There are several factors that contribute to the widespread popularity of burgers. Burgers offer a delicious fusion of flavors and textures from a culinary perspective. They come with tender meat, melting cheese, and a variety of condiments and toppings that can be customized to suit individual preferences.
Burgers have become an important symbol of foreign culinary traditions that Filipinos have extensively embraced and respected from a cultural and social standpoint. Moreover, the diverse encounters of internet users with the burgers they consume have become a subject of discourse on the social media platform Facebook. In this regard, a survey on the prevalent burger choices among Filipinos was conducted by Capstone-Intel Corporation.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Methodology
The study was conducted between July 1, 2023 to October 23, 2023, encompassing five prominent fast-food chains in the Philippines that primarily provide burgers. These chains include Army Navy Burger, Burger King, Jollibee, McDonald’s, and Tropical Hut.
The methodology for the data utilized in this analysis was sourced from publicly accessible Facebook data obtained from the Philippines. No personal information or demographic data were collected or monitored during the data gathering process. The framework was able to identify relevant keywords such as “Army Navy Burger,” “Burger King,” “Jollibee Burger,” “Burger McDo,” and “Tropical Hut Burger.”
Additionally, the number of posts, shares, reactions, comments, and engagement scores were quantified and taken into consideration.
Comparative Engagement Score
In terms of comparative engagement score, Burger King holds the lead. Among the competitors, Burger King has the highest number of posts with a score of 22,517.8, while Jollibee Burger has 18,734.8, McDo Burger has 16,354.3, Tropical Hut Burger has 313.7, and Army Navy has 92.9.
Among these five, Burger King has the highest number of posts with a score of 797, while Jollibee Burger has 257, McDo Burger has 69, Army Navy has 18, and Tropical Hut Burger has 14.
In the comments section, Burger King received 10,743, McDo Burger received 11,681, Jollibee Burger received 6168, Tropical Hut Burger received 130, and Army Navy Burger received 4.
Regarding social volume, McDo Burger received 11,750, followed by Burger King with 11,540, Jollibee Burger with 6,425, Tropical Hut Burger with 144, and Army Navy Burger with 22.
In terms of shares, Jollibee Burger had 16,154, Burger King had 15,501, McDo Burger had 10,954, Tropical Hut had 200, and Army Navy Burger had 62.
Reactions Distribution for Each Burger
Burger King has received a total of 22,517.8 engagement score, 59,425 reactions from netizens, with 40.3% being Facebook Likes, 31.6% being Love, 17.9% being Haha, 8.5% being Wow, 3.8% being Sad, and 0.2% being Angry reactions. This indicates that most of the audience has provided positive feedback.
About Burger McDo, it has received a total of 42,322 reactions on Facebook, consisting of 40.3% Likes, 29.2% Love, 17.9% Haha, 8.5% Wow, 3.8% Sad, and 0.2% Angry reactions.
Similarly, Jollibee Burger has received a total of 19,640 Facebook reactions, with 42.0% being Likes, 35.0% Love, 4.9% Haha, 3.5% Wow, 14.1% Sad, and 0.6% Angry reactions. This also indicates that the audience is mainly providing positive reactions.
On the other hand, Tropical Hut Burger has garnered a total of 1,007 reactions from netizens, with 65.3% Facebook Likes, 27.7% Facebook love, 0.0% Haha, 6.7% Facebook wow, and 0.2% sad reactions.
Finally, Army Navy Burger has received a significant response from online users, accumulating a total of 305 reactions. These reactions are comprised of 39.0% Likes, 29.2% Love, 31.1% Haha, 0.7% Wow, with no instances of Sad or Angry reactions.
Top posts
The highest-performing post related to Burger King was “Don’t blame the King,” and it achieved an engagement score of 2,143 with a total of 2,800 reactions collected. This post received 24% Likes, 52% Love, 0% Haha, 24% Wow, 0% Sad, and 0% Angry.
On the other hand, the post titled “All the Bestsellers in a Super Meal” about Jollibee received an engagement score of 5,409 with 1,643 collected reactions. The reactions to this post were predominantly positive, with 27% Likes, 60% being Love, and the remaining percentages being Wow, Haha, Sad, and Angry at 0% each.
The Facebook post for Tropical Hut Burger, featuring the message “Get ready for a satisfying meal!”, received an impressive engagement score of 212.6 and gathered 617 reactions. The breakdown of reactions includes 62% Likes, 28% Love, 0% Haha, 10% Wow, 0% Sad, and 0% Angry.
The post Survey Reveals Burger King Reigns as Most Popular Burger Chain online appeared first on Capstone-Intel.
