Professional Documents
Culture Documents
Chapter 1
framework, statement of the problem, hypothesis, significance of the study, scope and
Introduction
Food parks are fast becoming trend nowadays especially for millennials. First of all,
“a food park is similar in layout to a typical school canteen or even a food court, admittedly
more hip and cooler with different stores and stalls providing diverse food choices.”
According to Catama (2017), Food park is a great concept for it is a welcome addition to
the Filipino culture. Food Park is and will always remain in high demand because of its
genre and millennials has the eagerness to try new food. They think it is an "instagram
worthy" place for them to post in social media accounts so they try it, in order for them to
be “in” with the trend. Like every other country, the food park has flourished very well in the
Philippines so it is a great attraction for the Philippines which can attract a lot of tourist to
visit the country. Filipinos love to eat and that is one of the many reasons why there is a lot
The stand of the food parks in the food industry for this year is great. According to
Talavera (2017), “Food parks are to expand in PH retail market this year, the demand for
vacant lots for food parks increased by more than 10 times in Metro Manila last year.” This
new trend in the Philippines is starting to expand and be widely known to many which is a
big impact for the country especially in expanding its retail market. In Japan, Food theme
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parks are mostly located in Japan where they are called by the English “locution.” Japan
has different food parks that are creatively themed and designed. In America, especially in
their most progressive city which is Portland, these kind of food establishments are also
popular or famous. However, instead of food parks, they are called food truck parks. In one
article it says that these food truck parks stand to make a major impact on the way
Americans eat. One will open later this year in as Tulsa, well as in Plano, Texas and
This study is about the fast-growing trend of the millennial-driven food parks. Due to
the sudden increase of the demand on constructing and building food parks and the
likeness of the researchers to visit food parks, the researchers came up with the idea of
conducting a study about food parks. They got curious on what characteristics of a food
park satisfy the customers of the food parks for there are many food parks being built. The
researchers also have their preferences on choosing the food parks they visited and liked.
Due to their curiosity and likeness of visiting food parks, the researchers conducted a study
where it would result on identifying the level of satisfaction of customers on the selected
Food Parks in Marikina City. The selected food parks are Truck Park, Carnival Food Park,
Crave Park, Food Hub and Eat Street Food Park. The target ages that the researchers
thought that will have a big part of the respondent ranges from 18 to 25. The subjects of
the study are the selected customers of the Food Parks in Marikina. Getting through with
the study the researchers thought and came up with some of characteristics that the
customers consider and are part of a Food Park in which they are to identify their level of
satisfaction, these are the location, menu, ambience, facilities, price, cleanliness and many
more that the researchers are to discover, which are the ones they are not satisfied/very
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satisfied. Their main goal is to know the level of satisfaction of customers on the food parks
in Marikina City and on their characteristics. This is also to help the Food Parks in Marikina
Food parks have a big impact not only in the country itself but for its people. For the
diversity of foods in the food parks it shows the food tourism of the country and the
delicious dishes the Filipinos create for them to showcase their talent. It also opens too
many job opportunities that can lessen the unemployment rate of the country. It can also
be a great chance for those who are aspiring to have their own small business where they
can sell food and serve people, for it is a budget friendly business. But, for this kind of
business they encounter some problems like many cars parked on the streets due to the
small space of the parking lot of the food parks. Some food parks are crowded and less
space for people to eat. Because of the popularity of food parks more competition rose for
them to handle.
This study can be useful and knowledgeable to many people. The study can help the
country which is the Philippines to be known to many people even to other countries for it
has new attractions for tourist to visit the place. It is a great concept and a new trend that
can attract a lot of people to visit the country. Food parks are a big impact on the food
tourism of the country. This can help food park owners to improve their businesses to a
more attractive one in order to better cater to their target market. Future entrepreneurs who
are planning on building a business-like Food Park can make use of the study to have this
as reference in successfully establishing their own food park even the HRM students who
are planning on having a career in the said business. “The food-park concept solves the
biggest problems for micro and small business owners in food and beverage. The setting
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up is fast, affordable and flexible compared to setting up in malls, where the lease
contracts are long and non-flexible, not to mention the initial cost in designing your store or
kiosk.” Yu (2016)
Food is a basic necessity. Most of the people in this world love to eat and to try new
dishes to discover and to a new taste for their taste buds. Enjoying different kinds of food
in one place with a great instagrammable place is the perfect place to relax and have fun.
A lot of people try out a lot of concepts and twist on the restaurants or food places they
build and be one of the food markets of the country that will really sell. Food parks are one
of the concepts that were thought of to enter in the food industry. It is a single place with
much food shop selling variety of food. “A food park is similar in layout to a typical school
canteen or even a food court, admittedly more hip and cooler with different stores and
Food Park is a great concept for it is a welcome addition to the Filipino culture. It
even opens up to new opportunities to people who love to cook and start up their business
but in a more affordable way. “The food-park concept solves the biggest problems for
micro and small business owners in food and beverage. The setting up is fast, affordable
and flexible compared to setting up in malls, where the lease contracts are long and non-
flexible, not to mention the initial cost in designing your store or kiosk.” Yu (2016). Food
parks gained popularity in the Philippines during 2016. The idea of it replaced food trucks,
for it offered a fun and large dining space for consumers to try on new food concepts and
get a chance to bond with their friends and family. It has a similar arrangement to food
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courts; food parks feature a collection of food kiosks within an outdoor compound. “They
normally follow a central theme such as international street food concept in Merkanto, the
Instagram-able dining layout of Crave Park and subway-inspired booths in the case of The
Vibe.”(2017) The different thing about food park is that they are comprised wholly of
as an ideal incubator for new businesses and novel concepts because of the low capital
requirements and a targeted consumer base. Furthermore, food parks are located along
The generation nowadays has the eagerness to try new food and for their likeness
of posting many things in the social media, the food park is a great place for them. It has
that “instagram worthy” place image for the people and they try it on, for them to be “in”
with the trend. Not only that, according to Catama (2017) “every food park that you visit is
guaranteed to be very Instagrammable – perfect for the winning social media post.” It even
allows people to indulge in their gastronomical fantasies. Food parks are a convenient
venue for gatherings of family and friends to have fun for it serves a large mass of people.
These food parks have different themes they are set up with. A lot of it are
surrounding the place to follow them, they are trying to present even the way the whole
place is setup to have a perfect look of its theme. The chairs and tables can be for groups
and can also be for small ones. They are as many as it can fill all the space in arranged
manner to accommodate many customers. It may have a lot of different stalls and owners
of it but the waiters clean their own and they share with each one, it also has designated
waiters and busboys for the tables. Different stalls and varieties of food can be ordered
and eaten in just one place with a cheap price so that’s what makes food park a great
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place to eat and dine in. Most people look for restrooms in a food place, and food parks
has comfort rooms but one thing that is not achieved most of the food parks is that they are
not air-conditioned places. Most of the food parks open at 4pm to 4am which is a time for
rest and having fun. Everywhere people go they can see a food park around them for it
These food parks are not only seen in the Philippines. Many places around the
world also have these food parks. Japan is one of the countries that patronize food parks
in their country and they are called food theme parks for they are known for their
extravagant decorations and themes. In America, especially in their most progressive city
which is Portland, these kinds of food establishments are also popular or famous.
However, instead of food parks, they are called food truck parks.
According to Matchar (2015), “these food truck parks stand to make a major impact
on the way Americans eat. One will open later this year in Tulsa,as well as in Plano, Texas
and Asbury Park, New Jersey. “Food parks are continuing on rising and making a name on
Conceptual Framework
1. What is the
demographic profile of
the respondents in
terms of;
To be able to identify
Fig 1. Shows that the researchers illustrate the whole pattern that the study
each characteristic. Input has three parts: the demographic profile of the
respondents in terms of age, gender, budget and the frequency of visit on the food
parks. The second part of it is the characteristics that the respondents are to rate
based on their level of satisfaction. The third part is the overall satisfaction of
customers in the selected food parks in Marikina City. The process makes use of
the Selected Food Parks in Marikina City that will contribute essential information to
complete the study. And lastly the output shows the Influx of visitor, means of
promoting city/place, knowing the best type of food the people will love and the level
of satisfaction of customers in the selected food parks in Marikina City, whether they
1.1 Age
1.2 Gender
1.3 Budget
2.1 Location
2.2 Menu
2.3 Ambiance
2.4 Price
2.6 Facilities
2.7 Cleanliness
3. What is the overall level of satisfaction of customers on the selected Food parks in
Marikina City?
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selected Food parks in Marikina City when the demographic profile is considered?
Hypothesis
selected Food parks in Marikina City when the demographic profile is considered.
