1

CHAPTER 1
Introduction and
Background of the Study

Introduction
Having notice the business opportunity in food, especially in viands
in the Philippine market, Sizzled Zone business idea is developed. The
purpose of presenting this idea is to help customers savor and enjoy the
favorite Filipino viands into sizzling foods with toppings as a twist. This can
be regarded that our business idea belongs to the current market trend and
needs.
Researches revealed that choosing young people 20 to 60 years old
living in Barangay San Roque, Antipolo City, Rizal can serve as the
potential target in terms of increase in population (research based on the
City Planning Department), that can make positive behavioral change
towards sizzling foods. Moreover, market research found that their
competitors with strong brand name and reputation are currently leading the
tastes of the residents. However, Sizzled Zone can survive among the
opponents with service differentiation focus strategy, where Sizzled Zone
core differentiated service is Customer Satisfaction. We will make sure
that our customers are always satisfied with our products and services.

I.

COMPANY NAME
Our company thought about the products that we think are not yet

familiar to most of the people but will surely hit the market. We came up
with three products which are the Squash, strawberry and avocado flan, the
fruit salad empanada, and the sizzling Filipino dishes.
Squash, Strawberry and Avocado Flan are pastries or sponge cakes
that contain sweet or savory filling and the idea was to put them inside an
egg shell to contain its healthy flavors.

Fruit Salad Empanada is a

stuffed bread or pastry baked or fried; the empanada is made by folding

dough or bread with stuffing consisting of a variety of fruits added with
condensed milk and all-purpose cream. Sizzling Filipino dishes are the
favorite Filipino viands like kare-kare, adobo and nilaga with some twists
like salted eggs as a substitute to shrimp paste and cheese topped onto the
sizzling nilaga. The researchers knew about the benefits that it can give to
its consumers with the three chosen products and ends up with sizzling
Filipino dishes.
The project is Sizzled Zone provides unique kind and taste of
sizzling dishes and an image in such a way that customers couldnt even
imagine. We decided to create a new taste, which will surely satisfy the
cravings of every sizzling food lovers. The purpose of the project is to

promote sizzling foods that are very Filipino in nature and to be well-known
sizzling provider of protein and others nutrients with affordable prices.
Our company is named Sizzled Zone because our firm offers
variety of sizzling dishes with a twist. Sizzled means a food prepared that
exudes a hissing sound when it is being cooked. Whereas, you will savor
the delicate taste of foods that are unique and in such a way that is very
original. These varieties of unique Filipino foods specialize in sizzled and
yet stylish and that will be served in a most convenient, accessible and
conducive zone.
This project provides a friendly and accommodating atmosphere
where the customer will be served the good quality of food, service and
entertainment with a reasonable price. It offers an old type of sizzling, as
sizzling favorite is one of the Filipinos favorites ever since.
The management workforce is composed of the operation
manager, marketing manager and sale, human resource department &
finance manager that will man and each will then play its essential roles in
for the business. As the marketing staff and employees of the business, we
will be using different kinds of marketing strategies such as advertising,
sales and promotion. We will be distributing fliers to create publicity of the
business or hang a tarpaulin at the back of tricycles.

II.

COMPANY MISSION AND VISION

MISSION
We serve

sumptuous

sizzling foods that provide

customer

satisfaction. The company serves Filipino viands transformed into extra

sizzling food with unique toppings and ensures that the customers will crave
beyond far more than what they paid for.
VISION
The company aims to be remarkably recognized in providing
delightful sizzling foods and services aiming to continuously meet the
needs, wants, and preferences of our valued customers.
We envision that our best creation of new innovation for sizzling
foods with its spectacular toppings will be patronized and be known as one
of the best food in the Philippines.

III.

COMPANY LOGO AND TAGLINE

Figure #1
LOGO

The name Sizzled Zone is colored red that symbolizes warm and
positive color, a very physical color which draws attention to it and calls for
action to be taken. In color psychology red means energy, passion, action,
strength and excitement. It stimulates the physical senses such as the
appetite and passion. Physiologically, it stimulates and energizes the
physical body, including the nerves and the circulation of blood, raising
blood pressure and heart rate. It is stimulating to the appetite and therefore

a great color to use for any product associated with food and its service,
including restaurants and take-away businesses (color-meanings-inbusiness.html).

At the center are the sizzling Kare-kare and Adobo which are
considered as the flagship offerings of Sizzled Zone. Seen also is the
sizzling plate signifying that the company offers variety of sizzling dishes.

At the top are four waves that entail the smoke and flames coming
from the sizzling dish.

Figure #2

TAGLINE

We came up with the tagline TwistLingsasarap! as we draw the

image of our product as sizzling with a twist. Thus, it makes sense a
product that would turn every customer twisting because of the
deliciousness of the sizzling food.

