MONOPOLISTIC COMPETITION

GREENWICH PIZZA

Name of the Business: GREENWICH PIZZA

Location: Gov. M. Cuenco Ave., Banilad, Cebu City

Documentation:

DESCRIPTION

Company Background/ Nature of Business:

Greenwich Pizza stands as a quintessential Filipino pizza chain renowned for its
delicious and affordable pizza and pasta offerings, originating from humble beginnings as a
small pizza shop in the Greenhills Commercial Center Makati, City Philippines in 1971. From its
modest start, it has evolved into the largest pizza chain in the Philippines. The remarkable
journey from a single over-the-counter store to a nationwide presence is largely attributed to the
entrepreneurial vision of Mrs. Cresida Tueres. By 1994, her enterprise had expanded to
encompass 50 branches, marking a testament to its steady and remarkable growth. Through the
years, Greenwich expanded its menu to include a wide variety of pasta dishes, chicken, and
desserts, catering to the diverse palates of Filipino diners.
Nature of Product and Services Offered:

The Greenwich Pizza’s Banilad Branch offers a diverse range of high-quality products
and services, including authentic pizzas, pasta dishes, side orders, beverages, dine-in, takeout,
delivery, and exceptional customer service, making it a go-to destination for delicious Italian-
inspired cuisine in the area. The company's nature of product and services offered are stated
below:

 Pizza Varieties: The Banilad Branch offers a diverse range of freshly baked pizzas,
including classic favorites and innovative flavors. Customers can enjoy signature pizzas
such as Hawaiian Overload, Ultimate Overload, and Meaty Overload, as well as specialty
options like the Greenwich Special and All-In Overload.
 Pasta Selection: In addition to pizza, the Banilad Branch serves a selection of
mouthwatering pasta dishes. Customers can indulge in hearty servings of spaghetti,
carbonara, and lasagna, prepared with quality ingredients and flavorful sauces.
 Side Dishes and Snacks: To complement their main dishes, customers at the Banilad
Branch can choose from a variety of side dishes and snacks. This may include garlic
bread, chicken wings, potato waves, and other tasty options perfect for sharing or
enjoying as a quick bite.
 Beverages: Greenwich Pizza ensures that customers stay refreshed with a selection of
beverages, including soft drinks, iced tea, fruit juices, and bottled water. These beverages
are available to accompany meals or as standalone refreshments.
 Delivery and Dine-in: Greenwich Pizza caters to both dine-in customers and those who
prefer the convenience of delivery. With a widespread network of branches across the
Philippines, customers can easily order their favorite Greenwich pizzas and have them
delivered to their doorstep or enjoy them in-store.

Company Size:

Originally a modest operation, Greenwich expanded to 50 outlets before being acquired

by Jollibee Foods Corporation in May 1994, as part of the latter's expansion into various
segments of the fast-food industry. Following the acquisition, Greenwich Pizza Corporation was
reorganized and officially incorporated on July 14, 1994.

Targeting Filipino youth and the class CD markets, Greenwich boasts a network of 102
outlets nationwide as of September 1997. It holds the third position in the pizza segment of the
fast-food or quick service restaurant (QSR) industry, trailing behind Shakey's and Pizza Hut.
With the backing of Jollibee, it has experienced an impressive average sales growth of 149%
over the past three years. In 1998, Greenwich aims to claim the top spot in the pizza segment and
plans to surpass Shakey's 108 branches by the end of the year.
Target Market

Greenwich Pizza targets a broad audience base, encompassing both the energetic and
trend-conscious youth demographic as well as the value-seeking middle-income segment,
positioning itself as a popular choice for casual dining and pizza cravings across different
consumer groups. Filipino Youth – Greenwich Pizza appeals to Filipino youth through its vibrant
and dynamic branding, contemporary marketing strategies, and menu offerings that resonate with
younger consumers' tastes and preferences. Class CD Markets – Greenwich also caters to the
class CD market segment, which includes middle-income families and individuals who seek
value-for-money dining options without compromising on quality.

SWOT Analysis

Strengths:

 Established brand: Greenwich Pizza is a well-known brand in the Philippines, known for
its delicious pizza offerings.
 Diverse menu: Besides pizza, Greenwich offers a variety of pasta, chicken, and side
dishes, catering to different tastes.
 Extensive network: Greenwich has a wide network of outlets across the Philippines,
making it easily accessible to customers.
 Strong customer loyalty: Many customers have a strong affinity for Greenwich Pizza,
leading to repeat business and word-of-mouth promotion.

Weaknesses:

 Limited international presence: While Greenwich is popular within the Philippines, its
presence outside the country is limited, potentially limiting growth opportunities.
 Pricing strategy: Greenwich's pricing may be perceived as higher compared to some
competitors, potentially limiting its appeal to price-sensitive customers.
 Seasonal demand: Like many food businesses, Greenwich may experience fluctuations
in demand during certain seasons, which could impact revenue and profitability.

Opportunities:

 Expansion into new markets: Greenwich can explore opportunities to expand its
presence beyond the Philippines into new markets, tapping into the growing demand for
pizza and fast food globally.
 Online delivery market: With the rise of online food delivery platforms, there's an
opportunity for Greenwich to capitalize on this trend by enhancing its online delivery
services and partnerships.
  Collaborations and partnerships: Greenwich can explore collaborations with other
brands or celebrities to create special promotions or limited-time offerings, increasing
brand visibility and attracting new customers.
 Franchise expansion: Greenwich can continue to expand its franchise network,
particularly in areas with high foot traffic or underrepresented markets within the
Philippines.

Threats:

 Intense competition: The food industry, particularly the pizza segment, is highly
competitive, with both local and international brands vying for market share, posing a
threat to Greenwich's market position.
 Economic factors: Economic downturns, inflation, and changes in consumer spending
habits could affect Greenwich's sales and profitability.
 Supply chain disruptions: Any disruptions in the supply chain, such as ingredient
shortages or transportation issues, could impact Greenwich's ability to maintain
consistent product quality and availability.