Micromarket Analysis for Pizza: Shakey's and Pizza Hut

1. PIZZA HUT vs. SHAKEY’S: A
MICROMARKET ANALYSIS
GROUP 5
BARTOLOME, ANNE
EL-KERMI, HICHAM
MENDOZA, ANA
ORBETA, JEN
PICHAY, LEI

2. PIZZA HUT

3. PIZZA HUT
 Was started in 1958 by two enterprising college
students, Frank & Dan Carney, in their hometown in
Wichita, Kansas.
 It has become the largest & most popular pizza
chain with over 12,000 restaurants in 90 countries
around the globe in 2004.
 Philippine Pizza Inc., the franchise owner and
operator of Pizza Hut, has over 140 restaurants, here
in the Philippines since it began in 1984.

5. SHAKEY’S

6. SHAKEY’S PIZZA
 In 1954, Sherwood “Shakey” Johnson pooled
his funds with those of college friend, Ed Plummer to
open the first Shakey’s outlet.
 Today there are over 500 Shakey’s restaurants
world-wide. Pizza is still the mainstay at
today’s Shakey’s, whether it’s the original thin crust
or the classic hand-tossed pizza with dough baked
thick and chewy.
 Shakey’s Philippines have grown to 130 stores
nationwide

8. SCOPE AND LIMITATION
 The group observed the following branches:
 Pizza Hut, SM Marikina
 Skakey’s, Congressional
 Shakey’s Bluewave (Friday, 9:00-11:30pm)
 Day: Sunday, Time: 3:00 PM – 6:00 PM
 Shakey’s : 9:00 am to 10:00 Pm

9. OBSERVATIONS
CUSTOMERS
LOCATION
ESTABLISHMENT

10. CUSTOMERS
PIZZA HUT SHAKEY’S
AGE Families and couples Families and individuals
mostly comprise the between 28 to 70 y/o
crowd, aged 3 y/o to 68 Working professionals
y/o.
SEX Both male and female, Both male and female.
almost of equal Female being dominant
distribution in number
OCCUPATION Mostly employees, Family oriented people
housewives / family- Corporate Offices
oriented people
FINANCIAL ABILITY Pizza Hut is a pricier Class B and C
alternative to fastfood
chains like Jollibee and
Mcdo, so we would
assume people from Class
B and C

11. CUSTOMERS
PIZZA HUT SHAKEY’S
BEHAVIOR Most people order the Thin crust pizza and pasta
thin and crispy pizza, and is commonly ordered
the cheesy pops pizza Garlic Bread and Chicken
variety. Other popular
items ordered were
Caesar Salad and baked
fettuccine alfredo.
OCCASION Family bonding and Family
birthday bonding/gathering
Pay Day Weekend
3-day Mall Sale
BUYING HABITS 70% were dine-in Dine in customers
customers, the rest Long tables of guests
availed the buy 1 take 1 ranging from 6-12 pax
pizza worth 499 for take-
out

12. LOCATION
PIZZA HUT SHAKEY’S
 SM MARIKINA  CONGRESSIONAL
 Located at the 1st floor,  Located at the first
beside the main entrance floor of Circle C
of SM Marikina (outside the entrance)
 Near the taxi terminal
 Near tricycle/taxi
 Same floor as the terminal
supermarket
 No other pizza
 No other Pizza restaurant
restaurant

13. LOCATION
PIZZA HUT SHAKEY’S
 Bluewave Branch
 Located along 2 major
roads (Macapagal Ave.
and EDSA extension)
 Not a lot of pedestrians
– customers come in
cars or cabs

14. ESTABLISHMENT
PIZZA HUT SHAKEY’S
PRODUCT / PRICE Thin n’ Crispy Pizza Thin n’ Crispy Pizza
Regular - P 219-299 Regular – P 189- 280
Family – P 319-475 Large – P 304 - 411
Pan Pizza Family - P424- 560
Personal – P 115-125 Pan Pizza – P298- 411
Regular – P 265- 299 Regular - P 131 – 247
Family – P 419 – 459 Large – P235-396
Create Your Own Pizza Family - P 375- 521
Regular – P 219
Family – 319 Chicken – P 238- 845
Addtl Topping – 45 -75 Pasta - P 165- 179
Stuffed Crust – P359 -629 Starters P 68 – 501
Pasta – P 99 – 429 Combo meals – P 138 –
- Fettuccine Alfredo, up
Lasagna, Bolognese,
Spaghetti Al Pesto, Pasta
Perfetto Wrap

15. ESTABLISHMENT
PIZZA HUT SHAKEY’S
PRODUCT PRICE Salad – P 79 -299 Chicken – P 238- 845
- Caesar, Olive Garden, Pasta - P 165- 179
Mango Shrimp Starters P 68 – 501
Combo meals – P 138 –
Appetizer – P 49 - 389 up
- French Fries, New Hut
Patatas, Chicken Wings,
Mozzarella Sticks, Monster Deal – P 1,859
Chicken Tenders
Big Group Feasts
- P 799 – 1,999
Others:
Soup – P 55
Desserts – P 59-99

16. ESTABLISHMENT
PIZZA HUT SHAKEY’S
LEVEL OF • Has an attendant to assist • With server to get order
SERVICE customers to their table and assist customer in
• Friendly and accomodating receiving order up to
• Attentive slicing and serving the
- customers does not have to food
repeat orders • Friendly and polite
- attends to the customers • Attentive
once he/she raises his/her - repeats customer’s order
hand accordingly
• Caring - informs how long the
- when order was not served order will be served
on time, the waiter will say • Servers wear hairnets
sorry and will give a • Everyone not only
complementary soup for servers greets customer
waiting too long upon entering the store
• Hygienic and with pleasing
personality

17. ESTABLISHMENT
PIZZA HUT SHAKEY’S
SPEED OF • To get a table: • To get to the table
SERVICE - If there’s no waiting line – - no waiting line
one can get a table right away • Once order is made,
- With waiting line: 5- 20 customers wait for the
mins following:
• Once an order is made, - drinks 5 mins
customers wait for the - appetizer 10 – 15 mins
following: - pizza and pasta 30 mins
- Drinks: 5-10 mins. • Getting the bill: 5 mins
- Appetizer like soup and
salad: 15 mins.
- Pizza and Pasta: 20-30
mins.
• Getting the Bill: 5 mins.

18. ESTABLISHMENT
PIZZA HUT SHAKEY’S
FACILITIES • No own rest room • With own clean and
• No wash area for hygienic restroom
customers • Waiting are with
• There’s a waiting area newspaper and magazine
• Dining chairs are • Dinner chairs are
comfortable, sofa for big comfortable. With couch
groups. for table near the glass
• Separate take-out area wall overlooking the
• Kitchen activity may be street
seen by customers • Take out area is inside
• Nice ambience and with the store
soothing music • Kitchen is hidden behind
a wall
• Good, clean ambiance

19. SUMMARY