Professional Documents
Culture Documents
Feasibility Final GROUP 3
Feasibility Final GROUP 3
Introduction
First we eat, then we do everything else.
-
M.F.K. Fisher
Food is essential to man because it helps us gain nutrients that our body needs.
According to McWilliams, Ph.D., RD (2006), food can provide all the nutrients like
carbohydrates, lipids, vitamins and minerals needed for good health. Dining out is a part
of our lives. We eat out because its easy and quick. We also use this to socialize with
our peers, colleagues and family members. As claimed by Titan and de Guzman (2013),
with the changing lifestyle of people and the growing popularity of eating away from
home, the food and beverage industry is likewise evolving to meet these impending
challenges. It also connects us to our cultural heritage as it creates social bonds and it
simultaneously marks off and maintains cultural difference. Food is an exploration of
culture. What we consume, how we acquire it, who prepares it, whos at the table, and
who eats first, is a form of communication that is rich with meaning. As stated by
Hartog, Slaveen, and Brouwer (2006), food is not just something to eat, it is an integral
part of the culture of a community, region, or nation.
Since food is considered as basic need, it also beneficial to the
According to Frando and Mores (2014), Abraham Maslow stated that basic needs
refer to those fundamental requirements that serve as the foundation for survival. Every
human being has basic needs they need to have fulfilled, such as the need for food and
water. He believed humans are motivated to fulfill these basic needs, before they can
fulfill more complex educational needs such as the need to know and understand. He
stated that there are five motivational needs. The most basic need in the hierarchy is
the physiological needs that concern the following: Air, water, food, and temperature,
which occupies the first level. This should be fully met before moving to the next level.
Food and water are obvious fundamental needs to keep the body alive, because the
body needs nutrients and water to work properly. If the body gets enough nutrient and
enough fresh healthy food, you will keep it in good condition. As claimed by Scatter
(2007), individuals may be experiencing food insecurity function at this present moment.
They are driven by hunger and anxiety about getting enough to eat. The need to satisfy
hunger promotes selecting food items previously experienced as being filling and
sustaining food items that are relatively high in energy density. Food and beverage
business is very lucrative as it satisfies a basic physiological need of all human beings
to survive, as stated by Dr. Andrews (2007). No matter how basic or elaborate the
operation is, food and beverage is a safe business because people must eat and drink.
The food and beverage business is a growing industry because it is the primary
need of man. This is also a way for people to reconnect and socialize with others, and
a way to reconcile with our cultural heritage. This shows that the project proposal will
be feasible because of the growing need for this kind of establishment. People
nowadays want to visit more food and beverage establishment to sustain their growing
need of tasting different types and flavors of food and beverages, and to experience
new cuisines. Since Lucena City is the center of Quezon, a lot of businesses are and
can be established. This feasibility study will possibly be successful due to the growing
population of this city, especially since the Lucenahins are known to love food in
general, and they love to eat out to try more food from different establishment.
For entrepreneurs
For restaurateurs
For the City of Lucena This study will help promote the popularity of the city as a
well-known tourist destination.
Definition of Terms
The following terms are defined operationally as used in this study:
Accessibility The road aptitude and sufficient access and way out of the future
restaurant site.
Advertise These are the recruits which we vacant foods and service in sort to have
wages or sales in a phase of instance.
Beverage Replace by any liquid for drinking, typically excluding water.
Casual Dining Restaurant Possibly catered the 18 years and above bazaar and
offered a quite extensive menu and an ingenious liquor list.
Chicken A variety of capon, the term integrated any of several varieties of frequent
domestic fowl used for food as healthy as egg production.
Cuisine A technique of cooking of the art of preparing superior meals.
Design A sketch or principle, perception and the theme for the edifice of
establishment or business.
Discount A diverse scheme to save money by plummeting costs.
Fast Food Restaurant It merely means food primed and dole out quickly.
FIFO (First In First Out) A routine of prearranged and manipulated stack, example,
and oldest ingress pile necessity be processed first.