TO THE FOOD PARK OWNERS. This study can help the owners to understand and know
the references and satisfactions of customers on food parks, with that this can help them to
improve their food parks and attract a lot more customers to their business.
TO THE TUA ADMINISTRATION. The study can help them be informed and have
knowledge on the new trend nowadays and help them in choosing the food parks they can
visit.
TO THE CHTM FACULTY. The study can help them to expand their knowledge and have
TO THE FUTURE ENTREPRENEURS. The study can be a big help for them to be aware
and make this a reference for them in starting up their own food park. They can use these
TO THE HOSPITALITY INDUSTRY. This study can help expand the hospitality industry
TO THE DEPARTMENT OF TOURISM. The study can help them know what to put on
food parks and add more to attract more tourist coming and visiting the country.
TO THE HRM STUDENTS. The study can help them to be knowledgeable of the different
kinds of services or establishments in the food industry. It can serve as their guide or
reference when planning on establishing their own food parks or entering any kind of
TO THE FUTURE RESEARCHERS. This study may serve as reference and guide for the
researchers that would want to conduct a research with the same field as this study has
TO THE READERS. For the future readers have an idea and gain learning and insights on
respondents that will help them with their research on the Level of Satisfaction of
Customers in the Selected Food parks in Marikina City. They will be having 250
respondents for their research. They will be chosen with the use of a sampling technique, a
non-probability sampling which is the purposive sampling. The defense of this study will
start on the 8th of November. The researchers had to improve and enhance the paper in
Definition of Terms
The researchers defined the terms according to how they are used in the study in
order to make easy understanding of the problem and avoid ambiguous meaning.
Entrepreneurs. Refers to a person who finds something and make a business of it and
sells it
Food Industry. Refers to supplies most of food production and sale consumed by the
world population.
Food kiosk. Refers to a small structure or store that sells products or services
Food park. Refers to different stalls in one place selling varieties of food with a setup of
Food Theme Parks. Refers to a place with different stalls around it with the setup of a
food court and the place has a specific theme with it.
Food Truck Parks. Refers to trucks that are equipped with food that are to be sold and
Gastronomical. Refers to something that has to do with eating or cooking good food
Instagrammable. Refers to the places, sceneries and decorations that are creatively
arranged and are seen in pictures to have a great view to take picture that can be posted
Millennials. Refers to an identity given to the teenagers as of this year 2017. The ones
Retail Market. Refers to promotes sales of the business products such as selling.
Social Media. Refers to a new world of social networking allows free sharing of thoughts.
Street Food. Refers to a ready-to-eat foods and beverages sold on the streets.
Target Market. Refers to target customers are those who are most likely to buy from you.
Tourist. Refers to a person who is traveling for pleasure and an ideal customer for
businesses.
Trend. Refers to the subject of many posts on a social media website or application within
a short period of time. It is the talk of many people may it be in the social media or on the
streets
Chapter 2
This chapter presents the review of related literature and the primary and secondary
sources in local and foreign perspective which will give relevance to the study.
Related Literature
Local
article. He also said that three years ago, only a handful of chefs were working with Filipino
farmers and cooking with local ingredients but after the Filipinos realized that the
Philippines is an agrarian country that helps to promote Filipino gastronomy. They started
to conquer and be known to many other countries around the world. (Wu,2017)
Filipinos has a passion and love for food to the point that “food places a primary
importance in our [Filipinos] lives” (Zafra, 2009). The Filipino culture centers on food during
special occasions or even normal instances and food certainly does give Filipino delight.
As what Zafra (2009) said,” the saying eat, drink, and be merry” is certainly a part of the
lives of Filipinos.
According to Olar (2016), Culture, nature, and people, these are some of the
reasons why the world wants to visit the Philippines. Beach, mountains, valleys, lakes,
islands, and man-made attractions boost the country to start making a name as one of the
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favorite tourist destination. Together with the republic’s booming tourism industry; many
Filipino food is a blend of Spanish and Chinese cultures. That is why, common
foods sound Hispanic such as asado, adobo, and menudo. Others do have Chinese
names like pancit and shang-hai. While there are foods that can be found anywhere in the
archipelago; each region has its own traditional foods to brag. In Ilocos Region, because of
the proximity to the sea, Ilocano loves salty foods. There are varieties of dried fish in the
region. While in Cagayan Valley for the Philippines being rich in seafood, Cagayan Valley
offers the freshest fish, crabs, lobster, and others. On the other hand in central luzon,
Pampanga is known for sweet delicacies and processed meat like tocino. Southern
Tagalog, the region is rich in coconuts. Many dishes are mixed with gata (coconut milk). In
Western Visayas, taste the world’s sweetest mango found in Guimaras. Capiz is the
“Seafood Capital of the Philippines” and offers cheap and fresh seafood. In the region of
Zamboanga Peninsula, going to Zamboanga can make you feel visiting Spain because of
their dialect “Chavacano” which sounds Hispanic. Because of its proximity to Malaysia;
trip-a-glance-at-philippine-food-tourism/ )
As mentioned by Arboleda (2010), the industry which deals with preparing food
items/products refers to the foodservice industry. The food service industry is and will
always remain in high demand because of its genre. These industries include restaurants,
fast foods, school and hospital cafeterias, catering operations, food carts, food trucks and
food parks etc. Like every other country, the food industry has flourished very well in
Philippines. Filipinos love to eat and that’s the reason why looking around people will see a
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lot of food industries or even street foods are scattered in the cities. These restaurants and
fast foods can be local or international food chains. Filipino food and chefs are considered
one of the best in the world. It is hardly surprising that Filipino food is often labeled as
somewhat strange (like the “balut” for example) but in its own way, its food is a unique
mixture of eastern and western cuisines and reflects the history of Philippines. The Filipino
food includes dishes and cooking procedures from China, Spain, Mexico, United States,
and more recently from further abroad. However, what makes them Filipino is the history
and society that introduced and adapted them; the people who turned them to their tastes
and accepted them into their homes and restaurants, and specially the harmonizing culture
Attracting a huge crowd to restaurants or fast foods require more than just good
food. Though important, good food is only a part of the total dining experience. Equally
important is believed to be the way people feel while in the restaurant. This physical and
customers are exposed. The proper atmosphere can make the food, service and whole
dining experience seem better. For that reason a restaurant or a fast food must take care
of the following to please its customers. This includes checking the cleanliness of the place
and freshness of the food, guarded premises, parking area where people can park,
(http://manilareviews.com/2010/07/food-service-industry-philippines.html)
In 2010, a lot of food trends and innovations have flourished and entered the minds,
hearts and stomachs of the Filipinos. As commented by Cupin (2011), the biggest of these
was the emergence of the food markets. These markets is continuously spreading
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throughout Metro Manila. “Aside from taking selfies and posting on social media, the love
for foods by Filipinos it resulted to them enjoyed eating and in response to the insatiable
collective appetite, the food park made its appearance.” (Catama, 2017) But before food
parks started to spread and became a trend, food trucks are the first ones that gained its
name in the industry. According to Oxford Dictionaries (n.d.), a food truck is “a large
vehicle equipped with facilities for cooking and selling food.” It is like a mobile mini-
restaurant, which can be found in places where there are a lot of people. As stated by
People looked for business due to financial crisis, opportunities taken without the painful
cost of having to pay for space and labor. Capitol commons Food Truck Parks efficiently
bring together a fleet of food trucks with a breezy ambiance for customers.
format replaced food trucks, as it offered a fun dining space for consumers to try new food
concepts and bond with their friends and family. Similar to food courts, food parks feature a
collection of food kiosks within an outdoor compound. They normally follow a central theme
such as international street food. Unlike food courts though, food parks are comprised
and serve as an ideal incubator for new businesses and novel concepts because of the low
capital requirements and a targeted consumer base. Furthermore, food parks are located
welcome addition to the Filipino foodie culture. After all, the love of Filipinos in trying a
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variety of dishes and food parks allow to indulge in their gastronomical fantasies. Another
cultural thing, Filipinos love to eat with our friends and families. The more the merrier, while
eating lots of different food which makes it truly enjoyable, the experience is made even
more memorable when it is shared with a friend and loved ones. Food parks give a very
convenient venue for such eventualities. Food parks have sprouted all around the metro.
