Mobile Cuisine / Food Truck

HYPERION MOBILE KUSINA A Feasibility Study presented to the College of Tourism and Hospitality Management University of Santo Tomas

In partial fulfillment of the requirements of the course TOUR 128: Entrepreneurship and Business Planning in Hospitality and Tourism Submitted by: Antonio, Jose Louis Babina, Justin Lorenz Cabiles, Lorenz Cruz, Angelyn Cuerdo, Julienne Doinog, Vittori Jeremy Rellama, John Resty Soriano, Vin Angelo

28February2013

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CERTIFICATE OF ORIGINALITY The author hereby declares that the contents of his submitted thesis are free from any material already published by another author nor does it contain statements lifted without due acknowledgement of the sources. He similarly attests that materials taken from other sources are properly quoted. Thus, except those which have been duly acknowledged, recognized and quoted in the text, the content of this thesis has been authentically produced by the author himself though he may have received assistance from others on style, presentation and language expression. HYPERION MOBILE KUSINA NAME

SIGNATURE Doinog, Jeremy

__________________

Babina, Justin

__________________

Rellama, John

__________________

Cuerdo, Julianne

__________________

Cruz, Angelyn

__________________

Antonio, Louis

__________________

Cabiles, Lorenz

__________________

Soriano, Angelo

__________________

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I. EXECUTIVE SUMMARY ........................................................................................ p.6 a. Highlights of Chapters II to VII II. PROJECT CONCEPTUALIZATION ........................................................................ p.6 a. Concept Development a. Menu (Name / Logo – Products/ Services) b. Market (Target and Secondary Market) c. Money (Initial Capitalization – breakdown in the Financial Components) d. Management (Legal Form of Business – indicate the reasons why it was chosen) e. Method – (Method of Execution of the concept / Control Systems) b. Site Identification a. Location (with picture of the establishment / indicate the reasons for the chosen location / boundaries) b. Zoning Requirements c. Drainage and Sewerage Hook-ups d. Establishment Cost and Taxes (tax if applicable only) –business permits e. Growth Pattern in Geographical Area f. Parking Availability g. Government Laws Applicable to the Proposed Business III. MARKET ANALYSIS .......................................................................................... p.24 a. Demographic Data a. Population Growth b. Household Size, Occupation, Age, Sex, Income Level b. Traffic Pattern a. Accessibility b. Street Routings c. Visibility from Nearby Roads (attach a map) c. General Area Evaluation a. Climate b. Commercial Development c. Transportation d. Utilities i. Water Supply ii. Power Electricity iii. Communications iv. Drainage and Garbage Disposal v. Fire Protection d. Local Area Evaluation a. Visual Appeal/Attractions 3

b. Demand Generators (indicate the distance from the site up to 2 kms. only) i. Shopping Centers ii. Business and Entertainment Centers iii. Restaurants, Food Establishments iv. Schools, Colleges, Universities or Academic Institutions v. Hospitals, Clinics vi. Churches vii. Drugstores viii. Transportation (such as terminals) ix. Government Agencies x. Under Construction Establishments c. Competitors’ Analysis (direct and indirect competitors) d. SWOT Analysis e. Survey Analysis (prepare a narrative description of the charts / should have a summary and conclusion on the survey) f. Marketing Strategies with Cost-Benefit Analysis (different promotions both traditional and non-traditional marketing strategies with corresponding costing) IV.FINANCIAL COMPONENTS Pro forma Financial Statement (for 3 years only) a. Income Statement Note: Assumptions shall be explicitly indicated in the paper. b. Initial Capitalization a. Breakdown for the Initial Capitalization Needed i. Machineries and Equipment ii. Furniture and Fixtures iii. Renovation Cost / Construction Cost (whichever is applicable) iv. Other Expenses v. Working Capital c. Source of funds d. Sales Projection e. Break-Even Analysis f. Selected Percentages a. Cost of Sales Percentage b. Gross Profit Percentage c. Net Income Percentage d. Return On Investment V. TECHNICAL COMPONENTS .................................................................................p.46 a. Physical Components (façade) b. Electrical Layout 4

a. Space Allocation b. Interior Design c. Bubble Diagram (can also indicate the program statement) d. Acoustics e. Motif f. Furniture and Fixtures (may also include the costing) g. Lighting h. Decibels i. Uniforms d. Floor Plan e. Equipment Layout and Specifications (may also include the costing) f. Establishment Layout VI. OPERATIONAL COMPONENTS..........................................................................p. 54 a. Mission – Vision Statement b. Organizational Chart (qualifications, roles and responsibilities / salaries and wages) c. SOP and Control Policies (operating procedures / employee schedule) VII. SOCIO-ECONOMIC BENEFITS .........................................................................p. 60 VIII. APPENDIXES Note: If needed only

