SHAKEY’S HISTORY

It’s hard to believe that Shakey’s, the iconic pizza brand, could ever recover from dire
financial straits in the early 2000s. It was sinking fast during those days until its ownership
decided it had enough and launched a pivotal reengineering program to become a leading chain
of family restaurants in the country today.“It’s all about the Shakey’s brand; it’s all about the
Filipino family,” says Vicente L. Gregorio, chief executive officer of the International Family Food
Services, Inc. (IFFSI), owner of the Shakey’s brand, as he summed up the reengineering program
that has transformed Shakey’s into a chain of wholesome family restaurants from a network of
dying rock band joints and fast food outlets.

The brand became a well-established franchise in the Philippines, where it began in 1975
under the ownership of the country's largest food conglomerate, San Miguel Corporation,
primarily promoting their San Miguel draft beer. Beginning with a restaurant on Makati Avenue
in Makati, the brand expanded rapidly in Metro Manila, with most of the restaurants offering live
music. By 1997, the brand had evolved into mostly a fast-food franchise. In 2003, the company
began a "reengineering" of the brand as a family-oriented casual dining brand. In 2004, Shakey's
partnered with Sports Vision for the launch of the Shakey's V-League, one of the pioneering
volleyball leagues in the country.
I. TIME CONTEXT

The time when the slogan was released.

II. VIEWPOINT

 Shakey’s Branch Manager

 Delivery Staff
 Customer

III. CENTRAL PROBLEM

Lack of proper and precise control in disseminating the delivery policy system.

IV. OBJECTIVES

 To be able to inform the customers about their delivery policies.

 To be able to find out what are the lapses pursuant to the delivery system.
 To be able to ascertain and accurately disclose the information on who is/are liable for
the charges.


V. AREAS OF CONSIDERATION (SWOT ANALYSIS)

1. STRENGTH

 Strong brand name

 Broad market coverage
 Many product lines

2. WEAKNESSES
 Poor management system
 Loss of customer goodwill
 High prices of product

3. OPPORTUNITIES
 Reduce rivalry among competitors
 Seek for market growth
 Apply brand name capital in new areas

4. THREATS
 Shift/ change in customer's taste
 Changes in economic factors
 New forms of industry competition
 Increase of industry rivalry
VI. ALTERNATIVE COURSES OF ACTION

 Synchronization of Time
o The time should be coordinated not only between the branch & customer, but
also between the delivery guy & the customer.
 Communication
o The customers and the delivery guy should have a communication. Or the delivery
guy will notify the customer regarding of his arrival.
 Disclosure of their Policy
o Proper disclosure of their delivery policy like their “Stop the clock policy”.

VII. RECOMMENDATION