Tropical Hut Case Study

1240 Words Sep 11th, 2013 5 Pages
Tropical Hut The Pioneer Fast food Industry in the Philippines: A Case Study.
`
It started in 1962 when Que family had this idea of putting up a coffee shop within the confines of their supermarket. With its place strategically located near supermarkets, it has been attracting families and friends for lunch or light snacks after grocery time. Tropical Hut is one of the oldest fast food chains in the Philippines. It is a local fast food chain that made the burger become popular. It was first established in Cubao during 1962. Filipinos love or food makes us fans of different cuisine. Hamburgers, a ready-to-eat comfort food introduced by the Americans, have undeniably become staple on Filipinos everyday food. From a variety of
…show more content…
They have palabok, bistek tagalong, tapa and other Filipino dishes. Today Tropical Hut has more than 50 branches nationwide and proving that it can hold its stance in the fast food arena. The business has grown into a grocery store and expanded rapidly into a Supermarket. It was also in this year that the concept of a Coffee Shop within the Supermarket was launched with the introduction of Tropical Hut Hamburger.
Tagline of Tropical Hut
Their tagline “Sarap na Babalik-balikan” have been a tagline for the past four decades. They also described their burgers, as “Its big it’s hot. It’s fresh”.

Target Market * Individuals: people that dine in by themselves, especially peoples who have works who finds less effort when eating in a fast-food restaurant. * Families: a group of people, either friends or a group of nuclear relatives dining together. * Neighbors: families or individuals who lives nearby. * Take out: people that prefer to eat Tropical Hut’s food in their home or at a different location than the actual restaurant.
. Current Marketing Strategy
To provide convenience for customers, such as: * Implementing Drive-thru (Drive and Go) * 24hr Delivery service
To promote inherently healthy dishes: * Salads * Tropical Milkshakes * Tropical sandwiches (tuna, egg, etc.)
To improve pleasure/fun for customers: * Aesthetics (Settings, ambiance of Tropical

More about Tropical Hut Case Study

Open Document