Pamantasan ng Lungsod ng Maynila

(University of the City of Manila)

Intramuros, Manila

In partial fulfillment for the requirements in

Project Development Management:

AZOTEA: A Project Development Management Paper

on a Fine-dining Restaurant

Submitted by:
Coronel, Louise Anne T.
Culaba, Ma. Queen Christal A.
Ferrer, Caryl Mae A.
Libores, Ericka C.
Lolarga, Vivian Rose M.
Soriano, Jeremy C.

Submitted to:
Dr. Sonia F. Manlangit
October 2018
 TABLE OF CONTENTS

I. BACKGROUND AND PURPOSE

A. Introduction 1
B. Current Situation 2
C. Product ----------------------------------------------------------------- ----- 2
D. Market --------------------------------------------------------------------- -------- 3
E. Financial ---------------------------------------------------------------------- 3
F. Human ---------------------------------------------------------------------- ------- 4
G. Physical \ ---------------------------------------------------------------------- 4
H. Reputation ------------------------------- ---------------------------------------------- 4
I. Organization ---------------------------------------------------------------------- 5
J. Mission ------------------------------------------------------------------------- 5
K. Vision ---------------------------------------------------------------------- 6

II. OBJECTIVES

A. Short-term Objectives ------------------------------------------------------------------------- 7

B. Long-term Objectives --------------------------------------------------------------------------- 8

III. MARKET ANALYSIS

A. Overall Market ------------------------------------------------------------------------------------ 9

B. Specific Market ----------------------------------------------------------------------------------- 9
C. Competitive Factors 10
D. Macro-environmental Factors ---------------------------------------------------------------- 10
E. Technological Factors 12
F. Political Factors 12

IV. DEVELOPMENT AND PRODUCTION

A. Production Process 14
B. Resource Requirements--------------------------------------------------------------------- 36
C. Quality Assurance ----------------------------------------------------------------------------- 42
V. STRATEGY FORMULATION
A. Overall Concept and Orientation ------------------------------------------------------------ 44
B. Marketing Strategy and Resources ------------------------------------------ -------------- 44
C. Service --------------------------------------------------------------- --------------- 46
D. Promotion ----------------------------------------------------------------------------- 46
E. Pricing Strategy ---------------------------------- ------------------------------------------ 47
F. Benefits of the Customer --------------------------------------------------------------------- 47
G. Benefits of the Community ------------------------------------------------------------------- 48
H. Demand Analysis ------------------------------------------------------------------------------ 48
I. Supply Analysis ---------------------------------- ------------------------------------------ 52
J. Demand-Supply Analysis -------------------------------------------------------------------- 53
K. Sales Forecast ---------------------------------- ------------------------------------------ 54
 1

CHAPTER 1

BACKGROUND AND PURPOSE

A. Introduction

Filipinos are well-known for their passion for eating and their love for food.

With their burning passion for food and their diversely rich culture, the Filipinos

have collated a variety of delicacies that would surely satisfy anyone’s stomach.

These varieties of food are also a great representation of the different

. Furthermore, Filipinos are known for their love of nature and the arts.

Hence in this feasibility study, the owners shall be presenting a business that

integrates the influence of Filipino cuisine and nature and arts together. The

business shall be named as Azotea.

Azotea is a restaurant established through partnership of six people

which caters quality but affordable Filipino dishes that meets the public demands.

The word Azotea is a Spanish term which means an “open space.” Despite not

structurally designed as an open area, Azotea’s vibe will offer a free and open

space as well as provide a relaxing and breathable environment for its

customers. Not only is the restaurant a place for dining but also the customers

can enjoy the picturesque interior of showcasing the beauty of art and nature.

Thus, the restaurant does not only promote fine dining and quality dishes but

also it promotes the love for art and nature of the Filipinos.

The establishment shall be situated in Venice Grand Canal Mall where

many people and families of all classes come to spend their leisure time. The
 2

owners have chosen this area because it is widely accessible to the public and

they have considered the popularity of the place.

B. Current Situation

Being a newly established business and having no prior record of market

experience, Azotea faces a challenge in terms of promotion and customer

attraction, legitimacy, and product distinction and uniqueness. Moreover, there

are many existing Filipino restaurants in the area that have proven quality in the

field of fine dining and cuisine. Thus, it is important for Azotea to study how their

rivals would work before setting a distinction and strategy for the restaurant.

There have been no incurred income nor loss for the restaurant, However,

Azotea is preparing various strategies and techniques that will deal with those

inevitable endeavors and opportunities that they will encounter in the future.

The main challenge however, is attracting customers that will patronize

their products, the place and the brand of the restaurant. Therefore, Azotea is

ensuring their competency and future stability through researching their market

as well as their rival sectors’ market movement.

C. Product

Azotea is a restaurant that will be serving Filipino dishes and the owners

have identified the products to be offered through research and public demand

study (use of survey). With this, the owners will be able to identify the popular

request of the masses.

 3

Furthermore, not only the provided menu will be served to the customers

but there will be dishes that will be on a special menu known as the “Chef

Specialties” which will be available for the whole week before changed the next

week. Those dishes are those that are rarely served in restaurants and that are

representative dishes from Luzon, Visayas, Mindanao.

The menu is divided into nine different sections namely: Appetizers,

Pancit, Rice, Vegetable Meals, Sizzlers, Main Dishes, Desserts, and Drinks. The

Main Dishes section has sub-menus which consists of: soup, meat viands, beef

viands, chicken viands, and seafoods.

D. Market

There is no particular market for Azotea in terms of social class and socio-

demographic status (age and gender) because the restaurant offers their

services and products to all customers who are willing to eat, dine and purchase

their food. However, there is a consideration regarding the capacity of a

customer in buying the food. Since the range of prices for the dishes offered

spans from PHP 200 – PHP 600, Azotea considers their market as customers

who are willing to eat their food and can afford the price.

E. Financial

The business will have a starting capital of Php 3,500,000 from the

partners and will get a loan of Php 500,000 from the bank. This gives Azotea a

cash and cash equivalents of Php 4,000,000.

 4

Rent for the restaurant’s space is Php 60,000 monthly or Php 720,000 annually

while the renovation of the restaurant will cost Php 650,000. Php 200,000 will be

needed for the furniture and fixtures and equipment will need Php 500,000.

F. Human

The owners shall be employing staff that will help in running the business

in an efficient and effective way. The restaurant will be needing sanitary staff,

kitchen staff and accommodation staff that would complete the business. The

sanitary staff will be in charge of the sanitation of the area, the kitchen staff shall

be operating and cooking the dishes and the accommodation staffs are the

waiters and cashiers that will be attending to the needs of the customers.

G. Physical

Azotea shall be situated at the 2nd floor of Venice Grand Canal Mall at

Mckinley Hill, Taguig City. It is a restaurant that promotes the love for art and

nature thus the interior design of the restaurant will be garden – themed with faux

hanging vines from the ceiling, lawn-like painted floors, brick walls and indoor

plants and succulents adorning certain areas in the restaurant. The chairs and

tables are made of synthetic wood which promotes aesthetic appearance, less

costly than authentic wood and is an eco-friendly substitute.

H. Reputation

Since Azotea is a fresh business, there is a minimal exposure of it and no

established reputation in the market. Thus, the owners have planned to

extensively publicize the opening of the restaurants through the use of their
 5

social media platforms such as Facebook, Twitter and Instagram. Moreover,

there would be flyers, tarpaulins and advertisement that will help in building up

the exposure of the restaurant to the public.

