I. Marketing contextA. Industry Overview One of the notable developments in the food industry is the proliferation of fast food chains in the Philippines. According to Manrique (2004), “if one were to take a short trip to the key areas of Metro Manila and the provinces, the chances of not passing by a single fast food branch are almost impossible. In fact, out of the total number of restaurants in the country, 80% belong to the fast food sub-sector. However, when tracing the history of the fast food industry, we find that the term "fast food" first appeared in the Philippines in the 1980s. It is explained that during this period, there were few family restaurants and the variety was limited, with most catering to middle-income Filipinos. As Filipinos in lower income brackets could not afford to eat at these restaurants, businesses saw the opportunity and targeted this market, which led to the proliferation of fast food chains and thus to the popularization of the term “fast food” (Manrique, 2004). A change in popular lifestyle has also contributed to the proliferation of fast food chains. In the late 1980s, many Filipinos stayed home to care for their families and provided them with home-cooked meals. However, the lifestyle of the 21st century has changed dramatically and is becoming more and more hectic. Additionally, the increasing prevalence of dual-income or OFW-dependent households has made family meals at home increasingly difficult, if not impossible, to prepare. This has led to increased patronage of fast food chains due to their quick service, convenience and reasonable prices (Manrique, 2004). White-collar workers, regardless of their age and marital status, have increased the share......of paper......we see that fusion foods, as well as burger concept restaurants, enjoy great popularity. However, there are other growing trends that will likely compete with the fast food burger market. Two trends identified in the article are restaurants cooking “homemade” meals and convenience stores selling ready-to-eat meals. Overall, a very clear market trend towards healthier diets prevails. Diets, exercise programs, and new restaurants emerged in response, and many human interest sites wrote articles observing the trend. Additionally, there appears to be a willingness to pay more for foods that are successfully marketed as healthy. However, this does not guarantee success as the fast food burger market is already very competitive, in addition to competing with other markets such as juice bars, ramen bars and other fast food industries..