The Operational Use of Dual-Point System in Small and Medium Sized Business Enterprises in The Fast Food Industry

Private Institution Along Taft United Nations Avenue
CHAPTER I
The Problem and Its Background
I. Introduction
This case study will try to present what Dual-Point Ordering
System can do to any business enterprise. When using technology, it can help
the owner or manager to work minimal and it helps them to reduce the cost of
doing business, and saves time and energy.
Slow service and inaccurate orders are known to be caused by
management problems. According to the Wall Street Journal, McDonald’s
customer service is “broken,” because too many customers complain about the
speed of the drive through, chaotic service, and unprofessional employees. It is
clear that customer satisfaction has a great impact on sales.
We, as the researchers, confirm that we use technology in our
everyday life. It helps us to make our lives easier. It can help us to order or just
buy something without wasting our time and energy. There is also
disadvantage, the expenses will probably big, because when you are using
technology you need to update it every time, so that there will be no problems
and errors at work.
This case study will verify every truth, we want to know. It will add
more knowledge that can help us to become big time in the near future. Also,
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We, as the researchers, can suggest or help them by simply contributing our
knowledge and ideas to help their business to grow larger.
Background of Study
This research study was conducted by researchers in order to determine
the operational use of Dual-Point System in small and medium sized business
enterprises in the fast food industry. Does the
Dual-Point Ordering System can serve as an edge to their marketing strategy?
How does it help the firm enterprises to boost its Profit? With these questions
in mind, the researchers are going to find out the best answers they can
discover to these important questions.
Objectives of Study
This study was conducted for the following reasons:
1. To comply with the academic requirement in accordance with the
curriculum guide mandated by the Department of Education for Senior
High School students: The students, to develop critical thinking and
problem solving skills through qualitative research. (Curriculum Guide,
K-12 SHS Applied Track Subject – Practical Research 1 Department of
Education Dec. 2013).
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2. To gain deeper understanding in the field of technological factors
affecting our fast food chain industry and to analyze the nature of the
operational use of Dual-Point System.
3. To analyze the impacts of the operational use of Dual-Point Ordering

System in employees performances and consumers of the Fast food
industries in the City of Manila.
4. To give recommendations to the small and medium sized business
enterprises in the fast food industry to increase the effectiveness of the
operational use of Dual-Point Ordering System.
II. Statement of the Problem
The study seeks to find the effects of marketing strategies and
practices to business performance of selected micro and small business
establishments in Manila.
Specifically, the study will try to answer the following:
1. How does the Dual-Point Ordering System will positively affect the
business enterprises?
2. Does the Dual-Point Ordering System can help the fast-food industry to
increase its annual profit? How?
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3. Does the Dual-Point Ordering System can serve as an edge to their
marketing competitiveness?
III. Scope and Delimitations of Study
The study focuses on the operational use of Dual-Point System in
fast-food business enterprises in the City of Manila and their effectiveness in
the use of its performance based on the perception of Grade 11 students of the
Private Institution along Taft United Nation.
The small and medium business enterprises of the fast food Jollibee
and McDonalds located in the City of Manila but not within the Private
Institution along Taft United Nation are excluded in this research study. Only
those enterprises within the Grade 11 student of Private Institution were
considered. The main study focuses largely on the operational use of Dual-
Point Ordering System in Fast food chain industries: as marketing strategies;
as marketing competitiveness; and its customer service efficiency.
The study used the descriptive method of research. The data and
ideas were statistically treated using percentage analysis, mean and ANOVA
single factor. Scope and Limitations of the Study
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Sampling Technique
The sampling method used in this study is the purposive criterion
random sampling technique where the researchers purposely selected the
respondent’s establishment in the areas of Metro Manila. The researchers then
conducted interviews, recorded them and analyzed the transcripts. The criteria
for selection in each district are: (a) popularity of the fast food chains, (b)
variety of products and services.
IV. Significance of the Study
It is hoped that the results of this research will contribute to the
improvement of business operation. The study is hoped to benefit the following:
Business supervisors, managers, owners and entrepreneurs: the
study may be beneficial to these personalities in understanding when using
technology that they can apply to their own business in order to increase sales
and become more profitable.
Jollibee and McDonalds staffs and employees: They can be
informed of the information about technology that they can do to help increase
sales.
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Customers: They could be benefitted from the advantages when
using technologies in their everyday life and they can save their time and not
waste energy.
Business students: The research may serve as a source of
information that can help them understand the operational use of technology
in small and medium-sized business. The study also may give them knowledge
in the near future that can help them understand the advantages of
technologies when using it in fast food chains or in their business.
Future researchers: The data gathered in this study may benefit
future researchers serving as bases in the conduct of their future studies on
operational use of technology in fast food chains like Jollibee and McDonalds.
V. Review of Related Literature
Foreign Literature & Studies
According to Rouse (2016) that the Operational technology (OT) is

