CHAPTER I

BACKGROUND OF THE STUDY

I.

INTRODUCTION
Casual Dining restaurants are full serve restaurants, with in an informal
friendly environment.
At its most basic level, a restaurant is usually recognized for the food
served there. Guests will want to know what to expect from your menu, including
how your food is prepared, the types of ingredients used and the cooking methods
involved. Decide whether you will serve a certain cuisine, such as ethnic food,
fast food or comfort food, for example. For a unique concept, restaurant owners
often take a well-known concept and put their own spin on it.
Casual Dining is creating a restaurant that is relaxed and friendly.
However it does not mean creating a restaurant without sufficient care or thought.
Just as with any style of Restaurant every decision you make must have a reason.
We must pay attention to details, flow, function, the customer and the overall
Brand Identity of the Casual Dining Restaurant Concept. The defining factors
include signature food menus, creative bar menus, and a beautiful design that
keeps them coming and always ties back to the Brand Identity and Concept of the
casual dining establishment.

The goal of the casual dining concept is to create long-term success,

various strategies are implemented to achieve this success. In all cases a unique
dining environment must be created. No matter the size of the space or the budget
the environment one must be distinctive in some way. The distinction will flow
from the restaurant interior design to the outfits of the servers to the exclusive
menu items down to the clever names of the menu items.

II.

STATEMENT OF THE PROBLEM

PARUDISO aims to answer the five aspects of the feasibility study, to wit:
Marketing Aspect
1. What are the foods and other services being offered by the business?
1.1.
Who are the target market of the business?
1.2.
What are the promotional activities that need to be conducted?
Management Aspect
2. What is the mode of ownership adopted by the business?
2.1 Who will be the officers and employees of the business? What are
their duties and responsibilities?
2.2 What are qualifications set by the business in hiring people?
2.3 What are the organizational policies set for the employees?
Technical Aspect
3. What are the processes needed in cooking delightful foods?

3.1 What are the equipment and materials to be used in the operation of
the business?
3.2 What are the functions of the equipment and machines in food
processing?
Financial Aspect
4. What is the starting capital of the business?
4.1 When is the payback period?
4.2 Is the business profitable/viable?
Socio-Economic Aspect
5.

What are the contributions of the business to the customers, employees,

community, economy and government?

III.

SCOPE AND LIMITATIONS

PARUDISO adopts the partnership form of business organization that will
operate starting from 8:00am-10:00pm from Mondays to Sundays located at
Quezon City Memorial Circle. PARUDISO offers services and a variety of

foods. It will also give the customers a place of dining like no other. However,
PARUDISO will only accept dine-ins. The business will make a monthly
activities based on the occasion being celebrated on the said month.
IV.

SIGNIFICANCE OF THE STUDY

The significance of the study will be beneficial to the following individuals
and entities:
Customers. The results of the study will benefit the people who are too
stress because of their everyday routine, in school, office, traffic, also it will
benefit those who seek peace for a moment where he or she can think deeply, for
those person who are too tired because of their duty and responsibilities in life,
and for everyone who wants to enjoy the beauty of nature. It will satisfy not only
the price they paid for but the happiness they are looking for.
Businessmen. The results of the study will benefit businessmen who are
planning to engage in the same line of business but seeking for uniqueness that
will distinguish the good from the great. It provides them the trends, strategies,
techniques and unique idea on how Butterfly Theme Restaurant is being managed
and operated.
Suppliers. The results of the study will benefit the suppliers in knowing
what are the ingredients are needed in the market.

Creditors. The results of the study will benefit the creditors in knowing
who will be the potential debtors in the near future that will not make them suffer
for loss.
Government. The results of the study will benefit the government because
taxes is being collected from the business owners in which the former is using for
the betterment of the government projects.
Future Researchers. The results of the study will benefit the future
researchers since this will serve as a guide and reference in future researchers
about Butterfly Theme Restaurant Business.
V.