Wherever the people go, it is the same and just around. A food park is similar in layout to a
school canteen or even a food court but it is admittedly more hip and cooler, with different
stores and stalls providing diverse food choices. Cravings of many will surely be found in
this place. Not only that, every food park that is visited is guaranteed to be very
(http://www.eaglenews.ph/life/food-park-the-newest-food-trend/)
targeted food parks. “These are usually set up in an open area or vacant land. It’s like a
food court in a mall but outdoors, where there are affordable and unique food selections
you don’t normally find in malls,” as cited by Pillas (2016). More than the novelty of the
food selections, the food-park concept employs the “clustering” concept recommended for
micro and small businesses same as in mall food courts but without the attendant
burdensome overhead costs in retail malls.The food-park concept solves the biggest
problems for micro and small business owners in food and beverage. The setting up is
fast, affordable and flexible compared to setting up in malls, where the lease contracts are
long and non-flexible, not to mention the initial cost in designing your store or kiosk. Food
parks would usually require food locators to lease a minimum of 500 square meters to
about 3,000 square meters of lot area. Popular food parks in Quezon City include
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Maginhawa Food Park and the newly opened The Yard at the Xavierville.
(http://www.businessmirror.com.ph/fb-enterprises-urged-to-locate-in-food-parks/)
(2017). As stated on her article, the expansion of malls outside Metro Manila, as well as
the establishment of the millennial-driven food parks, may be expected in the retail
property market this year. With its surge in popularity, more and more vacant lots will be
obtained or leased out for the purpose of food parks. The Prime Philippines may project
this trend similar to the trend of food markets like Mercato, which had a boom in 2011 in
terms of new food markets established and set up. 2016 saw the rise in popularity of food
parks stemming from establishments such as StrEat Maginhawa, which was followed by
multiple food parks along the area and in other cities. Food parks give small scale
businesses the venue to thrive and profit from a captive market setup with relatively lower
costs compared to taking out a lease at bigger establishments. This is timely as business
registration of both old and new businesses continue to increase. With the food park craze,
rapid establishment has already begun from last year, and more food parks will be
retail-market-year/309989/)
According to Tolentino (2016), the food park craze in the country just keeps getting
better and better as more hubs and places offering all sorts of food are opening. Visit
Quezon City’s newest, freshest and not-your-ordinary food park, The Yard, which just had
its soft opening last June 18, 2016. In a city with more than ten food parks, The Yard
flaunts its own unique taste with the diverse homegrown delights it offers and its distinct
style with its industrial-themed interior and exterior design. All of their food stalls are
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carefully selected and curated to provide customers a complete and fulfilling food
experience. Most kiosks serve original food concepts which are the fruits of years of
professional experiences, exquisite cooking skills, and the passion for creating one-of-a-
kind dishes. The Yard owner Anne Barbara Soriano explains that their goal is to make The
Yard a food destination that will bring family and friends together by catering to all kinds of
cravings and food preferences. They stand true to their promise, thus providing us 30 food
(http://www.wheninmanila.com/a-food-guide-on-q-c-s-newest-food-park-the-yard/)
Food parks are spreading throughout the country even in Makati, a place with lots of
working people. According to De Veyra (2017), what started out as a big patch of idle land
has now become a sprawling complex that combines two Filipino favorites: food and
basketball. Buendia Food By The Court, which opens to public, is the first food park in
Makati and the first to have a basketball court right beside it. The original concept was a
dampa-like food court. The millennials in the company brought the seniors to a food park
and convinced the board. It’s now the next generation running this food park. Besides food,
company president Paul Elauria also saw a demand for basketball courts. This was also a
way for the company to turn their idle land into a contributor to the community. The fully
covered basketball court is open on all sides. Featuring a shower and flooring made out of
vinyl laminates to create a hardwood effect, this is a first-rate sports venue available for
rent.The star of this complex is, of course, the food park. The tenants are a mix of some
familiar names from other foodie pop-ups in the metro and some first-timers. Even though
not all of the spaces in the food park are occupied at this time, each and every culinary
craving is covered by the purveyors in the food park. Buendia Food By The Court is open
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from 5 p.m. to 12 midnight and is located at the corner of Bautista Street and Sen. Gil J.
food-park)
Even in a popular school in the Philippines, the De Lasalle University, part of their
food place their which is called the Agno is being thought by Henry Sy to be converted to a
Food park. According to Chua and Carino (2017), DLSU major stakeholder and owner of
of food stalls into a “commercialized food park”. The renovation of the 50-sqm lot will still
take place in the usual Agno space across the Gokongwei Hall but will expand further to
another 250-sqm as Sy expressed. The al-fresco dining space will house at least 20 food
concessionaires with new facilities. Since the sudden outbreak of hygienic issues in food
stalls in social media, DLSU’s Health Services Office (HSO) and the Office of the President
has been closely working together with internal and external sectors of the University that
would look into the sanitation protocols of these establishments. HSO Director Dr. Lily Ann
Cabuling has expressed her concern for the increasing number of pest problems found in
different food stalls. The Agno food concessionaires that students have been fond of for
years will undergo a major renovation. Aside from having a new look, the planned food
park will also highlight modern sanitation facilities that will maximize the wider spaces
intended for this renovation. Aside from the new food park, Sy is also considering plans of
taking over the vending machines inside the campus. Bidding procedures are currently
ongoing.
The food park will retain some of Lasallians’ favorites but with a much more
improved hygienic system, such as Healthy Corner, Phily’s, Cantonese, and many more.
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Unfortunately, due to health review conflicts, Ate Rica’s will not be able to join the
concessionaires. Various food businesses contacted Cabuling and made contracts with Sy
after a systematic review of possible stalls to include were conducted. The process of stall
preparation was in line with the University’s duty to uphold sanitized workplace and healthy
food. The stalls’ review process papers were made available online and it included
food joint Subway. Tokyo Tempura will also be part of the said food park, which features
sy-to-convert-agno-to-state-of-the-art-food-park-in-light-of-sanitation-issues/)
According to Sison (2017), there is a local food park that has a lot of instagram
spots worth checking out. From Maginhawa to Commonwealth, owner Cheska Del Castillo
brings the famous StrEAT Food Park to the South! Found at Everest Sky Pitch and
conveniently located five minutes away from Nuvali in Sta. Rosa Laguna, South StrEAT is
With the emergence of food parks in the metro, Cheska, along with her parents,
decided to venture down south "to capture both a tourist and residential market." And in
order to do this, they needed an edge among the rest, which led them to conjure up a
space that championed the arts. Anchored on Memphis Milano (with a little Miami Art Deco
vibes), the place echoes the '80s art movement created by Ettore Sottsass that went
against minimalism.
But more than the art, South Streat celebrates food. It's a place, which according to
Cheska, advocates for young entrepreneurs. A perfect marriage of art and food, the food
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local-food-park-south-streat-a00191-20170425)
Foreign
Food plays many roles in our lives. As stated by Sweetman and Mackellar (1954)
People eat because they’re hungry, perhaps in the country lived by the author more often
to keep from getting hungry, because it is time to eat. People eat, whether they need food
or not to satisfy the appetite for particular food. They may also have eaten to compensate
unconsciously for lack of affection or desired recognition from fellows. What they eat is
influenced not only by what is available but also by the acquired likes and dislikes, by
beliefs about the healthfulness, or even a variety of magical powers, of particular food.
What people eat may even be influenced by the use of food to display wealth, or to
1954)
As stated by Tinker (2003), street food vending is an important means for women to
help support their family in countries throughout Africa and Asia.The popularity of food
trucks among these groups is likely related to the lower capital requirements of food trucks
but may also be a reflection of the lack of restaurants representing the culinary traditions of
There are factors that contribute to the attractiveness of Food Truck. As stated by
Zerrer (n.d.), the elements that should form part of the food truck business are catchy
brand names, and striking designs, which fall under promotions as well as appearance
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respectively. Apart from these, how the menu is constructed alongside the affordability of
the menu items are also factors. Location also plays a vital role considering the food trucks
are go-anywhere establishments and accessibility to these trucks is key. Social media,
which includes Facebook and Twitter, should not be left untapped because this is way of
“The history of America’s love for food trucks has started since the late 17th century
as a part of the dining habits of people from the bigger cities in the East Coast. As early as
the 1850s. The United States already had a concept of a mobile kitchen. They called this
concept as “dining cars” whose main customers were train passengers and other
The cooks at street stalls are Thailand’s true culinary giants. As said by Goldstein
and Herschkowitsch (2016), in Thailand a good rule of thumb is, the less the people pay
for food, the better it is. And the food offered by street vendors is very cheap and very
good. At any hour, day or night, Thais crowd around sidewalk carts and stalls, slurping
noodles or devouring fiery green papaya salad all for just pennies. Vendors don’t adhere to
meal times, nor are different foods served for breakfast, lunch, or dinner, as Thais often eat
multiple snacks throughout the day rather than full meals. It’s alright to combine foods from
more than one cart; vendors won’t mind. (Goldstein and Herschkowitsch, 2016)
In Mexico, as stated by Noble (2014), Its cuisine is far more tasty, fresh, varied,
carefully prepared and creative than could ever be imagined before on starting on trying it.