a category of hardware and software that monitors and controls how physical
devices perform. In the past, OT was used primarily in industrial control
systems for manufacturing, transportation and utilities and unlike information
technology (IT), the technology that controlled operations in those industries
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was not networked. Many of the tools for monitoring or making adjustments to
physical devices were mechanical and those that did have digital controls used
closed, proprietary protocols.
According to McDonalds (2017-2019), It is clear that customer
satisfaction has a great impact on sales. What are the solutions to these
management problems? First, McDonald’s new leadership has decided to focus
on customer satisfaction to expand its brand name. The company will evaluate
its performance through restaurant inspections, and conduct customer and
employee surveys. The biggest change or improvement will be with the
incorporation of the new “Dual-Point” ordering system. This will provide a
simple and better service along with improved order accuracy.
According to Cannon (2019), McDonald’s Corporation announced
that it has entered an agreement to acquire a voice-based technology provider
Apparent, marking the company’s second tech acquisition this year. In April,
McDonald’s bought personalization and decision logic technology Dynamic
Yield which it plans to have working in all U.S. and Australian drive-thus by
the end of this year. These moves indicate that the fast-food chain is ready to
deliver a tech-driven dining experience to its customers. The Apparent team
will join the McDonald’s Corporation as the founding members of an internal
group within McDonald’s Global Technology Team called McD Tech Labs.
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According to McDonald’s, it expects to grow its presence in Silicon
Valley by hiring additional engineers, data scientists and other advanced
technology experts.
According to the Cannon (2019), In order to enhance Jollibee's
technological platform, the corporation also partnered with JFC Group of
companies for the purpose of transforming a business enterprise and the
people's lives. This merging with other companies and telecommunication
companies are Jollibee's way of developing their market community and
serving their clients. “Jollibee Partners with Globe Business to Expand Its
Express Delivery Service.”
According to Forbes (2019), McDonald’s is revamping its stores to
create “Experience of the Future” restaurants which will have self-serve kiosks
and table service. The company’s mobile ordering and payment system
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continues to expand (in 20,000 restaurants currently) and McDonald’s is also
effectively using the data captured via this platform for personalized marketing
and customizations. MCD has also introduced delivery in 11,500 restaurants,
through its partnership with UberEats. CFO Kevin Ozan has stated that the
delivery check size is generally one-and-a-half to two times the in-store check.
Consequently, an effective use of technology is another key growth factor for
McDonald’s in 2018, as it can drive the average check higher.
According to (2009-2019), (THE STRATEGY), Global restaurant
chain McDonald’s is showing the world just how to increase their bottom line.
In 2016, McDonald's introduced their 'Experience of the Future' strategy and a
vast array of different technologies was trialed in hundreds of establishments
throughout the US. The technologies that increased customer satisfaction and
the bottom line were then made into a permanent fixture.
By June 2017, Wall Street analysts recorded that McDonald's'
stock was up by 26% YTD, however many other restaurant chains were not
rejoicing in stock increases, and restaurant owners are now looking to
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McDonald's to see what they are doing to cause such a surge. McDonald's’
'Experience of the Future' strategy looked into how their customers behaved
and also provided them with the key experience factors that altered customers’
satisfaction levels.
The results, by McDonald's tapping into the use of mobile phones in
modern society, they have managed to align their brand promise to people’s
mobiles and as we know, phones can also integrate with other technologies.
The success of this strategy has been analyzed, and when results
were finalized, it revealed that technologies that affected certain areas the most
were: lower waiting time, average order value, lower staff costs and increased
order accuracy.
What you need to take from this, is that McDonald's are making
life easier for customers by providing them with technologies that they know
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how to use. Tablet Technology is starting to transform the food & drink service
industry, so restaurant owners need to start upgrading their tech.
Examples of their new technologies include their self-service or
self-ordering kiosks, which are now in many McDonald's restaurants across
the UK. These kiosks proved to work, as they increased revenues and bottom
line results. Technology has changed the hospitality landscape forever, and it
has completely altered how consumers engage with a restaurant. Technology
will continue to drive change and restaurant owners will have to start
integrating technology into their business models or they may start to see a
decrease in revenue.
According to Patton (2019), in its largest acquisition in 20 years, is
buying a decision-logic technology company to better personalize menus in its
digital push. The world’s biggest restaurant chain is spending more than $300
million on Dynamic Yield Ltd., according to a person familiar with the matter.
With the new technology, McDonald’s restaurants can vary their electronic
menu boards’ display of items, depending on factors such as the weather --
more coffee on cold days and McFlurries on hot days, for example -- and the
time of day or regional preferences. The menus will also suggest add-on items
to customers. Since taking the helm in 2015, Chief Executive Officer Steve
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Easterbrook has pushed technology -- including self-order kiosks, digital
menus boards and delivery -- to boost sales and help McDonald’s stand out
among rivals. Since McDonald’s seldom carries out acquisitions, the purchase
of Dynamic Yield shows the company’s desire to leverage technology to speed
growth in the fiercely competitive restaurant industry. “Technology is a critical