I. Organization

The restaurant shall be run by its owners as the main proponents of the

business. Followed by the owners is the General Manager. The General

Manager is in-charge of bookkeeping, personnel and the staff organization of the

business. Under the General Manager are the Kitchen Manager or the Executive

Chef and the Front House Manager. The Kitchen Manager or the Executive Chef

is in-charge of mandating the sous chef, pastry chef and Chef de Partie in

training and making sure they produce quality food to be served to the

customers. The Sous Chef is the second-in command, the Pastry Chef is in-

charge for the deserts and Chef de Partie or Station chefs are in-charge for

preparing the main-dishes. On the other hand, the Front House Manager is in-

charge in mandating and training the accommodation staff of the business.

J. Mission

At Azotea, we are committed in providing the finest Filipino cuisines and

delicacies to all customers that is of quality while incorporating the love for

nature, art and our culture through our services and products at an affordable

price. We ensure compliance to best operative and core values, continuous

improvement, and producing efficient and exceptional service that respond to

unmet restaurant’s needs.

 6

K. Vision

To promote the quality of Filipino dishes are high class and at par with

foreign dishes. To introduce the vast culture of Philippines by establishing

connections through the dishes and delicacies offered. To ignite and strengthen

the Filipino’s ties and appreciation with and of nature and instill the values of

protecting the environment.

 7

CHAPTER 2

OBJECTIVES

A. Short-term Objectives

The following are the short-term goals of the business:

1. To make the restaurant known in the market as a competitive new comer

in the field of food and hospitability industry through extensive promotion.

2. To establish the restaurant in a strategic location whereas it is accessible

and convenient for the public.

3. To be able to present a comfortable and relaxing atmosphere for the

customers to dine in.

4. To ensure that quality of hired staff and workers is topnotch and is

effective and efficient in carrying out their duties and responsibilities in the

restaurant.

5. To provide high-quality but affordable products and services to the

customers in order to encourage them in patronizing the restaurant.

6. To determine the pre-operating activities that the restaurant should

undergo.

7. To ensure the restaurant’s profitability in the first year of its operation.

 8

B. Long-term Objectives

These are the following long - term goals of the company:

1. To make the restaurant known in the market as a premier business in the

field of cuisine and fine dining

2. To double the target revenue set for the first three years from the start of

the established year.

3. To reach a positive feedback from employers for at least 95%.

4. To have an inviting and welcoming environment for the staff that can

stimulate a lasting and rewarding relationship between the restaurant

owners and their employees.

5. To ensure that quality services are provided by staff members through the

aid of effective and efficient communication, flexible working schedule and

a pleasant working environment.

6. To ascertain that initial capital funds are sufficient to compensate short-

term and long-term obligations and expenses.

7. To be a socially and economically responsible business that follows to

different local standards and regulations.

8. To ensure stability of the restaurant in the market after its establishment.

 9

CHAPTER 3

MARKET ANALYSIS

A. Overall Market

The overall market of Azotea Restaurant consists of those people who

want to dine and eat delightful meals that surely satisfies the hungry stomach.

The customers of the restaurant would come from the people who are living near

McKinley Hill in Taguig, and the people who would be visiting the Venice Grand

Mall which would be the location of the restaurant. These people who would visit

the Venice Grand Mall tourist spot in McKinley Hill would be the overall market of

Azotea Restaurant.

B. Specific Market

Azotea Restaurant’s specific market compose of those eaters who are

looking for a place to enjoy the most popular and the most sought-after Filipino

delicacies that would surely satisfy their cravings for comfort foods. The

restaurant would be catering those people who are also looking for a relaxing

ambience while eating their favorite foods. The target market of the restaurant

would come from the brackets A-C which would constitute the rich and the

middle-class citizens of the society. Families who come in numbers are also the

target market of the restaurant as they are looking for bundle meals that would

please all the members of their family and at the same time can save more

money from their budget.

 10

C. Competitive Factors

The restaurant’s edge among other restaurants is its relaxing ambience

that is characterized by its whimsical-inspired garden that gives off an almost

fantasy-like feeling to its interior. Since the concept of Azotea Restaurant is to

give off a vibe to the customers that they’re eating at a garden, the interior would

fill that role. The restaurant’s ceiling would be filled by cascading vines that would

be the restaurant’s divider to separate the tables. The floor would be installed

with artificial grass to complete the feeling that the customers are walking inside

a garden. The walls of the restaurant would be filled by gardening plants for

decoration and are also used as ingredients in making the offered delicacies.

On the restaurant’s menu, the most popular Filipino delicacies would be

served by the restaurant. The foods’ recipe would be the key in accomplishing

this as the recipe for making the food would come from the different localities that

specializes in making these delicacies. This is to ensure that the restaurant

would stay true to the authentic flavor that these delicacies are known for.

D. Macro-environmental Factors

The macro-environmental factors affect the profitability and the stability of Azotea

Restaurant in a lot of ways. For this reason, these factors must be given importance by

the owners of Azotea Restaurant.

1. Environmental Factor

One environmental factor that can affect the restaurant is the waste

management policies of the city. Since the business is in the food industry,
 11

wastes would be produced as a by-product of the making of the delicacies. Due

to this, waste management is one factor that should be considered in

establishing the restaurant. Profit should not be the only focus of the restaurant,

but also environmental protection and sustainability should also be considered in

this.

2. Social Factor

There are restaurants in the area that also offer the same services as

Azotea Restaurant. These restaurants are the direct and indirect competitions of

the business. When it comes to serving food, there are a lot of fine-dining

restaurants that offer Filipino delicacies. These restaurants would be the major

rivals of Azotea Restaurant. Other fine-dining restaurants that offer cuisines from

other nations are the indirect rivals of the business as they are offering food that

is unusual to the taste of Filipinos.

The marketing of the restaurant would also be considered in the social

aspect. Since the image of the restaurant is the most criticized aspect when it

comes to picking a place to eat, it is important to establish a well-trusted image

among the first customers of the restaurant. By establishing a good image,

referrals from these people would gain the business more customers and a good

relationship between these people.

3. Legal Factor

The legal factor that can affect the business is the legal process of

establishing a food service business. Since it is quite lengthy when it comes to

processing a legal establishment of a restaurant, it will take a lot of effort to fulfill

 12

the restaurant. Permits such as health and city permits are needed to ensure the

legality of the business.

4. Economic

The economic aspect that would affect the business is the current inflation

rate that is continuously increasing every quarter of the year. It is crucial to the

business as most ingredients that are used by the business are elastic to price

increases. The raw materials of the restaurant are the most susceptible to

changes in price as the producers of these are the most affected by high inflation

rates. Because of this, it is important to monitor the changes in the economic

aspect of the country.

E. Technological Factors

The technological aspect that can affect the business is the security

cameras of the restaurant. One way to make the customers feel safe and at ease

in dining to the restaurant is its security. Therefore, the restaurant would be

installed with cameras that can capture any unwanted event that may occur

during their stay in the place.

F. Political Factors

One political factor that affects the status of the restaurant is the

ordinances that the City of Taguig have on the tourist spot of Venice Grand Mall.

These ordinances affect the way the management makes decision on the status

of the mall. Another political factor is the taxation of the City of Taguig on the

Venice Grand Mall. Since the mall is now a major attraction for the city, the
 13

taxation of each establishment on that area is high. Because of that, the

profitability of the restaurant can be affected by these.