Venture into the flavors of Mexico, Anywhere from simple street taco stands to refined
contemporary fusion restaurants, and eating will be a highlight of the trip. Mexico has one
of the world’s great street food cultures. All over the country, street stands, markets and
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small eateries dole out endless supplies of filling and nutritious snacks and light meals,
morning, noon and night. The busiest stands usually have the tastiest offerings and
freshest ingredients.
Seoul. Literally having tens of thousands of options,from cheap street stalls to fancy
restaurants. Outdoor seafood stalls are ubiquitous in Ulleungdo. There are a few scattered
traditional Korean food shops, where people can eat for a small amount of cash being
spent.
According to Leffman and Lim (2015), some of the cheapest and most delicious
food available in Malaysia and Singapore comes from stalls, traditionally wooden pushcans
on the madside, surrounded by a few wobbly tables with stools. Most serve one or a few
As said by Kirk (2016), there is a danish food park that wants to nourish the World.
An agricultural park outside the city of Aarhus is a proving ground for the future of food
innovation and urban farming.Agro Food Park in Denmark wants to be the epicenter of this
research. Founded in 2009 outside Aarhus, the country’s second-largest city, its 460,000-
square-foot campus currently houses around 80 organizations and their 1,000 employees.
The outfits are both large and small, public and private, Danish and multinational, and they
focus on various elements of agriculture, with expertise including flavor and bacteria.
The park’s tenants are already forward-thinking: One on the bug bandwagon offers
larvae snacks in chili and sour cream and onion flavors. But the park’s aim to foster intense
agricultural collaboration in a location that fuses rural and urban is what makes it
particularly groundbreaking.
26
The park’s goal is to make such innovation truly global. Madsen says that he
already frequently hosts international delegations from such countries as Belarus, Canada,
and Thailand, who come to collaborate with tenants or learn about in-process initiatives.
(https://www.citylab.com/solutions/2016/11/agro-food-park-denmark/50 6051/)
How are food truck parks making America more like Southeast Asia? As
Austins the food trucks are as ubiquitous as fixed-gear bikes and bushy beards. It’s easy to
write off as a fad that could come and go like bacon donuts. But across America, food
trucks are showing their lasting potential: by parking permanently. Often known as food
truck “parks” or “courts,” permanent food truck centers, often with seating, restrooms and
live music, have been cropping up from coast to coast, and not just in hip foodie enclaves
either. Oklahoma City’s Bleu Garten park opened last fall. One will open later this year in
Advocates of food truck parks say they can revitalize neighborhoods, bringing
business to little-visited areas and offering dining options where there once were few.
Since trucks have much lower start-up costs than brick and mortar restaurants, they’re a
way for new chefs to establish themselves in the community. And these food truck parks
In Japan, people call food parks, food theme parks for they are famous on being
specializes in one type of food or dish and give visitors the opportunity to taste various
versions of that dish in one place. Unlike conventional theme parks, food theme parks are
27
fantasy theme.
A key to the success of food theme parks in Japan, a country of gourmets, is the
fact that dishes are not just prepared by anybody, but by reputable restaurants.
Accordingly, prices are not cheap (calculate 1000-2000 yen per person). Note also that
queuing up at food carts and food trucks like never seen before. But what they don’t know
is that food trucks are not new to the streets. Just as with many other trends, these are the
latest version of part of a long-standing American and global culture. And yet the street
food industry hasn’t ever enjoyed such notoriety or publicity. The entire mobile food
industry is made of food carts, kiosks and food truck, which can be found in trains, bus
stations, airports, malls resorts, conference centers, stadiums and as well as in other
locations. Experts in the food industry claim that food truck businesses are on the increase,
More and more people are looking for relatively cheaper breakfasts and lunches.
Such contributing factors make the food truck concept better appealing than ever. From a
business owner’s standpoint, food trucks, trailers, carts, and kiosks have a much lower
overhead than restaurants and they can be moved and relocated if one particular
restaurant doesn’t generate enough business. For your customers, you provide them with
the convenience of having their food favorites right at their particular location and satisfy
28
numerous needs by offering mobile food. You also provide the convenience of a quick
According to Weber (2012), food trucks have become a wildly popular and
important part of the hospitality industry. Consumers are flocking to these mobile food
businesses in droves, inspiring national food truck competitions and even a show
dedicated to the topic on The Food Network. The relatively low cost of entry as compared
to starting a restaurant, combined with free and low-cost ways to market them to the
masses via platforms like social media, are just two of the reasons that food truck business
are drawing in budding entrepreneurs. Starting a Food truck business covers all aspects of
what you should and should not do in every subject you’ll want to be up to speed in, if you
According to Dies (2017), the explosive food truck industry is revolutionizing how
customers eat, high return way to start a new food brand. You will learn how to build your
brand, and what to think about as you launch your food truck big idea. Special attention is
given to low and no cost marketing using social media, and modern
technology for brand building. All aspects of operations including food costing, financial
planning, permitting and logistics, as well as financing your food truck are covered. There
are specific details for drafting your food truck business plan, to help with analyzing and
testing the market before you spend huge time and money. Issues like food costing, and
food quantity planning are covered with a strategic discussion of how to gain market
According to Myrick (2016), food trucks may not be the new kid on the block
anymore. Gone are the days of food trucks offering unappealing prepackaged meals,
snacks, and coffee. In today's flourishing food service industry, they're more like
restaurants on wheels, offering eager curbside patrons everything from gourmet tacos and
Korean BBQ to gluten-free pastries and healthy vegan fare. Whether you're the owner or
operator of; an existing food truck business looking to up the ante or a chef, foodie, or
According to Cavanaugh (2015), when food trucks were seen as tacky eyesores,
termed "roach-coach and peddling sub-par cuisine are long gone. Today, food trucks are
their brand and, of course, make additional money. If things aren’t working out in your
present location, you can always moved into another. If you’re excited about the food truck
business and feel passionate about opening up a truck of your own - whether your passion
is for the food or for the money - so long as you have passion, you’re halfway on the right
road already.
Food trucks are the hottest trend right now and show no signs of slowing down. If
you have ever thought about opening a restaurant, a food truck is a good option. It offers
lower start-up costs and lower overhead. Once you have a feel for the food truck business
you can decide if you are ready to make the leap to restaurant owner. A food truck is like a
restaurant on wheels. It has several distinct advantages over a traditional eat-in restaurant.
A food truck can go to where the customers are. It has pretty low overhead, compared to a
restaurant, and requires far less staff. However, a food truck is still a business that requires
a lot of work and attention especially in the first couple of years. Food truck owners put in
30
long days and have similar problems as restaurant owners, such as slow seasons, bad
The number of people eating at mobile food trucks continues to increase across the
country. Cities, suburbs and rural communities are enjoying the popularity of food trucks
and the diversity of food they provide. As the mobile food industry continues to evolve,
most food truck owners are traveling longer distances, increasing hours of operation and
operating at a variety of events to serve their customers. This increase in demand creates
both economic and food safety/quality challenges for the mobile food industry. To meet
these challenges, food truck owners are increasingly using commissaries as their base of
operation. The location, type and size of the commissary will determine the services that
are provided. However, to meet the minimum standards required by most state and
handwashing sink and dry and cold storage, and have a foodservice operation license. A
full-service commissary would provide the above plus have additional services that include
but are not limited to fresh-water fill-up, wastewater disposal station, electric hookup for
overnight truck parking, propane filling station, food preparation tables, food processing
sink and bagged ice. Some commissaries also supply food, beverages and other supplies
that food trucks can purchase on a daily basis. There are even commissaries that assist
with event and location placement, marketing and advertising, as well as business support
Food trucks are bringing street food from around the world. People across the
country wanted an opportunity to eat inexpensive yet delicious street food. The Us is a
melting pot of people from around the world, all of whom have favorite styles of food from
31
their originating countries, and have brought these tastes with them. Americans enjoy
travelling around the world part of their travel fascination is finding the local food which is
most interesting and not available back in the states. One of the world’s famous treats is
street food. They are often associated with fast food or something that is ready to eat or
“Food trucks don’t realize how much power they have,” as he walked around a lot
he had set up in Santa Monica, where a half-dozen trucks were just starting to have lines
forming on a Tuesday night. “You need to use that power right away, while the trend is on
the rise.” as mentioned by Matt Geller on his article. The food and restaurant industry is
always evolving, and food trucks are an affordable point of entry into the industry. (Geller,
2017)
One of the main points was the rapid growth of food trucks in America. The article
suggests that there are a couple of reasons for this, one being that fact that opening a food
interviews Roy Choi, who was named one of the top chef’s in the country for his korean
barbecue truck, Kogi he says that because you are interacting with the customers you’re
more driven to put out you best possible product,” you have basically one shot at earning
the person’s trust and capturing their imagination, that’s street food in a nutshell-capturing
Related Studies
Local
Jimenez, Jao and Macapagal (2016) states that gastronomy is related with art for
it is a fashion, design and expression of art through culinary products and dining
32
experiences. The growth of the market forces of globalization and dining out as a form of
consumption have made the food products and cuisines from all over the world more
accessible. This is one of the advantages of the food industry and an example of that is the
These food trucks reinvented the image of street foods from something that has a
reputation of the fear of food poisoning, into a whole better version, cleaner and
presentable food that can be trusted by customers. These food trucks has colourful
exteriors, clever names and inventive food offerings that are narrated as well-suited to the
contemporary economy, and gained a cultural currency for the food they offer, as well as
the ways that they contribute to the vibrancy of life in the city.