element of our velocity growth plan,” Easterbrook said in a statement. He said
McDonald’s is expanding the role that technology will play in the company’s
future “and the speed with which we’ll be able to implement our vision of
creating more personalized experiences for our customers.”
According to Wimalaratne (2017), technology is enabling customers
to receive the fast food even faster. Many businesses are testing mobile
applications that allow customers to place food orders via a mobile app. For
example both Starbucks and McDonalds have apps. These systems are growing
in popularity and offer customers the convenience of reading the menu at
leisure. In some cases a customer can arrive at a fast food restaurant where a
prepaid order is ready for pickup. This recent technology has caught the
attention of many consumers. Facebook (2017) announced that users can
order food for takeout or delivery using both the Facebook mobile app and
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website. Companies specializing in Facebook-payment integration for
restaurants such as Chow Now and Net Waiter are helping chains to get their
ordering onto the popular platform. This is a fairly low-cost add-on to make,
and it has the potential to grow sales, which always gets a restaurateur’s
attention. Some restaurants have observed a 10 percent sales bump after
implementing Facebook-based ordering and this is only set to continue.
According to Patton (2019), McDonald’s tested Dynamic Yield’s
technology in the U.S. in 2018, and will more widely introduce it this year for
drive-thru menus once the deal closes. The company also plans to expand the
capability to markets abroad. This is the largest deal for the Chicago-based
chain in about 20 years, when it became an investor in Chipotle Mexican Grill
Inc. It has since divested its stake in the burrito chain. With the agreement,
McDonald’s becomes the sole owner of Dynamic Yield, which is based in New
York and Tel Aviv. The 38,000-store burger chain will continue to invest in
Dynamic Yield, which will remain a standalone company. Dynamic Yield’s
website says customers have included Urban Outfitters Inc., Ikea and Hello
Fresh.
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According to Wimalaratne (2017), there has been a surge of self-
service kiosks being deployed in many restaurants. For example, McDonalds is
likely to launch its digital ordering platform later this year and is upgrading its
restaurants with its “experience of the future”, which includes self-service
kiosks. While the company has clarified that these kiosks will not lead to
layoffs and employees will be moved to other areas, these technology initiatives
have been shown to improve sales. Cowen analyst Andrew Charles (2017)
stated that in McDonalds they saw a 5%-6% lift in sales in the first year after
the remodel, and a 2% lift in the second year. Even the intention to adopt
digital services is seen as a positive step, the mere mention that McDonalds
was implementing new technology boosted the value of their stock.
According to Ha (2019), McDonald’s is increasingly looking at tech
acquisitions as a way to reinvent the fast-food experience. Today, it’s
announcing that it’s buying Apprente, a startup building conversational agents
that can automate voice-based ordering in multiple languages. If that sounds
like a good fit for fast-food drive thru, that’s exactly what McDonald’s leadership
has in mind. In fact, the company has already been testing Apprente’s
technology in select locations creating voice-activated drive-thru (along with
robot fryers) that it said will offer “faster, simpler and more accurate order
taking”. McDonald’s said the technology also could be used in mobile and kiosk
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ordering. Presumably, besides lowering wait times, this could allow restaurants
to operate with smaller staffs. Earlier this year, McDonald’s acquired online
personalization startup Dynamic Yield for more than $300 million, with the goal
of creating a drive-thru experience that’s customized based on things like
weather and restaurant traffic. It also invested in mobile app company plexure.
How the company is looking to double down on its tech investments by creating
a new Silicon Valley-based group called McDonalds Tech Labs, with the
Apprente team becoming the group’s founding members, and Apprente co-
founder Itamar Arel becoming vice president of McDonalds Tech Labs.
McDonald’s said it will expand the team by hiring more engineers, data
scientists and other tech experts.
Building our technology infrastructure and digital capabilities are
fundamental to our Velocity Growth Plan and enable us to meet rising
expectations from our customers, while making it simpler and even more
enjoyable for crew members to serve guests,” said McDonald’s president and
CEO Steve Easterbrook in a statement. “Apprente’s gifted team, and the
technology they have developed, will form McDonalds Tech Labs, a new group
integrated in our Global Technology team that will take our culture.”
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According to CNBC (2019), McDonald’s plans to bring AI voice
technology to its drive-thru. Fast food is about to get even faster.
McDonald announced today that it is buying the voice tech startup Apprente so
it can automate its drive-thru menu. The Mountain View-based company
specializes in building voice-based agents that can take orders in multiple
languages and accents. The fast food giant has been testing Apprente's
technology in several locations and expects it will allow for "faster, simpler and
more accurate order taking" at its drive-thru.
Apprente will form a pivotal part of McDonalds Tech Labs, a new
restaurant technology group based in Silicon Valley. The Apprente team will
become the group's founding members and co-founder Itamar Arel will serve as
vice-president. "McDonald's commitment to innovation has long inspired our
team. It was quite clear from our various engagements that McDonald's is
leading the industry with technology" said Itamar Arel, Ph.D., co-founder of
Apprente and Vice President of McDonalds Tech Labs. "Apprente was borne out
of an opportunity to use technology to solve challenging real world problems
and we're thrilled to now apply this to creating personalized experiences for
customers and crew." The company is planning on hiring more engineers, data
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scientists and other advanced technology experts to build its presence in
Silicon.
