DISTINCTIVE QUALITIES OF SELECTED MINUTE BURGER IN QUEZON CITY TOWARDS CUSTOMER RETENTION

Abstract

Minute Burger, a well-established Buy 1, Take 1 burger brand, has been a market staple since 1982. The brand gained significant traction when the Buy 1, Take 1 promotion became popular, especially as consumers sought budget-friendly meals that offered good value in a single serving. Despite its success, Minute Burger faces challenges, particularly from competitors introducing new products. Additionally, some branches struggle with resource shortages, particularly with buns, leading to operational disruptions. To address these concerns, it is essential to optimize the distribution of resources across branches, ensuring timely restocking and efficient inventory management to maintain consistent service and support growth. This study utilized a quantitative approach with a correlational design. Data was collected through a questionnaire administered to a sample of 50 respondents. The data collection process included surveys, interviews, and observational analysis, using a convenience sampling method. The statistical tools employed for data analysis were frequency and percentage distribution, weighted mean, t-test, and ranking. These tools allowed for a comprehensive analysis of the relationships and patterns among the variables under investigation. The majority of respondents are male, aged between 26 and 33 years old, with most identifying as single. In terms of the location, respondents agreed that the cleanliness and ambiance of Minute Burger outlets were commendable. Regarding the price, they felt that the food offered was tasty and satisfying, even though it was priced reasonably. On product packaging, respondents found Minute Burger’s packaging to be both appealing and convenient. As for promotional events, they believed that Minute Burger's promotions effectively created excitement and engagement. However, a notable issue raised was the inconsistency in food quality, as some visits resulted in fresh, hot food, while others served cold items. The company should focus on attracting both teenagers and older customers by launching new menu variants that cater to a wider audience. Choosing accessible locations and adjusting the pricing strategy based on customer feedback will help ensure the company's long-term success. To stay competitive, Minute Burger needs to introduce innovative product variants not offered by its competitors. Additionally, creating modern, attention-grabbing promotional advertisements will help engage a larger audience. The company should assign staff to monitor branches closely to prevent any operational issues. The researchers have proposed guidelines for maintaining customer retention, which include ensuring consistent service, enhancing product quality, and fostering customer loyalty.