“A food truck is a van or trailer that has been modified, often with a kitchen or a
refrigeration device, to prepare food to order or heat up prepared food.” Jimenez, Jao and
Macapagal (2016) While “A food park is similar in layout to a typical school canteen or
even a food court, admittedly more hip and cooler with different stores and stalls providing
diverse food choices.” Catama (2017) Food trucks are associated with food parks for some
parks are composed of different food trucks selling in one place with a set-up of a food
According to Hernandez, Mateo and Sarmiento (2015), food trucks have improved
and become known in different parts of the world. The study of cross contamination as a
sanitation issue which is part of the acceptability of Food Truck. It may be a trend now a
days but it also face challenges and problems. Every business has its own and for food
trucks because of its popularity of the food trucks more waste products are being given by
the trucks that need to be disposed properly like for their restaurant counterpart so a good
33
environmental concern plan is needed for them to have a better effect not only to their
guest but also the place where they are currently staying.
exceeds their value in alternatives uses-play a critical role in determining the boundaries of
firms and the allocation of risks, rewards, and control rights within firm.” Moreover, the
relationship between workers and the management should be strengthened and given
his ideas to convert available inputs in the surrounding into either goods or services. It is
an undertaking that includes observing new entrants that may be considered as threats
and at the same time identifying opportunities to maximize its business potential. It also
requires skills that one must develop to be able to adapt to the emerging economy,
technology advancements, and changing preferences of the consumers that will give edge
to study the relationship between customer perception and customer preference on what
food truck owners do to make their food trucks attractive. Using the following factors such
as design, color scheme, logo, menu layout, affordability, brand name, social media
(Facebook and Twitter), the group found out through the use of statistical tests, such as
the Wilcoxon Signed Rank test of difference, and the Spearman’s Rank Order correlation,
that affordability and color scheme yield no significant relationship when it comes to
customer perception and customer preference in terms of importance, which means that
34
the said factors are not importance and vice versa. On the other hand, based on the test of
difference, the ones with the biggest difference to the least are as follows: affordability,
design, brand name, color scheme, layout, logo, social media. It is ranked according to
importance of what to prioritize in designing the food truck but only the factors that have a
Foreign
A dissertation about Exploring the Potential for Food Trucks as a Culinary Tourism
Attraction in Auckland, Through the Eyes of Operators and Tourism Professionals made by
Bonnie Idicula Thomas states that the concept of street food and mobile vendors is not a
new. However, in recent years there has been an increasing international trend for food
trucks placed in, either static locations or moving from location to location. Another recent
trend is that tourists focusing their activities on what has become known as food tourism –
making culinary experiences a central part of their visit to a destination. In Auckland food
trucks have evolved this raises the question as to whether they could become a tourist
attraction, offering food that showcases the multi –cultural gastronomic identity of the city
and the country as a whole. They made an investigation and interviews the stakeholders
including the tourist organisation Auckland Tourism, Events and Economic Development,
food tour operators and food truck operators to know whether they could become a tourist
attraction. The sector is not seen as a general part of the food tourism industry. However, it
contrast the views of food truck operators because they believe that they are capable to
Food Truck Scene made by Zachary Arlo Hawk the image of gourmet food trucks have
35
Orlando to investigates the development of Gourmet food truck, Florida’s mobile food
vending scene, reveals that food truck owner/operators utilize various strategies to
establish a viable niche for themselves in this diversified and developing market. Among
other things, these strategies include online social networking, creating and maintaining a
recognizable brand identity, collaborating with local retailers and bar owners, and
incorporating organic and locally produced ingredients in their dishes whenever possible.
As in other parts of the country, there appears to be a growing concern in greater Orlando
about local diets and the profound and subtle messages it conveys about contemporary
eating habits. The researcher asserts that dining at gourmet food trucks represents a
legitimate declaration of consumer identity about individual beliefs and values. The
researcher examines how Orlando’s gourmet food trucks offer consumers a greater
selection of food options and allow locals to participate in a viable social network and
The review of related literature and studies, both local and foreign, are all essential
in the success of this study, factors that affects in choosing Food Parks among the
selected TUA students. The collection of data was also conducted to identify existing
problems, conditions of relationships, trends about the topic and to make certain
improvements.
The researchers wanted to prove the relevance of this study to the overall
performance and development of the food industry. Since food parks are now a trend in
36
this industry, it is important to be knowledgeable of the current trends since it could serve
as a guide for entrepreneurs, researchers, and other businesses or people engaging in the
food industry. It would help understand consumer behavior and cater to their preferences
in order to improve food quality and service. Through this study, food tourism and food
industry would be able to develop and improve their food quality and the dining experience
they provide to the customers. To be able to have an understanding that in the food
industry, the food is not only the important thing but also the environment or the place the
customers are going to dine in. For future entrepreneurs or those who are planning to
establish their own food parks or food service establishments, this could serve as their
Chapter 3
METHODOLOGY
This chapter presents the type of research design, population, sample, and
treatment of data.
Research Design
37
satisfactions on the selected food parks in Marikina City among the customers of the food
parks. Aside from studying existed related literature on the subject at stake, the
The main objective of the study was to identify the level of satisfaction of the
customers in the selected food parks in Marikina City which could help mostly food parks
to be improved and to widen up the food industry and also the tourism of the country. An
practices that prevail, beliefs and processes that are going on, effects that are being felt or
trends that are developing. (Monseen, 2007) And for this, the best research design to use
The researchers have chosen to select customers of Food Parks especially those
who really visit these places in Marikina as their respondents for the survey. The total
sample for their study is 250 respondents and to divide it to the 5 Food Parks studied in
this research. Purposive sampling was used to choose who the respondents would be.
38
Research Instrument
In the research, an instrument was used in order to help the researchers gain
information and complete the study. Also, for them to be able to achieve and answer what
they are looking for. The giving of questionnaire was used as the main instrumentto gather
the necessary data for the study. A questionnaire is a set of questions which when
answered properly will supply the necessary information to complete a study. In the
questionnaire, the respondents were asked to answer some questions and their basic
information. These questions helped the researchers gain information that can help
Part II. Tackles the ratings of the respondents on the level of satisfaction on
Part III. Discuss on the overall satisfaction of the customer in the food parks
in Marikina City.
There are certain ways in gathering information for a study and in this research the
researchers gathered information through the internet by searching and browsing. The
researchers planned to go to different University libraries to research for their study but
39
they decided to not to go together on the different Universities in order for them to save
time. One of the researchers went to Ateneo while the other one went to PUP Manila.
While the other researcher is gathering and formulating the related literature and studies
the other one still looked for more. The researchers went to DLSU where there are studies
that are somewhat related to the study and found a lot of references they could use. After
visiting DLSU, they also went to bookstores to look for more like in magazines, books and
newspapers to obtain more information for the study and all of these were done for the
study to be valid. The related literatures and related studies were clustered according to
local and foreign. With the gathered information from the said data gathering procedure,
the researchers were able to support their study, come up with problems to be solved, help
achieve the main objective of the study and to be supplied with the necessary information
that can expand and identify the factors for the study.
Through the survey, the respondents were asked questions that would answer the
research problem. The results were tallied, tabulated, analyzed statistically and interpreted
using statistical tools such as descriptive measures. With the use of these measures, it will
the respondents such as Age, Gender. Budget and the Frequency of visit on the
food parks. It is also used on the overall satisfaction of the customers. In order to
40
solve for the Frequency, mode is used and for Percentage, the formula below must
be used:
𝐹
𝑃= X 100
𝑁
Whereas:
F = Frequency
P = Percentage
Formula: Wx = Tw/Tr
Tx = total weight
Tr = total respondents
3. T-test – was used to determine the significant difference in the level of satisfaction
of customers on the selected Food parks in Marikina City when the demographic
profile is considered.