 14

CHAPTER 4

DEVELOPMENT AND PRODUCTION

A. Production Process
Azotea’s nature as a business is a combination of food service and food

production, it treats Purchasing of Raw Ingredients, Pre-cooking, and Serving as

its primary production activity.

a. Purchasing of Raw Ingredients

Purchasing of Raw Ingredients refers to the choosing and buying

the best quality ingredients for the food the restaurant will serve. The

restaurant will have suppliers of its goods to ensure quality and low

costing. Raw ingredients include the meat (chicken, beef, pork),

seafood, vegetables, and other condiments needed in cooking. Azotea

will make sure that the goods from suppliers are fresh and of high

quality.

b. Pre-cooking

Pre-cooking will help in saving the time of the customers and of the

cooks, making the restaurant efficient. Since not all dishes in the menu

are easily cooked, the restaurant will have some of its dishes and/or

ingredients pre-cooked. An example of a dish which needs pre-cooking

is the meat in kare-kare. The pre-cooked ingredients will be stored in

the refrigerator to ensure that it would not spoil.

c. Serving
 15

Serving is the act of giving the customer what they asked/ordered

for. Azotea’s waiters and waitresses are well-trained to act sociable

and friendly with their customers. The customers will call for the waiter

and then, the waiter will ask what they would like to order, then upon

saying their orders, the waiter will relay it to the cooks, who are in-

charge of cooking the dishes. After the dish ordered is cooked, the

waiter will deliver it to the customer’s table, leaving the customer

satisfied.

Table 1. List of Menu (Appetizer)

Appetizer Ingredients Procedure

 1/2 lb medium to large 1. Combine squid, salt, and

sized squid cleaned and
sliced into rings
 3/4 cup all-purpose flour
 1 piece raw egg beaten
 3/4 cup breadcrumbs
 1 teaspoon salt
 1/2 teaspoon ground
black pepper
 2 cups cooking oil
ground black pepper then
mix well. Let stand for 10
minutes.
2. Heat a cooking pot the pour-
in cooking oil.
3. Dredge the squid in flour
then dip in beaten egg and
roll over breadcrumbs.
4. When the oil is hot enough,
deep-fry the squid until the
color of the coating turns
brown. Note: This should
only take about 2 to 3
minutes in medium heat. Do
not overcook the squid.
5. Remove the fried squid from
the cooking pot and transfer
in a plate lined with paper
towels.
6. Serve with sinamak or Asian
dipping sauce.

 2 lbs. pre-cleaned pork
large intestines
 5 tablespoons coarse
rock salt
 5 pieces dried bay
leaves dahon ng laurel
 1 tablespoon whole
peppercorn
 Water for boiling
 3 cups cooking oil
 1 liter water
 1 can cream style corn
 3 sachets 8g MAGGI
MAGIC SARAP
 ½ cup cooked crab meat,
flaked
 6 tbsp cornstarch,
dissolved in
 6 tbsp water
 2 pcs egg, beaten
 2 tbsp sliced spring onion
 1 tsp sesame oil
16
1. Clean the intestines well
with running water.
2. Boil water in a large pot.
3. Once the water starts to
boil, add the intestines. Boil
for 15 minutes. Discard the
water. Pour a clean batch of
water on the pot. Boil with
the intestines for 15 to 20
minutes. Discard one more
time.
4. Pour the third batch of water
in a pot. Let boil. Add 3
tablespoons rock salt, bay
leaves, and peppercorn.
Continue to boil in low to
medium heat for 1 hour.
Remove the intestine and let
cool.
5. Cut the intestines crosswise
into small pieces. Rub the
remaining salt all over these
and let it stay for 5 minutes.
6. Heat the oil in a large pot.
Once the oil gets hot, deep-
fry the intestines until crispy.
7. Remove the crispy
intestines from the pot and
arrange in a serving plate.
8. Serve with spicy vinegar.
1. Pour water into a pot and
bring to a boil. Add corn and
simmer for 1 minute. Season
with MAGGI MAGIC SARAP.
2. Add crab meat and bring to
simmer. Check seasoning.
Slowly pour slurry
(cornstarch dissolved in
water) while stirring to
thicken the soup.
3. Slowly pour beaten egg while
gently stirring to create
strands of egg. Immediately
remove from heat and stir in

 3 cups chicken broth
 1 cup water
 2 eggs beaten
 1 teaspoon grated
ginger
 1
1/2 tablespoon cornstar
ch
 2 tablespoons chopped
green onion optional
 Salt to taste
 2 lbs. ground pork
 1/2 cup green onions
 1 cup carrots
 1 cup onion
 2 eggs
 2 teaspoon salt
 2 teaspoons garlic
powder
 1/4 cup parsley minced
 1/2 teaspoon ground
black pepper
 50 pieces Spring roll
wrapper
 3 to 6 cups cooking oil
17
spring onion and sesame oil.
Transfer into a serving bowl
and serve hot.
1. Dilute the cornstarch in 1/4
cup water. Stir and mix well.
Set aside.
2. Combine chicken broth and
water in a cooking pot, Bring
to a boil.
3. Add the grated ginger. Cook
for 2 minutes.
4. Pour-in the beaten egg. Stir.
5. Add-in the cornstarch
diluted in water. Continue to
stir until the texture of the
soup reaches your desired
texture.
6. Add salt to taste.
7. Transfer to a serving bowl.
Sprinkle green onions on
top.
8. Serve. Share and enjoy!
1. In a mixing bowl, combine
all the ingredients with the
pork starting with the onion,
carrots, green onions,
parsley, salt, ground black
pepper, garlic powder, and 1
piece raw egg. Mix well.
2. Wrap the about 1 to 1 1 1/2
tablespoons of the mixture
in a lumpia wrapper (for
proper way, see video). Do
this until all the mixture are
consumed.
3. Heat the cooking oil in a
deep fryer. Deep fry the
lumpia for 10 to 12 minutes.
4. Remove from the deep fryer
and let the excess oil drip.
5. Transfer to a serving plate.
Serve with sweet and sour
sauce.

 2 cups sweet
potato cubed
 2 tbsp fish sauce patis
 1 lb cabbage shredded
 1
½ cup carrots julienned
 ½ cup water
 ½ cup peanuts crushed
 6 pieces Lettuce leaves
 ½ lb pork thinly sliced
 1 pack extra firm
tofu sliced in strips
 1 cup shrimp shelled
and deveined
 2 cups string
beans baguio beans,
chopped
 1 medium sized
onions chopped
 ½ cup cilantro chopped
 3 tbsp garlic minced
 1 pork cube
 >>Wrapper
ingredients<<
 1 cup all-purpose flour
 2 pieces raw eggs
 2 tbsp cooking oil
 ½ tsp salt
 1½ cups milk
 >>Sauce Ingredients<<
 1 tbsp soy sauce
 ½ cup brown sugar
 2 cups water
 ½ pork cube
 1 tbsp garlic minced
 2 tbsp corn
starch diluted in 4 tbsp
water
18
 Cook the filling by heating
a pan. Pour-in the cooking
oil then sauté the garlic
and onions. Add the pork
and cook until color turns
light brown. Put-in the
pork cube and add ½ cup
water then simmer until
pork is tender. Add the
shrimps and sweet
potatoes and cook for 5
minutes or until potatoes
are soft. Add the tofu and
cook for a few minutes.
Put-in the cilantro, carrots,
and string beans then mix
with the other ingredients.
Add the cabbage and let
cook for 5 minutes. Add
the fish sauce and mix.
Set aside
 Make the wrapper by
cracking the eggs in a
mixing bowl. Beat. Add
the milk while beating. Put
in the salt and all-purpose
flour then mix thoroughly.
Add the vegetable oil and
mix well. Turn the stove
on to medium heat and
put the non-stick pan in
place. Spray the pan with
oil or grease with butter.
Pour-in the wrapper
mixture (about half a cup)
and tilt the pan to
distribute the liquid
evenly. Cook until the top
part of the mixture is dry
(about 2 minutes). Using
a spatula, remove the
cooked mixture and place
in a flat plate. Set aside
 Make the sauce by
pouring water in a sauce
pan. Bring to a boil. Add

