English for Academic and Professional Purposes

Battle of the Burgers:

A comparative Review Paper of
Angel’s Hamburger and Minute Burger

Abejuro, YiaMarie M.
Iglesia, Allana Denise
Magbulos, Rouvic
Matorres, Yollaiza Joy
ABM 12-2
July, 2018
 Introduction

At times when we are in a hurry, hamburgers are one of the easiest foods to
eat while on the go. No matter what time it is whether it's breakfast, lunch, or
dinner we grab a hamburger and might throw in some fries and a soda to go with
it. Many restaurants are known to make their hamburgers in a specific way.
Preparation differs from restaurant to restaurant. But what really makes a
hamburger taste so delicious? Depending where you go they will taste different but
they are all structured the same. It consists of a bun, a ground meat patty and
often ingredients such as cheese, onion slices, lettuce and other condiments.
(Larubia, n.d.)

This paper focuses on the comparative analysis between Angel’s Hamburger

(Ang Burger ng Bayan) and Minute Burger (Doble Sarap, Araw-araw). These two
burger chains are well-known burger chains in the Philippines. But if there’s a
burger lover that will choose between these two, which do you think he will
choose? This paper has provided criteria in order to analyze and compare the two
burger chains. This will serve as the basis for consumers to know what is good and
better.

In judging two different burger chains, the jurors should look for the following
qualities in terms of product, service and place. In terms of product, the qualities
that should be considered are the following:

Appearance. This criterion is important because it influences consumer

perception of quality. Product design is an important marketing variable, and it
includes the size, shape, color, structure, transparency, dullness, and degree of
wholesomeness and damage. Appearance includes all visible attributes and derives
from the interactions between a substance or object and its environment as
perceived by the human observer. It also serves as one of the considerations in
evaluating the quality of product (Quality of Food, 2015).

Aroma. There is a popular quote in the Philippines which is the “Amoy pa lang,
ulam na”. This quote pertains to aroma, which is also one of the basis for availing
food. Aroma gets consumers’ gastric juices flowing and opens up their appetite
(Youseff, 2018)

Taste. It is the main reason why people buy food. Recently, the International
Food Information Council Foundation conducted a survey focused on food and
health and discovered that 87 percent of the respondents said taste is the No. 1
reason for purchasing specific foods. And since consumers’ taste is changing, food
marketers should always consider what consumers want in terms of ethnic
composition, attitudes of different age groups, health issues, etc. (Stanton, 2013).
This criterion is divided into three categories such as bun, patty or hotdog, and
spread, where the jurors will judge the taste in terms of these three.
 Beverages. It plays an important role in our everyday lives. Aside from the
obvious importance of hydrating our bodies, the drink is a social gathering tool. It
is also a good partner for the food that consumers ordered. Since customers love to
drink when they dine and when they don’t, today’s diners demand variety galore in
beverages that are both nutritious and delicious (Whitehead, 2017).

Affordability. Food price is an important determinant of food choices. Generally,

consumers purchase fewer foods when their prices rise and the converse when
prices fall. Understanding consumer needs for affordable food of good quality, and
the impact of food on the health, and well-being, and diversity. Nowadays, income
value is a big importance, and food producers have to take it into account (Pilizota,
2012)

Variety. This also matters on availing food. It shows what types of food are
available and how much a consumer can expect to pay each one. A good food
market should highlight their food variety that has to offer. After all, people have
different tastes so that the menu should make it clear that there are many different
dishes that can accommodate that. A good menu should highlight the different
qualities of each dish and offer plenty of variety for every course, to ensure that
nobody feels like they have to order something that they don’t want to eat. Plus,
the experimental foodie may enjoy exploring dishes they have never heard of
before, which can only be done if there is enough variety on the menu in the first
place (Aqua Food and Mood, 2017).

Availability. It refers to the physical availability of food stocks in desired

quantities (Indian Journal of Medical Research, 2013). A great food market has a
diverse variety of foods that are available because the variety will not matter when
the products are not available.

