Competitors Analysis
Table 6.1
Comparative Analysis

| Fridays | Cibo | Target Market | Male and female, income class A, B, and C1 | Male and female, income class A, B, and C1 | | Age 15 - 65 | Age 15 - 65 | | People who love eating steaks, young working professionals. Foreigners | Young working professionals | Product | Beverages, steaks, salads, pasta, appetizers, seafood, burgers, champagne | Appetizers, crepes, seafood, beverages, salads, white bread, rustic bread, pasta, margarita’s main, pizza | Positioning | “give me more Fridays” | “we do it best” | Packaging | For takeout, Fridays have two formats – trays and bag meals that are both ready in less than seven minutes. | Plastic, disposable plastic containers | Labeling |
Black plastic, with its logo printed at the center. Fridays logo printed in black, while the background are color in white and red. | Blue background, logo is printed in white bold font. | Merchandising | In malls or establishments, where customers can order and choose from the menu, | In malls | Price | Starters P280 – 460Soup – P195Jack Daniel’s specialty food – P300 - 1400Steaks – P400 -1000Sizzling – P500 – 640Burgers – P300 – 470Customized steaks – P1500 – 2000Chicken and seafood – P300 – 1000Pasta – P400 – 800Desserts – P200 – 350Beverages – P 90 - 200 | Staters – P110 - 250Rustic bread – P170 – 240White bread – P170 – 300Seafood – P160 – 270Meat – P190 – 300Soup – P170 – 190Salads – P200 – 500Pasta – P200 – 600Margarita’s meal – P240 – 500Pizza – P300 – 400Desserts – P150 – 200Beverages – P100 -130 |

Table 6.2
Comparative Analysis

| Fish & Co | The Old Spaghetti House | Target Market | Male and female, income class A, B, and C1 | Male and female, income class A, B, and C1 | | Age 10 - 40 | Age 10 – 40 | | Family, young professionals, | Foreigner, Old People, | Product | Appetizers, Seafood, soup, salads, pasta, pizza, fish burgers, specialties grilled chicken peri peri, pork chops, Mediterranean tenderloin, rice meals | Appetizers, salads, soup, spaghetti (red sauce, white sauce), pasta, rice meals, pasta meals, pizza, sandwiches, trio treats, | Positioning | “one bite and you’re hooked" | “ treasures waiting to be discovered” | Features and Benefits | | | Packaging | The food is covered with foil and Styrofoam together with plastics | | Labeling | Fish & Co are in yellow font color covered with blue background while in the lower part seafood in a pan covered in white font. | | Merchandising | In selected malls like Sm Malls, Ayala Malls | | Price | Soup – P130Starter – P235 – P405Salads – P265 – P445Pasta – P265 – P540Pizza – P220 – P510Fish burger – P275 Seafoods – P360 – P1650Chicken Peri Peri – P440 – P 560Mediterranean tenderloin –P725Grilled Pork Chop Basilico – P560 | Salads – P115 – P275Soup – P65 – P90Appetizers – P98 – P210Spaghetti – P85 – P170Spaghetti (red sauce) – P110 – P185Spaghetti (white sauce) –P115 –P195Rice meal –P140 –P250Pasta meals –P145 –P235Pizza –P220 – P265Sandwiches –P125 –P210Trio treats –P150 –P590 | Distribution Network | | | Marketing Budget | | | Advertising, Promotions and Publicity | | |

Table 6.3
Comparative Analysis

| Italianni’s | Chili’s | Target Market | Male and female, income class A, B, and C1 | Male and female, income class A, B, and C1 | | Age 10 – 40 | Age 10 – 40 | | Family, young professionals. | Foreigner, young working professionals, | Product | Appetizers, soup, salads, pasta, pizza, main entrée, dessert | Starters, soups, salads, sides, sandwiches, burgers, ribs, favorites, fajitas, steaks, chicken, seafood and grills, kid’s menu, desserts, specialty drink, beers and wines | Positioning | “amore di’ merrier” | “Pepper in some fun” | Features and Benefits | | | Packaging | | Sandwiches are wrapped using a special thinly waxed, sandwich wrapper paper with Subway logo printed in green | Labeling | Italianni’s logo has a green background with white font. The tables are covered with blue checkered table cloth and brown chair. It has the classic Italian setting | | Merchandising | In selected malls and individual store. | In malls or establishments | Price | Starter – P220 –P700Salads and soup – P150 -650Pasta – P320 –P1000Pizza – P425 – P625Main entrée –P400 – P800Dessert- P300 – P450 | Starters- P300 –P500soups, salads, sides –P50-P400 sandwiches –P burgers, ribs, favorites, fajitas, steaks, chicken, seafood and grills, kid’s menu, desserts, specialty drink, beers and wines | Distribution Network | | | Marketing Budget | | | Advertising, Promotions and Publicity | | |