 1 lb pig's ears
 1 lb pork belly liempo
 1 lb firm or extra firm
tofu (approx. 4 slices)
 1 1/2 cup white vinegar
 1/4 cup soy sauce
 4 tbsp sugar
 2 tbsp salt
 1 tbsp whole pepper
corn
 1 small onion diced
 2 stalks green
onions cut in 1/2 inch
length
 1/8 teaspoon ground
black pepper
 5 cups water
 2 cups cooking oil
19
the brown sugar and pork
cubes. Put some salt and
soy sauce then mix well.
Dilute the cornstarch in
water and pour in the
saucepan. Cook until the
sauce becomes thick. Set
aside.
 Wrap the filling. Place the
wrapper in a plate then
place a lettuce leaf in the
middle top part of the
wrapper. Spoon the filling
and place in the middle of
the wrapper (over the
lettuce leaf). Close the
wrapper by folding the
lower part first then roll
the sides until the filling is
sealed.
 Pour the sauce over the
Lumpiang Sariwa and
garnish with crushed
peanuts and minced
garlic.
1. Pour-in water in a pot and
bring to a boil
2. Add salt and whole pepper
corn
3. Put-in the pig's ears and
pork belly then simmer until
tender (about 30 mins to 1
hour)
4. Pour cooking oil on a
separate pan and allow to
heat
5. When the oil is hot enough,
deep-fry the tofu until color
turns golden brown and
outer texture is somewhat
crispy
6. Cube the fried tofu and slice
the boiled pig's ears and
pork belly into bite-sized

 4 oz. dulong silver fish
 2 cups mung bean
sprouts
 1 1/2 cups cooking oil
 1/2 cup cornstarch
 1/2 cup flour
 1/2 teaspoon baking
powder
 1/2 teaspoon salt
 1/2 teaspoon ground
black pepper
 1/4 teaspoon garlic
powder
 1/4 teaspoon onion
powder
 1 egg
 1 cup water
20
pieces then set aside
7. Combine the sugar, salt, soy
sauce, and vinegar in bowl.
Stir.
8. Microwave for 1 minute.
9. Add the ground black
pepper, onions, green
onions, and chili pepper.
Transfer the sauce in a
serving bowl.
10. Place the sliced meat and
tofu in a serving plate with
the bowl of sauce by the
side.
1. In a large mixing bowl,
combine all batter
ingredients in a bowl starting
with the dry ingredients and
ending by adding water and
egg. Mix well.
2. Add the dulong and mung
bean sprouts. Gently stir
until all ingredients are well
blended.
3. Heat oil in a pan.
4. Arrange 1/2 cup of mixture
in a saucer. Note: make
sure the there is enough
batter in the mixture.
5. Once the oil gets hot, Slide
the mixture into the pan.
Cook one side in medium
het until it turns golden
brown and crisp. Turn over
using a spatula. Cook the
other side the same way.
6. Remove the dulong okay
from the pan. Stack in a
plate with paper towels.
7. Serve with spicy vinegar
such as pinakurat or
sinamak.

Table 2. List of Menu (Main Dish)
Main Dish Ingredients
 7.5 lbs. Beef shank bulalo
 1 Knorr beef cube
 1 bunch Napa
cabbage pechay Baguio
 2 pieces sweet
corn divided into 3 parts
 15 to 20 pieces long green
beans Baguio beans
 4 medium yellow
onion wedged
 1 tablespoon whole
peppercorn
 3 tablespoons fish
sauce patis
 12 to 15 cups water
21
Procedure
1. Boil water in a large
cooking pot.
2. Add beef shank.
Cover the pot and
boil for 15 minutes.
3. Scrape the scums
out of the cooking
pot. Add whole
peppercorn and
onion. Cover the
pot. Continue to
cook in low heat for
2 to 3 hours or until
the beef becomes
tender. Note: you
can use a pressure
cooker to tenderize
the meat. It should
only take around 45
minutes.
4. Scoop the fats (oil)
floating on top of
the soup and
discard.
5. Add corn. Cover
and cook for 15
minutes.
6. Add long green
beans (Baguio
beans) and season
with fish sauce
(patis).
7. Arrange the fresh
Napa cabbage on
the serving bowl.
Pour hot broth and
arrange the beef
shank, corn, and
long green beans in
the bowl.
 22

 2 lbs. pork belly sliced into 1. Pour water into a

cubes cooking pot. Let
 2 to 3 cups kangkong boil
leaves 2. Add onion and
 3 pieces long green chili tomato. Boil for 5
pepper siling pansigang to 8 minutes.
 2 pieces tomato quartered
3. Put the pork in
 1 cup sliced daikon
the cooking pot.
radish labanos
Boil for 25
 10 to 12 pieces snake
minutes.
beans cut in 2 inch length
pieces 4. Add the taro.
 1 piece onion quartered Cover and
 15 pieces okra continue to boil
 2 pieces taro peeled and for 30 minutes.
cut in half (gabi) 5. Add Knorr
 8 cups water Sinigang sa
 2 packs Knorr Sinigang sa Sampaloc mix,
Sampaloc Mix Original (20 fish sauce, and
gram pack) ground black
 3 tablespoons fish pepper; stir.
sauce patis 6. Put the daikon
 ¼ teaspoon ground black radish in. Cook
pepper for 3 to 5
minutes.
7. Add the chili
peppers, okra,
and snake
beans. Cook for
7 minutes.
8. Add the
kangkong. Cover
the cooking pot
and turn off the
heat. Let it stay
covered for 5
minutes.
9. Transfer to as
serving bowl.
Serve with a
small bowl with
patis and spicy
chili.
 23

 2 lbs. medium to large 1. Pour the water

shrimp with head and in a cooking pot.
shell Bring to a boil.
 1 lb. unripe tamarind 2. Add the
 1 small daikon white tamarind. Cover
radish, sliced and boil for 30
 1 bunch spinach or minutes. Add
kangkong more water if
 12 pieces okra needed.
 2 tablespoons fish sauce
3. Separate the
 2 medium plum
tamarind from
tomato quartered
the water. Make
 1 medium yellow
sure to squeeze
onion quartered
the juice out of
 6 cups water
the tamarind for
 Ground black pepper to
maximum flavor.
taste
4. Heat the cooking
pot with the
remaining water
and tamarind
extract. You can
add more water
if you think that
the amount of
remaining liquid
is less than 5
cups. Let boil.
5. Add the tomato
and onion. Cook
for 5 minutes.
6. Put-in the
daikon,okra, and
shrimp. Cook for
3 to 8 minutes in
medium heat.
7. Add the spinach
and fish sauce.
Stir. Cover and
turn the heat off.
8. Sprinkle some
ground black
pepper to taste.
9. Transfer to a
serving bowl.
 24

Serve.
 2 lbs. boneless bangus 1. Pour water in a
belly cooking pot.
 6 tablespoons Miso paste Bring to a boil.
 2 medium plum 2. Add tomato and
tomato wedged onion. Cover and
 1 medium yellow boil for 5
onion sliced minutes.
 10 pieces okra
3. Stir-in Miso paste
 1 small Daikon
and cover the
radish labanos, sliced
pot. Cook for
 4 pieces long green
another 3 to 5
pepper siling pansigang
minutes
 5 to 6 cups water
 1 bunch mustard greens 4. Carefully add the
 2 tablespoons fish bangus belly.
sauce patis Cook for 5 to 7
 1 40g pack sinigang mix minutes in low to
medium heat.
5. Add the Daikon,
okra, and green
peppers. Cover
and Cook for 5 to
8 minutes.
6. Pour the contents
of the sinigang
mix package in
the cooking pot.
Stir. Add fish
sauce.
7. Add the mustard
greens. Cover
the cooking pot
and continue to
cook for 4
minutes.
8. Transfer to a
serving bowl.
Serve.
 25

