University of the Cordilleras

College of Accountancy

Company Profile

In Partial Fulfillment of the Requirements

for the subject Strategic Management

Submitted by:
Agagon, Hadassah
Bongloy, Shafika B.
Ginez, Niko A.
Lagman, Mary Grace
Llarenas, Salvador
Lorenzo, Lenard Keith
Malajacan, Joshua Gabriel T.
Rabara, Trixie Ayne C.

Submitted to: Ms. Josay SG

I. CURRENT ECONOMIC STATUS

 A. FINANCIAL PERFORMANCE

In 2022, McDonalds Philippines noted a record-breaking sales, surpassing its pre-pandemic

record (Business World, 2023). During the same year, from the 655 stores nationwide as of mid-2023,
a whopping 35 billion pesos in revenue was generated (Statistica Research Development, 2023). In
terms of market share, McDonald's Philippines remains behind Jollibee with 9.4% and 30%,
respectively.

B. MENU

The preference of Filipinos to sweet and savory dishes focusing on local taste, which
Caktiong in his 2013 Forbes Asia story characterized as sweeter, more spices, and saltier than the
Americanized salty version, serves as a minor yet fundamental reason why McDonalds in the
Philippines is still running behind Jollibee in terms of market share (Arrojado, 2023).

C. OPERATIONAL CHANGES

In an article by the Manila Bulletin, they highlight the importance of education to McDonald's
Philippines. The Night Classroom concept was first introduced in 2020 in line with the pandemic to
support students’ virtual space and after-school learning. The program starts at 8 p.m. to 6 a.m.,
utilizing McDonald's party areas into night classrooms.

D. TECHNOLOGY

In 2018, McDonalds Philippines introduced self-service kiosks as part of their program

NXTGEN, a machine that modernized the fast-food industry with a quick ordering process that
features, but is not limited to, touchscreen functionality, visual representation, customization options,
and multilingual support. This user experience upgrade subsequently led them to become the first fast-
food chain in the country to implement the technology (Ashfaq, 2023).

E. EXPANSION APPROACHES

Chairman Yang stated in his interview with The Star the plans for opening at least 50 stores,
or one store a week this year, from the current 700 stores in the Philippines (Gonzales, 2023). In the
country, McDonalds pioneered the direct hiring policy and the elimination of contractual hiring for all
its crew and managers, providing regular employment to all regardless of race, religion, gender, or
sexual orientation, and hiring around 17,000 new employees to cover its newly opened stores.
McDonalds Philippines strengthens its food safety and quality by introducing the M Safe program in
2020 during the pandemic (Castillon, 2023).

II. MODIFIED MISSION & VISION

Original
a. VISION – To be the Filipinos’ most admired and loved quick service brands
b. MISSION – To make our customers experience feel good moments by being a better and
relevant McDonald’s
Modified
a. VISION: To be the Filipinos’ go-to local-tasting quick service brands
b. MISSION: To make our customers feel good moments and offer a distinct Filipino tasting
experience as we strive to be technologically ahead, continue our commitment to education
initiatives, and ensure expansions.

REFERENCES:
Business World. (2023, March 24). McDonald’s Philippines eyes growth for 2023. BusinessWorld
Online. Retrieved January 12, 2024, from
https://www.bworldonline.com/corporate/2023/03/24/512631/mcdonalds-philippines-eyes-
growth-for-2023/#:~:text=MCDONALD's%20Philippines%20is%20eyeing%20growth,did
%20not%20provide%20specific%20figures.
Statista. (2023b, June 20). Revenue of McDonalds Philippines FY 2012-FY 2022. Retrieved January
12, 2024, from https://www.statista.com/statistics/1061135/revenue-mcdonalds-philippines/
 #:~:text=During%20the%202022%20financial%20year,compared%20to%20the%20previous
%20year.
Arrojado, C. (2023, May 1). To Filipinos, Jollibee isn’t just fast Food—It’s a destination - AFAR.
AFAR Media. Retrieved January 12, 2024, from https://www.afar.com/magazine/to-filipinos-
jollibee-isnt-just-fast-food-its-a-destination#:~:text=Customers%20seemed%20to%20prefer
%20Jollibee's,second%2C%20at%20only%209.4%20percent.
Ashfaq, M. (2023, November 28). The Benefits of McDonald's Self Service Kiosk - Restaurant Self
Service. Wavetec. Retrieved January 12, 2024, from
https://www.wavetec.com/blog/mcdonalds-leveraging-self-service-technologies/https://
www.wavetec.com/blog/mcdonalds-leveraging-self-service-technologies/
Gonzales, I. (2023, March 19). McDonald’s to put up 50 more stores this year. Philstar.com.
Retrieved January 12, 2024, from
https://www.philstar.com/business/2023/03/20/2252870/mcdonalds-put-50-more-stores-
year#:~:text=told%20The%20STAR.-,In%20the%20future%2C%20the%20target%20is
%20to%20bring%20the%20McDonald's,a%20week%2C%E2%80%9D%20Yang%20said.
Castillon, J. A. (2023, March 28). McDonald’s Philippines is positioned for rapid growth following a
successful 2022 finish. Retrieved January 12, 2024, from
https://www.linkedin.com/pulse/mcdonalds-philippines-positioned-rapid-growth-2022-finish-
castillon/
MB LIFESTYLE. (2023, May 29). McDonald’s opens its doors again to provide safe space for
students’ after-school studying. Manila Bulletin. Retrieved January 12, 2024, from
https://mb.com.ph/2023/5/29/mc-donald-s-opens-its-doors-again-to-provide-safe-space-for-
students-after-school-studying