HISTORICAL BACKGROUND OF BON APPETEA

Bon Appetea is a brainchild of Thomas Pestano, a Culinary Institute of America

graduate. His wide experience in the food and hospitality industry in the nited
!tates brought him bac" in the Philppines to put up a business in the fast food
sector. #ilipinos ha$e always lo$ed fast food, and he noticed that there is still a $oid
left to be %lled. As a result Bon AppeT&A was born. Its %rst $enture into the fast food
industry is with Bon Appetea &xpress Brew Tea !hop located in !trata '(((, #.
)rtigas *r., )rtigas Center, Pasig.
Bon Appetea &xpress Brew Tea !hop is the %rst tea shop to operate '+ hours a day.
it is the %rst too,er inno$ati$e products such as alcohol-spi"ed concoctions.
Bon Appeatea o,ers its customers a wide $ariety of tea-based drin"s to choose
from. Customers will also be able to choose the base teas such as *asmine .reen
Tea, Assam Blac" Tea, and toppings such as tapioca pearls, coconut /ellies, egg
puddings and many more.
Aside from de$eloping "ios"s0stalls, Bon Appetea is loo"ing into de$eloping and
putting up full-si1ed dine-in stores. These stores will be o,ering a wider array of
drin"s and toppings to choose from. These store will also be o,ering food to
complement its existing be$erage lines.
VISION
To maintain a pro%table operation, in order to sustain a 2uality dining.
To o,er a reasonable price of products being o,ered in the store.
To maintain a comfortable atmosphere for the dining customers.
MISSION
To pro$ide a uni2ue and wholesome dining place to experience our di,erent mix of
2uality drin"s and pastries and sta,s who wants to exceed the customer3s
expectations.
CORE VALUES
#riendliness
4espect
)wnership
Teamwor"
Honesty
&xcellence
BON APPETEA DUMAGUETE
Address: U Pension Buildin! Silli"#n A$enue! Du"#ue%e Ci%&
T&'e o( Business Ven%ure: Fr#n)*ise
T&'e o( O+ners*i': Sole Pro'rie%ors*i'
O+ner: Mi# Hu#n
Nu",er o( E"'lo&ees: Four -./! in)ludin %*e Br#n)* M#n#er
M#n#er: 0#&ro" L#s)o
Bon Appetea was introduced in 5umaguete only in August of this year 6'(789. The
preparation for opening did not reach a month, according to the sta,s, as the place
was constructed0designed for only about a wee" and the baristas were trained for
only 8 days. As of now, the store is already in full operation howe$er is still
considered in its soft-opening.
MARKETING MI1
2P3s -Pl#)e! Peo'le! Produ)%! Pri)e! Pro"o%ion/
PLACE
The store is located along !illiman A$enue:among the leased spaces of Pension
Builidng. It is strategically placed /ust a few meters away from the street corner and
immediately outside !illiman ni$ersity compound, which means their area is
actually one of those people, most probably students, pass by most of the time.
4egarding the store3s physcial set up, it is designed uniformly as to structure and
;oor area with the other leased spaces within the building. It has two ;oors:the
second ;oor co$ers only half of the a$ailable space, and is o$erloo"ing the
entrance and recei$ing area for customers on the ground ;oor. The leased space
has one 679 restroom found on the ground ;oor, which is alreadty tiled and furnished
with toilet 6with single le$er ;ush water closet9, urinal, wall-hung type la$atory, and
tissue holder. It also pro$ides a small room that now ser$es as the storage room for
the store.
The interior design of the store was made according to the preferences of the the
owner 6<ia Huang9 and the head o=ce. The walls are generally painted white with a
portion of it partially designed with colors apple green, light blue, purple and
orange. A signi%cant part of this portion has been alloted for the notes of the
customers, which can li"ely be called a freedom wall. A counter has been added,
which also ser$es as the wor"ing area for the sta,s 6more preferably called
>Baristas?9. The space pro$ided for the customer is di$ided into four 6+9, as
obser$ed:
the Couch Area 67 short legged table, '-8 small round chairs, 7 couch9- ' sets
the Traditional Area 67 standard height table, + standard height chairs9- + sets
the >@ie-5own? Area 67 co$ered double-si1ed bed, '-8 throw pillows9- + sets
the >*apanese-!tyle? Area 67 short legged table, '-8 short legged chairs9- '
sets
AoteB The terms used abo$e are /ust coined by the group in order to simplify
their obser$ation.
Based on its current set up, the area has the capacity of ser$ing at least C(
customers but not more D( people, all at the same time.
PEOPLE
According to the <anager, their store mainly cater to the students, speci%cally the
!illimanians, which explains why they chose to go for their current store location.
Aside from that, the store considers as part of their mar"et the professionals:up to
their +(3s.
PRODUCT
As the business name indicates, Bon AppeT&A mainly ser$es teas:with a $ariety of
choices. Though they are more focused in mar"eting their cold drin"s, they also
o,er hot be$erages. Their current product lines introduced in 5umaguete are the
followingB Ice Blended #rappes, #resh-Brewed #ruiteas, <il" Teas, Ea"ult Teas, and
!alt-and-Cheese #oams. Fith this, the customers are already presented with more
than %fty 6C(9 choices which they can all try. Aside from that, they can also choose
from di,erent add ons for their drin"s. The drin"s also come in di,erent si1es,
6small-si1ed, medium-si1ed, large-si1ed, monster cup9
The store is also o,ering waGes in di,erent a$ailable ;a$ors as a match for their
drin"s.
PRICE
Bon Appetea3s price range from Php +( as their lowest and Php 7(C as their highest
price. By ha$ing these price-scheme the customers can choose according to their
ability-to-pay without compromising their alloted budgets for something else.
PROMOTION
As of now, the store has already distributed >@oyalty Cards? to its customers which
presents with it the di,erent freebies0promos they will gi$e after ha$ing purchased a
minimum number of orders. !ome of it includes a surprise gift item, free upsi1e and
Buy-7-Ta"e-7. They also ha$e their own page which is regularly updated in faceboo".
Planning plays a $ery important role as one of the managerial functions. It in$ol$es
decisions concerning what to do, when to do, where to do and by whom it is to be
done. This actually means thin"ing for doing. Being a franchise, the ma/or planning
function for the Bon Appetea !hop here in 5umaguete City is under the control of
the head o=ce. The Head o=ce is the one responsible for the ma/or mar"eting
gimmic"s and e$en the release of new product o,erings. The products o,ered by
the shop depends on the type of franchise agreement signed and a$ailed by the
franchisee. The shop has no power to sell products which are not included in the
contract issued between the head o=ce of the branch owner. Howe$er, the head
o=ce of Bon Appetea allows its franchisee to use its own preference for the
architectural design of the tea shop but still sub/ect to some limitations.
-standard operating procedure
-they ha$e a manager
-
)rgani1ing
)rgani1ing is process of di$iding wor" into duties, grouping of these duties in the
form of positions and grouping of these positions in the form of departments. It is an
important acti$ity which brings together the man power and resources for
accomplishment of goals. It includes identi%cation of acti$ities, grouping them in
logical positions, assigning the duties to indi$idual positions and delegating
authority and responsibility to them.
!ta=ng
!ta=ng in$ol$es manning the positions created by the organi1ing process. Hiring
right "ind of people and de$elop them for well being of organi1ation. <a/or acti$ities
are preparing in$entory of a$ailable personnel, identifying re2uired manpower and
resources from where people can be selected, selecting people training them for the
wor" assigned, %xing compensation etc.