ABSTRACT : The focus of this research is to identify the situation of the fast–food chain industry in N.E
Pacific Mall, Cabanatuan City, Nueva Ecija, Philippines and to address the leading fast–food industry’s current
promotional and industry practices. It also describes the socio–demographic profile of the target market and the
target audience together with their evaluation of the current promotional tools utilized by the industry which
served as a reference point for market researchers to formulate strategic courses of action that can be employed
by the industry to lessen the problems besetting the top and the middle management of the organizations within
the industry. For the research methodology, the market researchers utilized a descriptive type of research to
discuss the current promotional tools used in the industry and also to define the target market and the target
audience using socio–demographic profile such as age, sex, civil status, highest educational attainment, family
net income, and status of employment and at the same time, the company’s profile in terms of forms of
organization, ownership, and number of personnel. The researchers handpicked six (6) managers from the
existing fast–food chain stores in NE Pacific Mall, Cabanatuan City, Nueva Ecija, Philippines using a structured
questionnaire to define the general promotional practices in the industry. It was found out that the fast–food
chain stores used the same sort of advertisements to promote their products and that direct selling, sales
promotion, advertising, and public relations or publicity were some of their existing promotional practices.
Likewise, it can be inferred that the TV shows and endorsements by well–known celebrities are still the most
appealing advertising practices, and the most widely used contact channels by the fast–food chain stores are
broadcast media, mainly television. Lastly, the researchers proposed a strategic solution to lessen the problems
related to the promotional practices of the said industry.

KEYWORDS – –advertisement, fast–food chain, industry practices, promotional practices, strategic solutions