TASK PERFORMANCE IN

TOURISM AND HOSPITALITY

MARKETING

ARAÑ0, REGGIE
DIAZ, MAR VINCENT
GALELA, LOI R
LORENZO, PRECIOUS GIFT R.

Submitted to:
Ms. Melani T. Cea (MTC)
BUSINESS LOGO
 BUSINESS BACKGROUND

Minute Burger is a burger chain that has been around for

more than 30 years with over 600 stores nationwide. It was established in the belief of providing
affordable and quality food for its customers. Established in 1982 when burger joints were mushrooming
at prime locations in the metropolis, Minute Burger became even more accessible when it adopted the
mobile cart store design, ventured into the neighborhood streets of Metro Manila, and opened its stores
24/7. Minute Burger has been serving Filipinos with affordable and delicious food and Buy 1, Take 1
burger products.

It is founded by Leslie Corporation, which is best known for its snack brands loved by Filipinos
across the globe, Clover Chips and Farmer John Premium Potato Chips. Minute Burger is an established
food franchising company with over 30 years of expertise in the delivery of first-rate food products and
food service operations. Minute Burger as a brand is more than just the logo. For the last 30 years, they
stood by their belief of always providing their customers with affordable and quality products, which are
served in clean and well-made stores. Their innovation is spearheaded by the company’s product
development teams and engineering teams who make sure that their products and stores are always
updated and ahead of the curve.

At Minute Burger, they take quality very seriously. It is not easy to produce quality products at
affordable prices but the company work hard to make it happen. The business manufacture all their
products themselves in state-of-the-art commissaries and they ensure that all the ingredients used in the
products are NMIS-certified and BFAD-approved. This business have products that have been a hit for
many years but they don’t stop there. As a brand, and as an organization, they are committed to
constant product development and improvement.

PRODUCTS AND SERVICES

EXISTING MARKETING CAMPAIGNS

 REBRANDING STRATEGY MARKETING

- A group of people were originally approached by Minute Burger to redesign their food
packaging. Insights from a preliminary research and a series of meetings with them helped
the company discover bigger challenges to address. They worked together with the founder
and the heads of Minute Burger in order to have a definitive idea that can solidify their
identity. Minute Burger built a brand strategy which positioned them as a fun and
adventurous brand with a clear purpose centered on creating everyday happiness through
quality and affordable food that people can share with their loved ones. This became the
company’s basis in developing a distinct and stronger brand identity that was applied to the
experience, packaging, and motion graphics that became a part of their marketing strategy.
 SOCIAL MEDIA MARKETING
- For the past years, even though it may not seem that Minute Burger is at their peek, they
already garnered a lot of organic viewers and followers in their social media groups and
pages. Because of the comedic, and meme-esque nature of their posts, they can garner
more shares than the usual burger joint that simply posts their offerings. The re-shares on
Facebook lead their posts to niche-specific Facebook groups which are then re-shared even
more so. It’s those shares that gave Minute Burger wind of this company in the first place.
Cementing their ideas in the minds of their consumers is an art in and of itself.
 PRODUCT IMPROVEMENT MARKETING
- One of the marketing strategies that Minute Burger made was improving their menus.
Changing menu offers increased flexibility. Minute Burger adapted menus that suits on
different themes, times of the year and customer preferences. Minute burgers are able to
easily respond to changes in item prices and availability, and to design dishes which utilize
seasonal ingredients that are both effective and easy to source.
 INFLUENCER MARKETING
- Minute Burger had various collaborations to other influencers to promote the business and
products they offer; by these, a wide range sector in their market will see the promotion
they have. Minute burgers attracted more customers than usual. Using a local influencer to
represent the business helps them to differentiate their brand from other competitors. Also,
Minute Burger improved their ad recall, making consumers remember their ads. Nowadays,
brand awareness are critical for any company's survival, and using influencers to support
and boost their brand image may be quite beneficial. It allows Minute Burger to use their
extensive reach and social influence to persuade customers to buy their products and
generate a hidden demand for their services.

 PRICING STRATEGY MARKETING

- The best aspect that makes Minute Burger special is the selling and marketing strategy of
“buy one, take one.” Many people were there because the price is somehow cheap relative
to the quantity and the quality of the food. One order is like fifty-eight pesos, so it is 29
pesos each. Compared to Mcdonald’s or KFC, the price is very affordable for people with a
light wallet; however it doesn’t mean that the quality of their products is not good because
Minute Burger’s products are also good and deserves an applause. It has all the factors of a
popular Filipino meal, like having juicy meat, being substantive and very cheap.