DEFINITION OF TERMS
The following terms are operationally defined:
Restaurant. Restaurant is a commercial establishment committed to the sale
of food and beverage.
Full Service Restaurant. Provides complete and varied breakfast, lunch,
and dinner menus, along with a wide selection of foods and beverages, and table
service.
Casual Dining Restaurant. Casual-dining restaurants offer food similar to
fast-casual establishments but with a table-service dining atmosphere. Most
casual-dining restaurants provide a family-friendly environment. The menus at
casual dining restaurants are usually more extensive than at fast-casual places.
Casual-dining restaurants employ waiters who take customers orders and serve

the food. The prices of casual-dining restaurants are lower than at fine-dining
restaurants, but a little more expensive than at fast-casual places. These
restaurants may serve a variety of pastas, chicken dishes and simple seafood
dishes. Some have highly specialized menus, but others serve a broad range of
cuisine.
la Carte. A type of menu where each item is separately listed, described
and priced.
Barista: Italian for bartender, a Barista is a person proficient in the art of
preparing and pulling espresso-based and other beverages at a coffee shop or any
other type of restaurant.
Cost of goods. The daily, weekly, monthly or yearly total dollar amount
of all inventoried items that have been used in the restaurant.
Bill. A written statement showing how much money you owe someone for
goods or services you have received.
Day-part. The menu time period when menu items are served in your
restaurant, such as the breakfast menu, lunch menu and dinner menu.
Family meal. A family meal or staff meal is a group meal that a restaurant
serves its staff outside of peak business hours.
First-in, First-out (FIFO). Rotating and using products according to date
of expiration or when they were received always date all products when you
receive them.

Table reservation. A table reservation is an arrangement made in advance

to have a table available at a restaurant.

VI.

BUSINESS LOGO
Figure 1
Business Logo

Figure 1 shows the logo of the business. It was designed by one of the
researches, Ronel Buhay. The researchers choose round shape to signify
continuous operation of the business and in the plate theres a space that signifies
the improvement and innovation that the partners will make as it operates. It has
color green that symbolizes the nature as we promote to nurture the nature, white
for purity for the intention and genuineness of the partners in serving the

customers. The toque, wine glass, mug, fork, spoon and knife symbolizes the
chefs and other servers as they provide quality services. The business name was
derived from the two word Paradise and Paru paro, paradise as we want to
give the customers the experience that will give them utmost pleasure and paru
paro for the known fact that the theme of our business is butterfly. It has 2016 at
the bottom as it signifies the year of the establishment of the business.
VII.

LOCATION OF THE BUSINESS

Figure 2
Location of the Business

Figure 2 shows the location of the business. Parudiso is situated inside

the Quezon City Memorial Circle. There are many Restaurants in the place like
Maxs, Tropical Hut, Serye, Coconut House, Bacolod Chicken Inasal, and

kamameshi. We choose the said location because it is convenient to everyone and

also it is nature friendly. It is the best place that suit in our Butterfly Theme
Restaurant.

VIII. VISION, MISSION AND OBJECTIVES

VISION
PARUDISO envisions to be the restaurant of choice, now and for the
coming years. And to set standards in the industry while creating goodwill as a
trusted, reliable and competitive entity for customers, clients, staff, communities
and principles.
MISSION
The business will consistently provide quality service and delightful foods

that will satisfy every customers needs.

The business will bring out the best out of the employees not only to serve

the customer in the best way but also for their own growth.
To continually strive for the best in everything; the best in service, the
best in food preparation, the best in human resources and the best in
corporate growth.

OBJECTIVES
To emerge as the front-runner in the food-service industry through
continuously developing of our products, services, systems and the overall quality
and management of our operations.

CHAPTER II
METHODOLOGY AND PRESENTATION OF DATA

I.

RESEARCH DESIGN
The researchers adopted the descriptive method in gathering the data
needed in the study.

Descriptive studies are usually the best methods for

collecting information that will demonstrate relationships and describe the world
as it exists. These types of studies are often done before an experiment to know
what specific things to manipulate and include in an experiment. Bickman and
Rog (1998) suggest that descriptive studies can answer questions such as what
is or what was. Experiments can typically answer why or how.

Descriptive research can be either quantitative or qualitative. It can

involve collections of quantitative information that can be tabulated along a
continuum in numerical form, such as scores on a test or the number of times a
person chooses to use a-certain feature of a multimedia program, or it can
describe categories of information such as gender or patterns of interaction when
using technology in a group situation. Descriptive research involves gathering

data that describe events and then organizes, tabulates, depicts, and describes the
data collection (Glass & Hopkins, 1984).
II.

