrity Chefs
When they see your face, they will remember your restaurant. It helps. I think more respectable. Being a chef is not as lowly. People dont look down on it as much as they did when I first started. 52
Experts Say
Read food blogs
Certain people follow certain blogs. Probably theyve had experience visiting a few of the places that blogger went to and most of the time okay sila. Its all case to case basis.
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Advertisements
Word of mouth
Yung sa labas ng store may mga naka-post .Yung mga may words na nakapost mas bigger at mas better. Yung mga nakapost dun sa labas nahahayok akong bilhin. (C2D, 17-21 y/o)
Sa Cosmo magazine, may nakikita kang food re-recommend nila, o punta ka dyan bago yan. (BC1, 31-45 y/o)
Print publications
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FOOD BITES 2011
Experts Say
FSR: Casual dining Aristocrat Bistro Group (Italiannis, Fridays) Maxs Barrio Fiesta Red Crab Group Via Mare
FSR: Fine dining Antonios Lolo Dads Le Souffl The Goose Station Aubegrine Mesa Convenience stores 7-Eleven Mini Stop
Specialty Stores Coffee shops: Starbucks Sandwiches: Subway, Sandwich Guy Desserts: Gelato stores, Yogurt shops
Specialty food shops Starbucks Figaro Coffee Bean and Tea Leaf Krispy Kreme
*More popular FSRs are mostly casual dining places rather than fine dining channels
Experts Say
Biggest
I think wala naman tatalo sa Jollibee. For me, the old ones for example Aristocrat, Marios, Alfredos. For me, those are parang yun ang mga matagal na sa market so, tingin ko sila pa rin ang hinahanap ng mga tao.
Most Popular
Jollibee parang mayaman at mahirap kilala yun. (C2D, 17-21 y/o) Jollibee, Mc Do. Kasi sa advertisement, and everybody knows it. (BC1, 31-45 y/o) Sa resto, Maxs kasi mas affordable. (BC1, 22-30 y/o)
Most Popular
Quick service pa rin. McDo and Jollibee pa din. Hindi pa din mawawala yung usual. Hit pa din mga KFC, Jollibee and all.
Most Influential
Jollibee, the name itself and yung tatak sa media. Makita lang ng bata, punta na agad yun. (Industry Expert) Jollibee kasi ang dami nilang commercial. (BC1, 3145 y/o)
Most Influential
Jollibee, Chow King, Greenwich, KFC, McDo, yan ang mga strong brands. Jollibee the name itself and yung tatak sa media makita lang ng bata punta na agad yun.
Fast Rising
Fast rising restaurants are owned by the chef. Its the name, the personality behind the restaurant. Sa ngayon marami, yung mga semi fine-dining to finedining restaurant sa tingin ko mag bo-boom pa yun.
Fast Rising
Yung Mang Inasal kasi dumadami na yung store nila eh at saka laging puntahan. (C2D, 31-45 y/o) Mang Inasal, kasi madami na sila. (BC1, 31-45 y/o)
Copyright 2010 The Nielsen Company. Confidential and proprietary.
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7-Eleven Starbucks
Despite the proliferation of imported brands (Mini-Stop, 7-Eleven and Starbucks), the favorite QSRs and FSRs are still home-grown. Upstarts like Mang Inasal have entered into the select circle.
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Metro Walk
Seaside MOA
Glorietta
Greenbelt
Resorts World
Burgos Circle
Ayala Triangle
Jupiter Makati
Banchetto Ortigas
BF Homes, Paranaque
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Experts Say
Chic-Boy
The next, Mang Inasal, I know its gonna be Chic-Boy.
Bonchon Chicken
Ngayon pati yung chicken, Bonchon Chicken.
Sinangag Express
Unique ang pangalan. Tara SEX tayo. (BC1, 17-21 y/o) Tapsilog, yung pagkain ng lasing. Saka pinupuntahan ng 24 hours, mga road trip. (BC1, 17-21 y/o)
Crystal Jade
Pag pumunta ka doon wait ka ng 2 hours. Mag bo-boom pa din yung mga katulad ng Crystal Jade sa Greenbelt. 60
Experts Say
Army Navy
Nandiyan yung Army Navy Burger. Kalaban na sya ng Brothers Burger.
Manong Pepes
Parang sosyal na turo-turo. May dinuguan may champorado, malinis kaysa mag carinderia ka, but air-conditioned. (BC1, 22-30 y/o) Fast food style pero ang pagkain laing at kare-kare. (C2D, 22-30 y/o)
Sandwich Guy
Sandwich guy. Lower price pero masarap. Tapos maganda yung pagka-prepare.