 VIDEO MARKETING
- One of the cornerstones of marketing is the ability of creating promotional videos to give
your audience. In this sense, Minute Burger has this technique entails a series of advantages
for their business. It allows Minute Burger to attract their clients with the proven power of
an effective script and individual audiovisual techniques of film and videos. It also helps
Minute Burger spread their proposals in front of their audience in an original and
entertaining way. It also allows Minute Burger to directly reach their targeted market
audience through targeting techniques and enable them to measure the effectiveness of
their campaigns through some analytics.

 DISCOUNT STRATEGY MARKETING

- One of the marketing strategy of Minute Burger is implementing discounts. They give
discount to their customers who ordered their bundle meal. Also, Minute Burgers gives free
burgers or milk tea to their customers who are fully vaccinated and aside from that Minute
Burger gives free fiber face mask to those customers who avail a worth of 200 pesos.
Because of the discount of Minute Burger, they offer temporary advantage including
maximizing sales, revenue and profit. During a short-term discount period, more units are
sold, allowing Minute Burger to decrease inventory and temporarily raise revenues.
Discounting has long been used to incentivize customers and prospects to make a purchase.
It's not a new strategy, but it is an effective one when marketers follow a few best practices.

KEY FACTORS Angel’s Burger Burger King Burger Boss Burger Zark’s Burger
 Machine
Advertising Direct Media marketing Media marketing Media advertising Media advertising
advertisements
Product Quality 5.0/10 ratings 8.0/10 ratings 5.0/10 ratings 8.0/10 ratings 9.0/10 ratings
Product Variety 5.0/10 ratings 8.0/10 ratings 5.0/10 ratings 8.0/10 ratings 9.0/10 ratings
Price 9.0/10 ratings 7.0/10 ratings 5.0/10 ratings 9.0/10 ratings 9.0/10 ratings
Competitiveness
Financial Position stable stable stable stable standard
Customer Loyalty 7.0/10 ratings 8.0/10 ratings 3.0/10 ratings 8.5/10 ratings 6.0/10 ratings
Expansion No longer available As of now, they As of 2011, There are only 4 The available list of
for expansion since have 23 Burger Machine franchisees in the the franchisees in
2014. Currently no franchisees has 1,000+ country; the latest Metro Manila
available info of outlets in the update isn’t reached 20. The
how many their country available. latest list is not
franchisees are. available.
Customer Service 8.0/10 ratings 9.0/10 ratings 4.0/10 ratings 9.00/10 ratings 8.9/10 ratings
PROFILE OF DIRECT COMPETITORS

DIRECT COMPETITOR'S DATA

9

0
Angel's Burger Burger King Burger Machine Boss Burger Zark's Burger

Product Quality Product Variety Competitiveness Customer Loyalty Customer Service

 KEY FACTORS Jollibee Mcdonald’s Wendy’s KFC Shake Shack

Advertising Indirect Social media Media advertising Media advertising indirect advertising
advertisements advertising
Product Quality 10/10 ratings 9.2/10 ratings 9.0/10 ratings 8.0/10 ratings 6.00/10 ratings
Product Variety 10/10 ratings 9.0/10 ratings 9.0/10 ratings 8.0/10 ratings 6.00/10 ratings
Price 9.0/10 ratings 7.0/10 ratings 9.0/10 ratings 8.00/10 ratings
Competitiveness
Financial Position stable stable standard increasing standard
Customer Loyalty 10/10 ratings 8.00/10 ratings 4.0/10 ratings 8.5/10 ratings 4.00/10 ratings
Expansion 600 franchisees Was able to open As of 2021 their Earlier in 2021, KFC Only 8 Shake Shack
locally 16 new stores in franchisees reached 300 store in the country
2020, including its reached 250 restaurants in the and the latest
largest store in the nearing to 300 country, then they expansion is
Philippines, in locally. want to hit 75,000 international.
Capital Town, locations
Pampanga, and worldwide
will continue to
open more new
stores this 2021
Customer Service 10/10 ratings 9.00/ratings 8.5/10 ratings 9.00/10 ratings 9.00/10 ratings