RESEARCH RESPONDENTS
In research process, personal characteristics or respondents have very
significant role to play in expressing and giving the responses about a particular
problem or situation. The respondents of the study are the people living in
Barangay Old Capitol Site, Vasra, Central and Bagong Pag-asa, Quezon City with
a total population of 86,755. The researchers used Slovins formula n=N/1+Ne
based on Gay (2008) with a margin of error of five (5) percent. There were 398
respondents.

III.

RESEARCH TECHNIQUE
The researchers adopted the strategic sampling and convenience sampling.
Strategic sampling is a probability sampling technique wherein it involves the
division of the entire population into different subgroups or strata, then randomly
selects the final subjects proportionally from the different strata. Convenience
sampling is a non-probability sampling technique where subjects are selected
because of their convenient accessibility and proximity to the researcher.

IV.

RESEARCH LOCALE
Table 1
The total population of Barangay Old Capitol, Vasra, Central and
Bagong Pag-asa. (As of 2016)

BARANGAY
Barangay Old Capitol Site
Barangay Vasra
Barangay Central
Barangay Bagong Pag-asa
TOTAL:

POPULATION
9,479
27,189
2,228
47,859
86,755

Table 2
Number of Survey and Composition of each Barangay
BARANGAY
Barangay
Capitol Site

COMPOSITION
Old Masaya St., Maginhawa St.,
Maharlika St., Mayaman St.,
Fisheries St., Forestry St.,
Barangay Vasra
DANR St., Plant Industry St.,
Soil St., Mines St., Lands St.,
Matalino,
Masikap,
Marunong,
Matulungin,
Barangay Central
Mabuhay,
Matiyaga,
Matapang

NO. OF SURVEY
99
99

100

Barangay
Pag-asa

Bagong

Total
V.

Abenida Epifanio de los

Santos St., Misamis St., 100
Agham St.,
398

RESEARCH INSTRUMENT
The researchers used questionnaire instrument to obtain descriptive
information. A questionnaire is a data gathering method that is utilized to collect,
analyze and interpret the views of a group of people from a target population.
The survey methodology is guided by principles of statistics from the moment of
creating a sample, or a group of people to represent a population, up to the time of
the survey results' analysis and interpretation.

The researchers formulated self-made questionnaire containing 12

questions on customer profile, monthly income, how often they visit a restaurant,
with whom they go with, what time they usually go there, the amount they are
willing to spend, what main dish they usually order, the drinks and dessert they
prefer, the factors they consider and most especially the market acceptability.

The questionnaire was validated by the feasibility adviser and chairman

namely, Prof. Gloria S. Garcia and Prof. Edilaida E. Alcantara before the final
distribution of the forms.

VI.

DATA GATHERING PROCEDURES

The researchers choose to gather useful information about customer

profile and income structure of people living in Barangay Old Capitol Site,
Barangay Vasra, Barangay Central and Barangay Bagong Pag-asa, Quezon City.
The researcher first went to Quezon City Hall to get the actual and projected
population by district and barangay in Quezon City for the year 2000 to 2020.
When the total and projected population for the said barangay was identified, the
researchers used Slovins formula n=N/1+Ne based on Gay (2008) with margin
of error of five (5) percent to determine the sample size of the population. The
researchers adopted the Strategic or Stratified sampling and convenient sampling
technique in this study.

The instrument used was questionnaire, it was formulated by the

researchers that contains 12 questions and was validated first by the feasibility
adviser and chairman before the final distribution. On the day of the survey, the
researchers separate their selves into 3 groups; the first group is Zyreen Antang,
Abigael Calixtro, Patrick Edward Dy who went to Brgy. Central and Bagong Pag-

asa, the second group were Jerome Ascinas and Ronel Buhay who went to Brgy.
Vasra and the third group were Renz Ciano and Rem Francis Delica who went to
Brgy. Old Capitol Site, so that they will be able to finish the survey on that day.
The total number of questionnaire were 398. After the group were done, they
tallied all the important data gathered and recorded the same. Lastly the
researchers put all the important information in the table and graph for research
presentation, analysis and interpretation of data.

VII.

