Two central concepts are relevant to define for the topic of this thesis. Firstly, the connection of food and culture needs to be clarified. How significant is food in the realm of culture? What cultural
characteristics can be examined through the study of food? Secondly, the notion of cultural influence needs to be resolved. What determines cultural influence? What effects does the process of cultural influence have?
Food is a day-to-day activity that involves every human being. Daily nutrition intake is essential to keep the vital body functions intact and is therefore a biological necessity. But food is more than that. Unlike animals, human beings transcended the stage in which instincts of survival determine the action of satisfying hunger. Food is bought, prepared, and consumed in every society around the globe. Food is not only basic principle of every economy, the activities around food have created a tremendous spectrum of different ways and meanings amongst all the peoples of the world. This makes food a particularly interesting topic for cultural anthropologists, as Carole Counihan and Penny Van Esterik conclude, “food is life, and life can be studied and understood through food.”1Indeed, food as subject is of such interest that Alan Davidson recently published the extensive reference work “Oxford Companion to Food.”
Table of Contents
1. Introduction: Theory and Method
2. American Influence in East Asia
3. McDonald’s in East Asia — The Philippine Example
3.1. Traditional Fast Food in the Philippines
3.2. McDonald’s Enters the Philippines
3.3. Jollibee and McDonald’s Today
3.4. Jollibee and the McDonald’s System
3.5. Fast Food Marketing and Filipino Values
3.6. Jollibee, McDonald’s, and the Philippine Consumers
3.7. Taste – Standardization and Adjustment
3.8. Bread, Rice, and Filipino Politics
3.9. Consumption Patterns: Rice vs. Wheat
4. Findings and Conclusion
Research Objectives and Topics
This thesis examines the nature and impact of American cultural influence on Filipino food culture, specifically analyzing how globalized fast food concepts are localized and adapted by Filipino consumers. The research investigates the dynamics between transnational corporations, such as McDonald’s, and local competitors like Jollibee, and how these interactions shape national identity, consumption patterns, and social relations in urban Philippines.
- The socio-economic and cultural significance of "exo-cuisine" versus "endo-cuisine" in the Philippines.
- The process of "localization" and "creolization" regarding American fast food brands.
- The influence of national identity and Filipino values on marketing and consumer behavior.
- The tension between traditional staple foods (rice) and the influx of Western, wheat-based products.
- The role of fast food chains as "democratic" spaces in a stratified society.
Excerpt from the Book
Food, Culture, and Identity
Food is a day-to-day activity that involves every human being. Daily nutrition intake is essential to keep the vital body functions intact and is therefore a biological necessity. But food is more than that. Unlike animals, human beings transcended the stage in which instincts of survival determine the action of satisfying hunger. Food is bought, prepared, and consumed in every society around the globe. Food is not only basic principle of every economy, the activities around food have created a tremendous spectrum of different ways and meanings amongst all the peoples of the world. This makes food a particularly interesting topic for cultural anthropologists, as Carole Counihan and Penny Van Esterik conclude, “food is life, and life can be studied and understood through food.” Indeed, food as subject is of such interest that Alan Davidson recently published the extensive reference work “Oxford Companion to Food.”
Summary of Chapters
1. Introduction: Theory and Method: Defines the theoretical concepts of food culture, cultural influence, and the methodology used, including fieldwork in Metro Manila.
2. American Influence in East Asia: Discusses the symbolic power of McDonald's and the anthropological debate regarding the "McDonaldization" of global cultures versus the "multilocal" adaptation.
3. McDonald’s in East Asia — The Philippine Example: Provides a comprehensive case study of the fast food market in the Philippines, comparing McDonald's with the local giant Jollibee.
3.1. Traditional Fast Food in the Philippines: Explores the existing street food culture and the informal economy of carinderias.
3.2. McDonald’s Enters the Philippines: Details the historical entry of McDonald's into the Philippine market and its target audience.
3.3. Jollibee and McDonald’s Today: Compares the corporate performance and market share of the two leading fast food chains.
3.4. Jollibee and the McDonald’s System: Analyzes the operational similarities and the technological adoption in production processes.
3.5. Fast Food Marketing and Filipino Values: Investigates how both companies use advertising to align with Filipino values and national sentiment.
3.6. Jollibee, McDonald’s, and the Philippine Consumers: Examines consumer perception regarding food safety, cleanliness, and service expectations.
3.7. Taste – Standardization and Adjustment: Discusses the menu localization strategies, highlighting the importance of rice as a staple.
3.8. Bread, Rice, and Filipino Politics: Analyzes the cultural and political significance of rice versus wheat in the Philippine context.
3.9. Consumption Patterns: Rice vs. Wheat: Evaluates survey data regarding the adoption of wheat-based fast food by different age and social groups.
4. Findings and Conclusion: Synthesizes the results, confirming that while McDonald's has influenced the restaurant sector, rice remains central to Filipino food identity.
Keywords
McDonald's, Jollibee, Philippines, Food Culture, Globalization, Localization, Fast Food, Rice, Identity, Consumption Patterns, Cultural Imperialism, Marketing, Urbanization, Street Food, Social Stratification.
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on the impact of American influence on Filipino food culture, specifically analyzing how the global fast food model interacts with local traditions and consumer habits in the Philippines.
What are the primary thematic fields covered?
The study covers cultural anthropology, the history of the fast food industry in East Asia, marketing strategies, and the sociology of consumer behavior in a developing nation.
What is the central research question?
The author seeks to understand whether American fast food threatens local food culture or if it is instead localized and adapted to fit existing Filipino culinary identities.
Which scientific methodology was applied?
The study utilizes a qualitative approach, including participant observation, open interviews, group discussions, and an analysis of secondary sources such as academic literature and press articles.
What aspects does the main body address?
It addresses the history of fast food chains, the "battle" between McDonald's and Jollibee, marketing strategies targeting Filipino values, and the symbolic significance of staple foods like rice.
Which keywords characterize the work?
Key terms include McDonaldization, Jollibee, Localization, Filipino identity, Fast food, Rice vs. Wheat, and Social stratification.
Why is Jollibee considered more successful than McDonald's in the Philippines?
Jollibee is perceived as a local Filipino brand that successfully leveraged nationalist sentiment, adapted menus to local tastes (especially rice-based dishes), and created an emotional affinity with consumers.
How do Filipino consumers perceive McDonald's?
While recognized as an American icon, McDonald's is valued for its sanitation standards, modern service, and predictability, even though it faced challenges in aligning with local cultural sensitivities.
What role does rice play in this study?
Rice is identified as the core staple and a symbol of national identity that resists full displacement by Western wheat-based products, forcing global chains to adapt their offerings.
- Quote paper
- Philipp Kleinfelder (Author), 2004, American Influence on Filipino Food Culture - A Case Study, Munich, GRIN Verlag, https://www.grin.com/document/47335