INDIRECT COMPETITOR'S DATA

10

0
Jollibee Mcdonald's Wendy's KFC Shake Shack

Product Quality Product Variety Competitiveness Customer Loyalty Customer Service

PROFILE OF INDIRECT COMPETITORS

PROPOSED MARKETING STRATEGY

 SEARCH ENGINE MARKETING

- Minute Burger is also known for the fresh and unique flavorful burger that they may want to
upgrade along with their services by creating new sites for their marketing strategy to get
back and compete in the 21st century market and coming future generations. Using Google
forms or any searching site, Minute Burger can easily show their ads to attract more
costumer. They can use search engine marketing strategies instead of just placing typical ads
and conquer different website above those web searches. Whether Minute Burger want to
connect with people who are looking for flavorful burgers or just a passerby, they can
develop a plan to put Minute Burger’s market up front and center of technology business
zone.

 BUZZ MARKETING
- Some of the common tactics used to create buzz are building tension around referrals and
events, causing controversy, or reaching out to bloggers and social media influencers. This
can be seen in the growing connection between marketing topics and traditional television
shows. In buzz marketing, Minute Burger can use "buzz" to create big things and let users
do the hard work. When done correctly, buzz marketing can help generate organic or at
least simple social engagements and conversations, web referrals, and more. Buzz
marketing is a viral marketing technique aimed at maximizing the potential for word-of-
mouth of Minute Burger’s particular campaign or product through conversations between
consumers' family and friends, or through larger discussions on social media platforms.
With Minute Burger using buzz marketing, their aim is for consumers to talk about their
products and services to increase brand awareness, increase sales and profits through
increased online traffic. As an example of buzz marketing, Minute Burger can decide to
promote their products through certain events centered on shows and stunts, and
consumers share their experiences by trying out the products and sharing them in daily
conversations offline and online.

 FRANCHISE IMPROVEMENT
- Minute burger is one of the top burger shops in the past years, but nowadays Minute
Burger’s business is not as good as it used to be. Some of the franchisees of Minute Burger
is filthy and not attractive at all. The paint was faded and issues of the place here and there
are so visible causing for their customers being unattracted to buy their products because of
the ambiance of the stall. So, one of the strategies that Minute Burger needs to improve is
the setting and impression of their stall. By that, the ambiance will become aesthetic and
the customers will be more attracted to buy. We suggest that Minute Burger need to
enhance the paint color and presentation tone of their stalls, renovate their place and build
a wholesome and warm atmosphere in every of their franchisees. With that, surely people
will go and buy in their stalls because it will be refreshing and eye catching. Minute Burger
also need to add more equipment to their stalls to conquer the needs of their customers
while waiting their orders.
  ABSTRACT ADVERTISING
- We know most of you are already familiar with Japanese advertisements. The one that are
often based less on an idea than on a feeling: they aim to create an impression or sense of
realization, hoping to convey the "essence" of a product. One example of abstract
advertisement is like the one that RC Cola did. It may seem weird but this advertisement
targets a broad audience, not just locally. With the RC Cola commercial, can you believe that
even Ellen DeGeneres noticed it? That’s why we proposed this marketing strategy for
Minute Burger as it will greatly increase their organic audience and create a wider prospect
for their business. If they will get to adapt this pop culture and trend the same as they
adapted to different seasonal trends, its not impossible for Minute Burger to be as
competent as Jollibee or Mcdonald’s for the upcoming years.

 LOYALTY PROGRAM
- Minute Burger’s loyalty program allows their customers to redeem customizable rewards. If
done right, loyalty programs can drive repeat sales. A lot of customers focus on earning
points and getting free burger. There are many restaurants that use this system such as
Starbucks, Jollibee or Burger king, that have attracted millions of customers thanks to their
loyalty programs. What makes a loyalty program successful? There are a multitude of
factors such as how simple it is to use, does it have a digital option, is it inclusive and is it
promoted on all available channels such as Instagram or inside their referral network?
Loyalty rewards programs might boost Minute Burger’s marketing and sales efforts because
they don’t focus solely on customers that have already been to their burger stand. If the
incentives are personalized and effective, Minute Burger can attract new clients.

REFERENCES

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%20points%2C%20as%20well%20as%20consistent%20brand%20messaging
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