Melanie M.

Eugenio
 Snap Shot
We often equate an audit to “taking a
look under the hood,” examining each
moving part of your restaurant in an
effort to identify what’s working and
what’s not. By performing an objective
assessment of a concept, We can
discover potential
efficiencies, cost savings and improvements
in the back of house, front of house and
management procedures.

We always begin by thoroughly

reviewing all operational materials,
training documents and recipe books
prior to visiting the physical restaurant
space.
Armed with an understanding of any
outlined systems and processes, from
pre- opening to pre-closing, to
experience all day parts , in addition to
pre-preparation, shift change and end-
of-day systems. We need to compare
any written standards to reality, noting
variances as well as bringing to light
any gaps in operational systems and
processes.
 OBJECTIVES
• At its conclusion, you’ll walk away with a
comprehensive set of recommendations that
will improve operational excellence, food
handling, product quality and guest
satisfaction, boosting both top-line sales and
bottom-line profits.

• To establish a presence in the local fast food

outlets and gain a market share in Manila fast
food industry.

• To review menus and pricing strategies

• Tomake adestination spot in high

traffic areas

• Toestablish ajoint venture to friends & families.

• Toenrich the lives of the Filipino families by

providing them ameans to a secure and
stable future.

• Toexpand into anumber of outlets by year

one, and sell the franchise to neighboring
metropolitan cities.
 MISSION
• Alllegra’s Kitchen will strive to be the
premier local smart fast casual food
brand in the local marketplace.

• We want our customers to have the total

experience when visiting our outlet(s)
and website asthey will learn about this
fascinating new "pop culture."

• Our main focus will be serving high-

quality food at a great value.

• Build a community atmosphere with

streamlined service.

• Source & promote the

bestlocal ingredients
 KEYSTO SUCCESS
To succeed in this business wemust:

• Create a unique, innovative, entertaining menu that will

differentiate us from the rest ofthe competition.

• Control costs at all times, inall areas and implement

a conservative approach to growth policy.

•Sell the products that are of the highest quality, aswell as

keeping the customers happy with all of our product
categories from food tostore merchandising.

•Review menu cost, pricing & suppliers

•Provide 100% satisfaction to our customers and

maintaining the level of excellent services
amongother competitors.

•Encourage the two most important values in food

business:
brand and image, asthese two ingredients is a couple of main
drivers in marketing communications.

• Get accessto high-traffic areas near the target market.

• Promote good values of company culture and

Business philosophy.

And the most important ingredient our people.

Whatis Allegra’sKitchen
According to Social Media Resource
Pueblo De Oro
Allegra’s Kitchen is a local fast food
joint inspired by Western diners, a
project of Dr. Gerry Malvar. The food
joint has branches all over the
province of Laguna and Batangas; a
sure sign that the
restaurant’s flavors won the crowd.
Allegra’s Kitchen’s menu includes
beef burgers, fire-grilled steaks, rice
meals, pasta, and other comfort food.
The group meals and a la carte
options make it a go- to haven for
families. Batangueños come to visit the
restaurant to enjoy the best burgers in
town. Each serving comes with a
handful of fried potatoes called Skin-on
Fries.
Let us
review
Our
DNA
And what is
Our
Purple Cow
For Schedule
Review April 24,
2018
 Audit Findings

Comparative Monthly Sales

LIPA Y18 Vs Y17
2018 2017 Difference

Jan 585,013.50 925,062.70 340,049.20

Feb 575,261.30 938790.5 363,529.20
March 602,871.20 929797.6 326,926.40

3,000,000.00

2,500,000.00

2,000,000.00
March
1,500,000.00 Feb
Jan
1,000,000.00

500,000.00

0.00
2018 2017 Difference

Average Check Php 296-323

Top 10 Products
Carbonara
Ribs Single
AK Chicken
Adobo
Flakes
Bacon Cheese Burger
Breaded Pork Chop
Half Ribs
Ak Cheeseburger