 2 lbs ham hock pata, sliced 1. Pour water in a

 1/2 cup dried banana cooking pot. Let
blossoms boil.
 1 Knorr pork cube 2. Add the ham
 1/4 cup salted black beans hock (pata).
 1/4 cup dark brown sugar Scoop out the
 1 medium yellow onion scums that will
 4 cloves garlic crushed eventually float.
 3 pieces dried bay leaves Cover and boil in
 1/2 teaspoon crushed medium heat for
peppercorn 40 to 60 minutes.
 4 cups pineapple juice You can add
 1/2 cup soy sauce more water if
 1 teaspoon vinegar needed.
 6 cups water
3. Remove the pata
 3 tablespoons cooking oil
from the cooking
pot and set it
aside. Discard
the water.
4. Pour oil into a
clean cooking
pot.
5. Once the oil gets
hot, saute garlic
and onion.
6. Add the boiled
pata. Stir and
cook for 1
minute.
7. Pour the soy
sauce and
pineapple juice
into the pot. Let
boil.
8. Add the pork
cube. Stir.
9. Add the dried bay
leaves, cracked
peppercorns,
dried banana
blossoms, and
salted black
beans (tausi).
Stir. Cover and
 26

continue to cook
between low to
medium heat
until the liquid
reduces to half.
10. Add the vinegar.
Stir and then add
the dark brown
sugar. Continue
to cook for 5
minutes.
11. Transfer to a
serving bowl or
plate. Serve.
 3 lbs oxtail cut in 2 inch 1. In a large pot, bring
slices you an also use tripe the water to a boil
or beef slices 2. Put in the oxtail
 1 piece small banana followed by the
flower bud sliced onions and simmer
 1 bundle pechay or bok for 2.5 to 3 hrs or
choy until tender (35
 1 bundle string beans cut minutes if using a
into 2 inch slices pressure cooker)
 4 pieces eggplants sliced
3. Once the meat is
 1 cup ground peanuts
tender, add the
 1/2 cup peanut butter
ground peanuts,
 1/2 cup shrimp paste
peanut butter, and
 34 Ounces water about 1
coloring (water from
Liter
the annatto seed
 1/2 cup annatto seeds
mixture) and
soaked in a cup of water
simmer for 5 to 7
 1/2 cup toasted ground rice
minutes
 1 tbsp garlic minced
 1 piece onion chopped 4. Add the toasted
salt and pepper ground rice and
simmer for 5
minutes
5. On a separate pan,
saute the garlic
then add the
banana flower,
eggplant, and string
beans and cook for
5 minutes
6. Transfer the

 2 lbs beef cubed
 3 pieces garlic cloves
crushed and chopped
 1 piece onion finely
chopped
 2 cups beef broth
 1 piece red bell pepper
sliced
 1 piece green bell pepper
sliced
 1 cup tomato sauce
 ½ cup liver spread
processed using blender
 1 teaspoon chili flakes
 3 pieces dried bay leaves
 2 cups potatoes sliced
 2 cups carrots sliced
 1/4 cup cooking oil
 ⅔ cup green olives
 salt and pepper to taste
27
cooked vegetables
to the large pot
(where the rest of
the ingredients are)
7. Add salt and
pepper to taste
8. Serve hot with
shrimp paste.
Enjoy!
1. Heat the cooking oil
in the cooking pot
or pressure cooker.
2. Sauté the onion
and garlic.
3. Add the beef. Cook
for 5 minutes or
until the color turns
light brown.
4. Add the dried bay
leaves and crushed
pepper. Stir.
5. Add the liver
spread. Stir.
6. Pour-in the tomato
sauce and beef
broth.
7. Cook the beef until
it becomes tender
(about 30 mins if
using a pressure
cooker, or 1 to 2
hours if using an
ordinary pot).
8. Add potato and
carrots. Cook for 8
to 10 minutes.
9. Put the green olives
and bell peppers in
the cooking pot. Stir
and continue to
cook for 5 minutes
more.

 1 lb. beef sirloin thinly
sliced
 1/4 cup soy sauce
 1 piece lemon or 3 pieces
calamansi
 1/2 tsp ground black
pepper
 3 cloves garlic crushed
 1 large onion sliced into
rings
 3 tbsp cooking oil
 salt to taste
28
10. Add salt and
pepper to taste
11. Serve Hot. Enjoy!
1. Marinate beef in
soy sauce, lemon
(or calamansi), and
ground black
pepper for at least
1 hour
2. Heat the cooking oil
in a pan then stir fry
the onion rings until
the texture
becomes soft. Set
aside
3. In the same pan
where the onions
were fried, fry the
marinated beef
(without the
marinade) until
color turns brown.
Set aside
4. Put-in the garlic
then saute for a few
minutes
5. Pour the marinade
and bring to a boil.
6. Put in the fried beef
and simmer for 15
to 20 minutes or
until meat is tender.
Add water as
needed.
7. Add the stir-fried
onions and some
salt to taste.
8. Serve hot. Share
and Enjoy!

Table 3. List of Menu (Side Dishes)
Side Dish Ingredients
 1 lb pancit
bihon Rice Noodles
 1/2 lb. pork cut into
small thin slices
 1/2 lb. chicken cooke
d, deboned, and cut
into thin slices
 1/8 lb. pea pods or
snow pea
 1 cup carrot
 1/2 small
cabbage chopped
 1 cup celery
leaves chopped
finely
 1 medium sized
onion chopped
 1/2 tbsp garlic mince
d
 1 pc chicken cube
 5 tbsp soy sauce
 3 to 4 cups water
 oil 1. In a wok or wide pan
 8 to 10 snow peas,
ends trimmed
 8 to 10 pieces large
shrimps, peeled and
29
Procedure
1. In a large pot, Saute
the garlic and onion
2. Add the pork and
chicken then let cook
for 2 minutes
3. Add the chicken cube
and water then
simmer for 15
minutes
4. Put in the carrots,
pea pod, cabbage,
and celery leaves
and simmer for a few
minutes
5. Remove all the
ingredients in the pot
except for the liquid
and set them aside
6. In the pot with the
liquid in, add the soy
sauce and mix well
7. Add the pancit bihon
(makes sure to first
soak it in water for
about 10 minutes)
and mix well. Cook
until liquid evaporates
completely
8. Put-in the vegetables
and meat that were
previously cooked
and simmer for a
minute or two
over high heat, heat
about 1 tablespoon oil.
Add snow peas and
cook, stirring regularly,
for about 30 seconds.
 30