Aside from the qualities that a product should have, there is also a criteria for
services in a burger chain. This will be explained further.

Neatness. Employees’ neatness is very important for the health safety of the
consumers. This includes the use of gloves, apron, hair net and some safety tools
and equipment. Food markets should prioritize first the health and safety of the
consumers, that’s why they should consider the neatness of their crew or staff.

Attitude. The way an employee behaves at work affects several aspects of their
job and can affect the business’ health. Employees are the face of a business, and
the public forms an opinion based on employee’s conduct. Customers and clients
can decide to take their business elsewhere if they are unsatisfied with the
employee’s behavior. Because customers share bad experiences with other people,
this could have a considerable impact on the company’s revenue if customers and
potential customers stay away (Amo, n.d.).

Execution. Consumers also make the mobility of crews as a basis for them to
buy a product. Time is important but employees should still execute and work
systematically and orderly.
 Serving time. It is hard for an employee to deal with customers that rush them.
But it is a good quality for a food market that they can handle these customers.
The waste of waiting is often created not by delays but simply by not
understanding your customer’s time requirements and reasons (Flinchbaugh,
2018).
In judging a food market, jurors also consider its place. The following qualities
are the criteria for the place.

Ambiance. It sets the mood, character, quality, tone and atmosphere of your
business. Studies have shown ambiance can affect everything from perceptions on
responsiveness and reliability, how much and how fast customers eat, how much
they spend, how long they stay in the restaurant, if they decide to return and
more. As a restaurant owner, if you set the right kind of atmosphere, your
customers feel comfortable and enjoy their experience at your restaurant. When
you have high levels of customer satisfaction, you have repeat customers, which
means increased profit. A good experience also generates word of mouth
marketing on behalf of your company (Heap, 2014).

Cleanliness and Orderliness. The market’s location’s cleanliness and sanitation

is one of the most important factors in attracting new customers. Cleanliness is an
important component of the consumer experience. Cleanliness can impact business
results as it creates a first impression for both visitors and employees. Businesses
should encourage employees to keep office spaces clean and tidy so that they may
be more effective in their work (Great White Blog, 2012).

Convenience. The business’ location affects their income and expenses.

Customers will happily make long trips for must have purchases. When you are just
starting out, however, it is better if the effort of doing business with you is as easy
as possible (Sherman, 2018).

Capacity. It is the upper limit on the load that an operating unit can handle.
Capacity planning is the process of determining the production capacity needed by
an organization to meet changing demands for its products. A discrepancy between
the capacity of an organization and the demands of its customers results in an
inefficiency, either in under-utilized resources or unfulfilled customers (Chettupalli,
2013).

Consumers have different perceptions and standards on choosing what burger

chain is better. These criteria could be a guide for jurors and consumers on picking
a better burger chain. It is categorized into three such as product, service and
place. The good qualities of a product will be judged according to appearance,
taste, aroma, beverages, affordability, variety, and availability. While in service, it
can be categorized into four such as neatness, attitude, execution, and serving
time. In place, it is also categorized into four, such as ambiance, cleanliness and
orderliness, convenience, and capacity. These criteria will be good determinants for
choosing a better “burger ng bayan”.
 Hulog ng Langit: A Review of Angel’s Hamburger
(Ang Burger ng Bayan)

In a busy world people are looking for affordable and convenient food to eat.
Here in the Philippines one brand has created its name when it comes to burger
and convenience, this burger chain is known as Angel's Hamburger. This brand is
popular for its buy 1 take 1 promo that is suitable for people who are looking for a
burger with a very affordable price.

Born out of love for food and family, Angel's Hamburger became an instant hit
in the country. For Joseph and Victoria Mojica, establishing the nation's favorite -
Angel's Hamburger - is the best manifestation of passion and dedication.

