The American influence on Manila’s fast food eateries while maintaining their distance

The American influence on Manila’s fast food eateries while maintaining their distance ​

The first time going to my home country, I wasn’t sure what to expect. But within the first day of arriving, my first observation was the influence North America had on Philippines’ local eatery businesses. Known for its cultural and exotic dishes, Metro Manila is surprisingly dense with popular American fast food chains. The golden arches of McDonald’s stand tall in the busy street amongst people, stray dogs, stores, automobiles and tricycles. Looking out the car window, we pass yet another yellow and red ‘M’ sign. For a moment, I thought it was the same one from 5 minutes ago but that couldn’t be. On this side of the globe, it is common to see struggling vendors on the street with a booming MacDonald’s just next door. ​

Similarly, Starbucks has a loyal crowd, almost as if it has become somewhat of a culture in itself. Several Friday and Saturday nights my cousins would ask if I wanted to go to Starbucks. I would reply ‘Sure, I can grab a cafe latte’ not realizing when they ask me to accompany them to Starbucks it means to hang out there for the evening. Needless to say, I came to observe many middle-upper class locals as well as tourists see it as a hot hangout spot rather than a quick stop-through for coffee. It is common especially on a weekend night for Starbucks to have every table filled and have a lineup at the cash register.  In fact, most of the Starbucks and MacDonald’s locations close past midnight in Metro Manila.

With the influence of the west taking its hold in the Philippines, I see the green and white Starbucks sign as well as the red and yellow Mcdonald’s in similar building designs as their counterparts in North America. Yet there are varying differences. Menu prices for both are lower in comparison to North America but still considered relatively high for locals. Prices at MacDonald’s range from 50 Php (1.03 US) for individual items to 350 Php (7.22 US) for family combo meals. They have even taken the liberty to add items made popular to meet the filipino culture...white rice, fried chicken and of course pancit (traditional filipino noodle dish) Coffees, cappucinos and cafe lattes at Starbucks range from 100 Php (2.05 US) to 250 Php (5.16 US). While tourists are surely smiling at the prices, I look around wondering if locals are smiling for the same reason. Perhaps there is another underlying factor involved....one of social difference. ​

After experiencing all kinds of cuisines in different environments throughout Philippines, an interesting difference to note is the subliminal label of eating at an American fast food chain in Manila. Through conversation with my cousins from abroad, it is considered a delicacy, almost gourmet as compared to going to the local market. Going to a Starbucks and Mcdonald’s is almost on par as going to a restaurant. It would not only be much cheaper going to the crowded market down the street but the amount you pay would feed a lot more people. In North America, it is considered rather economical to go to either Starbucks or Mcdonalds as compared to eating out at a restaurant. Is the influence of Starbucks and MacDonald’s geared towards a certain class in Manila vs North America?

That question really reached forefront for me when I saw filipino armed security officials at every Starbucks and Mcdonalds’ entrance doors. Guns in their side holster, hats in perfect position on their heads, shoes polished, these women and men are the first to come in contact with as they open the doors for you. In North America, I would think an armed guard at a fast food place would deem that location unsafe, having been victim to an incidence and attracting the wrong crowd. But in Manila, perhaps that is not the case but rather a preventative measure or barrier to seclude certain ‘classes.’ Do the presence of armed security in Manila fast food eateries underly a different message perhaps favoring the business of tourists and upper-class locals?​

It is obvious that the American influence on fast food eateries 6563 miles away (distance between western point of Canada to Philippines) involves a difference in societal and economic standards. What they represent in the west may be different than in the east in terms of the audience it attracts. As much as I see the influence of Starbucks and Mcdonald’s expanding, I cannot deny that there is also a reciprocal influence. With the simple addition of items such as rice on menus, it must mean that the American fast food chains are open to integrating with Asian cuisine. It may never happen in North America but what remains true is that American fast food chains such as Starbucks and MacDonald’s will continue to maintain and grow their popularity in Metro Manila.