Burger Machine
Executive Summary
Burger Machine is a local burger stall business that has been present in the Filipino market since 1980. They were the first to establish a 24/7 business idea and was named the “the burger that never sleeps”. Burger Machine currently ranks 4th in the Philippine Market with the most number of stalls with 804 stalls. Aside from their wide reach in the Philippine market, they are also known for the taste and quality of their food. Which the Filipino`s look for – an opportunity for market growth.
Burger Machine aims to increase their sales by at least 20%. Burger Machine plans to achieve this by increasing some more its distribution channel and value-based pricing.
THE COMPANY BACKGROUND
In 1981, Ms. Fe Esperanza S. Rodriguez and her sister came up with an idea of converting mini buses into selling vans patterned after mobile food vans in the United States. Her family’s liking of burgers gave her the idea of conceptualizing a unique way of serving burger sandwiches to people in the most economic, fast, and convenient way.
On January 11, 1981, two van type outlets were opened in the Rodriguez gasoline stations located along Aurora Blvd. and EDSA corner Julia Vargas.
Burger Machine started with an initial capital of P40, 000 and with 20 people working in shifts for 24 hours daily. Burger Machine’s schedules mark the company as “The burger that never sleeps.”
In 1982, its third outlet opened. The business was an instant hit. The owners attributed it to the restaurant-quality food at street-level prices and the popularity of hamburgers to Filipinos. It was Burger Machine who introduced the first “cheesedogs.” It started when a regular customer ordered a slice of cheese to his order of regular hotdog.
Likewise in 1981, the familiar dwarf you see in every Burger Machine van was introduced to the public. It was only in 1988 when he was finally given a name in a contest, BURGER BART. Graphic designer/visual communicator Zeus
Burger Machine is a local burger stall business that has been present in the Filipino market since 1980. They were the first to establish a 24/7 business idea and was named the “the burger that never sleeps”. Burger Machine currently ranks 4th in the Philippine Market with the most number of stalls with 804 stalls. Aside from their wide reach in the Philippine market, they are also known for the taste and quality of their food. Which the Filipino`s look for – an opportunity for market growth.
Burger Machine aims to increase their sales by at least 20%. Burger Machine plans to achieve this by increasing some more its distribution channel and value-based pricing.
THE COMPANY BACKGROUND
In 1981, Ms. Fe Esperanza S. Rodriguez and her sister came up with an idea of converting mini buses into selling vans patterned after mobile food vans in the United States. Her family’s liking of burgers gave her the idea of conceptualizing a unique way of serving burger sandwiches to people in the most economic, fast, and convenient way.
On January 11, 1981, two van type outlets were opened in the Rodriguez gasoline stations located along Aurora Blvd. and EDSA corner Julia Vargas.
Burger Machine started with an initial capital of P40, 000 and with 20 people working in shifts for 24 hours daily. Burger Machine’s schedules mark the company as “The burger that never sleeps.”
In 1982, its third outlet opened. The business was an instant hit. The owners attributed it to the restaurant-quality food at street-level prices and the popularity of hamburgers to Filipinos. It was Burger Machine who introduced the first “cheesedogs.” It started when a regular customer ordered a slice of cheese to his order of regular hotdog.
Likewise in 1981, the familiar dwarf you see in every Burger Machine van was introduced to the public. It was only in 1988 when he was finally given a name in a contest, BURGER BART. Graphic designer/visual communicator Zeus