Food These are the artifacts which are obtainable to customers and guests.
Kitchen The foundation and conveniences where food is arranged once-over to
guest.
Lay-out A steer on how you locate the facilities in advanced and precise spot.
Price The magnitude of recompense or reparation specified by merchandise and
service that to be obsessive.
Product Anything that is obtainable to promote which fulfilled a desire or
necessitate.
CHAPTER II
RELATED LITERATURES AND STUDIES
the full discourse of the said information and data gathered by the researchers and their
relevance to the feasibility study.
revenue figures, estimating operating expenses, analyzing and interpreting the financial
statement, and finally, developing an implementation plan. This part was included in the
five stages as what NRA stated steps in making restaurant feasibility.
According to Walker (2011), concept comprise everything that affects how the
patron views the restaurant, public relations, advertising, promotion and the operation
itself. Concept is the frame of peoples perception of the total restaurant.
Mayer (2008) stated that people who knew the area and the interest of the
people in the area tended to have more success in operating a restaurant than people
that do not know the area.
According to Sharma (2013), a restaurant requires the right location. Decide on
how large you need the space to be. If youve never opened a restaurant, consider a
dining room that seats under 50 people. Opening up a smaller space can help you learn
effective management techniques before you tackle a larger space. The right restaurant
space should have lots of daily traffic to enable people to see your restaurant.
Haglund (2013) pointed that there are eight factors to consider in choosing a
location for an establishment: Cost, is it within your budget? Convenience, will your
business be easy to locate and is there nearby parking? Prestige, having a downtown
address would increase your credibility. Safety, this is extremely important for both
employees and customers. Will the location be well lit and have security on site? No
one wants to eat out on a place where crime is happening on broad daylight. Especially
when the day ends, you never know who snoops around. Traffic, restaurants and
retailers benefited from drive through traffic, but not particularly office workers. Building
requirements, do you need things such as specialized wiring, meeting space or other
special needs? Sharing space for meetings could be an option. Zoning, make sure your
business is allowed in your chosen city before lease signing. Visibility/Accessibility, will
your business be easy to see/access for car traffic and pedestrians alike? Being closed
to similar clientele is also a plus. Even something as simple as what side of the street
you are on can make a huge difference. You dont want customers having to make Uturns just to get to you; they may bypass you altogether.
Synthesis
When thinking about putting up a restaurant, it is important to write a feasibility
study and analyze if the restaurant business youre going to put up will be successful
and profitable. Feasibility study is a useful tool to determine and evaluate a business if it
is feasible.
According to National Restaurant Association (2013), restaurant feasibility study
is divided into five steps, which are 1) identifying market area and gathering
demographic data such as age, sex, income, dining-out habits and other characteristics
of potential customers; 2) concept development, which involves using the data about
population market area and forming and evaluating a restaurant concept that the areas
needs and preferences; 3) site analysis, a process to determine whether characteristic
of the site and the competitive environment around the restaurant supported such as
concept; 4) competitor analysis, which involved investigating competitors in market area
through a competitor analysis worksheet; and
specifying
revenue figures, estimating operating expenses, analyzing and interpreting the financial
statement, and finally, developing an implementation plan. With this, the researchers
have an idea on how to make this feasibility study. The researchers know the
importance of identifying your potential market within your site. With the demographic
data the researchers can analyze and study their potential customers. Using the
demographic data that the researchers obtained they are now ready to conceptualize
the theme and concept of the restaurant that will attract future customers. Site and
competitor analysis is also important in making a feasibility study. The researchers will
look for their nearby competitors to study their business for them to know what they can
do to make their feasibility study different from other competitors. They then work on
and analyze the financial statement of the restaurants operating expenses and
projected income.
According to Sharma (2013), opening up a smaller restaurant with fewer than 50
seats will help in learning effective management techniques before tackling on much
larger space. The researchers found out that it is advisable to start out with a small
business, so that one can learn effective management techniques.