SAMPLE SIZE COMPUTATION

For the researchers to determine the sample size of the population, a
formula of Slovin is utilized:
n=

__N___
1+Ne

Where:
n = a sample size
N = population size
e = desired margin of error (percent allowance for non-precision
because of the use of the sample instead of the population.

The total population in Barangay Old Capitol Site 9,479, Barangay Vasra
27,189, Barangay Central 2,228 and Barangay Bagong Pag-asa 47,859 and the
margin of error allowed is 5%. After the computation, the obtained sample size
was 398. This is attained based from the computation below.
n= ___N____
1+Ne
=

86,755
1+86,755(0.5)

86,755
1+86,755(.0025)

86,755
1+216.89

= 86,755
217.89
= 398 sample size

SUMMARY OF QUESTIONNAIRE RESULTS

The data that was collected and analyzed from the 398 surveys collected
from four (4) Barangays proves that the hypothesis to be correct by showing that
people have a strong interest in trying a newly opened restaurant in Quezon City
Memorial Circle. The desirability of a new eating establishment by the people of
Barangay Old Capitol Site, Vasra, Central and Bagong Pag-asa appears to be high
with 95.98% replying they would likely try out a new restaurant. However, their
familiarity in the Butterfly Theme Restaurant was low due to its uniqueness and
never heard restaurant before.
People who responded to the survey said that they usually considering the
taste in choosing a restaurant. When it comes to main dish 34.92% of the
respondents prefer chicken as their main dish, 20.85% prefer beef, 20.10 prefer
pork, 13.07% prefer seafood and 11.06% prefer vegetables. 52.01% of the
respondents prefer juice, 25.63% prefer tea, 11.06% prefer coffee, 6.78% prefer
wine/beer, 2.76% prefer softdrinks and 1.76% prefers water. 62.06% of the
respondents prefer cakes/pastries for their dessert, 32.91% prefer fruits, 2.26%
prefer ice cream, 1.26% prefer leche flan, 1.01% prefer gelatin and 0.50% prefer
buko salad. Most of the respondents preferred to go to a restaurant at dinner and
lunch time. And most of them are willing to spend Php501-600 in dining in a
restaurant.

CHAPTER III
MARKETING ASPECT
I.

MARKETING DESCRIPTION

The market projection is based on the surveys conducted in four different

Barangay near Quezon City Memorial Circle. The researchers used market
research to determine the target market and the potential customers and also if the
business will be successful and profitable not only in the short run but in the long
run, and the data that was collected is used to project annual demand and supply.

Also the researchers had the opportunity to evaluate the business

strength, weakness, opportunity and threat that is being gathered from the data
collected.

As such the researchers were able to know what kind of promotional

activities they will offer in order to persuade the public to try the services being
provided by the business and the other factors considered by the customers.

II.

DEMAND ANALYSIS
A. Major Users of the Services
Table 17
Major Users of the Services

Age Bracket
18-24
25-31
32-38
39-45
46-52
53-59
60-68
TOTAL:

Total Frequency
137
96
73
49
21
9
13
398

Total Percentage
34.42%
24.12%
18.34%
12.31%
5.28%
2.26%
3.27%
100%

See Table 3

B. Projected Consumption for the Next Five Years

Table 18
TOTAL POPULATION PER YEAR
Barangay
Old Capitol

2017

2018

2019

2020

2021

2,247

2,265

2,283

2,302

2,321

Vasra
Central
Bagong
Pag-asa
Total

9,728

9,984

10,246

10,516

10,793

28,615

30,116

31,696

33,359

34,237

48,456

49,061

49,673

50,294

50,922

89,046

91,426

93,898

96,471

98,270

Table 18 shows the total projected population for the next five (5) years of
each Barangay. The increase in the population for the following year was get by
multiplying the population of the prior year to the growth rate of each Barangay.
The growth rate for each barangay are as follows: .818% for Old Capitol Site,
2.631% for Vasra, 5.246% for Central, and 1.248% for Bagong Pag-asa.

Table 19
Projected Consumption for the Next Five (5) Years
Year
2017
2018
2019
2020

Target
Population
89,046
91,426
93,898
96,471

Market
Acceptability
95.98%
95.98%
95.98%
95.98%

Frequency of Annual
Agreement
Demand
52
4,444,250
52
4,563,035
52
4,686,412
52
4,814,829

2021

98,270

95.98%

52

*Target Population was derived from Table 60.