deveined Remove from pan and

 4 ounces fish balls drain on paper towels.
(about 7 to 8 pieces), 2. If needed, add another
halved tablespoon oil. Add
 6 ounces sweet shrimps and cook,
hamonado longganisa stirring regularly, for
or Chinese sausage, about 2 to 3 minutes or
sliced thinly on a bias just until color changes
 1 onion, peeled and to pink. Remove from
sliced thinly pan and drain on
 2 cloves garlic paper towels. Add fish
 ¼ pound pork butt balls and cook, stirring
(about 1 cup), sliced regularly, for about 1
thinly minute or until lightly
 ¼ pound boneless, browned. Remove
skinless chicken from pan and drain on
breast or thigh meat paper towels. Add
(about 1 cup), sliced hamonado and cook,
thinly stirring regularly, for
 1 large carrot, peeled about 1 to 2 minutes or
and julienned until lightly browned.
3. Wipe down wok as
 ½ bunch Kinchay
needed. Add about 1
(Chinese celery),
tablespoon oil and
chopped
heat. Add onions and
 1 head napa
garlic, and cook until
cabbage, sliced into
limp. Add pork and
½-inch strips
cook, stirring regularly,
 4 cups chicken broth for about 2 to 3
 1 tablespoon oyster minutes. Add chicken
sauce and cook, stirring
 2 tablespoons soy regularly, for about
sauce another 3 to 5 minutes
 salt and pepper to or until meat are lightly
taste browned. Add broth
 2 (8 ounces each) and bring to a boil.
package pancit Continue to cook until
canton pork and chicken are
cooked through. Add
soy sauce and oyster
sauce and stir well to
combine. Season with
salt and pepper to
taste.
4. Add carrots and cook
for about 1 to 2
 31

minutes. Add kinchay

and cabbage and
continue to cook for
about 1 to 2 minutes or
until vegetables are
tender yet crisp. Add
noodles and gently
toss to combine. Cook,
tossing gently, until
most of liquid is
absorbed. Add shrimp,
fish balls, sausages
and snow peas, and
gently toss to combine.
Cook for another 1 to 2
minutes or until heated
through and liquid is
absorbed. Serve hot.

 1 package (14 1. In a pot, bring enough

ounces) lomi water to cover noodles
noodles to a boil. Add noodles
 water and blanch for about 1
 2 tablespoons oil minute. Drain and
 1 cup chicken liver, rinse in cold water.
cut into cubes 2. In a pan over medium
 1 medium onion, heat, heat about 1
peeled and chopped tablespoon oil. Add
 2 cloves garlic, liver and cook until just
peeled and minced about done. Remove
 ½ pound boneless, from pan and set
skinless chicken aside.
breast or thigh 3. In a large pot, heat
meat, cut into thin remaining 1
strips tablespoon oil. Add
 1 tablespoon fish onions and garlic and
sauce cook until limp and
 1 package (1.4 aromatic. Add chicken
ounces) crab and and cook until lightly
corn soup mix browned. Add fish
 salt and pepper to sauce and cook,
taste stirring occasionally,
 2 medium carrots, for another 1 to 2
 32

peeled and minutes. Add about 8

julienned cups of water and
 1 small napa bring to a boil. Lower
cabbage, end heat and simmer until
trimmed and sliced chicken is cooked
into 1-inch thick through.
strips 4. Add noodles and cook
 2 eggs, lightly for about 5 minutes or
beaten until tender yet firm to
 1 tablespoon corn bite. Add crab and
starch corn soup mix and stir
to dissolve. Season
with salt and pepper to
taste.
5. Add liver. Add carrots
and cook for about 1
minute. Add napa
cabbage and continue
to cook for about 1
minute or until
vegetables are tender
yet crisp. In a small
bowl, combine corn
starch with about ¼
cup cold water and stir
to dissolve. Add to pot,
stirring to combine.
Continue to cook for
about 1 to 2 minutes or
until slightly thickened.
6. Add eggs slowly in a
thin stream and allow
to slightly set before
stirring. Serve hot.

For the sauce 1. In a large bowl, soak

 1 tablespoon annatto rice noodles in water
powder for about 2 to 3
 water minutes or just until
 5 cups shrimp stock( softened. Drain well. In
from the boiled a pot over medium
shrimp heads and heat, bring about 6
shrimps) cups water to a brisk
 2 pieces shrimp boil. Add noodles and
 33

bouillon cook for about 1

 2 tablespoons reserve minute. Drain well.
d bacon grease (from 2. Place noodles onto
frying bacon) serving plates. Spoon
 1/4 cup flour sauce over noodles.
 1 tablespoon reserved 3. Top with shrimp,
garlic oil (from chicharon, tinapa
toasting garlic flakes, fried bacon,
 salt and pepper to taste hardboiled eggs,
For the Toppings toasted garlic bits and
 1/2 pound shrimp green onions. Serve
 oil with calamansi
 1/2 cup tinapa wedges.
flakes For the Toppings
 1/2 pound bacon, 1. Peel shrimp, leaving
diced tail intact. Reserve
 1 head garlic, shrimp heads. In a
peeled and minced saucepan over
 1 cup pork medium heat, bring 1
cracklings cup water to a boil.
(chicharon), Add shrimp and cook
crushed for about 1 to 2
 4 hardboiled eggs, minutes or until color
peeled and changes. With a
quartered slotted spoon, remove
 1/4 cup green shrimp from and set
onions, chopped aside. Reserve liquid.
 calamansi or lemon, 2. In a pan over medium
cut into wedges heat, add 1 tablespoon
oil. Add tinapa flakes
and cook, stirring
regularly, for about 1
to 2 minutes or until
lightly browned and
heated through.
Remove from pan and
set aside.
3. In a skillet over
medium heat, add
chopped bacon and
cook, stirring
occasionally, until
golden and crisp.
Remove from pan and
drain on paper towels.
Reserve 2 tablespoons
 34

of bacon grease.
4. In a small pan over low
heat, heat about 1/4
cup oil. Add garlic and
cook until lightly
browned and crisp.
With a slotted spoon,
remove toasted garlic
and drain on paper
towels. Reserve garlic
oil.
For the Sauce
1. With a knife, coarsely
chop reserved shrimp
heads. In a pot over
medium heat, combine
shrimp heads and 4
cups water. Bring to a
boil, skimming any
foam that rises to top.
Lower heat and
simmer for about 10
minutes to extract
flavor. Using a fine
mesh strainer, strain
liquid and discard
shrimp solids.
2. In a bowl, combine
shrimp stock (about 4
cups from the shrimp
heads and 1 cup
reserved from boiling
shrimps), reserved
garlic oil, shrimp
bouillon, and annatto
water. Stir well until
annatto powder and
shrimp bouillon are
dissolved and water
has changed to orange
color.
3. In a sauce pot over
medium heat, add
reserved bacon
grease. Add flour and
cook, stirring
 35

constantly, for about 2

to 3 minutes or until
golden. Whisking
vigorously, slowly add
shrimp stock mixture.
Bring to a boil and then
lower heat to a
simmer. Cook,
regularly, for about 5
to 8 minutes or until
thickened. Season with
salt and pepper to
taste.

 3/4 lb sotanghon 1. Place 6 cups water

noodles on a large mixing
 ½ baked bowl. Put-in the
chicken meat vermicelli noodles
shredded and soak for 10
 3 pieces Chinese minutes or until the
sausage chopped noodles becomes a
 4 ounces pork sliced bit soft. Discard the
thinly and chopped water.
 ½ cup chopped flat 2. Boil 4 cups of water.
leaf parsley Blanch the carrots,
 ¼ cup soy sauce snap peas, and
 1 small cabbage. Set aside.
carrot julienne (note: I explained the
concept of blanching
 15 to 18 pieces snap
in the pancit canton
peas
post).
 ½ medium cabbage
3. Heat a wok or wide
chopped
pan. Pour-in the
 1 small yellow cooking oil.
onion sliced 4. Saute the garlic and
 2 cloves crushed onion.
garlic 5. Once the onion
 3 tablespoons cookin becomes soft, add-in
g oil the Chinese sausage,
 Salt and pepper to pork, and baked
taste chicken. Cook for 5
minutes.
6. Add-in the chopped
parsley, soy sauce,
and ¾ cup water. Stir
 36

and let boil.