Slow Moving
Seafoods
Tuna,
Marlin Back
Ribs Pasta

Drinks
Freak Shakes
Alcohol Drinks
 Customer Feedback

(Based from Comments

of Guests)

1. Higher price
2. No identity
3. Consistency of Food
4. So many Foods in the menu
QSCS Audit
Food Handling/Preparation Practices

1. Hand Sanitation Practices

2. Food should not be allowed to be overly
exposed in the Temperature Danger Zone
example Mayonnaise etc
3. No sanitized wiping cloths for cleaning working tables
4. There is unnecessary objects found in the
working area
5. Hair restraints/Hair nets should be properly worn
6. Uniforms and under clothing are clean and worn
in permitted areas
7. Gloves should be worn

Building & Facilities

1. Walls and ceilings should be visibly clean
2. There are flakes, cracks & chips on painted
Surfaces which may contaminate the food
3. Ceilings have openings
4. There is evidence of accumulated water
5. Pipe under Kitchen Drainage is leaking (JO)
6. Storage shelves, cabinets needs organization
and cleaning
7. PVC of kitchen canal ( JO done)
8. Grouting of walls (Big Time)
9. Drains should have traps and proper cover of grills
Sanitary Facilities and Washers

1. Presence of German Roach ( Due to

open ceiling/grouting of walls of
ceiling
2. Visibility of pests in the facility
3. Single service articles should be stored in
appropriate containers
4. Leaky Plumbing's
5. Garbage should be well contained

Food Equipment and Utensils

1. Temperature of Fryer is 180. Continuous

heating. Should be 350 to 375
2. Open area in the walls of fryolator
3. Cleaning of Exhaust (Big Time !!!!)
4. Follow up purchase requisition of utensils BOH
5. Ventilators and hoods should be clean
6. JO of stoves (yellow color) (BIG TIME!!!)

Production and Process Control

1. Packaging of delivery of goods from commissary to

stores should be reviewed
2. Finish products should be coded to provide information
such as batch number, place, date, time of cooking
3. Products that are transported or stored in chillers should be
handled in sanitary conditions
Cleaning & Sanitation Pest/Management
& Control

1. There is no documented cleaning & sanitation program

2. Effectiveness of cleaning procedures should be monitored
3. There should be regular inspection for pest activity
4. There should be a regular cleaning,
maintenance & monitoring of equipments &
facilities ( Hiring of a super Mario can take care of
repair & maintenance)
5. Toxic cleaning compounds, sanitizing agents should
be separated from cooking area
6. Fire Tanks should be updated
7. Food and equipment should be 6”inches above the floor
8. Review SCHEMATIC of kitchen for new store opening

Suppliers Control
1. Review pricing of raw materials
2. There should be a cost controller for operations
3. There should be a documented control program in
place
4. Where applicable, specification for each received raw
materials is received
5. Raw materials received are subject to
inspection; receiving reports are available

Receiving & Storage

1. All foods should be stored in clean and
covered containers
2. Freezers should be free from ice build up
3. Condensers fan guards should be kept clean
4. Items should be organized and labeled
5. Too many items in the chillers
6. Evidence of FIFO
7. The package integrity should be maintained throughout the
storage Period and assigned with product storage.
8. Storage areas should be appropriate, kept clean and maintained

Product Identification, Traceability & Recall

1. Product identification is recorded and monitored
2. Updated receiving report
3. Recalled products are segregated and labeled properly
4. Review Commissary policies & procedures