4,904,616

*Market Acceptability = Market acceptability (Barangay Old Capitol Site) +

Market acceptability (Barangay Vasra) + Market acceptability (Barangay Central)
+ Market acceptability (Barangay Bagong Pag-asa) Total Respondents (398).
*Frequency of Agreement was obtained on the survey questionnaire. We used
the formula: 365 by the no. of days in a week (7). We used weekly because
based on the answers obtained on the questionnaire it proves that most of the
customers visit a restaurant once a week and also weekly got the highest
percentage in the total respondents.
*Annual Demand = Total Population x Market Acceptability x Frequency of
Agreement

Table 19 shows the annual demand for the next five (5) years. It shows
that the demand is increasing based on the annual growth rate of the different
barangays being surveyed
III.

SUPPLY ANALYSIS
A. Competitors Analysis
Table 20
Competitors Analysis
Competitors

Maxs

No. of Customers No.

of No.

of

per Hour

Operating

Operating

47

Hours
10

Days per Year

363

Serye
Kamameshi
Tropical Hut
Bacolod
Chicken Inasal
Coconut House

23
5
51
21

10
10
10
10

363
363
363
363

21

10

363

Table 20 shows the data of the competitors analysis, the number of

customers per hour, the number of operating hours per day and the number of
operating days per year. The data was obtained through the use of traffic count
and deep observation by Ronel Buhay, Renz Ciano and Rem Francis Delica from
the opening up to the closing of the stated competitors above last January 13,
2016.
B. Supply for the Next Five (5) Years
Table 21
Supply for the Next Five (5) Years
Competitor

2017

2018

2019

2020

2021

s
Maxs

170,610

187,574

206,224

226,730

249,27

Serye

83,490

91,792

100,919

110,953

4
121,98

24,120
246,025

6
26,518
270,48

101,306

6
111,379

Kamameshi
Tropical
Hut
Bacolod
Chicken

18,150
185,130
76,230

19,955
203,537
83,810

21,939
223,775
92,144

Inasal
Coconut
House
TOTAL:

76,230

83,810

92,144

101,306

111,379

533,610

586,668

645,001

709,134

779,64
3

Table 21 shows the annual supply for the next five (5) years. To get the
annual supply for the year 2017, we used the formula: no. of customers per hour x
no. of operating hours x no. of operating days per year. For 2018 we used the
formula: annual supply (2017) x annual growth rate of each Barangay + annual
supply (2017). For 2019 we used the same formula we used in computing for the
annual supply for 2018 however, the annual supply to be used will always be the
prior period.
IV.

DEMAND SUPPLY GAP ANALYSIS

2017
2018
2019
2020

Table 22
Projected Consumption for the Next Five (5) Years
Target
Market
Frequency of Annual
Population
Acceptability
Agreement
Demand
89,046
95.98%
52
4,444,250
91,426
95.98%
52
4,563,035
93,898
95.98%
52
4,686,412
96,471
95.98%
52
4,814,829

2021

98,270

Year

95.98%

*Target Population was derived from Table 60.

52

4,904,616

*Market Acceptability = Market acceptability (Barangay Old Capitol Site) +

Market acceptability (Barangay Vasra) + Market acceptability (Barangay Central)
+ Market acceptability (Barangay Bagong Pag-asa) Total Respondents (398).
*Frequency of Agreement was obtained on the survey questionnaire. We used
the formula: 365 by the no. of days in a week (7). We used weekly because
based on the answers obtained on the questionnaire it proves that most of the
customers visit a restaurant once a week and also weekly got the highest
percentage in the total respondents.
*Annual Demand = Total Population x Market Acceptability x Frequency of
Agreement
Table 22 shows the annual demand for the next five (5) years. It shows that
the demand is increasing based on the annual growth rate of the different
barangays being surveyed.
V.
A.

COMPETITIVE POSITION
SELLING PRICES
Maxs Restaurant
Max's Restaurant's beginnings started in 1945, after World War II.

Maximo Gimenez, a Stanford - educated teacher, befriended the American

occupation troops stationed at Quezon City. Because of this friendship, the
soldiers regularly visited Maximo's nearby home for a drink or two. Later on, the
troops insisted that they pay for their drinks. This prompted Maximo to open a
cafe, where the troops could enjoy food and drinks.

