Background of the Study

INTRODUCTION

Background of the Study

Food is everyone's basic necessity, and in line with that, the food service industry is the business that prepares or serves us the food in which we will be eating every day. One of the main contributors and high demand in the food service industry is fast foods, which is one of the contributions of the US to the Philippines.

Fast food is a type of fast food service that sells food with quick service. Fast food has been triumphant here in the Philippines because of an easy access in having and eating food with Filipinos' busy lifestyle. People do not have to eat in an expensive restaurant, and instead going to fast food chains for less expensive food to eat.

BonChon Chicken is one of the fastest-growing and highly-demanded fast food chains in the Philippines today, apart from being the biggest Korean-style crispy fried chicken chain locally. BonChon's first store opened in November 2010, and now has 41 branches as of 2012. For BonChon, as only a 2-year fast food chain, they need to be more competitive in terms of development of their food, their service and expanding their space to continue their success in the Philippines.

This Problem Based Learning or PBL aims to seek and develop strategies and recommendations based on the BonChon's service in the Philippines, specifically in their branch in SM Manila, and the problems in their space in its location.

Marketing Activities

Problem Statement

BonChon Chicken has only been in the Philippines for two years. For those two years, they have already made an impact to Filipinos because of their Korean-style crispy chicken that wows the taste buds of Filipinos. But, despite their delicious set of products, BonChon has a problem that caught the proponents' attention, their space and service. In their SM Manila branch, the fast food has quite the limited space, which can affect the accommodation of the customers. With space mentioned, it can likewise have an effect with the service that BonChon SM Manila is giving to their customers. Among the reviews that the proponents used as a source for this PBL, less space leading to slow service can truly be involved in the overall performance and status of BonChon in the Philippines.