41
4. Anova - was used to determine the significant difference in the level of satisfaction
of customers on the selected Food parks in Marikina City when the demographic
profile is considered.
42
Chapter 4
This chapter is concerned with the presentation, analysis and interpretation of data based
on the level of satisfaction of customer on the selected food parks in Marikina city.
Table 1.1
Frequency and Percentage Distribution
of Respondents in Terms of Age
16-25 210 84
26-35 23 9.2
36 and above 10 4
Based on the result of the survey, Table 1.1 shows that the majority age group of
the respondents are from 16-25 years old. The result shows that there are 210
respondents from this age group which is 84 percent of the total of 250 respondents. And
then the 26-35 years old got 23 respondents which is 9.2 percent while the lowest got 7
respondents which is equal to 2.8 percent. There are adults that who are active going to
43
food parks but some of the elders rarely to eat there. Most of the population of those who
patronize food parks has the age ranging from 16-25 which are called millennials.
According to Arboleda (2010), “The food service industry is and will always remain
in high demand because of its genre.” It implies that nowadays most of the customers are
millennials because during the trend of millennials also the trend of food parks in the
industry. Also said by Talavera (2017), “The expansion of malls as well as the
establishment of the millennial-driven food parks, may be expected in the retail property
Table 1.2
Frequency and Percentage Distribution
of Respondents in Terms of Gender
As shown in the table above, the most number of respondents in terms of gender is
the Female group which has a higher percentage result over 250 respondents. The female
has a 149 respondent which is equal to 59.6 percent, and the Male group who has a 101
According to Tinker (2003), “Street food vending is an important means for women
to help support their family and barriers to the participation of women in business.” It
implies that most of the customers patronizing the food parks are female for them to
44
experience the place and have an idea when they are planning to put up a business like
this and female are very efficient that’s why they are more open in putting up a business
than male.
Table 1.3
Frequency and Percentage Distribution
of Respondents in Terms of Food Budget
501-1000 115 46
1001-1500 29 11.6
1501-2000 6 2.4
2001-3000 1 0.4
Based on the result of the survey, the highest result is the 501 to 1000 pesos food
budget and has 115 respondent which is 46 percent while the 500 pesos and below has a
94 respondent that equal to 37.6 percent and then the lowest is 2001 to 3000 pesos which
has 1 respondent and equal to 0.4 percent of the 250 total. Most of the respondent has a
According to (Pillas, 2016) “The setting up is fast, affordable and flexible compared
to setting up in malls.” It implies that food parks have affordable foods that are fit for the
budget and flexible that there are separate prices for appetizer, salad, etc.
45
Table 1.4
Everyday 6 2.4
Once a week 40 16
Sometimes 1 0.4
Seldom 8 3.2
Quarterly 1 0.4
Others 5 2
Once 1 0.4
Occasionally 6 2.4
It depends 1 0.4
Depende 2 0.8
Birthdays 1 0.4
Based on the result of the survey the highest rating of frequency in visiting food
parks is “Once a month” which has a 135 respondents which is 54 percent of them while
the “Once a week” has 40 respondents which is equal to 16 percent, the “twice a week” got
27 respondents that be equal to 10.8 percent, the lowest result is “Every day and
Occasionally” which has same result with “Once a month” with 6 respondents and equal to
According to Catama (2017), “After all, the love of Filipinos in trying a variety of
dishes and food parks allow to indulge in their gastronomical fantasies.” It implies that
Filipinos love to try different food so they don’t usually repeat the places they go to they try
Table 2.1
Mean Descriptive
Location
Scores Interpretation
1.1 The location of the food park is accessible 3.94 Much Satisfied
1.2 The location of the food park is traffic free 3.56 Much Satisfied
1.3 The location of the food park is easy to locate 3.98 Much Satisfied
1.4 The location of the food park is safe and secured 4.02 Much Satisfied
Legend:
Mean
Based on the table above on Location, the mean score of the highest rating is 4.08
which is “The location of the food park is located at a known area,” while “The location food
According to De Veyra (2017), “Food parks are spreading throughout the country
even in Makati; a place with lots of working people.” It implies that even if it is placed
Table 2.2
Mean Descriptive
Menu
Scores Interpretation
2.2 The menu of the food park offers diff cuisines 4.02 Moderately Satisfied
Legend:
Mean
Based on the table above, in terms of the Menu of food parks the respondents are
Moderately Satisfied where the highest mean score is the “The menu of the food park
According to Catama (2017), “Filipinos love to eat with our friends and families. The
more the merrier, while eating lots and different food which makes it truly enjoyable, the
experience is made even more memorable when it is share with a friend and loved ones.”
It implies that most of the customers go to food parks with their families and friends that
are why they are usually ordering and patronizing group meals.
50
Table 2.3
Mean Descriptive
Ambiance
Scores Interpretation
3.1 The food park has creative décor/theme 4.32 Highly Satisfied
3.2 The food park has pleasant music 4.18 Moderately Satisfied
3.3 The food park has radiant lighting 4.15 Moderately Satisfied
3.5 The food park has comfortable seats 3.74 Moderately Satisfied
Legend:
Mean
Based on the table above, in terms of Ambiance of food parks the highest mean
score is for “The food park has creative décor/theme” which has 4.32 mean that equivalent
to a descriptive interpretation of Highly Satisfied and “The food park is less noisy” has the
the atmosphere and the total environment to which customers are exposed.” It implies that
food is not the only reason why customers are patronizing food parks.
Table 2.4
Mean Descriptive
Price
Scores Interpretation
4.4 The prices in the food park are affordable 3.65 Moderately Satisfied
4.5 The prices in the food park has price variation 3.74 Moderately Satisfied
Legend:
Mean
Based on the table shown above, in terms of Prices in Food Parks the result is 3.68
The table shows that the highest mean score is on “The prices in the food park have
satisfying serving size” which got 3.75 mean that is verbally interpreted as much satisfied
also. It implies that the serving size is enough and fit for the price of the food.
53
Table 2.5
Mean Descriptive
Customer Service
Scores Interpretation
5.1 The employees of the food park are friendly 4.03 Moderately Satisfied
5.3 The employees of the food park are attentive 3.96 Moderately Satisfied
Legend:
Mean
The table shows the characteristics of food parks in terms of Customer Service in
food parks. The highest ranking mean score is 4.03 which is the “The employees of the
food park are friendly”. The overall rating means score is 3.94 that in food parks the
customer service is Moderately Satisfied. It implies that they work with a friendly manner to
their customers.
55
Table 2.6
Scores Interpretation
6.1 The food park has a parking lot 3.94 Moderately Satisfied
6.3 The food park has a second floor 3.56 Moderately Satisfied
Legend:
Mean
Based on the table above it shows that the Facilities in food parks has a highest
rating mean score of 4.04 which refers to “The food park has restroom/s” while the lowest
According to Arboleda (2010), “For that reason a restaurant or a fast food must
take care of the following to please its customers which includes checking the cleanliness
of the place and freshness of the food.” It implies that most of the customers are always
looking for restrooms when they visit and dine for it is a need in an establishment.
Table 2.7
Mean Descriptive
Cleanliness
Scores Interpretation
7.1 The food park has a presentable surrounding. 4.07 Moderately Satisfied
7.2 The food park has a sanitary comfort rooms 3.99 Moderately Satisfied
7.3 The food park has a clean food preparation 4.08 Moderately Satisfied
7.4 The food park has segregated trash bins 3.78 Moderately Satisfied
Legend:
Mean
Based on the table in terms of the Cleanliness of Food parks which is shown above,
the highest rating mean score is “The food park has a clean food preparation” which has
4.08 mean score and has a similar result to “The food park has a presentable surrounding”
which is 4.07.
According to Arboleda (2010), “For that reason a restaurant or a fast food must
take care of the following to please its customers which includes checking the cleanliness
of the place and freshness of the food.” It implies that every food parks have its own way of
3. What is the overall level of satisfaction of customers on the selected Food parks
in Marikina City?
Table 3
Mean Rank
Dimensions
Scores Descriptive Interpretation
Legend:
Mean
Based on the table above, it is shown that the overall result of level of satisfaction
on the selected food parks in Marikina has a mean score of 3.87 which is Moderately
Satisfied. The rank in the table indicates the number of following rank who got highest to
lowest result. The price has the lowest rating with a weighted mean of 3.68 while the
ambiance of the food park got the highest rating of 3.97. It implies that the ambiance of the
According to japanguide.com (2017), “In Japan, people call food parks, food theme
parks for they are famous on being creative on designing.” Every food park showcases
different creative themes on their establishments and people visit food parks because of
selected Food parks in Marikina City when the demographic profile is considered.
