When it comes to fast food in the Philippines, two of the most popular chains are Jollibee and McDonald's. Although these two restaurants have some differences, they both offer customers cleanliness, quick service, and convenient locations. To get a better understanding of how these two brands are positioned in relation to each other, Pushpins, a GIS company based in the Philippines, conducted an analysis of their respective stores in Metro Manila. The first map showed the concentration of Jollibee and McDonald's branches.
The percentage values indicated their relationships to the total number of branches of each brand in Metro Manila. It was also noted that both brands use similar strategies to “deploy their units” in order to stay one step ahead of the other. This is why you often see a Jollibee store just a few feet away from a McDonald's branch. The second map identified how close a branch is to its competitor.
Grey circles indicated that a Jollibee store in that specific area was less than a hundred meters from a McDonald's branch. This is great news for customers who don't want to travel far for their burger cravings. The third and fourth maps showed areas where distances between competing stores were relatively large, and some stores had no competition within a two-kilometer radius. When viewed as groups, one brand seemed to dominate certain points.
The areas controlled by Jollibee were represented by opaque white circles, with stores in the center. Their radii were drawn to scale to indicate their distances to the nearest McDonald's store. Transparent yellow circles on the map indicated areas where McDonald's had monopolized. Overall, this analysis showed that while both Jollibee and McDonald's have similar strategies for deploying their stores, there are still some areas where one brand has an advantage over the other.
This information is based on limited data available and is intended only for a general description of the topic. To conduct an in-depth analysis, it is necessary to conduct a comprehensive study.
