Let’s Eat: Group ordering behavior of filipino millennials in selected casual dining restaurants of Manila

Abstract

Filipinos are fond of eating, and because of our orientation, we eat in groups, either with family or friends. With millennials being guests of restaurants, the researchers are irked to know their behavior upon ordering. Thus, this study aims to identify the group ordering behavior of Millennials in Casual-Dining Restaurants of Manila. The study utilized the Grounded Theory Method to address the research problem better. Findings from the survey revealed that Millennial food choice is affected by different factors. There are times that they conform to the group's food choice decision and there are times that they don’t. Some areas need further improvement in meeting guests’ needs and wants. Millennial ordering behavior and judgment in the group are dependent on who they are with, and how much time and money they have. Their behavior that they “wanted it all done now” is seen in their decision making, ordering process, service time and even in paying the bill. These factors have a considerable effect on ordering. It can either limit them or it can widen the range of their choices. Time is also an essential factor that determines the food choice of a millennial. Preferences can change under time pressure or constraints. Filipino Millennials are collectivist and aspect is noticeable in their behavior such as “pakikiramdam” “pakikisama” “pakikipagpalagayang loob” “pakikisangkot” “paggalang” and “pakikibagay” with their peers and family.

Keywords

• group ordering
• behaviour
• millennials
• peers
• restaurants