Operation
1. Shift Meeting Topics daily & posted
2. Schedules with Computation should be up by Saturday
3. Current Sales To-date/Hot Buttons/Month to date
4. Monthly Sales Rally
5. Marketing Calendar ( Mothers Day/Back to
School/Fathers Day June/ Catering/Delivery etc
6. Training Schedule
7. Sales Contest
8. No 86 items
9. Role play in shift meetings
10. Make it HAPPEN and make it Fun
11. Employee Cloak Theory- Remove all your
problems when you are in the store
12. Oyster Theory- Protect the guests from
irritants Example falling spoon and fork, oily
utensils, rude servers, rude managers etc….
13. Sales Incentives for those who will achieve 20% bottom
line
HR & Training
1. Service Charge When? SOONER OR LATER CAN BE
A DOLE concern
2. Training Matrix for FOH & BOH & Management should
should be up by May (3rd quarter)
3. Programs for training
4. HR should create a FUN ENVIRONMENT
5. Engagement program for new employees
6. OJTs to lessen labor cost
7. Hourly contract so that operations can play
around with productivity rate
 MARKETANALYSI
S SUMMARY
Consumer expenditures for fast food in the Philippines rose during
the end of the year of 2017 The increasing number of new
establishments such asfast food franchises, fancy restaurants and
gourmet bakeries around Manila has shown a significant growth in
thissector.
A much broader appeal exists for weekend slots because those are
the days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high
school.
• Family unit - We will also appeal tofamilies
(young families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
MARKETANALYSI
S SUMMARY
 Young Professionals-LIFESTYLE

• Working in businessdistricts

• Employees who prefer working lunch

• Not good in cooking or no time to cook

• Health conscious – grilled burgers

• “Pa-arte” effect – gourmetburgers

• It is our goal to be the hip destination for fast food cravings

 MARKETANALYSI
S SUMMARY
Consumer expenditures for fast food in the Philippines rose during
the end of the year of 2017 The increasing number of new
establishments such asfast food franchises, fancy restaurants and
gourmet bakeries around Manila has shown a significant growth in
thissector.
A much broader appeal exists for weekend slots because those are
the days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high
school.
• Family unit - We will also appeal tofamilies
(young families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
 THECOMPETITION

Chainedbrands continue to pose challenges to independents

Chained consumer foodservice brands are continuing to enjoy

dominance over independent outlets. This is mainly because these
brands have been present in consumer foodservice for a long period
of time and have established a good reputation among local
customers.As a result, most independent players, especially those
located in Metro Manila find it difficult to compete.

In 2017, independent players registered growth in terms of the

numbers of outlets, transactions volume and value sales compared to
chained brands. Although a number of Filipinos are becoming more
susceptible to new food concepts, they regard heritage, accessibility
and price as important factors when choosing where todine.

The burger industry continue to grow asdiners were looking for

new kind of players in theindustry.
 MARKETANALYSI
S SUMMARY
Consumer expenditures for fast food in the Philippines rose during
the end of the year of 2017 The increasing number of new
establishments such asfast food franchises, fancy restaurants and
gourmet bakeries around Manila has shown a significant growth in
thissector.
A much broader appeal exists for weekend slots because those are
the days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high
school.
• Family unit - We will also appeal tofamilies
(young families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
 THETREND
Comprehensiveonline platforms for food ordering and table
reservation continue to increase

In order to better serve and attract more consumers, some brands

are launching websites or mobile applications, which allow consumers
to conveniently order food via their mobile phones or make table
reservations without having to personally call certain food
establishments. Since Filipinos are also becoming more dependent on
technology, particularly smartphones and tablets whenever they make
online transactions, the need to establish such platformshas become
a necessity among brands.

Consumerfoodservice anticipates improvements

over the forecastperiod

Consumer foodservice is expected to register significant improvements

over the forecast period. Fast food, full-service restaurants, other
100% home delivery/takeaway and cafes/bars, particularly specialist
coffee shops, are predicted to continue to drive growth. This will be
due to Filipinos’ growing dependency on home delivery/takeaway due
to hectic lifestyles, fascination over new menus for fast food and full-
service restaurants, and increasing sophistication for coffee from
specialist coffee shops.
 DIRECT
COMPETITION:
GOURMETSPECIALT
Y BURGERSTORES
8 Cuts
Army Navy
Brothers
Burger Wham
Burgers Johnny
Rockets Sango
Zarks
Burgergeek
Burgerpub
Sweet
Ecstasy
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS

Jollibee
McDonald’s
Wendy’s
Burger
King
Tropical
Hut
KFC
Pizza Hut
Shakey’s

Alternatives: other
chains who do not primarily
sellburgers
 DIRECT
COMPETITOR
LIPA
Php 298 Adult Php 166/Kid
PROMOTION RIBS
(Lipa)
Christine Php 245/200 grams
Plain Rice/Sauce/Corn/Atsara
Add Ice tea/cucumber drinks

Biggs Php 299/175

grams Plain
Rice/Atsara Add
php 16 pesos Ice
Tea/ Cucumber

Sizzling Plate Set for two Php 345

Single Php 179
Side dish /sauce /java rice
Pizza Hut
Pizza
P200 - P499
•
Yellow Cab Pizza Co.
Pizza
P200 - P499
•
Gerry's Grill
Filipino,
Grill P200 -
P499
•
Greenwich
Pizza, Fast
Food P199 &
Below

Go Nuts Donuts
Doughnut
P199 &
Below
• Mang
Inasal Grill,
Chicken
P199 &
Below
•
Fiorgelato Cafe
Ice Cream &
Yogurt P200 -
P499
 VARIABLES

• Accessibility – location
• Purchasing convenience
• Offers delivery or on-line ordering
• Price – value of money
• Brand – word of mouth
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS

Jollibee
McDonald’s
Wendy’s
Burger
King
Tropical
Hut

• Alternatives: other chains who do

not primarily sellburgers
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS
PRICEMATRIXV
S
AGEMATRIX
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS
PRICEMATRIXV
S
AGEMATRIX
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS
INDIRECT:REGULA
R
BURGERFASTFOOD
CHAINS
•

STRENGTH
 Homegrown
 Chef driven menu
 Feedback mechanism
 Strong Back Office System
•

WEAKNESSES
 Price point
 Brand identity
 Cost Controler
 Marketing Campaign
Suppliers Review
Process Review
Employees Welfare
•

OPPORTUNITY
 Upward trend of purchasing power
 Increasing number of health conscious people
 Emerging areas outside Metro Manila
 One-number delivery hotline
 Rapid growth of call centers and BPOs
 PROPOSITION
 Review our Financials/P&l & Cash Flow
 Review our Suppliers Cost
 Variety???
 Review our DNA
 Review our culture & Values
 Review our menu
 Review & examine shifts in burger, ribs and other food
consumption
 Discern purchase drivers and understand how
quality, flavor and health impact purchases
 Uncover attitudes regarding trends such as LETS DO
LUNCH, brunch burgers and globally-inspired
burgers
 Re-create Freaking Shakes. Improve price of beverages
 Create Healthy affordable beverages
 Review our product mix
 Packaging To Go
 On Line Ordering
 Maximize Commissary by offering Retail
 Commissary to produce low cost products
 Products for take out
 Party Menu
 Delivery Program

 Review process & budget of store opening

 Tapthe emerging markets outside Metro Manila
 Create one-number delivery hotline
 Delivery service
 Labor & Productivity
 OJT Program to lessen Labor
 Training Fee for OJT
 Make training an income generator to
contribute to employees budget and welfare
Create training programs for
FOH/BOH/Management
Training Matrix
Passport Program
Create motivation of employees-they
will create business for us
Incentivize our Loyal customers
 Quality Focus Program
 Sync Meeting & Town Hall
 Succession Planning
 Culinary Programs to strengthen
our Back of the House
 Management programs to create owner
managers
 Manualise all process
 Make it Happen & Make it Fun
 WEARESOCIAL

PH now
has 67
million
Internet
users, all
active on
social media
WEARESOCIAL
•

PRICING STRATEGY

Our pricing strategy is positioned as

"generic", meaning that Php 200 is the
average consumer spending in Manila.
Leveraging the volume of burger, steaks
chicken, fries, shakes, fries, Soda, and
signature style sauces to be sold.
•

SALESSTRATEGY
The sales strategy is to build and
open new locations in order to
increase revenue. As each individual
location will continue to build its
local customer base over the first
three years of operation, the goal of
each store is Php in annual
sales.
•

POSITIONIN
G
STATEMENT
Our main focus in marketing will
beto increase customer awareness in
the surrounding community.

