
How Fast-Food Franchising Actually Works
Almost every restaurant you think of as a chain is owned by someone else entirely. What the franchisee actually buys, and why it explains the price on the board.
29 chains tracked in Philippines, priced in PHP (₱). Every menu below is the full local board, not a global template.
The cheapest priced item we hold in each dish category across every Philippines menu - A rough floor for what each kind of food costs here.
| Dish type | Items tracked | Cheapest we found | |
|---|---|---|---|
| Fried Chicken | 157 | ₱70 | Buckets, tenders, wings, nuggets and rotisserie birds. |
| Combos & Meal Deals | 145 | ₱19 | Bundles, family boxes, promotions and value platters. |
| Coffee | 140 | ₱51.75 | Espresso, latte, cappuccino and cold brew, market by market. |
| Soft Drinks, Tea & Juice | 137 | ₱34.50 | Colas, teas, juices, water and the mark-up on all of them. |
| Sandwiches & Wraps | 120 | ₱69 | Subs, wraps, melts, toasties and hand-held everything else. |
| Burgers | 117 | ₱40 | Beef, chicken and plant-based burgers priced side by side. |
| Sides & Fries | 107 | ₱10 | Fries, onion rings, dips, slaw and the upsell economy. |
| Pizza | 105 | ₱108.58 | Every pizza on every menu we track, from margherita to meat feast. |
| Shakes & Smoothies | 79 | ₱93 | Milkshakes, frappes, smoothies and blended drinks. |
| Desserts & Bakes | 78 | ₱40 | Cakes, cookies, pies, brownies and the sweet end of the board. |
| Rice & Bowls | 78 | ₱25 | Rice plates, bowls and the localised menus built around them. |
| Tacos & Burritos | 76 | ₱59 | Tex-Mex counters: tacos, burritos, quesadillas and nachos. |
| Ice Cream & Frozen Treats | 67 | ₱50 | Scoops, sundaes, blizzards, soft serve and ice-cream cakes. |
| Pasta & Noodles | 59 | ₱65 | Spaghetti, penne, mac and cheese, and noodle bowls. |
Cheapest priced option on any Philippines menu in that category, including small sizes and single-item promos.
29 brands, 29 full menus.
| PHP | USD | |
|---|---|---|
| From | 10 | 0.16 |
| Average | 198.28 | 3.18 |
| Dearest | 842 | 13.48 |
| PHP | USD | |
|---|---|---|
| From | 19 | 0.30 |
| Average | 284.73 | 4.56 |
| Dearest | 1,610 | 25.78 |
| PHP | USD | |
|---|---|---|
| From | 39 | 0.62 |
| Average | 193.25 | 3.09 |
| Dearest | 499 | 7.99 |
| PHP | USD | |
|---|---|---|
| From | 55 | 0.88 |
| Average | 281.24 | 4.50 |
| Dearest | 1,599 | 25.60 |
| PHP | USD | |
|---|---|---|
| From | 35 | 0.56 |
| Average | 491.57 | 7.87 |
| Dearest | 1,779 | 28.49 |
| PHP | USD | |
|---|---|---|
| From | 39 | 0.62 |
| Average | 356.36 | 5.71 |
| Dearest | 1,175 | 18.82 |
| PHP | USD | |
|---|---|---|
| From | 119 | 1.91 |
| Average | 529.88 | 8.48 |
| Dearest | 1,335 | 21.38 |
| PHP | USD | |
|---|---|---|
| From | 27 | 0.43 |
| Average | 198.41 | 3.18 |
| Dearest | 880 | 14.09 |
| PHP | USD | |
|---|---|---|
| From | 109 | 1.75 |
| Average | 411.21 | 6.58 |
| Dearest | 1,319 | 21.12 |
| PHP | USD | |