The cafe initially served chicken, steak and drinks. Maximo's niece,Ruby,
who managed the kitchen, created a special recipe for chicken that became an
instant favorite for the GIs. Soon, the Filipino public heard about the delicious
chicken-tender, juicy and crispy-and they came too! Max's Restaurant was born.
Over the years, Max's Restaurant's popularity grew and it became known
as "the house that fried chicken built." It has expanded in Metro Manila, Southern
and Northern Luzon, Cebu, and to California and other places in the United
States. It has also expanded to Canada. It will soon open restaurants in other
countries as well.
Max's Restaurant has established itself as a household name in the
Philippines, an institution, and a proud Filipino tradition. The second and third
generations of the family continue to zealously uphold the standards and
traditions set by Maximo and Ruby for all Max's Restaurants.
Today,dynamic individuals interested and willing to invest in the longstanding tradition of quality which Max's Restaurant offers can invest inMax's. It
opened its doors to franchising in the second quarter of 1998. This is an
opportunity to join the thriving food service industry in the Philippines.

Bacolod Chicken Inasal

The Chicken Inasals (flame grilled chicken) special status in the hearts,
mouths, and bellies of the Filipino people is something that Bacolods Chicken
Deli recognizes and takes very seriously.Chicken Deli, which stands for Chicken
delicious, was born in 1983 in the sunny city of Bacolod, which is itself the
home of Inasal. The idea came about when Chicken Delis founder, Mamang, felt
the need and the desire to feed people with the dish they so loved: Inasal.
It was obvious that Mamang took great care and put a lot of effort into
serving up only the best quality Chicken Inasal, selecting only the choicest cuts
and freshest ingredients to put the dish together. With that careful attention to food
preparation and her super special secret recipe that makes her Chicken Inasal so
different from the others, it was only a matter of time before business boomed for
Mamang. And boom it did.
Before long, Mamangs humble restaurant was overflowing with Bacolod
natives, Manilenyos, and even foreign tourists who came to have a taste of the
local fare. Even the most discerning foodies had something to rave about when
they tasted Mamangs savory, smoky, perfectly grilled chicken. Of course, the
efficient service and affordable prices also helped in catapulting Chicken Deli to
fame. In only a few years,Chicken Deli became a Bacolod institution, a
household name, strong enough to withstand even the most catastrophic
circumstances.

After taking Bacolod by storm, Chicken Deli has its sights set on
conquering the Manila crowd. The speedy service and low prices, not to
mention Chicken Delis delectable food, will surely run well with the city
dwellers.
Chicken Deli is perfect for the budget conscious because for less than a
hundred pesos, one gets a complete lunch or dinner meal and for less than fifty
pesos, one can get a merienda thats filling for the tummy and light on the pocket.
The restaurant opened branches in Metro Manila at the SM City North Edsa
Annex, Tutuban Center Mall, SM Santa Rosa and is now open for franchisers to
continue Chicken Delis time-honored tradition of serving delicious, high quality
Chicken Inasal thats been cooked with as much love and care as Mamang used to
cook it in the old days.
Chicken Deli also serves other parts of the chicken that are flame grilled
to perfection namely atay (liver), baticlon (gizzard), liog (neck), isol (butt) and
pakpak (wings). All Deliciouse Meals are served with Kanin All You Can! garlic
rice, soup and special sinamak or sawsawan.
Fit for the Pinoy taste and just like home cooked and prepared
meals, Chicken Deli has other famous food offerings not available in other inasal
food chains like the famous batchoy, sizziling squid, kare-kare with Mamangs
special bagoong and their very own take on the classic halo-halo, called HALODELI.

The Chicken Deli story is a symbol of hope that with hard work, good
intentions and divine intervention, dreams do come true. The steady growth of
Chicken Deli was credited by Mamang to Our Almighty God with special
intercession from Our Lady of Lourdes and Pit Senyor Sto. Nino.