Serenitea
Yung Serenitea medyo high end. Sa isang ganon P140 na. More on special fine dining.
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Experts Say
Food innovations and new food offerings
Nag experiment sila kung ano yung mag hit. Like yung KFC Double Down. All the same material. Iniiba lang nila yung sauce. Yung Jollibee, nagkaron ng BBQ. / In the fast food thats really the case, you just have to continuously have new product or rehash products to keep them interested.
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Experts Say
Chef-owned restaurants
Mga places na specialize ng mga chef talaga. Katulad ng Antonios sa Tagaytay. / Fast rising restaurant are owned by the chef. Its nice to put your name, the personality behind the restaurant. I think its the number 1 selling. Although the people come for food, but still its the personality behind.
Experts Say
Fast-paced lifestyle benefits convenience stores
Kasi yung mga tao nag mamadali din. They dont have time to cook na so dadaan ka ng convenience store, yung mga pre-heated lang sa bowl, especially sa 7-Eleven.
Affordable
Pasok sa budget mo pag wala ka pang sahod. (C2D, 31-45 y/o / P50 makakakain ka na din. (C2D, 17-21 y/o)
Varied Offering
Convenience store part of eating places kasi they offer rice, eating location na siya kasi they have tables and rice meals and then accessible. (BC1, 3145 y/o) / May available na chicken, donut, kariman, sandwich, siopao, instant noodles, instant coffee. (C2D, 22-30 y/o)
Very accessible
Madaming outlets. Kahit saan accessible. (C2D, 3145 y/o) / Malapit din siya sa mga school. Parang kapag ka may school meron din ganun. (BC1, 17-21 y/o)
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Experts Say
Big hit with lower income consumers
Mga instant na mga Hong Kong noodles sa tabitabi. Hit na hit sa kanila yun, tapos yung mga scramble. Kasi super mura.
Affordable price
Affordable price usually parang barya-barya lang. (BC1, 31-45 y/o) / Kahit kalakal boys nagpupunta dyan. Gusto kumain ng siomai. (C2D, 31-45 y/o)
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Experts Say
Coffee shops remain very popular not only for its coffee but also for its ambiance
Number one is you get what you pay for and you know exactly the taste of the food there or the coffee. But also because parang mobile office din iyan. Malamig ang aircon, seats are soft, the lights are dim. Parang its a relatively classy place. / Yung Starbucks, malakas pa rin siya.
Satisfying a craving
Kapag ka craving din or treat yourself. (BC1, 22-30 y/o) / Kapag nag crave ka ng sweets. (BC1, 17-21 y/o)
Fresh, new ideas spark interest; indications of move towards healthier food / beverages
Last year ng boom talaga ang frozen yogurt. Nag labasan yung Golden Spoon, Red Mango. Talagang nag boom. Madami, White Hat, California Berry. Makita mo yung trend niya is more on healthy food. / Yung tea, dumadami na. Kumbaga of youre not drinking yung mga soda, you drinks teas
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Place to be seen
Makikipagkita ka sa mga sosyal na friends, hey lets have some coffee. (BC1. 17-21 y/o) Lalabas pa para makita ng mga kakilala na nag Starbucks siya nagkape sosyal. (C2D, 31-45 y/o)
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Experts Say
Filipinos are becoming more health conscious
People are starting to change to healthy living. Conscious na sila sa kinakain nila. / People get more sick nowadays. All of a sudden, they cannot have too much fatty foods. They cannot eat too much meat.
Experts Say
Fast Food Fast food dahil ngayon, puro nagmamadali na, on the go ang mga tao.
Convenience Store Kasi yung mga tao nagmamadali din. They dont have time to cook so dadaan ka ng convenience store, yung mga pre-heated lang sa bowl, especially sa 7-Eleven. Quick foods Yung mga food na madaling i-take out mas nakikita ko madaling magemerge din siya. More on mobile, yung madaling dalhin na pagkain, quick bites.
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Experts Say
Healthy Sandwich/Pasta Palagay ko mag ta-take off this year healthy sandwiches or pastas.
Krispy Kreme Burger Parang pinagpatong na glaze donut sa burger. May patty, may cheese, may egg pa ata. Matamis. Loaded with cholesterol.
Wheat Grass Juice Meron siyang ready to drink na stalls. Meron akong nakita sa may Boni. Tapos meron na din sa Glorietta pati Megamall.