It is colored yellow as it is a warm and happy color which creates a

sense of cheerfulness and playfulness. Psychologically, it is optimistic,
uplifting and illuminating, brightening people's spirits. Yellow stimulates the
logical side of the brain and mental clarity. It promotes wisdom and
academic proficiency. It inspires original thinking and creative ideas.

Yellow stimulates the mind and mental activity. It increases the

analytical processes and our logical reasoning, helping with decisionmaking (color-meanings-in-business.html).

IV.

LOCATION
Location is one of the most important aspects of a business. Every

business should have to consider the appropriate location for their chosen
business. Knowingly, most of the businesses fail to succeed because of the
location. In this case, the proponents came up with their own criteria in
choosing the good and right location for our business as follows.
Cost
Defined as the value of money that has been used up to produce
something. The location of Sizzled Zone should be accessible but at the
same time low rental fee because our business is new in the market.
Accessibility
Focus to be easily reached by our customers, Sizzled chose a place
where it is accessible for the consumer who wants to relax and eat sizzling
favorites at Sizzled Zone.
Population
If the population growth of the location can support enough the
business, the community may stabilize its status in the economy that will
promote the healthy environment in which business can grow.

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Figure #3
Location Map

A. Masangkay Street
Brgy. San Roque
Antipolo City, Rizal
Philippines 1870

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V.

TYPE OF BUSINESS ORGANIZATION

A partnership is a legal form of business operation between two or

more individuals who share management and profits. In particular, the firm
is a general partnership in which an arrangement by which partners
conducting a business jointly have unlimited liability, which means their
personal assets are liable to the partnership's obligations.
Advantages of a partnership include that:
1. two heads (or more) are better than one;
2. your business is easy to establish and start-up costs are low;
3. more capital is available for the business;
4. youll have greater borrowing capacity;
5. high-caliber employees can be made partners;
6. there is opportunity for income splitting, an advantage of particular
;importance due to resultant tax savings
7. partners business affairs are private;
8. there is limited external regulation;
9. Its easy to change your legal structure later if circumstances change.

Disadvantages of a partnership include that:

1. the liability of the partners for the debts of the business is unlimited;

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2. each partner is jointly and severally liable for the partnerships debts;
that is, each partner is liable for their share of the partnership debts as
well as being liable for all the debts;
3. there is a risk of disagreements and friction among partners and
management;
4. each partner is an agent of the partnership and is liable for actions by
other partners;
5. If partners join or leave, you will probably have to value all the
partnership assets and this can be costly.

VI.

DEFINITION OF TERMS

The following terms were operationally defined for clarity and thorough
understanding of this study:
Sizzling - hot enough to burn with or as if with a hissing sound
Topping - something that tops something else, especially a sauce or
garnish for food like salted egg and cheese
Twist a bend of turn of Filipino dishes in order to improve its taste
Twistling something that could turn or move a person
Zone

an area or stretch of sizzling products having a particular

characteristic, or features.

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VII.

GANTT CHART
Figure #4

Business
Conceptualization
Search for
Location

Market Study

Technical Study
Preparation of
Management
Aspect
Acquisition of
Furniture and
Equipment
Store
Improvement
Hiring of
Applicants

Training
Start of the
Operation

st

August
2015
2

nd

rd

th

September
2015
1

st

nd

rd

th

October
2015

st

nd

rd

3 4

th

November
2015
1

st

nd

rd

3 4

th

December
2015
1

st

nd

rd

th

January
2016

st

2nd 3rd 4th

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CHAPTER 2
Market Study

15

Introduction
Successful business worldwide periodically conducts market
study in order to stay tuned to changing market trends and to retain
their competitive edge. Whether your business is in a start-up stage or
in an expansion phase, market study is vital for understanding the
critical characteristics of your target market to increase sales revenue,
profit, return of investment (ROI) and overall business success
The importance of market study can be best perceived by
understanding

the

various

factors

that

impact

your

business

(flatworldsolutions.com) .
In our market study, after analyzing the target market, our business
needs an effective strategy to meet the changeable needs and expectations
of the market. This is to ensure the success and profitability of our business
and to create an effective strategy to gain market share against our
competitors.

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II.