Kamameshi House
Yamamori's history began in 1889, by Sentaro Mitsubayashi, the founder
who wished to produce naturally brewed Soy sauce to meet the local market
requirement. Since then, having Soy sauce brewing as the core, we branched out
into wider range of products, such as TSUYU (soup), TARE (seasoning) and
Retort pouch food. In these days of globalization, using the technologies gained
from existing products, we have expanded our business into Asian markets such
as Thailand and Korea, contributing to a global exchange of food culture.

Coconut House
The idea of creating a one-stop haven where customers can encounter and
experience the healthy benefits of coconut fueled visionary Mr. Jun Castillo to
make a leap of faith.

Together with his partners and the Cooperative of Virgin Coconut

Oil Producers [COVCOP], COCONUT HOUSE sprung to life.
A first in the country, COCONUT HOUSE was originally established at
Esteban Abada in Katipunan, Quezon City in 2008. The following year, 2009, it
has found a new home and is quietly nestled inside Quezon Memorial Circle in
Quezon City.
At COCONUT HOUSE, coconut is taken to the next level beyond merely
being used to cream dishes and desserts. This quaint restaurant has ingeniously
fused coconut in its full savory meals, desserts and even drinks. Coconut oil,
coconut butter and seasoned with organic spices and flavorings are used its food
preparation. Its amazing healthy food offerings such as Pancit Buko, Coco Okoy,
Buko Rice Rolls, Laing Pizza and Fruity Coco all-natural ice creamhas found its
way to the hearts of many customers.
Apart from meals and drinks, COCONUT HOUSE is also a sanctuary
featuring a wonderful array of 100% Philippine-made superior coconut byproducts such as Virgin Coconut Oil, Coco sugar, Coco flour, VCO-based beauty
products and decorative products. These items are perfect for home use or gifts.
COCONUT HOUSE caters to a wide audience and is considered an
idyllic hub for young professionals, students and media celebrities. And now, it
has fast becoming a favorite tourist destination among OFWs [Overseas
Filipino Workers], balikbayans and foreign tourists.

COCONUT HOUSE is located inside Quezon Memorial Circle (Near

Commonwealth entrance), Quezon City Philippines with contact number at
938.8513

and

Facebook

account: coconuthouse@live.com.

Blogsite:

coconuthousepinas.blogspot.com

Serye Caf Filipino

Sryes culinary roots date back to the 1930s when Engracia Cruz Reyes,
the Reyes family matriarch, began making diners happy by opening a store that
can be considered the first Filipino restaurant.
The name Srye is actually a play on the letters of the family name, RE-Y-E-S. It also is meant to denote what Srye endeavors to do which is to carry
on the familys culinary tradition.
Enjoy the three of the most popular and best-selling dishes from the Reyes
Familys treasure trove of recipes: Our Barbecues, the Honey Style Fried
Chicken and our Crispy Pata.
Tropical Hut
Before Jollibee, before McDonald's, before Burger King, before anyone
else, it seems, there is Tropical Hut Hamburger. And hamburger it is, indeed the
best it could ever be. But that was long ago. Now, Tropical is just a vestige of its

former self. Everyone suspects that their hamburger is where Jollibee's came from
- They almost have the same taste. Their fried chicken is also just like Jollibee's,
but this time it was Tropical who copied it. Tropical has other food selections, like
Bistek (a local version of beef steak er strips) and other sandwiches. However, the
place is not world class. It is not as clean nor as well kempt as McDonald's or
Jollibee. And they have a very poor image. Although food is good, you wouldn't
want to be seen there.

B. QUALITY OF SERVICE
Table 23
Quality of Service
Competitors

Description
Maxs operates casual
dining
restaurants.
It
specializes in chicken.
They also offer variety of
foods.
Serye operates casual
dining restaurant. It is a
Filipino
inspired
restaurant although the
ambience is not that
Filipino style. They offer

variety of foods.

Bacolod Chicken Inasal

operates casual dining
restaurant. It specializes in
chicken inasal. They offer
variety of foods.
Kamameshi
operates
casual dining restaurant. It
specializes on Japanese
cuisine, the ambience and
the overall characteristic is
Japanese inspired.
Tropical Hut operates
casual dining restaurant.
The price is moderate.
They offer variety of
foods.
Coconut House operates
casual dining restaurant.
They offer variety of
foods with coconut as
their
every
dishs
ingredient.
C. PROMOTIONAL ACTIVITIES
Table 24
Promotional Activities
Maxs

Serye

Tropical Hut

Tarpaulin
Billboard

Tarpaulin
Facebook

Tarpaulin
Billboard

Coconut
House
Tarpaulin
Facebook

Kamameshi
Tarpaulin
Facebook

Facebook
Page
TV/Radio
Commercia
l
Website
Flyers

VI.