|---|---|---|
| From | 34.50 | 0.55 |
| Average | 248.19 | 3.97 |
| Dearest | 470 | 7.53 |
| PHP | USD | |
|---|---|---|
| From | 90 | 1.44 |
| Average | 194.27 | 3.11 |
| Dearest | 345 | 5.52 |
| PHP | USD | |
|---|---|---|
| From | 120 | 1.92 |
| Average | 318.60 | 5.10 |
| Dearest | 780 | 12.49 |
| PHP | USD | |
|---|---|---|
| From | 95 | 1.52 |
| Average | 140.24 | 2.25 |
| Dearest | 170 | 2.72 |
| PHP | USD | |
|---|---|---|
| From | 30 | 0.48 |
| Average | 171.38 | 2.74 |
| Dearest | 743 | 11.90 |
| PHP | USD | |
|---|---|---|
| From | 80 | 1.28 |
| Average | 467.35 | 7.48 |
| Dearest | 2,125 | 34.03 |
| PHP | USD | |
|---|---|---|
| From | 8 | 0.13 |
| Average | 253.53 | 4.06 |
| Dearest | 1,055 | 16.89 |
| PHP | USD | |
|---|---|---|
| From | 49 | 0.78 |
| Average | 661.98 | 10.60 |
| Dearest | 1,999 | 32.01 |
| PHP | USD | |
|---|---|---|
| From | 60 | 0.96 |
| Average | 662.50 | 10.61 |
| Dearest | 3,585 | 57.41 |
| PHP | USD | |
|---|---|---|
| From | 65 | 1.04 |
| Average | 674.01 | 10.79 |
| Dearest | 3,150 | 50.44 |
| PHP | USD | |
|---|---|---|
| From | 115 | 1.84 |
| Average | 199 | 3.19 |
| Dearest | 595 | 9.53 |
| PHP | USD | |
|---|---|---|
| From | 58 | 0.93 |
| Average | 288.97 | 4.63 |
| Dearest | 2,498 | 40.00 |
| PHP | USD | |
|---|---|---|
| From | 39 | 0.62 |
| Average | 212.27 | 3.40 |
| Dearest | 919 | 14.72 |
| PHP | USD | |
|---|---|---|
| From | 45 | 0.72 |
| Average | 145.38 | 2.33 |
| Dearest | 245 | 3.92 |
| PHP | USD | |
|---|---|---|
| From | 50 | 0.80 |
| Average | 343.52 | 5.50 |
| Dearest | 1,650 | 26.42 |
| PHP | USD | |
|---|---|---|
| From | 90 | 1.44 |
| Average | 238.82 | 3.82 |
| Dearest | 645 | 10.33 |
| PHP | USD | |
|---|---|---|
| From | 49 | 0.78 |
| Average | 124.36 | 1.99 |
| Dearest | 219 | 3.51 |
| PHP | USD | |
|---|---|---|
| From | 25 | 0.40 |
| Average | 199.51 | 3.19 |
| Dearest | 667 | 10.68 |
| PHP | USD | |
|---|---|---|
| From | 50 | 0.80 |
| Average | 429.08 | 6.87 |
| Dearest | 925 | 14.81 |
| PHP | USD | |
|---|---|---|
| From | 55 | 0.88 |
| Average | 429.93 | 6.88 |
| Dearest | 759 | 12.15 |
Products Philippines shares with the most other markets we track, so you can see where it sits.
| Product | Brand | Markets | Cheapest | Priciest |
|---|---|---|---|---|
| Big Mac | McDonald's | 16 | $2.87 | $7.68 |
| Little Hamburger | Five Guys | 11 | $1.91 | $11.57 |
| Cheese Dog | Five Guys | 11 | $2.00 | $12.13 |
| Little Cheeseburger | Five Guys | 11 | $2.21 | $12.98 |
| Veggie Sandwich | Five Guys | 11 | $1.51 | $8.61 |
| Hamburger | Five Guys | 11 | $2.71 | $14.69 |
| Cheeseburger | Five Guys | 11 | $3.20 | $16.05 |
| Whopper | Burger King | 11 | $2.98 | $7.81 |
Long ago, in tiny villages by the sea and deep in the mountains, Filipino food was born. People cooked with what they had - Coconuts, rice, fish, and bright veggies. They grilled, boiled, and stewed. And they shared. Food wasn’t just food - It was a warm hug served on a plate.