There are eight factors to consider when choosing a location, as stated by
Haglund (2013). These are cost, convenience, prestige, safety, traffic, building
requirements, zoning, and visibility/accessibility. Additionally, Mayer (2008) stated that
people who knew the area and interest of the people in the area tended to have more
success in operating a restaurant. The researchers have made this their guide in
choosing a location for their feasibility study. By knowing the interest of the people in the
area, the researchers must gather demographic data that includes information about the
people in the proposed location of the restaurant including age, income, gender,
occupation, and similar information. The team also understand the importance of
collecting such data. As said by Birchfield (2008), these demographic data are relevant
because target market segments for restaurants are often described in terms of the
same factors. Demographic are thus known to predict restaurant behavior.
competitive in the quality of their food, facilities, and also service. Many restaurants offer
good food yet lose their patrons because of service deficiencies.
Lapea (2013) stated that Filipinos are chicken dinner. Most Filipinos prefer to
eat chicken than other meat. Maybe its because chicken is a meat softer than other
meat and its much cheaper than others. The country does not lag behind the western
world when it comes to fondness for poultry recipes. In fact, food establishments
abound offering their own grilled chicken recipe packaged under many different names.
According to Li tan, de Guzman, food is essential to man. The very reason why
the foodservice industry, which deals with preparing food items/products, is and will
always remain in high demand, is because of its necessity. With the changing lifestyle
people and the growing popularity of eating away from home, the food industry is
likewise evolving to meet these impending challenges. This industry includes
restaurants, fast foods, school and hospital, catering operations food trucks, etc.
Synthesis
With what Lawrence Li tan and Florenitte de Guzman stated that food is essential
to man, the very reason why the foodservice industry, which deals with preparing food
items/products, is and will always remain in high demand, is because of its necessity.
With the changing lifestyle people and the growing popularity of eating away from home,
the food industry is likewise evolving to meet these impending challenges. The
Drafting plans were needed in a business in order to have a long term success.
Different surveys and analysis were needed to study the existing market in the area of
the business. With this, one can strategize of how people patronize the product. (Kanin
Get Eat, A project paper on marketing Management, March 2012)
Synthesis
According to 2011 Annual Survey of the Philippines Business and Industry on
Hotel and Restaurants, the number of restaurants continues to grow as Philippine
economy continue to strengthen. With this, the Researchers knew that restaurant is a
business worth putting up and will gain profit
Drafting plans is important in order to have a long term success as stated by the
students of Marketing Management in their project paper entitled Kanin Get Eat. With
this, the researchers knew that planning and conducting survey and analyzing the data
gathered is important so that one can plan according to the market area.
The management is also important as what Dimaculangan (2012) noted. The
management plays a vital role in business industry. That restaurant depends on the
leadership of the management. With this, the researcher knew that a restaurant also
needs to have a highly trained personnel and employee for the business to be
successful.
Camacho (2013) also noted that Filipinos tastes are unpredictable, and can
swiftly tire of restaurant gimmicks. The restaurant scene is very competitive.
Additionally, Mendoza, Amorado and Querjiero (2006) stated that restaurants set
importance on the promotion of dining pleasure, a place to relax and keeping pace with
changing demands of diners and travelers. Because of this, the team know that they
need to come up with different gimmicks that can attract customers to their restaurant.
They came up with ideas they can use, like offering shisha to customers and having a
place for the customers to play cards, dominoes, and chess. Where they can eat, chill
and have a good time at one place.
interest to the general public. The focus on food and meals creates awareness around
meal issues in everyday life.
Lui (2006) mentioned that for some families, eating out has become a way of life.
Everyone needs to eat and wants to enjoy good food in a pleasant environment. In
addition, this is where romance starts, business is conducted, and people socialize.
Carroll (2009) independent restaurants are important in communities. Not only
can restaurants provide the basic need of an enjoyable meal but restaurants also serve
as gathering places for social and recreational purposes. People can celebrate special
occasions, spend time with family or friends, and/or enjoy the atmosphere at
restaurants. A restaurateur must have a solid business plan and understanding of what
it means to run a restaurant business in both strong and weak economies. The
successful restaurateur must know the product, its packaging and the services cape
(which includes the atmosphere, layout and service features to all be harmonious to
foster a positive customer experience). An understanding of the city or community
demographic, the future anticipated growth of the city and business demand, and the
general feel or attitude of the city is important for a restaurateur looking to open an
establishment.