7. Add the vermicelli
noodles. Make sure
that the noodles are
soft and that excess
water has been
drained. Toss until all
the ingredients are
well blended.
8. Add salt and ground
black pepper as
needed.
9. Put-in the blanched
vegetables; toss and
cook for 3 minutes.
10. Transfer to a serving
plate. Serve.
11. Share and enjoy!

B. Resource Requirements

In carrying out the business, Azotea is required to obtain the different supplies,

furniture and fixtures, and equipment listed and defined below:

Table 4. Resource Requirements (Supplies)

Supplies Description Budget

Pork Meat
Php 180 kg

Beef Meat Php 250/kg

 37

Chicken Meat Php 205/pc

Vegetables Php 10 000 per month

Condiments Php 3 000 per moth

Herbs and Spices Php 4 000 per month

Dairy Php 5 000 per month

 38

Kitchen Wares Php 2 500 per piece

Php 10 000 (100 pcsx1

Glasses
000/piece)

Knives Php 3500 per set

Soup Bowls 5 000 (50Php x 100 pcs)

 39

Large Bowls 15 000 (150 Php x 100 pcs)

Utensils Php 5 000 for 100 pcs each

Plates Php 7 500 (Php75 x 100pcs)

 40

Table 5. Resource Requirements (Furniture and Fixtures)

Furniture Description Budget

Tables and Chairs

Php 5 000 per set
 Inclusive of 1 table

and two chairs

Faux Grass Carpet Php 2 080 per meter

 41

Table 6. Resource Requirements (Equipment)

Equipment Description Budget

Kitchen Gas Range Php 100 000

Cash Register Php 17 000

Heavy Duty Refrigerator Php 100 000

 42

Vacuum Cleaner Php 15 000

Centralized Air
Php 25 000 per piece
Conditioner

Note: The price of meat products was based on the pricing of Magnolia Philippines, the

supplies, furnitures and fixtures, and equipment pricing was based on Lazada, OLX,

and Shopee.

C. Quality Assurance

Azotea is focused in providing a food that will make a customer feel at-home

without sacrificing the quality of the foods served. To ensure freshness of the

ingredients used in making the dishes, the suppliers will deliver the goods every

week. The delivered goods will only be sufficient for a week so that too much

spoilage of ingredients is avoided. The kitchen will be inspected and from time to
 43

time, as well as the kitchen wares which will be used in cooking the dishes

served.

As for the service provision, Azotea will choose wisely the chefs, cooks,

and servers to be employed in order to give the customers the service they

deserved. The chefs and cooks to be employed must have a background in

cooking. They will be well-trained to avoid or minimize mistakes with their

cooking. The servers will be friendly, sociable and customer-oriented. They will

be given an orientation prior the employment to ensure they know what they

needed to do.

D. Floor Plan
 44

CHAPTER 5

MARKETING

A. Overall Concept and Orientation

Azotea is a fine-dining restaurant which will cater the most delectable

Filipino cuisine in a garden-like ambiance, which will make the customers feel

like they have escaped the city for a short while. In line with this, Azotea is

dedicated in retaining the traditional taste of the Filipino cuisine, a taste of a

motherly love.

B. Marketing Strategy and Resources

In achieving the business’ short term and long term objectives, it needs a

strategy wherein it can suffice and overcome the hindrances it may encounter.

Thus, making a marketing strategy is one of the best ways to allow the company

to use it limited resources to bring out great opportunities that can help augment

the profitability of the restaurant.

1. Service

The restaurant caters a delectable Filipino cuisine which will taste like a

real mother’s cooking.

2. Position in the Marketplace

The restaurant’s plan is to first make a name by providing a traditional

Filipino cuisine with a garden-like ambiance while dining in. A head chef and

junior cooks will be hired to ensure the best taste of the food the restaurant will

serve.
 45

3. People in the Business

The restaurant will hire people who live in or near Taguig, and who has

good interpersonal skills to ensure good customer-employee relationship. The

waiters, waitresses, and the utilities will be of good manners, hygienic and

pleasing.

4. Promotional Plans

This is the restaurant’s advertising plan that will help the business promote

its objectives.

a. Tarpaulin

This print ad will be posted in front of the store in the mall and some areas

in the mall. It will endorse the business to potential customers passing by. With

its large and accommodating design, it would enable to catch more people’s

attention therefore making them a possible market of the business.

 46

b. Social Media

Social media is an outlet where it can reach potential clients and

employees as well; due to the fact that today’s generation is all about ease and

social media like Facebook and Instagram is one of those outlet where it can be

access by everyone.

c. Word of Mouth

Above all the advertising strategies stated, word of mouth is the most

efficient because of its persuading power. Thus, the restaurant will have a unique

dining place, a service and cuisine worth talking about by the customers.

C. Service

Azotea is a fine-dining restaurant that serves a variety of Filipino dishes

originating from different part of the Philippines. As a fine-dining restaurant, it

aims to provide its customers a better quality of food than from fastfood

restaurants and other casual dining restaurants. Ordering of foods will happen on

the customer’s occupied table and a waiter (or more if needed) will serve them

during the course of their stay in the restaurant.

D. Promotion

Azotea will be a new business in the restaurant industry, thus, it needs

good marketing and promotion strategy. Modern and Traditional ways in

promoting the restaurant will be done. The chosen place for Azotea will be at a

mall, so visual promotions must be placed in some of the strategic places in the

mall. The visual promotion will be tarpaulins, and it will represent the traditional
 47

way of promotion. In addition, flyers will be given before and on the opening of

the restaurant. As for the modern way of promotion, Azotea will use social media

such as Instagram and Facebook. Through these, people will know the existence

of Azotea.

E. Pricing Strategy

Azotea will first introduce its products at a price lower than other fine

dining restaurant since it is a new entrant in the industry. It is to attract potential

customers and create market segment easily. Understandably, Azotea’s price

will be higher than those from fast-food restaurants as it targets those people

from middle to upper class sectors.

The prices are planned to have a mark-up price of 25% based on the cost

of materials used in producing the good to increase the profit as the restaurant

already has its market share and target customers already accustomed to the

existence of the business. Moreover, loyal customers are assumed to still eat in

the restaurant as the restaurant assures that the quality of foods is worth its

price.

F. Benefits of the Customer

Plants clean the air and give us oxygen, thus, giving a fresh and calming vibe

in the surrounding they reside. Azotea’s customers will feel these as they enter

the restaurant since the restaurant will design its interior to have a garden-like

theme. Customers will not only be able to eat their favourite Filipino dishes
 48

originating from different part of the Philippines but also get to enjoy the nature in

the middle of the city.

G. Benefits of the Community

Thirty percent (30%) of the restaurant’s annual profit or its income tax will be

an additional income for the city of Taguig, thus, an additional fund for the city to

improve projects that helps for the betterment of the community.

The people around and often in the Venice Grand Canal Mall will have a new

place to eat Filipino foods since Filipino fine-dining restaurants rarely operate

around the area.

H. Demand Analysis

An analysis of the demand identifies the need and the willingness of

people to buy a particular good or service. An existing demand in the market

should be present in order for a starting business to succeed and continue its

operation as a going concern entity. Demand analysis forecasting is the process

estimation of quantity of a product or service that will be demanded by the

customer in the future. Demand forecasting is carried out using both, informal

methods like educated guesses or formal method like quantitative methods that

involve the use of historical data or existing data from the test market. Demand

forecasting helps in the formulation of pricing strategies, estimation of future

service capacity and making crucial decisions relating to the entry or exit from

new markets.

