Spatial clustering of Jollibee and McDonald's stores in Metro Manila

Abstract

In Metro Manila, the proximity of Jollibee, the leading fast-food chain in the Philippines, and McDonald’s, the top global fast-food brand, is frequently observed. We investigate the spatial clustering dynamics and coexistence of these two competing chains using Geographic Information Systems (GIS) and network analysis. We utilize global colocation analysis to determine the degree of clustering and found significant colocation dynamics between Jollibee (408) and McDonald's (274) stores. In addition, point-of-interest (POI) data, for malls, gas stations, and higher educational institutions (HEIs), are used in weighted site suitability and location-allocation analysis to determine the best sites for future store branches. Our study offers insights for more accurate understanding of the spatial dynamics that influences fast-food chain locations and provides actionable implications for urban planning and business strategies.