In their quest to become financially stable and independent from their families
when they got married in 1991, the Mojicas did not just rely on their own jobs and
decided to venture into the food business. In 1997, when Vicky gave birth to
Angelica. At the time, burgers were well-accepted among Filipinos prompting
Joseph to conceptualize a burger brand that paved the way to the establishment of
a burger chain named after their first daughter - Angel's hamburger. With only five
outlets in the beginning, the Mojica's received a positive reception from the public.

With a series of experiments using different recipes, it took Joseph about three
months to get the taste of Angel's Hamburger. When they returned to the
Philippines, they wasted no time and improved their burger business - changed the
color schemes from green and white to red and yellow as well as applied
unconventional business strategies apart from merely adopting traditional
marketing tactics - encouraging customers to come back for more. It was also
during this time that they opened their doors for franchising making way for
Angel's Hamburger to have the widest burger chain coverage with almost a
thousand outlets all over the country.

Aside from franchising, the burger's taste has been a vital element that incited
their success. To ensure that Angel's Hamburger offers only the best burgers in
town, they make sure they partner with only the best - San Miguel Pure Foods -
Great Food Solutions, Inc. (GFS). As their trusted supplier, GFS provides the best
flour for their burger buns, Purefood's King Hard Wheat Flour; their tasty
cheeseburgers, Magnolia Filled Cheese and their aromatic coffee, San Mig Coffee 3
in 1 coffee mix.
 Being in the industry for almost two decades now, Angel's Hamburger continues
to strive to maintain their quality burgers as well as experiment and explore to be
able to exceed the goals they've set for the brand (Geocities, 2015).

The jurors have created three main criteria: the product, service and place.
Under the product are the appearance, taste, aroma, beverages, affordability,
variety and availability. The focus of the service is the attitude, neatness, serving
time, accommodation and execution of the crew. While the place is about its
cleanliness and orderliness, security, convenience, and capacity.
The jurors created these criteria as a standard to help them rate and verdict
the Angel's Hamburger. Through these criteria the jurors can easily verdict the
product, service and place of the Angel's Hamburger.

Angel's Hamburger is popular for Filipinos who are looking for affordable food to
eat on a busy and hectic schedule. This burger chain satisfies customers with their
buy one take one burgers that is loved by their loyal customers. The owners shared
their love for food to the customers through high quality burgers of Angel's
Hamburger.

The appearance of the Angel's Hamburger patty and buns are not so appetizing
while the packaging is quite good because text is readable but the size does not fit
to the burger. The taste of the burger is not consistent while the footlong is good,
the hotdog is big and it has cheese. The smell of the burger is not that aromatic
unlike the footlong you can smell its appetizing smell. Angel's Hamburger also
offers beverages like 7-up, Rootbear, bottled water, etc. The products of the
Angel's Hamburger are very affordable and they also offer buy one take one promo
for their customers. Angel's Hamburger offers a variety of products like burger,
footlong, egg sandwich, etc. The availability of the product depends on the
franchise, for example some stands don't offer coleslaw as an additional for their
burgers while on other stands they don't offer coleslaw.

The service differs from one branch to another. To observe the neatness of the
product being served, the crew wears hairnet and gloves as part of their uniform
.Some branch has a nice and friendly crew but most of the time the crew of the
Angel's Hamburger is unapproachable and does not interact with their customers.
Angel's Hamburger is fast when it comes to serving time, the crew can serve an
order for only a minute. The crew execute their job quickly especially when cooking
and serving food to satisfy customers.

The Angel's Hamburger has a very inviting ambiance because of its color
scheme red and yellow that makes people hungry. The cleanliness and orderliness
of the Angel's Hamburger differs from the franchise, some franchise maintain the
cleanliness and orderliness of their place through organizing their ingredients and
utensils, while other franchises did not observe the cleanliness and orderliness.
Angel's Hamburger is convenient, you can see at least one franchise in every busy
district to attract a lot of customers. But not all franchises have the ability to hold a
lot of customers because they don't have chairs where customers can wait and eat
their burgers.
 Angel's Hamburger goal is to serve high quality products with a very affordable
price but does the burger chain meet the standards they set for themselves?
The jurors scored Angel's Hamburger based on its product, service and place. The
product has a score of 6.105, while the service has 6.66, and the place has 7.17.
Through these scores, we come with an overall tally of 6.645 for the Angel's
Hamburger.

