Kentucky Fried Chicken (KFC) is the most successful chicken fast food operator in the United

States, and it has made significant inroads in the international market. It has many branches
now here in the Philippines. Begun by Harland Sanders when franchising was just beginning in
the United States, KFC combines corporate-owned stores with franchise outlets and offers a
variety of fried chicken products, as well as chicken sandwiches.

KFC MORAYTA
1. PRODUCTS
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.1
0
1.1
1

2
.

CHICKEN
BOXED MEALS
BUCKET MEALS
SANDWICHES
BOWLS
SNACKS
FIXINS
SALADS
KRUSHERS
DESSERTS
TOASTED LINE

PLACE
A.
A.1

LAY-OUT
Can accommodate 115 customers

KFC - SM MANILA 1
1 PRODUCTS
.
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.1
0
1.1
1

CHICKEN
BOXED MEALS
BUCKET MEALS
SANDWICHES
BOWLS
SNACKS
FIXINS
SALADS
KRUSHERS
DESSERTS
TOASTED LINE

2 PLACE
.
A.
A.
1

LAY-OUT
Can accommodate 172 customers

KFC MORAYTA
B.

LOCATION

B.1

844 Nicanor Reyes St. Sampaloc

Manila

B.2

B.3

3
.

4
.

B.

LOCATION

B.1

4th Flr SM Manila, Concepcion St. Cor

Arroceros & Marcelino Sts Manila

in front of Far Eastern University

along the University belt

B.2

inside SM Manila that caters different

kinds of people and near school such as
Philippine Normal University

Near banks such BPI and BDO

Morayta

B.3

CUSTOMERS
3.1

KFC - SM MANILA 1

Regular Customers are Students and

Employees of Far Eastern University
and
other employees and students of
other
universities

SERVICE

at the back of Manila City Hall

3 CUSTOMERS
.
3.1

The branch accommodates students of

the universities near SM Manila,
employees of the mall and customers of
SM Manila

4 SERVICE
.

4.1

opens at 9:00 am and closes at 9:00

pm

4.1

opens at 10:00 am and closes at 10:00

pm

4.2

service crew is in their proper

uniform

4.2

service crew is in their proper uniform

4.3

offers dine in and take out service

only
provide one security guard at the
branch and CCTV cameras inside
the store
has three air-conditioning units
with washing and condiments area
that is always clean

4.3

offers dine in and take out only

4.4

Mall security

4.5
4.6

has six air-conditioning units

with washing and condiments area that
is always clean

4.7

six points of sales machine in the

store

4.7

six points of sales machine in the store

4.8

food choices are always available

4.8

food choices are always available

4.4
4.5
4.6

4.9

Comfort room and washing area is

always clean

4.9

Comfort room and washing area is

always clean

4.1
0

signage reminders are posted inside

the store

4.1
0

no signage

5. PROMOTIONS
KFC Morayta and SM Manila offer delivery through phone and internet. They
give flyers and leaflets to customers if they have new products. Television
commercials also help the promotions of their products. The branch manager told
us that good customer service and disciplined employees also helps them promote
the store to other potential customers.
6.

CONCLUSION

Even though these two branches of KFC come up with similar products, we
have observed that KFC Morayta branch offers better service and friendly service
crew. Even though KFC Morayta is smaller than KFC SM Manila, the said branch
sees to it that they can cater for customers by providing more chairs and table. KFC
uses integrated low cost products and it can count on its brand name and original
taste and recipes to be unique while at the same time compete on price with other
fast food chains. The structural layout of the store in SM Manila is good plus the
location. The scenery in SM Manila is good because you can view the metro in this
spot.

RECOMMENDATIONS
KFC Moraytas location is good because it is in front of a university but it
would acquire better sales if it has a second floor. KFC SM Manila has better location
but since the place is under renovation, they should maintain cleanliness inside the
premises because they offer food services. We suggest that KFC SM Manila should
not use plastic and styropor plates because it is one of the causes of global warming
and it will reduce the cost of their expenses if they will use reusable utensils. Even if
they are known for their good tasting chickens, they can expand menus and add
healthier foods. The two branches should also follow the trend and go hand in hand
with customers to satisfy their changing needs.

7. GROUP PICTURE