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    Tropical Hut

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    Selwyn Maquiling
    Tropical Hut is one of the oldest fast food restaurants in the Philippines, founded in 1962. Before chains like Jollibee, Tropical Hut was a popular burger joint for families. However, over decades as American chains entered the market, Tropical Hut struggled to adapt and innovate compared to competitors. In June 2022, a viral Twitter post showing Tropical Hut nearly empty brought a surge of new customers. While Tropical Hut has longevity due to classic dishes, its failure to experiment and change likely contributed to losing relevance over time in the competitive fast food industry.

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    Tropical Hut

    Uploaded by

    Selwyn Maquiling
    446 views2 pages
    Tropical Hut is one of the oldest fast food restaurants in the Philippines, founded in 1962. Before chains like Jollibee, Tropical Hut was a popular burger joint for families. However, over decades as American chains entered the market, Tropical Hut struggled to adapt and innovate compared to competitors. In June 2022, a viral Twitter post showing Tropical Hut nearly empty brought a surge of new customers. While Tropical Hut has longevity due to classic dishes, its failure to experiment and change likely contributed to losing relevance over time in the competitive fast food industry.

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    TROPICAL-HUT

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    Tropical Hut is one of the oldest fast food restaurants in the Philippines, founded in 1962. Before chains like Jollibee, Tropical Hut was a popular burger joint for families. However, over decades as American chains entered the market, Tropical Hut struggled to adapt and innovate compared to competitors. In June 2022, a viral Twitter post showing Tropical Hut nearly empty brought a surge of new customers. While Tropical Hut has longevity due to classic dishes, its failure to experiment and change likely contributed to losing relevance over time in the competitive fast food industry.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    446 views2 pages

    Tropical Hut

    Uploaded by

    Selwyn Maquiling
    Tropical Hut is one of the oldest fast food restaurants in the Philippines, founded in 1962. Before chains like Jollibee, Tropical Hut was a popular burger joint for families. However, over decades as American chains entered the market, Tropical Hut struggled to adapt and innovate compared to competitors. In June 2022, a viral Twitter post showing Tropical Hut nearly empty brought a surge of new customers. While Tropical Hut has longevity due to classic dishes, its failure to experiment and change likely contributed to losing relevance over time in the competitive fast food industry.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    TROPICAL HUT – Claro the third

    Started 1965, a coffee shop in a super market. Additional products.


    1972 bought Que family same clan Mercury Drug. Comes first before Jollibee.
    PROBLEMS: (from youtuber and netizens from com sec)
    Competitive market
    Reinvent
    Advertising
    Marketing strategy
    Before, sa radio lang nag aadvertise wala sa tv
    They focus on old generation
    Branding appearance
    STRENGTHS:
    Maraming menu
    burger
    Nostalgic, memories, attachment
    SOLUTION:
    Delivery app
    Post from a page
    Trending on twitter
    Revamp the brand

    CHINKEE TAN YT
    Viral post from twitter – JP @dumidyeypee / Tropical Hut in Escolta, he was the only customer
    Triple food traffic caused by viral post on twitter
    Tropical hut was the OG in burger business
    PROBLEMS:
     They did not adapt with change- no innovation, advertising. 21 st century taught Mr. Chinkee Tan
    that “It’s either you innovate or you evaporate” “If you do not change, you become extinct”
    - Upgrading - extinct
     The power of social media – one tweet business boom
    - Use social --- sales
    - Master social media (esp. facebook- has a lot of population with 2 billion people watching
    and using)

    ONE PH NEWS Cesar Cacnio – Mobile Journo. One PH


    Amor Maclang – Crisis Management expert & brand architect
    From organic post--- tropical hut involve themselves---hybrid
    Medium used – social media for communication and marketing strategy

    Sangkay TV 301k subs


    History of Tropical Hut
    1962- Azcona family started a burger shop inside their Tropical Hut supermarket along Quezon Boulevard
    Burger of Tropical Hut- original burger--- pinag gayahan ng iba pang burgers
    Tropical hut & Mercury- Mercury Group of Companies Inc. owned by the Que Family
    Cesar Azcona- Original Owner of Tropical Hut. Father-in-law of Mariano Que’s daughter
    TROPICAL HUT

    Tropical Hut is one but probably the oldest fast-food restaurant in the Philippines founded in 1962.
    Before there was Jollibee it was that burger joint that families and friends’ troop for a scrumptious meal.
    Year 1962, Azcona family started a burger shop inside their Tropical Hut supermarket along Quezon
    Boulevard. Tropical Hut is a Filipino fast food chain restaurants owned by Mercury Group of Companies,
    Inc. of Family Que. Cesar Azcona was the original owner of Tropical Hut who is Father-in-law of Mariano
    Que’s daughter, Vivian Que-Azcona the President of Mercury Group of Companies, Inc. Early 70’s, Azcona
    Family decided to migrate in Australia and sell Tropical Hut to Family Que and that’s the time where
    Tropical Hut expand and became popular.
    Over the past decades, the invasion of American fast-food restaurant in the Philippines changed all that
    with the arrival of Kentucky Fried Chicken (KFC) and McDonald’s.
    But there are local fast-food restaurants has stepped up their game to continue its Filipino relevance to
    this industry namely Jollibee, but what happened to Tropical Hut is like most have with a culture like a
    Jeepney which eventually tries not to change and this leaves both what they used to be.
    For its longevity, Tropical Hut stayed the same only the aesthetics have changed inside their restaurants.
    They still serve the widely popular Ranchero and other famous dishes in the menu without the need to
    try out and venture to experiment new things.
    On June 12,2022, a twitter post of a stock analyst J.P. Tanyag went viral on social media with a caption
    saying “Tropical Hut in Escolta, ako lang ang customer nila.” with attached photo of his order with no
    other customers around him. A week until now after the viral post, Tropical Hut was flooded with
    customers.

    REFERENCES:
    Website: http://traveltobite.blogspot.com/2019/01/tropical-hut-why-theyre-irrelevant.html
    Videos:
    https://youtu.be/4DpRbhNVw7A
    https://youtu.be/dAMXNNZKilg
    https://youtu.be/lJbRe1gPLuc

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