PRODUCT DESCRIPTION

Table #1
A. Sizzling Specials (Main Products)
Twizzling Adobo with Leche FlanA sizzling Pork
Adobo topped with slice of Leche Flan plus ingredient
ABC
Twizzling Kare-KareA sizzling pork mixed with
peanut butterand vegetables plus salted egg and
ingredient DEF
Twizzling Pork Nilaga A sizzling boiled pork mixed
with vegetables topped with cheese plus ingredient
GHI
Sizzling BangusA sizzling fried milk fish topped with
onions and served with soy sauce and lime(ing. JKL)
Sizzling Burger Steak Sizzling two (2) pieces of
burger steak with gravy plus ingredient MNO
Sizzling Chicken A sizzling roasted chicken with
vegetables and served with gravy plus ingredient PQR
Sizzling Sisig A sizzling braised pork with egg served
with soy sauce and lime plus ingredient STU
Note: All offerings are inclusive of one (1) cup of rice

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B. Add Ons
Table #2
DESSERTS
Buko Pandan One (1) regular bowl of mixed Pandan
Jelly, Coconut, Condensed Milk and All-purpose cream
Leche Flan One (1) regular size of mixed Condensed
Milk and Egg Yolks with Caramel
Mango Graham Cake One (1) regular size of mixed
Graham Crackers, Condensed Milk, All-purpose cream
and Slices of Fresh Mangoes
Fruit Salad One (1) regular serving of mixed Fruit
Cocktail, All-purpose cream, Condensed Milk and
Cherry
Banana Split One (1) regular serving of 2 Lakatan
bananas with ice cream topped with a piece of Cherry
BEVERAGES
Iced Tea A regular serving of lemon iced tea

Coke A serving of eight (8) oz Coke

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Bottled Water - A serving of 250 ml water

Table #3
Extra
Rice - A serving of one (1) cup rice

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III.

MARKET DESCRIPTION
Table #4

A. TARGET MARKET
AGE

21 to 60 years old

SEX

Male & Female

INCOME

Middle Income
C1 Php 50,001.00 Php 100,000.00
C2 Php 20,000.00 Php 50,000.00

LIFESTYLE

Sizzling Food Lovers

Adventurous when it comes to food

B. DEMAND
To determine the size, nature and growth of total demand for the
product, market must be identified. According to the census 2013,
Barangay San Roque, Antipolo has a total population of 68,658. The
Barangay will keep growing to actualize the management vision that this
business will be profitable enough in the Antipolo City. There are
establishments near the location of the outlet such as school, market, and
highway tourist, church and people who are committed in that particular
establishment will also be the customer as well as the nearly residential.

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Are you fond of eating sizzling food?

0
6%
20%

Yes
No
Maybe

81%

The graph shows 81% of the respondents are fond of eating sizzling
food, the 20% of them are not and the 6% of them answered maybe.

What is your favorite meal in sizzling

food?
4% 6%
Pork
Chicken

16%
26%

57%

Beef
Fish
Seafood

The graph shows 57% of the respondents prefer pork as sizzling

food, 26% like chicken, 16% prefer beef, 6% like seafood and 4% prefer
fish.

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Would you like to try sizzling food with

toppings?
0
11%
Yes

13%

No
81%

Maybe

The graph shows 81% of the respondents would like to try sizzling
food with toppings, 13% of them are not, and 11% are not sure.

Are you willing to try our new twisted

sizzling food style?
0
8%
11%

Yes
No
86%

The graph shows 86% of the respondents would like to try our
sizzling food style, and 11% are not and 8% are not sure.

Maybe

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How much are you willing to spend when

you are eating in a sizzling place?
6% 4%
P 50.00 - P 55.00
24%
23%

P 55.00 - P 60.00
P 65.00 - P 70.00

48%

P 75.00 - P 80.00
Others, please specify

The graph shows 24% are willing to spend 50.00 - 55.00 when they
are eating in a sizzling place, 24% for 55.00 60.00, 23% for 65.00
70.00, 6% for 75.00 80.00, and 4% for others.

What other Filipino viand would you like

to try?
1%
Sinigang
32%

Menudo
57%

15%

Squid Adobo
Others, please specify

The graph shows that 57% of the respondents want to try our
sinigang, 35% for the menudo, 15% for the squid adobo and 1% for others.

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What additional taste would you like to

be added in your sizzling food?
1%
Spicy

13%
24%

Sour
54%

Sweet & Spicy

Sweet & Sour

13%

Others, please specify

The graph shows that 54% of the respondents want to add spicy to
their sizzling food, 24% sweet and spicy, 13% sour, 13% sweet and sour
and 1% for others

C. SUPPLY
Every restaurant who sells sizzling foods as their main product or as a
variety of choice are considered to be our competitors. Our existing
competitors around the area are Anne Mamoos Sizzling Station and Mang
Inasal, as well as the food stalls and carinderia that sell sizzling foods along
the area.
Our competitors are well known for their good taste and quality
products, even though their products are expensive, still, customers are
attracted to buy because of its better taste/flavor.

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Figure #5

Target Market Share

10%

15%

Anne Mamoo's Sizzling Station

Mang Inasal

25%
Sizzled Zone
50%

Food stalls and Carinderia

The graph shows 50% of the supply came from Mang Inasal, the 25% from
Sizzled Zone, the 15% from Anne Mamoos Sizzling Station and the
remaining 10% come from food stalls and carinderia.
IV.