The fast food giant say there's potential to expand Apprente's
technology into other areas, like mobile and kiosk ordering. But while the new
technology may make life easier for customers, may come at the cost of human
jobs. McDonald's self-service kiosks will be implemented across all US
restaurant locations by 2020, which could reduce the need to hire as many
cashiers.
The food chain's acquisition of Apprente is its third tech deal this
year. In April it acquired Dynamic Yield, a personalized data startup, in order
to customize its drive-thru menus by the weather, time of day, current
restaurant traffic and trending menu items. It also bought a minority stake
in Plexure, a New Zealand-based mobile app technology company.
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According to Patton (2019), Mc Donald’s 300 Million Deal will
Revolutionize Menu’s. McDonald’s Corp. In its largest acquisition in 20 years,
is buying a decision-logic technology company to better personalize menus in
its digital push. The world’s biggest restaurant chain is spending more than
$300 million on Dynamic Yield Ltd. According to a person familiar with the
matter with the new technology, McDonald’s restaurants can vary their
electronic menu boards’ display of items, depending on factors such as the
weather -- more coffee on cold days and Mc Flurries on hot days, for example --
and the time of day or regional preferences. The menus will also suggest add-
on items to customers. “Technology is a critical element of our velocity growth
plan,” Easterbrook said in a statement. He said McDonald’s is expanding the
role that technology will play in the company’s future “and the speed with
which we’ll be able to implement our vision of creating more personalized
experiences for our customers.”
According to Morgan (2019), if someone’s want to have a quick
meal but don’t want to stay in. McDonald’s has a solution. The fast food giant
is known for its quick drive-thru service, but now it’s taking things a step
further with a new to-go location that only serves food with no seating. Think of
it as McDonald’s of the future that has the potential to revolutionize fast food
and restaurants.
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A Smaller McDonald’s, With Screens Instead of being full of tables
and chairs, the restaurant features touch screens for customers to order.
The pilot location is London is much smaller than a typical McDonald’s. Even
the menu is streamlined with only favorite items like fries, chicken nuggets and
the classic Big Mac. After ordering, customers move over to the collection area,
where they wait for their order. Since customers can only order through the
kiosks, all human employees work on fulfilling the orders, which gets the food
to customers much faster. It’s the biggest change to McDonald’s since it
introduced the drive-thru in the 1970s, and it has the potential to set the pace
for a new wave of restaurants. Today’s consumers are busy and constantly on
the go. They want quick, convenient solutions that cut the fluff and streamline
as much as possible. But trimming the menu, employees and seating frills,
McDonald’s offers customers a quick way to get their food and get going with
their busy lives. Experience locations are becoming a trend in the retail space,
with stores like Walmart and Nordstrom opening pick-up only locations with a
similar concept to McDonald’s to-go restaurant.
According to Cambridge (2019) A long time ago, the concept of fast
food dining was considered a breakthrough in the restaurant industry. The
idea that food that is ready to eat can be ordered and available to enjoy in a
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short space of time was considered the future. If you fast forward (pun
intended) a few decades to the present, the era of ubiquitous connectivity and
the Internet of Things, these technologies are reshaping the way fast food
restaurants serve their customers. We are already seeing how these businesses
are responding to the way that their customers are conducting their lives and
combining technologies to create new experiences for them. Essentially,
technology is enabling customers to receive the fast food even faster.
In recent years, there have been a few technology advances that have
had a positive impact on the fast food industry. We have are starting to see
examples where technologies are used in restaurants to elevate the consumer’s
engagement and experience. Also, autonomous vehicles, ground and air , that
can be used to deliver products to you at home or when you are out and about.
I will discuss these technology trends in a later post, so watch this space!! In
this post I wanted to discuss the most time consuming elements at the
restaurant – ordering and payments. These include: mobile ordering, self-
service kiosks, Facebook ordering and novel payment options (contactless
payment, card-not-present payments and cloud-based payments.
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Mobile ordering: many businesses are testing mobile applications that
allow customers to place food orders via a mobile app. For example both
Starbucks and McDonalds have apps. These systems are growing in popularity
and offer customers the convenience of reading the menu at leisure. In some
cases a customer can arrive at a fast food restaurant where a prepaid order is
ready for pickup. This recent technology has caught the attention of many
consumers a
Facebook ordering: in Oct 2017, Facebook announced that users
can order food for takeout or delivery using both the Facebook mobile app and
website. Companies specializing in Facebook-payment integration for
restaurants such as Chow Now and Net Waiter are helping chains to get their
ordering onto the popular platform. This is a fairly low-cost add-on to make,
and it has the potential to grow sales, which always gets a restaurateur’s
attention. Some restaurants have observed a 10 percent sales bump
after implementing Facebook-based ordering and this is only set to continue.
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Novel payment options: These include contactless payment
methods, many of us have adopted contactless payment cards and we’re now
moving towards contactless payments using smart phones such as Android
Pay and Apple Pay. What I’m waiting for is “just walk out technology” such as
Amazon Go to become mainstream, you simply walk into the restaurant, grab
your order and just walk out, eliminating the need for even thinking about
payment and needing to queue. The new technologies outlined above will give a