Make your own/Custom food Yung make-your-own. Iba-ibang sauce, ikaw maglalagay. (BC1, 17-21 y/o) Ikaw ang bahala kung ano ang ilalagay mong toppings. (C2D, 17-21 y/o)
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Frozen Yogurt Yogurt I think malakas pa din yan this year. Baka madagdagan pa nga yan.
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FOOD BITES 2011
Experts Say
Street foods in malls Mga scramble. Yung mga Hong Kong Style Noodles, boom din siya di ba?
Gourmet Burgers I think medyo lumalakas din yung mga specialty burger shops.
Filipino foods with contemporary twist Basically Pinoy pa rin. But not the usual. Same traditional way of cooking but presented in a different way. More upbeatcontemporary. Asian foods Lumalabas yung mga Asian food, mga Singaporean, Thai. Meron ding trend na parang authentic Chinese. French Cuisine French food or at least French inspired food is very big right now because people know that French food is prepared in ways that are more elaborate. 73
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Online marketing
Restaurants engage in online marketing strategies to attract consumers
Groupons Malakas sa online ngayon iyong may tinatawag sila na groupons. Some establishments use that para magkaroon ng exposure sa kanila. You sign up, you buy from that site. Nakalista din iyong coupons at groupons na pwede mong bilhin. Cash Pinoy Internet deals like Cash Pinoy, Groupons, we did that and it was fantastic. That is really good but if you want that, you got to get in that right away. Otherwise, it wont be special anymore. Websites are now a requirement, especially for high-end restaurants I can go only as far as email blast. We all have websites, very nice websites. I think thats a requirement now, you have to be updated regularly. You have to be current.
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FOOD BITES 2011
Summary (1)
Learnings
The increasingly busy lifestyles of Filipinos and the need to be more mobile are changing eating habits and influencing food choices. The constant need to be on-the-go motivates consumers to opt for quick, convenient meals. Thus, QSR, convenience stores and food stall/kiosk are the outlets of choice for the everyday meals of busy people. Food deliveries and take outs are also expected to rise in popularity as people have less time to cook their own meals.
Recommendations
Channels lose out when they fail to provide quick meals due to overcrowdedness and long queues. More efficient ordering system, faster crew service, and wellorganized dining space can address these issues. Different options for food deliveries should be made available Ordering by web or text Credit card payments Single order deliveries Easy, ready-to-go meals/drinks that are not messy or difficult to eat placed in spill-proof containers, are ideal for highly mobile people.
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Summary (2)
Learnings
Filipinos are increasingly becoming adventurous with food and dining out. They are more open to trying foreign cuisines and unique food concepts. Media, internet, and traveling are creating more awareness and influencing consumers to be more adventurous with their food and channel choices. However, despite the growing openness to novelty, not all new and exotic food are acceptable to the Filipino palate. Trial does not necessarily lead to regular consumption. Foods that does not immediately come close to what the Filipino palate is used to (e.g., too spicy, too bland) are usually modified to suit Pinoy taste buds.
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Recommendations
Introducing foreign cuisines and new food concepts are now more acceptable to consumers than in the past. Food channels that target higher income segments more authentic taste of foreign food is acceptable and desired. Food channels geared towards middle to lower income segments food must be tailored to adapt to Filipino taste.
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FOOD BITES 2011
Summary (3)
Learnings
Among the upper class and to some extent, the working lower class adults, dining out has become an experience: a kind of luxury, a way to pamper and reward themselves. Certainly, a way to celebrate. Consumers are putting more value and have higher expectations on their dining experience (i.e. food quality, ambiance, service, comfort). Awareness and experience with other cultures are also creating the desire for authenticity in dining. This is especially true for consumers from higher income segments.
Recommendations
Channels that deliver in terms of providing a pleasurable dining experience at reasonable prices will attract more consumers from middle income levels. Outlets outside malls or in little out-ofthe-way places appeal to consumers who want to have an excellent dining experience in a non-traditional setting. Identifying the right location is key to anyone who is exploring to enter the specialty / FSR space.
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Conclusion (4)
Learnings
The emergence of new food service channels (i.e. food markets, online deliveries, private dining, etc.) redefine traditional categories and gives further proof of the developments in the dining out industry.
