FILIPINO fast food has always been about quick, tasty, and affordable meals. A trend has emerged that is taking the industry by storm: “mix & match combos.” This innovation allows customers to customize their meals to suit their tastes and dietary needs without stretching their budgets.

Mix & match combos are designed to give customers the freedom to choose their favorite items and combine them into a single, personalized meal. Starting at just P75, these combos are available at major fast-food chains like Jollibee, McDonald’s, Chowking, and KFC. Whether you’re dining in, driving through, or opting for takeout, these customizable meals are easily accessible.

The primary allure of mix & match combos is the variety. Customers can mix different types of meals — rice dishes, sandwiches, snacks, and drinks — creating combinations that fit their preferences and dietary restrictions. This flexibility is a game-changer, especially for those who crave variety and wish to experiment with their meals.

• Step 1: Choose your main
• Step 2: Pair it with your favorite side, drink, or dessert

Affordability and accessibility

Starting at just P75, mix & match combos are incredibly affordable. This price point makes them accessible to a wide range of customers, from students on a budget to busy professionals looking for a quick meal. Katherine, a student and regular customer, shared her thoughts about its affordability:

“I strongly agree that the price itself is enough for the food to be more appealing,” she said.

“Fast food chains are known for their convenience which is a major selling point. Having mix & match combos that are only for less than a hundred makes it more accessible for customers, especially for those with busy time schedules and for people who are on a limited budget.”

Importance of customization

Customization is a crucial factor in the popularity of mix & match combos. The ability to tailor a meal to one’s preferences and dietary needs enhances the dining experience. Katherine emphasized its importance:

“Customization allows us to choose what we put on our plates. My ability to personalize my meals is one of the things I really consider when visiting a fast-food chain. It is an important factor in deciding where to eat because we can tailor our meals based on our preferences, diets, and personal needs.”

Favorite combos

Katherine’s go-to mix & match combo is the McCrispy Chicken Fillet with a Coke McFloat from McDonald’s. This combination provides a satisfying crunch from the chicken fillet paired with the refreshing and sweet taste of the Coke Float, making it a perfect meal for any time of the day.

James prefers the Burger Steak with a Coke Float from Jollibee. This hearty combo offers the savory and filling taste of the burger steak, complemented by the fizzy sweetness of the soda float, providing a balanced meal that’s delicious and satisfying.

Increased customer traffic and sales

The introduction of mix & match combos has positively impacted customer traffic and sales. James, another frequent fast-food customer, said:

“Yes, I believe that there was a drastic change that happened when the mix-and-match promo was introduced. Noticeably, it has significantly increased customer engagement and sales, as it allows customers to customize their purchases and save money by bundling different products together.”

Variety and innovation: keys to competitiveness

Variety and innovation are essential for fast-food chains to stay competitive. James highlighted their importance:

“I believe that variety and innovation in menus are very important in the sense that they keep customers interested and coming back for more. It is also a crucial aspect that serves as a way for staying competitive in the market and appealing to a wide range of preferences.”

Future of fast-food customization

The trend toward customization reflects changing consumer preferences in the Philippines. Both Katherine and James see a bright future for this trend.

“Customization has a direct effect on changing consumer preferences. This trend has been widely popular in the present because it provides a personalized overall solution that can easily tap into major factors such as specific needs and customer desires,” said Katherine.

“I am hoping to see a more diverse range of options in the fast-food customization industry. The mix-and-match concept is becoming more popular, which I think is a great way to cater to different tastes and preferences,” James added.

With reports from Kyla Cuba