more reliable audit trail, clearer insight into transactions, and increases in
revenue, while eliminating the need to manually complete these tasks. The
customer benefits from an elevated consumer experience.
Self-service kiosks: there has been a surge of self-service kiosks
being deployed in many restaurants. For example, McDonalds is likely to
launch its digital ordering platform later this year and is upgrading its
restaurants with its “experience of the future”, which includes self-service
kiosks. While the company has clarified that these kiosks will not lead to
layoffs and employees will be moved to other areas, these technology initiatives
have been shown to improve sales, Cowen analyst Andrew Charles stated that
in McDonalds they saw a 5%-6% lift in sales in the first year after the remodel,
and a 2% lift in the second year. Even the intention to adopt digital services is
22
seen as a positive step, the mere mention that McDonalds was implementing
new technology boosted the value of their stock.
Putting the consumer first: If you carefully think why there has been an
increase in popularity with these technologies, the main reason is that none of
these are a technology push. In my mind this is technology being used to
provide a carefully designed consumer journey and experience within the
restaurant. This is not about having Apple Pay implemented for sake of having
Apple Pay. These forward thinking restaurants are thinking how to elevate the
consumer experience through technology.
Restaurants that focus on improving the customer experience are
more likely to see an increase in sales. Choosing to integrate new ordering and
payment technology will not only improve the customer’s experience but will
positively impact the company in more ways than one.
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According to Copyright Jobs.net. and contributed by Kim Evans,
Customers love their mobile devices: The first tech trend belongs to the
consumers of fast food: the customers. As more and more people depend on
the convenience of interacting with the world through a smart phone,
restaurant owners are taking notice. Many are testing mobile applications that
allow customers to place food orders on a computer or mobile device and pay
for it with a credit card.
This system is growing in popularity and customers enjoy being
able to peruse a restaurant's menu at their own pace and process their
transaction while on the go. In some cases a customer can arrive at a fast food
restaurant where a prepaid order is ready for pickup. This recent technology
has caught the attention of many consumers to the point that they can begin
to distinguish between restaurants that offer this option and those that don't,
and develop preferences for where they acquire fast food.
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Workers receive "assistants.": The latest technology is also making
life a little easier for the men and women who work behind the counter at fast
food restaurants, while helping to improve the quality of the food being
made. Cooks have access to tools that help them monitor the progress of
meals. This includes lighting systems that provide a visual point of reference
for how much time remains for a certain dish. Technology also helps ensure
that perishable food is maintained at safe temperatures and workers are
alerted when food is approaching its expiration date. Additionally, inventory
tracking software assists food workers by automatically placing an order to
replenish low food supplies when it detects the inventory has dropped below a
level.
Management gets automated help, too.: And finally, fast food general
managers and shift managers have been given a helping hand through new
software that can track a number of metrics. For example, from a human
resources standpoint, managers can count on systems to create work
schedules, track employee hours, and oversee compensation delivery.
Franchise owners can also access volumes of data to identify consumer trends
and the performance of a restaurant so they can make informed decisions
about the direction of the business.
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Seeing as how fast food restaurants were created to expedite the
delivery of food to customers in a hurry, it seems fitting that technology has
stepped forward to make that service even speedier. Fortunately, many of
today's younger restaurant workers are already in tune with recent
technological tools and, therefore, are well equipped to learn and use the latest
technology that has entered fast food restaurants.
Local Literature & Studies
According to Ferrancol (2019), a known blogger of San Beda College
student, (2019). "For a fast food restaurant, technology does not give a very
high impact on the company and it is not a significant macro environment
variable. However Jollibee should be looking to competitors innovation and
improve itself in term of integrating technology in managing its operation. For
example in inventory system, supply chain management system to manage its
supply, easy payment and ordering systems for its customers and wireless
internet technology. Implementation of technology can make the management
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more effective and cost saving in the long term. This will also make customer
happy if cost savings results in price reduction or promotional campaign
discount which will benefits them from time to time."
According to Ka (2019) And in order to attract more customers by
increasing business income. They also develop high technology in the operation
system to improve products and services they offer to their customers. They
innovate so that it will gain an advantage against its competitors especially
McDonalds. It can provide an organization with means to improve its
performance and competitive advantage in a competitive market. And some
opportunities can be foreseen, such as being able to expand a franchise into a
new city. The threat of Jollibee is the high competition against McDonalds.
According to Wandergala (2018), Modern technologies include the
use of mobile apps, laptops and desktop computers in Jollibee commercial.
Online ordering commonly use mobile devices such as mobile phones and
tablets. The Jollibee online delivery features a mobile app that can be
downloaded in Google Play, However, third party developers are currently
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featuring Jollibee delivery menu thru mobile apps. Online delivery by phone or