Table 4
0.2049 2.6413
1.2529 1.97029
0.17602 2.25103
0.9667 1.5553
customers on the selected Food parks in Marikina City among the respondents when their
profile is considered. This means that the level of satisfaction is not affected by their age,
Chapter 5
This chapter analyzes the research findings presented in chapter 4 with respect to
the objectives of the research. The chapter critically analyzed and adopted the
Summary
selected Food Parks in Marikina and how they rate the services offered by the food park
regarding the development of the food within the selected food parks in Marikina. The
selected food parks are Truck Park, Carnival Food Park, Crave Park, Food Hub and Eat
Street Food Park. The food park owners implemented the food parks to promote Marikina
as a new Culinary Hub for it is one of the busiest places in the city. According the
speculation and observation, the researchers conducted the study through survey on the
selected food parks in Marikina and the researches even made use of the social media.
The samples of this study are the customers and the visitors who dined and visited the
food park in Marikina with a total of 250 respondents. In gathering the results and
analyzing it, the researchers found out that the level of satisfaction of customers on the
characteristics of the food parks, the customers are “Much Satisfied.” The researchers
have speculated that the overall satisfaction of customers in the selected Food parks in
The methodology used for this study is descriptive research in which it involves
collecting data to test hypotheses or to answer questions concerning the current status of
the subjects of the study. The instrument applied in the study is the survey questionnaire
objective of the study. It is a collection of readily accessible subjects for the study. The
statistical treatments of data are used are the percentage/frequency, weighted mean, t-test
and ANOVA.
Findings
1.1 Age
It is shown that the majority age group of the respondents are from 16 to 25
years old or 84 percent while the lowest is 15 and below or 2.8 percent of the total
number of respondents.
1.2 Gender
It is illustrated that the majority are female or 59.6 percent of the respondents
1.3 Budget
It is indicated that the majority have a budget of 501 to 1000 pesos while the
It is shown that the most frequent visit is Once a month or 54 percent while the
2.1 Location
The result of the survey in terms of Location shows that “the location of the
food park is located at known area” has the highest weighted mean of 4.08, while
“the location of the food park is traffic free” has the lowest weighted mean of 3.56.
2.2 Menu
The result of the survey in terms of the Menu of food parks indicates that the
highest mean score is on “The menu of the food park offers group meals” that has a
result of 4.10 mean score. The one that has the lowest weighted mean of 3.65 is
2.3 Ambiance
The result of the survey in terms of Ambiance of food parks shows that the
highest mean score refers to “The food park has creative décor/theme” which has a
while “The food park is less noisy” has the lowest weighted mean which is 3.44.
2.4 Price
The result of the survey in terms of Prices in Food Parks shows that the
highest mean score is on “The prices in the food park have satisfying serving size”
which got a mean of 3.75 which means that it is much satisfied, while “The price in
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the food park have promotions and discounts” has the lowest weighted mean of
3.50.
The result of the survey in terms of Customer Service in food parks, shows
that the highest ranking of mean score is 4.03 which indicated that “The employees
of the food park are friendly. The lowest rating mean score is 3.76 which is “The
2.6 Facilities
The result of the survey shows that the Facilities in food parks has a highest
rating mean score of 4.04 which is on “The food park has restroom/s” and the lowest
rating is 3.40 which refers to “The food park has a smoking area.”
2.7 Cleanliness
The result of the survey in terms of the Cleanliness of Food parks shows,
that the highest rating mean score is “The food park has a clean food preparation”
which has 4.08 mean score and has a similar result and that is “The food park has a
3. What is the overall level of satisfaction of customers on the selected Food parks
in Marikina City?
The result of the survey, shows that the highest overall rating is 3.97 and it is
the Ambiance of the food park while the one with the lowest rating is the Price that
considered?
the selected Food parks in Marikina City among the respondents when their profile
were considered. This means that the level of satisfaction is not affected by their
Conclusions
Based on the findings of the study, the researchers formulated the following
conclusions.
1.1 Age
The result of the survey, shows that most of the age group of the respondents
that answered the questionnaire are from 16 to 25 years old with 84 percent while the
lowest is 15 and below with 2.8 percent of the respondents. It means that most of the
According to Arboleda (2010), “The food service industry is and will always
remain in high demand because of its genre.” It implies that nowadays most of the
customers are millennials because during the trend of millennials also the trend of
food parks in the industry. Also said by Talavera (2017), “The expansion of malls as
well as the establishment of the millennial-driven food parks, may be expected in the
1.2 Gender
The result of the survey, shows that the majority of the respondents are
female with 59.6 percent of the total number while the male has a frequency of 40.4
percent. It means that most of the customers eating in a food park are female.
women to help support their family and barriers to the participation of women in
business.” It implies that most of the customers patronizing the food parks are female
for them to experience the place and have an idea when they are planning to put up a
business like this and female are very efficient that’s why they are more open in
1.3 Budget
The result of the survey, shows that majority of the budget of the respondents
is from 501 to 1000 pesos with the 46 percent of the respondents while the lowest is
from 2001 to 3000 pesos with a percentage of 0.4 percent. It means that most of the
compared to setting up in malls.” It implies that food parks have affordable foods that
are fit for the budget and flexible that there are separate prices for appetizer, salad,
etc.
The result of the survey, shows that the most frequent visit of the
respondents in going in a food park is once a month with the 54 percent of the
respodentns while the least are every day and occasionally with a percentage of 2.4.
According to Catama (2017), “After all, the love of Filipinos in trying a variety
of dishes and food parks allow to indulge in their gastronomical fantasies.” It implies
that Filipinos love to try different food so they don’t usually repeat the places they go
2.1 Location
The result of the survey in terms of Location show that the mean score of the
highest rating is 4.08 which is “The location of the food park is located at a known
area.” While “The location food park is traffic free.” has the lowest rating of 3.56.
country even in Makati; a place with lots of working people.” It implies that even if it
mouth.”
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2.2 Menu
The result of the survey, in terms of the Menu of food parks is Much Satisfied
with the highest mean score for the “The menu of the food park offers group meals”
According to Catama (2017), “Filipinos love to eat with our friends and
families. The more the merrier, while eating lots and different food which makes it
truly enjoyable, the experience is made even more memorable when it is share with
a friend and loved ones.” It implies that most of the customers go to food parks with
their families and friends that are why they are usually ordering and patronizing
group meals.
2.3 Ambiance
The result of the survey in terms of Ambiance of food parks that got the
highest mean score is the “The food park has creative décor/theme” which is 4.32,
result of the atmosphere and the total environment to which customers are
exposed.” It implies that food is not the only reason why customers are patronizing
food parks.
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2.4 Price
The result of the survey in terms of Prices in Food Parks resulted to is 3.68
the table, it is shown that the highest mean score is “The prices in the food park
have satisfying serving size” which got 3.75 which is interpreted as moderately
satisfied also. It implies that the serving size is enough and fit for the price of the
food.
The result of the survey in terms of Customer Service in food parks which got
the highest ranking of mean score is 4.03 which is “The employees of the food park
are friendly. The overall rating means score is 3.94 that is in food parks, the
customer service is Moderately Satisfactory. It implies that the service they give to
2.6 Facilities
The result of the survey that shows the Facilities in food parks that has the
highest rating mean score of 4.04 is “The food park has restroom/s” and the lowest
rating is 3.40 which is the “The food park has a smoking area”.
must take care of the following to please its customers which includes checking the
cleanliness of the place and freshness of the food.” It implies that most of the
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customers are always looking for restrooms when they visit and dine for it is a need
in an establishment.
2.7 Cleanliness
The result of the survey in terms of the Cleanliness of Food parks obtained,
the highest rating mean score for “The food park has a clean food preparation”
which has 4.08 mean score which has the same result with “The food park has a
must take care of the following to please its customers which includes checking the
cleanliness of the place and freshness of the food.” It implies that every food parks
3. What is the overall level of satisfaction of customers on the selected Food parks
in Marikina City?
Marikina has a mean score of 3.87 which is Moderately Satisfied. The rank in the
table indicates the number of following rank which got highest to lowest result. The
price has the lowest rating with a weighted mean of 3.68 while the ambiance of the
food park got the highest rating of 3.97. It implies that the ambiance of the food
According to japanguide.com (2017), “In Japan, people call food parks, food
theme parks for they are famous on being creative on designing.” Every food park
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showcases different creative themes on their establishments and people visit food
considered?
the selected Food parks in Marikina City among the respondents when their profile
we’re considered. This means that the level of satisfaction is not affected by their
Recommendations
After a careful analysis on this study, the researchers would like to recommend the
following:
They should improve their facilities and other remedies by focusing on the
comments and suggestions of their customers for them to improve and to have more
customers and to gain much better feedbacks next time and for their establishments to be
known further through “Word of Mouth”. The owners should value the ambiance of their
establishments for that’s is what satisfies the customers and attract them more to go there.