Each family had its own treasured recipes. Many were passed down by lolos and lolas (grandpas and grandmas), whispered in kitchens filled with steam and giggles. Some recipes came from neighbors or travelers - Chinese traders, Spanish explorers, even Americans with cans of milk. These outside flavors blended with local love, and just like that, a magical kitchen party began. That party still goes on today.
In the Philippines, every bite tells a tale. Some are love stories, like sweet banana ketchup. Others speak of hard times, like adobo made from whatever was available. But every dish is made with heart and hope - And always meant to be shared.
Sinigang is one of the country’s proudest bowls. It’s not just any soup - It’s a tangy, toasty hug in rainy weather. Moms make it when the skies pour. The steam rises like mist, and the tamarind gives a surprise zing with every spoonful. There was a time when a curious big brother tried to make it solo. Instead of real tamarind, he added lemonade powder. The result? A dish called “Sinigang Surprise,” followed by hours of laughter.
Then comes halo-halo. Imagine the sun blazing so hot that slippers feel like they're melting. That’s halo-halo weather. A giant cup of crushed ice gets filled with jelly, beans, purple yam, milk, cornflakes - Yes, cornflakes! - And flan. There are no rules. Just mix it all up. That’s where the name comes from - "halo-halo" means “mix-mix.” One wise Lola once said life is like halo-halo: a little messy, very sweet, and way better when shared.
Filipino cooking isn’t rushed. It’s thoughtful, tender, and full of feeling. Food is tasted, stirred, laughed over. Some friendly bickering might even break out over who gets the crispiest pork.
What matters most in these kitchens? Fresh finds from the market - Fish that still wiggles, and vegetables so green they seem unreal. And, above all, kindness. Every dish tastes different, but the secret ingredient is always care. No need for perfect spoons or timers - Just a full heart. That’s why no two adobos ever taste the same, and that’s exactly how it should be.
Adobo From: Everywhere Tastes like: salty, saucy, and so cozy - Like a blanket made of chicken and garlic.
Lechon From: Cebu Tastes like: crispy skin, juicy meat, party vibes - Basically, celebration on a plate.
Sinigang From: Luzon Tastes like: a punch of sour, warm soup cuddles, and veggies that soak up flavor like sponges.
Pancit Canton From: Manila Tastes like: chewy noodles, salty shrimp, and birthday wishes - Yep, it’s a birthday must.
Bibingka From: Christmas towns everywhere Tastes like: soft rice cake, buttery edges, a little eggy, a lot happy.
In the Philippines, food brings people together - And lifts them up. Here's how good food meets good deeds:
Community Pantries: Neighbors stock shelves with food so anyone can take what they need. It’s sharing, the Filipino way.
Young Cooks Club: Kids join friendly cooking lessons with aunties and grandmas - Learning tasty skills with every stir.
Farm Field Trips: Schools take kids to see where food starts. Expect muddy boots and wide eyes.
Pay-What-You-Can Cafés: No money? No problem. Eat first, help out later. Everyone deserves a warm meal.
Backyard Chicken Projects: Families raise chickens together, share eggs, and grow closer as a team.
Sunday Soup Circles: Volunteers cook big pots of comfort food for anyone who’s hungry. The only thing richer than the broth is the kindness.
Filipino food isn’t just about what’s cooked - It’s about who’s eating. It’s noisy, it’s cozy, and it always makes room for one more. Whether it’s crispy, spicy, or sticky-sweet, there’s something here for every kind of tastebud.
The story of Filipino food keeps growing with each new bite. And there’s a place at the table for anyone who’s hungry for flavor, family, and fun.
Pick any brand that trades in both and see every shared item priced side by side.

Almost every restaurant you think of as a chain is owned by someone else entirely. What the franchisee actually buys, and why it explains the price on the board.

Localisation is not adding a novelty item. It is a staged process with a predictable sequence, and the menu data shows exactly how far each market has travelled.

Menu boards are designed documents, not lists. Where the money items sit, what the ordering of panels is doing, and how to find the price you actually want.

Menu calorie labelling is mandatory in some markets, voluntary in others and absent in most. What our data shows about how little of it reaches a published menu.
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Continue with GoogleYour email is never published. How reports work.
Discussion
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