Eating Behavior at Teriyaki Boy
BACKGROUND
Teriyaki Boy is one of the leading fast-food chains in the country today, with 31 branches located all over Metro Manila and in other provinces of Luzon. They serve Japanese meals at reasonable prices and also aim to serve the customers at fast-food speed. Its first branch was located at Ortigas, and the significant popularity of the restaurant got the attention of the Pancake House Group. Soon after, Teriyaki Boy merged with the Pancake House Group.
Since its first store in 2001, Teriyaki Boy has been awarded numerous awards for the past several years. Last year, Teriyaki Boy was awarded the Most Outstanding Filipino Retailer in the Medium Sized Food Category by the Philippine Retailers Association of the Philippines, among others.
Currently, Teriyaki Boy is open to franchising with its goal of expanding their stores nationwide.
Teriyaki Boy’s market consists of families, businessmen and young adults of the A and B market. Their prices, although not as expensive as other Japanese restaurants, are still a little higher than the average fast food place.
PROBLEM
As a patron of Teriyaki Boy, there are few things that I can fault the restaurant. The food is good and also affordable. The ambiance is nice, which is relatively casual. They have a promotion where they guarantee that patrons will be seated in 15 minutes or less. Also, the service is good.
Considering that these are the good points of Teriyaki Boy, what are the marketing concepts that they can apply to ensure that they retain and increase their current customer base?
OBJECTIVES
1. To determine marketing strategies that are currently being applied by Teriyaki Boy to entice customers.
2. To apply marketing concepts in the behavior of my companions during the time of observation.
3. To recommend additional marketing concepts that may be used for Teriyaki Boy’s continued success.
THEORETICAL FRAMEWORK
Pre-Purchase
As we are waiting to be seated outside
Teriyaki Boy is one of the leading fast-food chains in the country today, with 31 branches located all over Metro Manila and in other provinces of Luzon. They serve Japanese meals at reasonable prices and also aim to serve the customers at fast-food speed. Its first branch was located at Ortigas, and the significant popularity of the restaurant got the attention of the Pancake House Group. Soon after, Teriyaki Boy merged with the Pancake House Group.
Since its first store in 2001, Teriyaki Boy has been awarded numerous awards for the past several years. Last year, Teriyaki Boy was awarded the Most Outstanding Filipino Retailer in the Medium Sized Food Category by the Philippine Retailers Association of the Philippines, among others.
Currently, Teriyaki Boy is open to franchising with its goal of expanding their stores nationwide.
Teriyaki Boy’s market consists of families, businessmen and young adults of the A and B market. Their prices, although not as expensive as other Japanese restaurants, are still a little higher than the average fast food place.
PROBLEM
As a patron of Teriyaki Boy, there are few things that I can fault the restaurant. The food is good and also affordable. The ambiance is nice, which is relatively casual. They have a promotion where they guarantee that patrons will be seated in 15 minutes or less. Also, the service is good.
Considering that these are the good points of Teriyaki Boy, what are the marketing concepts that they can apply to ensure that they retain and increase their current customer base?
OBJECTIVES
1. To determine marketing strategies that are currently being applied by Teriyaki Boy to entice customers.
2. To apply marketing concepts in the behavior of my companions during the time of observation.
3. To recommend additional marketing concepts that may be used for Teriyaki Boy’s continued success.
THEORETICAL FRAMEWORK
Pre-Purchase
As we are waiting to be seated outside