As opened by Jia, Guanglun (2012) entrepreneurship is a dynamic process of
vision, change, and creation. It requires an application of energy and passion towards
the creation and implementation of new ideas and creative solutions. Essential
ingredients include the willingness to take calculated risks, formulate an effective
venture team, marshal the needed resources, build a solid business plan, and, finally,
the vision to recognize opportunity where others see chaos, contradiction, and
confusion.
Synthesis
In the paragraph of Carroll (2009), the researchers knew that a restaurant plays
an important role in a community because it provides them with the basic need of an
enjoyable meal and serves as a gathering place. The team also knew that to become a
successful restaurateur they need to have a solid business plan and knows how to run a
restaurant business in both strong and weak economies. They must know the product
they are going to offer and they need to fully know the community in their proposed
location. Additionally, Liu (2006) stated that eating out has become a way of life.
Everyone needs to enjoy and wants to enjoy good food in a pleasant environment. That
is why the team chose a concept that one of their members knew and had a lot of
experience with. The team brainstorm ideas on how they can offer a pleasant
environment to enjoy good food.
In the first paragraph by Dixon (2012), Filipinos love to eat and eat five meals a
day. Filipinos also prefer to eat communally that they use this time to socialize with
friends and family. With this the researchers came to the idea to offer family size meal.
According to Jia Guanglun (2012), entrepreneurship is a dynamic process of
vision, change, and creation. It requires an application of energy and passion towards
the creation and implementation of new ideas and creative solutions. Essential
ingredients include the willingness to take calculated risks, formulate an effective
venture team, marshal the needed resources, build a solid business plan, and, finally,
the vision to recognize opportunity where others see chaos, contradiction, and
confusion. The researchers knew that they need to be open for change, and be creative
for new ideas that can improve their proposed establishment.
-Site Selection
Research
Paradigm
-Brainstorming
of
Ideas
-development of
possible concept
Input
-Researches
-Survey
Proposed
establishment
-Planning
-Conceptualizing
Process
-Layout
-Designing
Jadid
Output
There are 3 phases of the paradigm, the input, process and output. In the input
phase what the researchers did was the brainstorming of ideas, where the researchers
develop ideas for this proposed study. The development of possible concept was done
by laying out each researchers concept idea and choosing the best feasible concept.
The researchers also gathered information and data through the available resources in
the library and internet to be used as basis for the study.
In the process phase, the researchers selected a site for the proposed
establishment. The researchers selected a site that is accessible and very easy to
locate. The chosen site is behind the Sky Tower Hotel. After the selection of site for the
proposed establishment, the researchers conducted a survey using questionnaires
where they had surveyed 145 respondents. The researchers are now ready to
conceptualized and plan their proposed establishment. In this step the researchers
formulate the final detail, concept and theme of the proposed establishment. The
researchers thought of a concept and theme of the establishment where guest can be
attracted. The team then formed the layout and design of the proposed study; they
consulted a student architect to help them with the lay outing and designing of the
proposed study. After careful planning and making of this study, the output phase will be
the proposed establishment known as Jadid.
Chapter 3
RESEARCH METHODOLOGY
Introduction
To put up a restaurant, the researchers need to make a feasibility study to know if
the proposed restaurant business will be profitable. They conducted some research and
development in order to come up with a good restaurant that is fitted to the location that
they desire.
Research Design
The team conducted research with the use of different references like books,
magazine, thesis, dissertations and internet. The researchers did this to widen their
knowledge on how to put up a restaurant business. With the information they had
gathered, the team study and analyze it. The researchers did also a quantitative
research, where the questions are closed-ended and a large number of respondents are
involved. In quantitative study, researchers use questionnaires and survey forms to
gather information as guide for the process of planning the proposed study. The
researchers also used qualitative research, where the researchers conducted interview
with the target market.