mobile devices highlights the current strategy used by Jollibee Foods
Corporation.
According to Jollibee Foods Corporation (2018), owns hundreds of
branches of Jollibee throughout the Philippines. Consumers take online orders
by calling Jollibee delivery telephone number. Jollibee online delivery is now
fast and easy with the use of modern technologies. Its website shows Jollibee
bucket meal price 2019 for its fast-moving product Jollibee bucket meal. The
Jollibee online delivery makes it easy for management to conveniently satisfy
consumer needs. Jollibee delivery Philippines increases company sales with the
introduction of modern POS and mobile apps.
The Jollibee delivery menu offers the common products offered by
the company. Through its Jollibee delivery hotline, orders can be delivered
directly at home. Televisions and other broadcast media features the Jollibee
commercial every day. Competitors like McDonald and Kenny Rogers also offer
the same products but at varying prices. They also feature these products to
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both print and broadcast media similar to a Jollibee commercial. Jollibee
delivery Philippines follow the modern delivery practice of competitors.
Differences in product offers like Jollibee bucket meal the Jollibee online
delivery are unique in terms of direct delivery to consumers. Jollibee bucket
meal takes the lead in popularity with aggressive marketing strategy.
According to Fernandez (2011), Jollibee is the first retailer pushing
for fast adoption of Near Field Communication (NFC) technology in the
Philippines. NFC is a prevalent piece of technology similar to Bluetooth or QR
codes and is based on the current RFID technology. The difference is that the
“near field” in NFC means that as soon as you point your device (in this case a
card) to the kiosk sensor within 4 centimeters, the “tag” is recorded. The not-
so-recent Android 2.3 Gingerbread upgrade enables NFC for several of their
models like the Samsung Galaxy S II.
The Happy Plus Card seems to be Jollibee’s way to condition the
minds of Filipinos to adopt NFC as a part of their daily lives. This is a bridge. It
is no secret that the final product will be to use NFC-enabled Smartphone’s
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(many Android devices already have it built in but aren’t being used by Pinoys)
but the cards are a good way of pushing the market to familiarize with this
tech. Essentially, it’s something Filipinos have been doing for a while, claiming
rewards points with their load, using Passa Load services, etc. Jollibee’s move
makes sense as they already have staked their claim in a mobile app for
Smartphone’s (aka Net phone).
According to Duprey (2019), McDonald's has implemented a number of
initiatives over the years that are starting to pay off, most notably its
technology investments in its mobile app, self-order kiosks, and more recently
digital signage.
For example, when people order their own food through a kiosk,
they tend to add more items to their order than if an employee took it at a
register. CEO Steve Easterbrook says, "We've created an ecosystem that more
and more of our customers are using to order, pay, and receive" their food, one
which it intends to build on with the recent acquisition of artificial intelligence
outfit Dynamic Yield.
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According to Tanaao- Juego (October 19, 2019). McDonald’s
Philippines Goes High Tech, High Touch. Digital tech has begun to take over
McDonald’s stores in the Philippines, through cashless payment systems and
self-ordering kiosks.
On the contrary, says Margot Torres, McDonald’s Philippines managing
director, as the new store format—called NxtGen—will feature multi-point
ordering, which increases restaurants’ capacity to serve customers. “That
means we have to be prepared in terms of our production crew, so we can serve
all those orders,” says Torres.
There are now five NextGen branches in Metro Manila: McKinley West in
Taguig City; Madison Street, Greenhills, San Juan City; and Pioneer Reliance,
Kapitolyo and Robinsons Galleria in Pasig City. These stores feature self-
ordering kiosks, or large touch screens where one can just tap on their orders
and pay using their Visa or Mastercard.dsdsdsdsdsdsdsdsdsdsdsdsdsdsdsdsds
According to Barrette (2019), McDonald's Bites on Big Data with $300
31
Million Acquisition. Over the last several years, you may have noticed that the
displays as you approach the McDonald’s drive-through—and inside the
restaurant, for that matter—have gone digital. That’s just one of several
significant, data-focused investments that both McDonald’s and its franchisees
have made since CEO Steve Easterbrook took the helm in 2015. The company
also launched an app and partnered with Uber Eats in that time, in addition to
making a number of infrastructure improvements. It even relocated its
headquarters less than a year ago from the suburbs to Chicago’s vibrant West
Town neighborhood, in a bid to attract young talent. Look at the Dynamic Yield
acquisition, then, not as the start of a digital transformation, but as the
catalyst that evolves it.
Synthesis
The review of literature made by the future researchers, both
foreign and local including the related studies, What technology can do to our
small and medium fast food chain and the result of using it in our business,
and to fast food chain like Jollibee and McDonald’s, their products and services
are patronized by their respective consumers. The researchers now conducted
a case study to determine the facts and to reveal the truth we need to know, as
a food consumer.
VI. Framework of the Study
32
The Fast Food Industry Model
Fast food industry like Jollibee and McDonald’s is a thriving
enterprise in the country. The growth of the said stores in the recent years is of
interest to both the research and business worlds. According to previous
studies, there are several factors why these stores are growing and thriving in
our cities and even in the provinces. But one significant factor is technological
advancement, which is now being exhausted by these two giant companies.
This paper attempts to show the relationship between the operational use of
Dual-Point System and the over-all economic performance of Jollibee and
McDonalds in the city of Manila.
In order to show the relationship between the sustained growths of
the fast food industry, four (4) important criteria need to be studied and
analyzed: marketing competitiveness, customer service efficiency, profit gain,
and technology.
Customer service efficiency Sustained