Page
Flyers
Website

Facebook
Page
TV/Radio
Commercial

Page
Flyers

Page
Flyers

Website

Website

Website
Flyers

PROPOSED MARKETING PROGRAM

A. Description of Proposed Business
Parudiso is committed to provide high quality of service and delightful
foods for the satisfaction of the customers. Payment will be on a cash basis.
B. Description of the Target Market
1. GEOGRAPHIC
Location
: Quezon City Memorial Circle
Climate
: Dry
Region
: NCR
City
: Quezon City
Density of the Area
: Urban
2. DEMOGRAPHIC
Age
: 18-68
Gender
: Male and Female

C. PROPOSED PRICES
Table 25
Menu prices

D. PROPOSED PROMOTIONAL ACTIVITIES

Figure 17
Tarpaulin

The business will use tarpaulin as one form of advertisement placed in

front of the restaurant and also wherever possible around the Quezon City
Memorial circle. The tarpaulin contains important business information. There
will be two (2) tarpaulins to be produced that will lasts for six (6) months.
To compute for the cost:
(Number of pieces x Unit Price x Number of times per year = Cost)
2 x 450 x 2=Php1,800.00
Source: Colored Fantasy Printing, Malabon Citi Square

Figure 18
Flyers

Figure 18 shows the flyers of Parudiso. The flyers contain important business
information specially the menu. The flyers will be distributed within the vicinity
of Quezon City Memorial Circle and outside the area. The business will produced
and distribute 200 flyers weekly for one (1) year.
To compute for the cost: (No. of pieces x Unit price x No. of times per month)
200 x 0.25 x 4 = Php200.00
Source: Colored Fantasy Printing, Malabon Citi Square
Figure 19
Facebook Page

Figure 19 displays the facebook page of Parudiso. All the services and
dishes will be posted there so that everyone will be able to be updated. The
business is also open for suggestions and feedbacks, in this way they can easily
get in touch to the management for the betterment of the business. All the events
and activities will also be posted in the facebook page for the customers to be
prepared, also all the promos and games.

VII.

PROJECTED SALES
Table 25
Projected Annual Sales

Year
2017
2018
2019
2020
2021

Projected Annual Sales

Php85,350,375
Php102,420,450
Php122,904,540
Php147,485,448
Php176,982,537.6

Table 25 shows the projected annual sales of Parudiso for the next next five
years. To get the projected annual sales for 2017, we used the formula average
sales per week x operating days. The sales increase by 20% annually. The increase
in sales is based on the average market.

VIII.

SWOT ANALYSIS
The company will get a clear picture of what it has and what it lacks,

what to expect and what not to expect. This leads to a very powerful tool in
marketing (Diola, 2009).
STRENGHT
Accessibility because it is near residential and business establishment.
Unique concept, it is new in the market.
The business is so environmental friendly, it brings back the time when

innocence exist.
The foods are healthier.
Moderate price because it is a casual dining restaurant.
The place is so stress reliever.

WEAKNESS

It is new in the market.

The maintenance of the butterfly due to their short life span.
Maintenance and taking care of the plants.

OPPORTUNITY

As the population increases the demand also increases.

The Customers craving for new taste as well as for new.
Parudiso will introduce a casual dining with an affordable price as
compare to the competitors.

THREATS
Emergence of new competitors.
Existing competitors.
Consumers can change their taste and preferences very quickly.

SUMMARY OF MARKETING ASPECT

This aspect presents the five year demand and supply analysis of the proposed
business. The proposed business will be engage in a restaurant business. It also
discussed the different promotional activities of the business such as tarpaulins,
stickers, flyers, facebook page, and website.
The Marketing aspect also presents the competitive position of the business. It
shows the competitors prices on their products and their promotional activities.
This aspect also shown the projected sales for the next five years.
Also, the Strength, Weaknesses, Opportunities and Threats were discussed in
this aspect.