The Angel's Hamburger does not meet some of their standards. The product is
not that appetizing but the taste is quite good especially the footlong. They also
offer a variety of products for a very affordable and cheap price. The service and
place of the burger chain depends on the franchise, some has a low quality
customer service and does not observe their cleanliness and orderliness while other
stands meet these standards that satisfies the customers.

We, the jurors, recommend Angel's Hamburger to people who are looking for
very affordable burgers. You can see a lot of Angel's Hamburger stands in every
corner of a busy district like schools, offices ,etc. that proves the burger chain's
convenience.
The jurors' suggestion to the Angel's Hamburger is to make the patty bigger and to
give the right amount of ingredients needed for a burger, to maintain the
cleanliness and orderliness of their stand, and to hire crews that are approachable
and well trained to satisfy the customers.
 Minute to Win it: A Review of Minute Burger
(Doble Sarap, Araw-araw)

Minute Burger is a very popular burger chain here in the Philippines. It is

famous for its delicious yet affordable burgers, also, the first burger chain to have
buy-one-take-one burgers for a cheap price. If you are looking for a good, cheap
and satiating food, Minute Burger is what you are looking for. They have a great
choice of variants that you will have a hard time to choose, from foods to drinks.

Judy Wong Guevara, the owner of Leslie Corporation, established a food

franchising company which is the Minute Burger, in 1982. With over 30 years of
expertise, the Minute Burger serves millions of Filipinos a quality product at an
affordable price.

In 2003, the company became more accessible to local consumers when the
first set of franchisees built their own branches. To date, Minute Burger has over
130 franchisees that operate more than 350 locations nationwide. The continuously
growing chain is indicative of its attractiveness as a franchising opportunity.
(Entrepreneur Philippines)

Minute Burger is for every person out there who wants cheap but delicious
food. Its popularity and expertise in servicing people can not be underestimated
and because of its wide variety of foods, it attracts a lot of customers.

We, buyers, easily noticed the neatness of the crew as they wore an apron and
cap. The attitude of the crew was fine, one of the staff was not rude but it was
disappointing that he did not smile or greet the customers. In terms of serving
time, it was long as he really wanted to serve the ordered food with satisfaction.
Another good point, the staff really knew what he was doing because he neatly put
all together the ingredients. The crew served all the ordered food in a nice way.

Minute Burger's stores are eye-catching because of its very bright colors and
clean surroundings. It is pleasant to look at but not pleasant for staying because of
the heat and pollution. Inside the store, it was clean, from the ceiling down to the
floor. The utensils were neatly put in a clean container and there was a trash can
for the garbage. As of the ingredients, the buns were properly arranged in clean
shelves and the patties, hotdogs and such were put in a freezer. It looked
presentable in the eyes because of its neat and organized arrangement. Even
though they have many branches, Minute Burger is still not convenient for all
because their stores were rarely spotted in streets or places. The jurors also
observed that the store is not that huge, but the all-around cook and attendant
have enough space to do all works. Additionally, the store has stools for customers.

We, jurors, used our criteria to rate the Minute Burger and these are the result
of our deliberation. The service of the store got a 7.49, and for the place it got
7.65, lastly the product got 6.36. Our overall score for Minute Burger is 7.17.
 The service of Minute Burger is very accommodating. They make sure that their
customers got what they ordered. In terms of place, we have no major problems
about it. We like that it has stools and a clean environment. Even at a low price
they still managed to give us a quality product that we did not expect. The variety
of foods they offer is to die for.

If you have not tried the Minute Burger, we strongly recommend it to you. It is
worth your money and it will make your tummy full because they offer buy-one-
take-one burgers.