The prices of their food parks should be improving that can satisfy the customers.
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They should know the comments and suggestions of their customers in terms of
service for them to know how to guide their employees on how they can improve their
service. This can be a basis of what they can do to fully satisfy and improve the
management of the establishment, for them to continuously accommodate and have many
customers arriving in their food parks. They should manage the place well wherein they
For the Future Entrepreneurs, if they are planning to put up this kind of business
they should rely on this study for them to have guidelines in putting up their own business
and to have good feedbacks when they already started their business. They can use this
as a reference in putting up a business that will achieve the satisfaction of the customers.
They should focus on the ambiance of the food park and their theme of the place for the
They should continue to patronize the food parks and give feedbacks that can help
the place be improved especially the services of the place. They should discover more
food parks that really has different themes of their own that are Instagram worthy.
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For the Hospitality Industry, to continue to help the establishments in improving the
place for the industry to expand and grow. They should support the improvement of the
places for them to attract more customers not only our nation but also tourist that will visit
establishments in the food industry. They can use as a guide or reference when planning
on establishing their own food parks or entering any kind of business in the said industry in
the future
For the future researchers, to use this study for them to have guidelines if they are
planning to conduct the same or related studies and to have more knowledge about their
study if ever. They can study each food parks to have more accurate result of the study.
They can rely on this study to help them in studying food parks especially the on the
TO THE READERS.
For to have an idea on what is about food parks and how this establishment works.
And for them to try to eat in this kind of establishment. And gain more experience on foods
74
and have more knowledge about food industry. They will be able to discover the different
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APPENDICES
82
APPENDIX A
QUESTIONNAIRE
83
QUESTIONNAIRE
Dear Respondents,
We, the 4th year BSHRM students of Trinity University of Asia, are currently
conducting a research entitled “Level of Satisfaction of Customers in Food Parks in
Marikina City”
In this regard, we would like to ask a little of your time to answer our survey from
which will truly contribute to the success of our study.
Thank you.
Research Conductors:
Echano, Aurea
Fernandez, Irene
Gavarra, Jovelyn
Omega, Harold
Direction: Please indicate answer by putting a check (√) on the space provided.
I.DEMOGRAPHIC PROFILE
1. Name: (Optional) _______________________
1.1 AGE 1.2 GENDER 1.3 BUDGET
15 and below ( ) Male ( ) 500 and below ( ) 1501-2000 ( )
16-25 ( ) Female ( ) 501-1000 ( ) 2001-3000 ( )
26-35 ( ) 1001-1500 ( ) 3001 and above
()
36 and above ( )
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Characteristics 5 4 3 2 1
(VMS (MS) (S) (LS) (NI)
)
1. Location
1.1 The location of the food park is accessible
1.2 The location of the food park is traffic free
1.3 The location of the food park is easy to locate
1.4 The location of the food park is safe and secured
1.5 2.
TheMenu
location of the food park is located at known area
2.1 The menu of the food park offers group meals
2.2 The menu of the food park offers diff cuisines
2.3 The menu of the food park offers healthy food
2.4 The menu of the food park offers delicious food
2.5 The menu of the food park offers unique presentations
of the food
3. Ambiance
3.1 The food park has creative décor/theme
3.2 The food park has pleasant music
3.3 The food park has radiant lighting
3.4 The food park is less noisy
3.5 The food park has comfortable seats
4. Price
4.1 The prices in the food park is a value for money
4.2 The prices in the food park has satisfying serving size
4.3 The prices in the food park has promotions and
discounts
4.4 The prices in the food park are affordable
4.5 The prices in the food park has price variation
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5. Customer Service
5.1 The employees of the food park are friendly
5.2 The employees of the food park have a good
communication skill
5.3 The employees of the food park are attentive
5.4 The employees of the food park have fast-service
5.5 The employees of the food park are approachable
6. Facilities
6.1 The food park has a parking lot
6.2 The food park has restroom/s
6.3 The food park has a second floor
6.4 The food park has a sport/game/live music place (ex.
Billiards, Darts, Beer pong)
6.5 The food park has a smoking area
7. Cleanliness
7.1 The food park has a presentable surrounding.
7.2 The food park has a sanitary comfort rooms
7.3 The food park has a clean food preparation
7.4 The food park has segregated trash bins
7.5 The food park has servers that are well-groomed
3. What is your overall level of satisfaction on the food parks in Marikina City?
( ) Satisfied
Your comments, suggestions about factors considered in choosing a food parks are
highly appreciated.
Thank you!
86
APPENDIX B
PERMISSION
LETTER
87
Dear Sir/Madam:
In line with this, we would like to ask permission to have a survey on your
food park that we selected on our study.
Rest assured that any data gathered will be for school purposes only. Thank
you and more power.
Respectfully yours,
Echano, Aurea G.
Fernandez, Irene T.
Gavarra, Jovelyn U.
Omega, Harold L.
The Researchers
Noted by:
APPENDIX C
SELECTED
FOOD PARKS IN
MARIKINA CITY
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93
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APPENDIX D
CURRICULUM
VITAE
95
OBJECTIVE
To join a company where I can use my skills in cooking, service and
hotel management and attain a high level of performance in the field.
EDUCATION
2015-Present Bachelor of Science in Hotel Restaurant Management
Trinity University of Asia
Cathedral Heights, Quezon City
EXPERIENCE
2014-Present Service Crew in family-owned business Aizaiah’s Catering
2014-2015 Seminar and practice in Center for Culinary Arts, Manila
TRAININGS/SEMINARS
August 2014 “Money and Me” Seminar
Asian School of Hospitality Arts, Antipolo
November 06, 2017 NIU Vikings Dine and Learn “Wine Appreciation”
Sm Aura, Taguig City
SKILLS
Strong interpersonal skills, organized, detail-oriented, works well
under pressure, highly responsible and reliable.
CHARACTER REFERENCES
Eleanor T. Ty
TUA Professor
_________________________
Echano, Aurea Jaenna G.
97
Objective:
To be able to work in a stable service organization that will
provide growth and will enhance my ability and knowledge
leading to professional maturity and thereby contribute to
the productivity and development of the company.
EDUCATIONAL BACKGROUND
Tertiary Trinity University of Asia 2014 - Present
E. Rodriguez Sr. Ave., Q.C.
SEMINARS ATTENDED:
November 06, 2017 NIU Vikings Dine and Learn “Wine Appreciation”
Sm Aura, Taguig City
Participant
WORK EXPERIENCE
BARISTA TRAINING
SPFI Training Center
Malakas St. Brgy. Pinyahan, Q.C.
January 25, 2011 – February 08, 2011
99
CHARACTER REFERENCES
Lilibeth R. Sabillano
Department Head
Trinity University of Asia
09369510533
Evelyn P. Ulpindo
Government Employee
U.P. Diliman, Q.C.
09177965232
I hereby affirm that the above information is true and correct to the best of my
knowledge.
IRENE T. FERNANDEZ
100
Objective:
To obtain knowledge of the day-to-day workings of a Hospitality
Industry through my skill and experienced.
EDUCATIONAL BACKGROUND
Tertiary Trinity University of Asia 2014 - Present
E. Rodriguez Sr. Ave., Q.C.
SEMINARS ATTENDED:
PERSONAL DATA
Sex : Female
Age : 22 yrs. Old
Date of Birth : DECEMBER 20, 1994
Place of Birth : Tuguegarao City, Cagayan Valley
Civil Status : Single
Citizenship : Filipino
Religion : Catholic
Height : 5’1”
Weight : 40 kgs.
CHARACTER REFERENCES
Lilibeth Sabillano
Department Head
Trinity University of Asia
09369510533
I hereby affirm that the above information are true and correct to the best of my
knowledge.
______________________________________________________
JOVELYN U. GAVARRA
102
HAROLD L. OMEGA
5-A Gordon Street Brgy. Mariblo
San Francisco Del Monte, Quezon City
09368223299
omega_harold@yahoo.com
OBJECTIVES:
EDUCATIONAL ATTAINMENT:
SKILLS:
SEMINARS ATTENDED:
November 06, 2017 NIU Vikings Dine and Learn “Wine Appreciation”
Sm Aura, Taguig City
Participant
CHARACTER REFERENCES
Omega, Harold L.