Relationship Growth of
between the Marketing Competitiveness Fast food
operational
use of Industry.
technology Profit gain
and fast food
industry. Use of Technology (DPOS)
33
Fig. 1: The Fast Food Industry Model of Sustainable Growth
Figure 1 above shows the relationship among the four (4) criteria:
marketing competitiveness, customer service efficiency, profit gain and use of
technology such as Dual-Point Ordering System towards sustained growth. It
can be gleaned from the model that these four (4) criteria sustain the growth of
the fast food industry: Competition creates product quality, efficient customer
service retains patronage.
VII. Definition of Terms
For clarity and better understanding of the study, the following
terms/phrases are defined operationally.
Acquisition - the act of acquiring something acquisition of property the
acquisition of knowledge.
Agreement - the act of agreeing. A situation in which people share the
same opinion. A situation in which people agree. An arrangement, contract,
etc., by which people agree about what is to be done.
34
Business - the activity of making, buying, or selling goods or providing
services in exchange for money.
Consumer - a person who buys goods and service.
Development-the act or process of growing or causing something to
grow or become larger or more advanced.cxcxcxcxcxcxcxcxcxcxcxcxcxcxcxcx
Expand- to increase in size, range, or amount. to become bigger . to
cause (something) to increase in size, range, or amount. to make (something)
bigger.
Fast food- of, relating to, or specializing in food that can be prepared and
served quickly in a fast–food restaurant.
Foresee - to see or become aware of (something that has not yet
happened).
35
Franchise - the right to sell a company's goods or services in a particular
area.
Hospitality - generous and friendly treatment of visitors and guest’s
hospitable treatment.
Implement - carry out, accomplish; especially, to give practical effect to
and ensure of actual fulfillment by concrete measures.
Initiative - the power or opportunity to do something before others do ,
the energy and desire that is needed to do something , a plan or program that
is intended to solve a problem.
Invest - to commit (money) in order to earn a financial return. to make
use of for future benefits or advantages invested her time wisely.
Leisure - freedom provided by the cessation of activities; especially, time
36
free from work or duties increase of leisure, diminution of hustle are the ends
to be sought.
Partnership - the state of being partners, a relationship between partners,
a business that is owned by partners.
Prevalent - accepted, done, or happening often or over a large area at a
particular time, common or widespread.
BIBLIOGRAPHY
Online Sources
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42