We think that the crews should practice giving their customers a warm
welcome. It can attract suki customers because of the nice attitude. The serving
time took him 9 minutes and 30 seconds and we just ordered 3 kinds of their
product. We had waited for long before he took our orders because he first assisted
the previous buyer. We are looking forward to the improvement of their serving
skills. The food was good but please avoid burning it. Still, Minute Burger managed
to give us what we deserved and we are satisfied with their product and service.
 Comparative Review

What are the names that come into your minds when someone asks you about
cheap burgers? Most probably, it would be Angel’s Hamburger and Minute Burger.
These two burger chains have been in the business for a long time and up until
now they are still known to be rivals.

Today, there are conflicts as to which is the better burger chain. Angel’s
Hamburger and Minute Burger, two of the major burger chains in the Philippines,
have many similarities when it comes to their products, services, and place.

Angel’s Burger and Minute Burger have similar items in their menu. Some of
which include hamburger, cheeseburger, and hotdog sandwich. Although they have
similar items in their menu, they have some items that the other does not have.
For instance, Minute Burger has items in their menu that Angel’s Hamburger does
not have. Minute Burger's famous premium burgers and beverages, such as Crispy
Chicken Burger, Bacon Cheeseburger, Beef Pizza Burger, Black Pepper Burger,
Calamantea, Frutwist, Iced Choco, Smoothies, and Hot Coffee/Choco are some of
the few items that Angel’s Hamburger does not have.

On the other hand, Angel’s Hamburger also has items in their menu that Minute
Burger does not have. Angel’s Hamburger has items that are available for single
order only that their rival does not have. We can see that there are slight
differences between the two when it comes to the items in their menu.

In terms of the product appearance or packaging, Minute’s is better than

Angel’s which has a grade of 7.5 and 7.3 respectively. The highest grade is 10. In
taste, we divided it into three such as the bun, patty or hotdog, and spread.
Angel’s bun got 5.25 because of its unpresentable look, while Minute’s got 6.3.
Angel’s and Minute’s patty or hotdog got equal grades which is 5.75 because the
first one has a beefy taste while the latter has a spicy taste. In terms of spread,
Minute Burger (5.17) is better than Angel’s Hamburger (4.08). Aroma is also one of
the criterion which has a 6.42 for Angel’s Hamburger and 6.3 for Minute Burger. In
terms of beverages which is a great partner for the food that they offer, Minute
Burger is better because they created their own drinks while Angel’s Hamburger
only offers soft drinks that are already available in the market. In terms of
affordability, Angel’s products are cheaper than Minute’s but both have reasonable
prices. In variety, Minute Burger offers more variants than its rival. But both are
okay in terms of availability. In the product criterion, Minute Burger got a higher
score which is 6.365 than Angel’s Hamburger which is 6.105.

Service criteria should also be considered in judging the two burger chains. It is
divided into four categories which are neatness, attitude, execution, and serving
time. Angel’s Hamburger got 7.67, 6.67,7, and 7.3 respectively, while Minute
Burger got 8, 7, 7.67, and 7.3 respectively. In serving two burgers, two cheese
burgers and two hotdog sandwiches, Angel’s Hamburger is faster because they
were able to serve within 8 minutes and 39 seconds while Minute Burger consumed
9 minutes and 30 seconds to serve. Over-all, Angel’s Burger got a grade of 6.66
while Minute Burger got 7.49 which is a higher grade than the first one.

One of the main criteria is the place. It is divided into four such as ambiance,
cleanliness and orderliness, convenience and capacity. Angel’s Hamburger got 7, 7,
7.67, and 7 respectively while Minute Burger got 7.3, 8.3, 7, and 8 respectively.
Over-all, Minute Burger got a higher grade in terms of place which is 7.65 than
Angel’s Hamburger which has 7.17.

Angel’s Burger and Minute Burger are both well-known for cheap burgers in the
Philippines. And according to our comparative analysis, Minute Burger which has a
grade of 7.17 is better than Angel’s Hamburger which has 6.645.

In the Battle of the Burgers, based on the unanimous decision of the jurors,
between Angel’s Hamburger and Minute Burger, the winner is Minute Burger!