Recommendations
Food service R&D personnel and entrepreneurs can scout for new trends, feel the market pulse and test product concepts via the week-end markets. Other services may also be offered: FSRs that provide take-out or delivery service via the web / online Private dining pushes the envelope on superior, intimate dining experience. It is very niche and primarily works in building a budding chefs reputation. Locate channels close to the target demographics they aim to serve: QSRs, Kiosks, Convenience Stores in high traffic areas FSRs, Specialty shops in high-end malls and out-of-the-way nooks in the city
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Other factors come into play to drive growth in the food service industry Franchising Proliferation of culinary schools
Title of Presentation
Conclusion (5)
Learnings
Food innovations and new products continue to generate interest. Consumers are drawn towards new, unique food offerings.
Recommendations
New product innovations should be geared towards achieving a better quality of life and must be adaptable to the changes in consumer lifestyle: Healthier food/drink options Quick, convenient food/drinks Durable, non-messy, spill-proof packaging for to-go foods Comfort foods (i.e. street foods, sweets, Filipino cuisine, etc.) Foods that can be customized to suit ones personal taste More options for food deliveries
Creativity and innovativeness should not be confined to the food itself, but also to the way it is positioned, marketed, packaged and priced.
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Summary (6)
Learnings
The influence of internet and social media networks on food choices is rising, in parallel with the increasing internet usage among Filipinos. This trend is especially evident for young professionals from higher SEC as they are more internet savvy and have more disposable income. Word of mouth becomes even more influential as consumers use social media networks to share their dining out experiences.
Recommendations
Having a website is an increasingly important requirement for outlets. This is especially true for high-end restaurants and specialty food shops. Being listed in online restaurant directories also help. Social media networks can be used in image building, maintaining customer loyalty and being updated about market activities. Online comments and reviews about the establishment can also give indications about how the outlet is doing or to know about consumers perceptions about it.
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Summary (7)
Learnings
Choosing where to eat does not stop at wanting to satisfy basic (functional) needs; satisfying social and emotive needs are also important. Functional factors: Satisfy hunger in quickest, most affordable manner Product quality Physical store experience Emotive factors Satisfying cravings Mood Social factors Bonding Needing to impress
Recommendations
At the functional level, food service channels must create a pleasant dining experience through clean, comfortable surroundings and decent customer service. In terms of product offerings, food/drinks must meet the acceptable criteria for quality, quantity and price. Emotive and social factors are largely subjective and dependent on the consumers SEC and age. Food outlets that hope to cater to the upper class must meet their emotive and social needs by developing / maintaining a classy, exclusive image.
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Summary (8)
Learnings
Budget remains a primary consideration for consumers. However, perceptions on how much consumers are willing to spend on eating out varies significantly across income segments. Consumers from lower income segments want affordability in terms of lower cash outlay. Budget considerations also make price-related promos appealing. Value meals and affordable food/drinks remain highly relevant to consumers, especially those from lower income segments. Higher income consumers seek value for money (i.e. they get what they paid for) and are willing to spend more to achieve satisfaction.
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Recommendations
For the lower class and the upper class students, the following are expected to attract them: Price discounts via coupons, loyalty cards Value meals Unlimited re-fills (drinks, rice) Loyalty to FSRs may be developed among adult upper class consumers by ensuring a pleasurable dining experience driven by food quality, ambiance, customer service.
Summary (9)
Learnings
QSR Affordable meals and new product offerings are the major QSR trends. QSRs continue to innovate not only with food but also its interiors. Convenience stores (CVS) Busy lifestyles and the call center industry transforms CVS into a food destination. Food carts/kiosks Franchised food carts/kiosks are growing in popularity due to numerous outlets in strategic, highdensity locations, its wide variety of food offerings, and affordability.
Recommendations
QSRs should improve the diningin experience. Fast, efficient service (i.e. avoid long lines and crowdedness) Nice interiors, comfortable fixtures Continuous product innovation and offer wide variety of products Engage in activities to develop/ maintain customer loyalty CVS and food carts/kiosks should come up with more product offerings suited for more mobile lifestyle. New packaging concepts should also be explored.
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Summary (10)
Learnings
FSR FSR trend focus on food quality, dining experience (i.e. creating the right ambiance) and giving rewards to customers. Specialty food stores Led by coffee and dessert shops, specialty food stores are rising in number as consumers seek more satisfaction in food quality and dining experience.
Recommendations
FSRs and specialty food stores compete for shares of the same pie, as both target the same market segments. Some suggestions to develop differentiation and to stand out include: Using a specific theme and creating an image will help to make the outlet stand out from among the competition. Offering unique, specialty products, by which the outlet is known for, can also attract consumers.
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Thank You!!!
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