The Operational Use of Dual-Point System in Small and Medium Sized Business Enterprises in The Fast Food Industry

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The Operational Use of Dual-Point System in Small and Medium Sized Business Enterprises in The Fast Food Industry

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Private Institution Along Taft United Nations Avenue

This case study will try to present what Dual-Point Ordering

doing business, and saves time and energy.

Slow service and inaccurate orders are known to be caused by

management problems. According to the Wall Street Journal, McDonald’s

speed of the drive through, chaotic service, and unprofessional employees. It is

clear that customer satisfaction has a great impact on sales.

We, as the researchers, confirm that we use technology in our

and errors at work.

knowledge and ideas to help their business to grow larger.

This research study was conducted by researchers in order to determine

enterprises in the fast food industry. Does the

Dual-Point Ordering System can serve as an edge to their marketing strategy?

discover to these important questions.

This study was conducted for the following reasons:

1. To comply with the academic requirement in accordance with the

curriculum guide mandated by the Department of Education for Senior

High School students: The students, to develop critical thinking and

problem solving skills through qualitative research. (Curriculum Guide,

K-12 SHS Applied Track Subject – Practical Research 1 Department of

Education Dec. 2013).

2. To gain deeper understanding in the field of technological factors

operational use of Dual-Point System.

3. To analyze the impacts of the operational use of Dual-Point Ordering

4. To give recommendations to the small and medium sized business

enterprises in the fast food industry to increase the effectiveness of the

operational use of Dual-Point Ordering System.

II. Statement of the Problem

The study seeks to find the effects of marketing strategies and

practices to business performance of selected micro and small business

Specifically, the study will try to answer the following:

increase its annual profit? How?

3. Does the Dual-Point Ordering System can serve as an edge to their

III. Scope and Delimitations of Study

The study focuses on the operational use of Dual-Point System in

fast-food business enterprises in the City of Manila and their effectiveness in

Private Institution along Taft United Nation.

those enterprises within the Grade 11 student of Private Institution were

Point Ordering System in Fast food chain industries: as marketing strategies;

as marketing competitiveness; and its customer service efficiency.

single factor. Scope and Limitations of the Study

random sampling technique where the researchers purposely selected the

respondent’s establishment in the areas of Metro Manila. The researchers then

variety of products and services.

IV. Significance of the Study

It is hoped that the results of this research will contribute to the

improvement of business operation. The study is hoped to benefit the following:

Business supervisors, managers, owners and entrepreneurs: the

study may be beneficial to these personalities in understanding when using

and become more profitable.

Jollibee and McDonalds staffs and employees: They can be

Customers: They could be benefitted from the advantages when

Business students: The research may serve as a source of

technologies when using it in fast food chains or in their business.

Future researchers: The data gathered in this study may benefit

future researchers serving as bases in the conduct of their future studies on

V. Review of Related Literature

Foreign Literature & Studies

According to Rouse (2016) that the Operational technology (OT) is

According to McDonalds (2017-2019), It is clear that customer

management problems? First, McDonald’s new leadership has decided to focus

its performance through restaurant inspections, and conduct customer and

employee surveys. The biggest change or improvement will be with the