Jadid
Research Instrument
Techniques used in the gathering of data include surveys, researches and
observation. While the research instrument used in this study is survey in a form of
questionnaires, containing closed-ended questions. This is answered by selected
individual respondents. The team also conducted researches with the use of different
books, magazine, news articles, feasibility studies from the library that are written by
students and from the internet. Observation is also done to gathered data for this study.
The team conducted traffic counting in the proposed area.
Statistical Analysis
Statistical analysis was used in the description of the demographic profile for
some of the qualitative data, quantifiers was used to generate the descriptive statistical
analysis. Quantifiers were identified such as frequency of the use of materials and
forms.
Percentage, frequency and percentage distribution of the profile of the
respondents in terms and the frequency of the usage of forms with the formula below:
% = f/N
100
Where
Percentage
frequency
number of cases
Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter is composed of the presentation, analysis and the interpretation of
the data that the researchers have gathered. It also includes the viability of the
proposed establishment which consists of the sire development plan, layout of the
establishment, space allocation and the design.
1.
Number of Respondents
Percentage
60
41%
62
43%
16
11%
5%
145
100%
TOTAL
Table 1 illustrates the age profile of the respondents. The data obtained 60
respondents who are below 20 years old (41%), 62 respondents who are 21 to 30 years
old (42%), 16 respondents who are 31 to 40 years old (11%), and 7 respondents who
are 41 years old and above (5%). According to Brandon ODell one of the biggest
mistakes restaurants make is trying to appeal to everyone. If you think that your target
market includes everyone, you are setting yourself up to fail. If you want to be
successful in any business, especially the restaurant business, then you need to define
who it is that is most likely to buy your products, and focus your concept to appeal to
that defined market. http://www.restaurantreport.com/
With this, the researchers knew that a target market is the portion of the
population most likely to buy what is being offered. In this study, the target market is
people whose ages are from 21-30 years old.
Number of Respondents
Percentage
Male
64
43%
Female
81
57%
145
100%
TOTAL
Number of Respondents
Percentage
Single
106
73%
Married
39
27%
145
100%
TOTAL
Table 3 illustrates the marital status of the respondents. The data obtained 106
respondents who are single (73%) and 39 respondents who are married (27%). Our
target market consist most of single person. Carl Hampton (2006) mentioned that a
married couple pays substantially less when dealing with the cost of living compared to
a single person. A single person pays 23% of their monthly income for rent, whereas a
couple will only have to outlay 9.3%. For food, the couple will pay 5.6% versus the 8.3%
expenditure of the single person. http://carlhampton.com/
This proved that singles spend more on food than married couple. This shows
that the proposed study has a higher chance of market considering the target market
composed most of single respondents
Percentage
Student
54
37%
Employed
84
58%
Unemployed
5%
145
100%
TOTAL
Number of Respondents
Percentage
P1,000.00 P2,000.00
15
28%
P2,001.00 P3,000.00
17
31%
P3,001.00 P4,000.00
17%
P4,001.00 above
13
24%
145
100%
TOTAL
Table 5 illustrates the monthly allowance of students. The monthly allowance with
the highest percentage of respondents is ranging from P2,001.00 to P3,000.00 with a
percentage of 31%. Mark Canlas (2014) mentioned that students outside of Manila,
especially those living in municipalities usually get about P100 to P150 per day.
www.philstar.com
With this in mind, the proposed establishment will be offering student meal that
ranges within the students budget.
Number of Respondents
Percentage
38
45%
P9,001.00 15,000.00
21
25%
P15,001.00 P25,000.00
15
18%
P25,001.00 above
10
12%
TOTAL
145
100%
Number of Respondents
Percentage
Restaurant
45
31%
Bar
44
30%
Coffee Shop
10
7%
Cafeteria
18
12%
Themed Restaurant
12
9%
Themed Bar
16
11%
145
100%
TOTAL
Table 7 illustrates the type of food and beverage referred to dine in by the
respondents. The data obtained 45 respondents who prefer restaurant (31%). According
to John R. Walker (2012), restaurants play a significant role in our lifestyles, and dining
out is a favorite social activity. Everyone needs to eat. This proves that a restaurant will
be a profitable business to put up.