To compute for the projected demand of Azotea for the next five years the

researchers applied the number of passer-by per hour on the proposed place
 49

which is located on the second floor of Venice Grand Canal Mall. The formula

below shows the computation for the total potential daily, monthly, and annual

demand.

 Peak hours - 142 per hour

Off-peak hours - 98 per hour

 Peak hours: 11 am to 2 pm

5 pm to 9 pm

 Off- peak hours: 2 pm to 5pm

9 pm to 11 pm

Table 8. Projected Potential Demand

Formula Total

Daily potential demand Peak hours:

142 passer-by x 7 hours= 994 passer-by 1484
Off- peak hours:
98 passer-by x 5 hours= 490 passer-by

Monthly potential demand Daily potential demand x 30 44, 520

Annual potential demand

Monthly potential demand x 12 534,240
To compute for the actual daily demand, actual monthly demand and actual annual

demand:

 Actual daily demand= Total daily potential demand x market acceptability

Actual daily demand= 1, 484 x 92.70%

Actual daily demand= 1, 376

 50

 Actual monthly demand= Actual daily demand x 30

Actual monthly demand= 1,376 x 30

Actual monthly demand= 41, 280

 Actual annual demand= Actual monthly demand x 12

Actual annual demand= 41,280 x 12

Actual annual demand= 495,360

The table below shows the estimated daily and annual mall goers for the year

2015- 2018. This was generated through an interview made by the researchers to the

admin of the mall.

Table 9. Historical Mall Population

2015 2016 2017 2018

Estimated
daily mall 650 800 1200 1500

goers
Estimated
annual mall 234,00 288,000 432,00 540,00

goers

To compute for the annual growth rate of mall goers, the formula is:
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Table 10. Population Growth Rate

Year Growth rate

2015-2016 18.75%

2016-2017 33.33%

2017-2018 25%

To compute for the average annual growth rate:

Table 11. Actual Projected Demand

POPULATION ANNUAL PROJECTED ANNUAL

YEAR GROWTH DEMAND OF PROJECTED

PREVIOUS YEAR DEMAND

2018 495,360

2019 1.2569 495,360 622,618

2020 1.2569 622,618 782, 568

2021 1.2569 782,568 983,610

2022 1.2569 983,610 1,236,299

2023 1.2569 1,236,299 1,553,905

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I. Supply Analysis

Supply analysis is often used to make key policy decisions by business managers

since it gives them insight into how shifts in production are likely to influence market

supply.

Table 12. Competitor’s Analysis

2018

Name of
Daily supply Monthly supply Annual supply
Business

Direct competitor:

Cuisenea:
200 6,000 72,000
Hukad
150 4,500 54,000
Juan’s Bistro
175 5,250 63,000
Kuya J
350 10,500 126,000
Buddy’s
250 7,500 90,000

Total 370 33,750 405,000

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Table 13. Projected Supply

ANNUAL SUPPLY ANNUAL

POPULATION
YEAR OF PREVIOUS PROJECTED
GROWTH
YEAR SUPPLY
2018 405,00O

2019 1.2569 405,000 509,044

2020 1.2569 509,044 639,818

2021 1.2569 639,818 804,187

2022 1.2569 804,187 1,010,782

2023 1.2569 1,010,782 1,270,453

J. Demand-Supply Analysis

Demand Gap is the gap that the competitors cannot supply around the

vicinity.

Table 14. Demand-Supply Gap

YEAR DEMAND SUPPLY GAP

2018 495,360 405,000 90,360

2019 622,618 509,044 113,574

2020 782, 568 639,818 142,750

2021 983,610 804,187 179,423

2022 1,236,299 1,010,782 225,517

2023 1,553,905 1,270,453 283,452

 54

K. Sales Forecast

For the proponents to determine the sales forecast for the first operating year,
first, the proponents get the percentage of peak hours (7 hours) and off-peak hours (5
hours) derived by dividing to daily operating hours (12 hours).

*peak hours: 7/12= 0.58 *off-peak hours: 5/12= 0.42

Then, the daily potential demand is computed as follows:

*peak hours: 120 x .58 = 69.6 *off-peak hours: 120 x .42= 50.4

*120 is the daily capacity of the restaurant

Since this formula only wanted to determine the number of persons, the
proponents only counted 69 persons for the peak hours and 50 for the off-peak hours
with a total daily demand of 119.

Based on the survey conducted, the average amount persons spent on fine
dining restaurants is 300. Thus, the researchers came up with the first year revenue
with these data and computed as follows:

Daily revenue: 119 x Php 300 = 35,700

Annual revenue: Php 35,700 x 360 (annual operating days) = Php 12,852,000
Summary of the
Survey
Dear Respondents,
We, students from Pamantasan ng Lungsod ng Maynila, are conducting a
feasibility study on cuisines and restaurants. Our proposed business named “Gardee” is
a restaurant that will be serving Famous Filipino dishes open to all. In line this, we
would like to request a few minutes of your time to participate in this survey.

Age:
Gender:

Please ENCIRCLE the letter corresponding to your choice.

1. On average, how many times
each month do you eat in a fine
dining restaurant? 4. Favorite Filipino food (you can
A. 0 choose at least three food)
B. 1-3 A. Sinigang
C. 4-7 B. Bulalo
D. 8-11 C. Kare-Kare
E. 12-15 D. Kaldereta
E. Adobong
2. How often do you visit the Venice F. Sisig
Grand Canal Mall? G. Pakbet
A. 0-3 OTHERS:
B. 4-7 __________________________
C. 8-11 _______________
D. 11 or more

3. If available, how likely would you

try a new Filipino restaurant in
Venice Grand Canal Mall?
5. In average, how much do you
A. Certain
usually spent in a meal?
B. not sure
A. 150-250
C. no possibility
B. 251-350
C. 351-450
D. 451-600
Frequency Distribution: 315 respondents

Socio Demographic Profile (AGE)

Age Frequency Percentage Rank

18-28 37 11.75% 4

29-38 158 50.16% 1

39-48 77 24.44% 2

49-58 40 12.70% 3

59-68 1 .31% 6

69-78 2 .63% 5

TOTAL 315 100%

Socio Demographic Profile (GENDER)

Gender Frequency Percentage Rank

Female 185 58.67% 1

Male 130 41.33% 2

TOTAL 315 100%

Tabular Representation of how frequent the target market eats on a fine dining
restaurant

Frequency Percentage Rank

0 0 0% 5

1-3 132 41.90% 2

4-7 149 47.30% 1

8-11 25 7.9% 3

12-15 9 2.9% 4

TOTAL 315 100%

Tabular Representation of how frequent the target market visits the Venice Grand Canal
Mall

Frequency Percentage Rank

0-3 99 31.43% 2

4-7 15 4.76% 3

8-11 10 3.17% 4

11 or more 191 60.63% 1

TOTAL 315 100%

Tabular Representation of how likely the target market would try a new Filipino
restaurant in Venice Grand Canal Mall

Frequency Percentage Rank

Certain 292 92.70% 1

Not sure 23 7.3% 2

No possibility 0 0% 3

TOTAL 315 100%

Tabular Representation of the most preferred Filipino food by the target market

Frequency Percentage Rank

Sinigang 206 21.80% 1

Bulalo 76 8.04% 7

Kare-kare 164 17.35% 3

Kaldereta 88 9.31% 5

Adobo 134 14.18% 4

Sisig 195 20.63% 2

Pakbet 82 8.68% 6

TOTAL 945 100%

Tabular Representation of the Average Price the target market is willing to pay for the
food

Frequency Percentage Rank

150-250 133 42.22% 2

251-350 172. 54.60% 1

351-450 8 2.54% 3

451-600 2 .63% 4

TOTAL 315 100%

Documentation