Status : Verified
| Personal Name | Pangilinan, Richard B. |
|---|---|
| Resource Title | Digital transformation of the order-taking process in fast food restaurants in the Philippines |
| Date Issued | 28 May 2025 |
| Abstract | The quick service, or fast food, restaurant industry is a major contributor to the Philippines’ food and service sector, with more than $7 billion in sales in 2023 accounting for more than 56% of the total revenues in the sector (USDA Foreign Agricultural Service, 2024; Agriculture and Agri-Food Canada, 2025). The industry is anchored in the principle of fast service. However, customer feedbacks show that the lowest customer rating is attributed to its service (Bacani et. al, 2006; Figure 2). According to Bacani et al. (2006), the main problem in the service is attributed to service responsiveness, with an average satisfaction level of 3.6 out of 5. Similarly, a survey for this study asked the respondents to rate their fast food restaurant of choice in the Philippines (Figure 2). The categories to be rated include food, value, cleanliness, service, and location. Among the categories, the service got the lowest rating of 4.01 out of 5 from 129 respondents. It is not difficult to see the problem in the store. During rush hours, it is normal to see long queues of customers at the cashiers’ counter to place their orders. To address this issue, in 2018, fast food stores in the Philippines started introducing the self-ordering kiosk (SOK) (Rappler.com, 2018). The SOK is a touch-screen display, menu, and point-of-sale (POS) where customers can select and place their orders, and pay using cashless options, such as e-wallets, debit cards, or credit cards, instead of queuing at the cashier’s counter. The solution aims to increase the store’s capacity to receive and process orders without additional cashiers. With the use of the SOK, some stores reduced their cashiers at the counter, which allows them to help in order preparation to reduce the overall order waiting time. This, however, did not help in easing the customer queuing. It simply moved the queues from the cashier counters to the SOKs. In instances when the customers using the SOK are not familiar with |
| Degree Course | Master of Technology Management |
| Language | English |
| Keyword | Digital transformation, Order-taking process |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access