Number of Respondents
Percentage
Traditional
71
49%
Unique
74
51%
145
100%
TOTAL
Table 8 illustrates the food and beverage concept preferred by the respondents.
The data obtained 71 respondents who prefer traditional (49%), and 74 respondents
who prefer unique (51%). Jim Holthouser (2011) stated that awareness of new and
emerging trends in the food and beverage arena is also key to planning. With this the
team planned on their concept by researching to know trends in the food industry.
Number of
Respondents
Percentage
Rank
Chicken
93
17%
1st
Fish
68
12%
2nd
Pork
66
12%
3rd
Vegetables
63
11%
4th
Beef
59
11%
5th
Spicy
52
9%
6th
Healthy
48
9%
7th
Sweet
33
6%
8th
Street foods
28
5%
9th
Savory
20
4%
10th
Shellfish
11
1%
11th
Quail
1%
12th
Goat
1%
12th
Lamb
1%
13th
Table 9 illustrates the food preferences of the respondents. The data obtained 93
respondents who prefer chicken (17%) ranking it in first place. This shows that most of
the respondents likes to eat chicken. Lapea (2013) stated that Filipinos are chicken
dinner. Most Filipinos prefer to eat chicken than other meat. Maybe its because chicken
is a meat softer than other meat and its much cheaper than others. This proved that the
target market prefers chicken. Knowing this the researchers will put chicken dishes in
their menu.
Number of
Respondents
Percentage
Rank
Coffee
71
19%
1st
Fresh juices
68
18%
2nd
Shakes
62
16%
3rd
Beer
51
14%
4th
Tea
31
8%
5th
Spirits
30
7%
6th
Carbonated drinks
23
7%
7th
Organic drinks
16
4%
8th
Energy drinks
14
4%
9th
Wine
12
3%
10th
Table 10 illustrates the drink preferences of the respondents. The data obtained
71 respondents who prefer coffee (19%) ranking it in first place. According to Juan and
Francisco (2007), the Philippines used to be the fourth largest producer of coffee in the
1800s. Today, we are a net importer of coffee. We consume over 60,000 metric tons of
a coffee but only produce 30,000 tons. Coffee is a product that has an increasing
demand year upon year. This proved that Filipinos are coffee drinkers. With this the
proposed establishment will also offer coffee.
Number of
Respondents
Percentage
Ranks
Monday
33
12%
4th
Tuesday
21
7%
6th
Wednesday
25
9%
5th
Thursday
20
7%
7th
Friday
61
21%
3rd
Saturday
62
21%
2nd
Sunday
65
23%
1st
Table 11 illustrates the particular days that the respondents visit a food & beverage
sector. The data obtained 61 respondents that prefer to visit on Fridays (21%) ranking in
third place, 62 respondents that prefer to visit on Saturdays (21%)and 65 respondents
that prefer to visit on Sundays (23%) ranking in second and first place respectively.
According to Cendric Bryant PhD (2011), individual eating habits tend to change
dramatically over the weekend. People tend to consume more alcoholic beverages, and
more caloric dense food. This proved that people eat more on weekends. This shows
that the proposed restaurant will profit more on weekends.
Number of Respondents
Percentage
1-3
30
25%
4-6
64
53%
7-9
20
16%
10 or more
6%
121
100%
TOTAL
Table 12 illustrates the number of company the respondents have when they dine
in. there are 64 respondents who prefer to dine with 4-6 persons (53%). According to
John R. Walker (2012), the restaurant is a social exchange, satisfying the needs of
people with a high need for socialization. This proves that the proposed establishment
can meet the need to socialize of people who likes to eat together with their friends.