We will direct all of our tactics and

programs toward the goal of
explaining who we are and what
we are all about.

We will price our products fairly,

keep our standards high, and
execute the concept so that “word-
of-mouth” will be our main
marketing force.
•

WEBPLANSUMMARY
The website will show visitors everything about food
culture, including the history of burger over time.
Tomake the website interactive, Allegra will offer gift
cards and promotions via the Internet, so our visitors
can print the promotional coupon in PDFformat and
bring it when they visit Allegra’’s Kitchen.

Visitors can also download Allegra’’s theme song as

ring tones, or order merchandise for delivery.

Besides the traditional formats of customer service hotline

and in-store form, customers can now write
theircomments and suggestions on our website, which will
be directed to one of our staff.

So,the website itself will act asthemedium between our

company and our audience.

In the future, our website will show information on

franchising/licensing our brandname.
•

WEBPLANMARKETING
STRATEGY
We will leverage the visibility of our store website by getting
them to include a link to ours.

We will also post banners on an official Philippines tourism website.

 website will serve the following purposes:

Educate prospects with an eye towards encouraging them

totry out the restaurant

 Inform customers about the upcoming events, menu, and

key information about coming to Food Fellas

 Prospects will be encouraged through the fun, colorful,

playful atmosphere of the website, which mirrors that of the
actual restaurant.Atrivia section of the website will include
the same questions printed on the diner's napkins, and
more.

Aphoto gallery will provide a visual tour of the restaurant to

demonstrate its decor and atmosphere aswell asactual customers in
family groups enjoying the restaurant and its theme nights. Music from
the era will play on the website for visitors with sound enabled on their
computers.
•

WEBPLANMARKETING
STRATEGY

 The first-timer discount coupon and code will be

prominently displayed on the website's homepage
to encourage prospects to becomecustomers.

 Existing customers will be further encouraged to

deepen their relationship with Allegra’’s kitchen through
information on the upcoming theme nights, along with
the ability to forward that information directly from
the website to their friends.

 Sign-up for the Allegra’s Points and referralprograms

will be available directly through the websiteaswell.
•

DEVELOPMENT
REQUIREMENT
S

Toadequately serve our audience, the front end

strategy of our website should be parallel with our
corporate color. The front end design of our website
will be entirely trusted to our MIS

The diversity offounders' background in our company

has enabled a cost efficient development in our
venture.

OurMIS is an expert in Information Technology, the

back end of our website will be developed by
these gentlemen.

New Store Opening manual will be created

for franchise and own store. Coach & New
Store Openers will be created to open our
stores
•

MANAGEMEN
T SUMMARY
The initial management team depends on the founders
themselves, with back-up. Aswe grow, we will takeon
additional help in certainkey areas.

Part of our basic philosophy will be able to run our

executive management asa "knowledge sharing"
fellowship. Wewill not add additional overhead until
absolutely necessary. This will mean that the initial staff
support team will have to work extra.

Bydoing this, we will keep our overhead aslow

aspossible, allowing us to adequately staff our outlets. This
will also allow us and future business partners to recoup
investments asquickly aspossible and enjoy a higher
return.

At present time, Allegra’’s kitchen being owned by its

founders. Others that have helped on the development of
this business venture will be offered an opportunity to
grow together with the company at the appropriate time.
•

PERSONNELPLAN
We will do succession planning to
prepare our employees in
handling future stores. Homegrown
employees needs to be certified in
accordance to passport program.
Hiring should be
% Homegrown & %Outside
( For Discussion)