PRICE STUDY

Price determination for many consumer products is often a function of the

cost of production and a desired mark up. The desired mark-up percentage
of Sizzled Zone is 30%. To accommodate all future expenses, such as
increase in price of pork in which pork is the main ingredient.

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A. PRICE LIST
Table #5
Sizzled Zone Menu
(Price per order)
Sizzling Specials

Price

Twizzling Adobo with Leche Flan

Twizzling Kare-Kare with salted egg
Twizzling Nilaga with Cheese
Sizzling Sisig
Sizzling Chicken
Sizzling Bangus
Sizzling Burger Steak

P 71.50
P 65.33
P 71.50
P 65.82
P 50.57
P 54.43
P 39.59

Beverages Price
Iced Tea
Coke

P 33.80
P 11.70
Bottled Water P 16.90

Desserts

Price

Extra Price

Buko Pandan
Leche Flan
Mango Graham Cake
Fruit Salad
Banana Split

P 17.63
P 22.35
P 24.35
P 12.09
P 15.05

Rice

P 6.50

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B. COMPARATIVE TABLE OF PRICES

Table #6
Menu

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Mang Inasal
(Competitor 2
Price List)

Sizzled Zone
(Our Business
Price list)

Pork Sisig

Mamoos
Sizzling
Station
(Competitor 1
Price list)
P 65.00

P 99.00

P 50.63

Softdrinks

P 12.00

P 25.00

P 12.00

Special

P 99.00

P 99.00

P 75.00

Barkada Meal

None

None

P 290.00

Family Meal

None

None

P 380.00

Leche Flan

None

P 29.00

P 35.00

Food

Meals

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V.

MARKETING PROGRAM

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VI.

POSITIONING STATEMENT

We are the pioneering restaurant that combines products, services and

experiences to customers particularly the students, blue/white collar
workers and shoppers all over the city that want to experience the unique
presentation and taste in an era of innovative food industry. Sizzled Zone
serves quality food and service at a price that our consumers will be gladly
to pay. We will give a new perception and a total quality of experience
about sizzling products.
VII.

MARKETING MIX

A. PRODUCT
Our product is a high quality and made with fresh ingredients like
meat, poultry and vegetables that are extremely adaptable to all types of
customers that contain nutrient needed by our customers. Each sizzling
dish is accompanied with unique taste and texture with a twist that will
make our customer hungry for more.
B. PRICE
The price of our sizzling dishes ranges from 50 to 70 pesos each.
We have a marketing strategy every Sunday wherein customers will be able
to save 5% to 10% in price.

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C. PLACE
The business is located in an accessible place in Antipolo City near
our target consumers. We also considered it as part of our marketing mix
because of the possible consumers in the place to put up the business. In
short, we centralized on our users involvement.
D. PROMOTION
Our current promotional plans include but are not limited to:
1. Create online releases on social media like Facebook
Customers are easy to find in Facebook especially if you are starting a
business like ours. If you run any kind of consumer-facing enterprise, such
as a restaurant, a shop, a plumbing business or an ecommerce website,
many of your customers will want to keep in touch on Facebook/Social
Media.
The firm can also get inspiration and advice from the Facebook for
business page. It has lots of useful case studies featuring business of all
different shapes and sizes.
We can also tell people that we are on Facebook. The company can use
this social network to post links to our page, put details of it on your website
and all your marketing literature, and include a link below your email
signature. The firm can advertise for free (marketingdonut.co.uk).

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Figure #
Facebook Page

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Fliers
Promotional fliers are an inexpensive form of advertising. They are a
great way to get our message out or promote a special deal without
breaking the bank.
Promotional flyers extend your brand: We can have them look clean and
professional with clear branding of our company and have a nice logo,
colors, the right tagline and fonts that represent our company.
Figure #7

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Coupons
To maintain our customers, Sizzled Zone will give coupon cards to every
customer that will purchase our product and will put a stamp on it and on
their 5th visit they will receive a free Bottomless Iced Tea valid for one day.
This will serve as our reward for our patrons.
Mechanics
1. Present this coupon at the counter upon purchase minimum of 120
pesos.
2. Valid for dine-in only.
3. Promo period is from February12-15, 2016 only.
4. Cannot be combined with other promotions.
5. One coupon per transaction only.
Figure #8
Coupon

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Barkada Meal
Providing discounts for a restaurant is always a surefire way to bring
customers running. These meals are available every Sunday.
Barkada meal (4-6 persons) Up to P25 discount
Figure #9
Barkada Meal Poster

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Figure #10
Teaser Tarpaulin
*This will be used as a teaser for the grand opening.

Figure #11
Grand Opening Tarpaulin