Number of Respondents
Percentage
P35.00 P50.00
48
34%
P51.00 P80.00
40
28%
P81.00 P100.00
24
17%
P101.00 P150.00
17
12%
P151.00 above
13
9%
142
100%
TOTAL
Table 13 illustrates the amount of money the respondents spend for lunch/dinner.
The data obtained 48 respondents who spend P35.00 P50.00 (34%). According to
John R. Walker (2012), consumers are carefully watching how they spend their hard
earned money. This proves that the target market is careful in purchasing. With this the
proposed establishment will offer their food at a reasonable price.
Number of Respondents
Percentage
P35.00 P50.00
90
62%
P51.00 P80.00
29
20%
P81.00 P100.00
17
12%
P101.00 P150.00
4%
P151.00 above
2%
145
100%
TOTAL
Table 14 illustrates the amount of money the respondents spend for snacks. The data
obtained 90 respondents who spend P35.00 P50.00 (62%). As mentioned by Donald
Wade (2010), properly pricing a menu will influence the way customers perceive a
restaurant and the value it offers. This proves that pricing a meal is important.
Number of Respondents
Percentage
P35.00 P50.00
90
63%
P51.00 P80.00
31
22%
P81.00 P100.00
10
7%
P101.00 P150.00
5%
P151.00 above
3%
143
100%
TOTAL
Table 15 Illustrates the amount of money the respondents spend for drinks. The
data obtained 90 respondents who spend P35.00 P50.00 (63%). According to
Godsmark, Arduser and Brown (2004), pricing is an important aspect of your revenues
and customer counts. Prices that are too high will drive costumers away and prices that
are too low will kill your profits. This proves that right pricing is important and will
determine the establishments success.
Number of
Respondents
Percentage
Rank
108
39%
1st
Price
42
15%
2nd
Ambience
37
13%
3rd
Services
37
13%
3rd
Entertainment
35
12%
4th
Facilities
23
8%
5th
Table 16 illustrates the factors preferred by the respondents for availing food &
beverage services. The data obtained 108 respondents who prefer food and drinks
(39%) ranking it in first place. According to Joseph Linford A. Ditan (2007), food and
beverage service is the climax of the relationship between a costumer and a caterer
during a meal experience. This proves that food and drinks is an important factor.
Number of Respondents
Percentage
15 minutes 30 minutes
78
54%
31 minutes 1 hour
40
28%
27
18%
TOTAL
145
100%
Table 17 illustrates the length of time the respondents finish their meal. The data
obtained 78 respondents who finish eating in 15 to 30 minutes (54%). As quoted by
Sharon Cuneta (2008), Ive learned to be flexible with my own family meals because of
the work hours. This proves that people are busy with work to spend longer time dining.
With this there are high turnover rate because of the busy schedule of the target market.
Number of
Respondents
Percentage
3 times a week
49
35%
Once a week
39
28%
11
8%
Twice a week
18
13%
Everyday
23
16%
140
100%
TOTAL
Table 18 illustrates the number of times the respondents visit a food & beverage
sector in a week. The data obtained 49 respondents who visit 3 times a week (35%).
According to De Vera (2009), the increasing number of working women joining the work
force has contributed to a dual source of income for many families but it has also
lessened the time available for the preparation of family meals. This increased the
purchasing capabilities of the family. More people now afford to dine out. This proved
that people have less time to prepare their meal and increased their need to dine out.
This shows that the proposed establishment has a higher chance of market.
Mission
Our mission is to provide a unique and relaxing dining experience.
Vision
Our restaurant is a place where people can come to relax, have a good time, and
enjoy a great meal.
Objectives
1.
2.
3.
4.
5.
6.
7.
Logo
Jadid is the Arabic word for New, as Jadid will offer new taste to the community
of Lucena City.
Torch represents the method of cooking and grilling.
The color red and yellow is known to increase customers appetite. It also
represent the warmth and cheerful services that the staff will give to the guests.
The black outline represents the char on grilled dishes. It also represents the
night as the establishment will also be open until midnight.