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I. EXECUTIVE SUMMARY Hyperion Mobile Kusina serves a concessionary catering menu dishes inspired by different cuisines both locally and internationally. Operating hours will be from: 06:30AM-04:00 PM, 7 times week. Dishes will be served from breakfast to lunch and in between AM/P snacks only. The primary targets which are include government, city/civil workers while students from grade school to college students are part of the secondary market. The business will be located right in the booming, rapidly developing city of Marikina. Financial success is important and this can be achieved by offering high quality service and food with a unique twist. With an initial capitalization of P744, 000, the business can generate to an estimated P250,000 and provide 6.9% net profits by the end of the year. In the sales projection of the business, it would exactly take at least 3 years for any return of investment will be applicable.

II.

PROJECT CONCEPTUALIZATION A. Concept Development a.

Menu

The name Hyperion, derived from Greek mythology, is one of the 12 titans and considered as the master of light. In relation of this to the business, it aims to be the master pioneer of its kind here in Marikina specifically as this kind of nature of cafeteria service is still not well known to the market. The name also is inspired by the Space Age wherein the world is exposed to a new and different perspective of the universe. This is the age of exploration which is also interrelated to discovery and thus, innovation. The researchers aim to show and expose our target markets here in Marikina an innovative way of serving cafeteria style of service.

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Figure 2.1 Logo

The logo above consists of a cartoon version of the mobile food truck resembling

that of a rocket ship with a blue vapour trail-like comet’s tail

symbolizing the business’ mobility. The comet's tail emphasizes the quick service the mobile kusina aims to give its customers. The researchers chose bright colors such as red, blue and yellow. Basically red and yellow are colors which bring out appetite of a person who sees it, this is a proven fact based on gastronomic researches. The menu that the Mobile Kusina offers is of the cafeteria type adapting a unique style of packed meals from Japan called Bento. Its theme, the Bento, is a single portion takeout or packed meal common on traditional Japanese cuisine. Placed in disposable box or rectangular boxes depending on what dish it would be. Bento meals are packed in such a manner that the food inside is arranged creatively for the purpose of entertaining those who would eat them. As for the business is concerned, Bento meals are arranged in a way that the customers would have ease of eating the food as it would be more organized and compacted. Cycle type menu is still what the business use, the traditional menu style used by cafeterias. The menu comprises of the same set of menu daily and only

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changes on a weekly basis. This kind of menu is common for schools, hospitals and offices, where the number of choices must be kept to a minimal. The researchers limit its menu offerings by having only one of the following: beef, chicken, pork, and fish dish per breakfast and lunch menu of the weekly cycle, making it a total of four menu choices to choose from. Costing would be of greater advantage for the business as it would be easier on a day to day basis. The crew could use a fixed report scheduling for the goods sold as well as the beginning and ending inventories. Through this type of service, getting stocks from suppliers would not be much of a problem since for the rest of the days of the week the suppliers will be expected to give the business the exact same items needed as for the week. Though, customer satisfaction rates will most likely tend to decrease as the days would pass due to lack of change in the menu setting. Cycle menu provides the crew valuable time for getting used to preparing the Bento dishes for the whole week or so. The business currently has a four-week cycle menu prepared. And at the end of the four-week cycle, the menus are then repeated.

Found on the table is the complete set of breakfast starting from lunch, AM and PM snack meals for the menu of the four-week cycle: BREAKFAST (with omelette rice & egg) Picture

Week 1

Price ANDROMEDA Burger Steak

ARIES Longganisa

P75

P78

8

GEMINI Shanghai Rolls

P51

Week 2 TAURUS Beef Hash

ARA Ground Chicken

URSA Pork Tocino

PISCES Cardillong Bangus

P48

P54

P56

P71

Week 3 CENTAURUS Tapa

CARINA Tortang Giniling

P60

P68

9

CANIS Spanish Style Sardines

CEPHEUS Chicken Ala King

P50

P61

Week 4 LEO Tomato, Lettuce, Tuna, Cheese

SERPENS Dumplings

COLUMBA Prinsec Prito

LIBRA Spam Musubi

P58

P51

P58

P48

AM SNACK Picture

Week (fixed)

Price NEPTUNE Nachos

P43

10

MARS Tacos

URANUS Burritos

GALACTIC Quesadillas

GRAVITY Goto Congee

P40

P47

P63

P49

PM SNACK Picture

Week 1

Price E.T Pansit Bihon

Wicked ORION Pancakes

ASTEROID Spaghetti

P67

P32

P70

Week 2

11

GREEN LANTERN Pansit Canton

NEBULA Arroz Caldo

NOVA Baked Mac & Cheese

P62

P65

P59

Week 3 MARTIAN Corndog

BLACKHOLE Fried Donut

GALAXY Batchoy

P24

P30

P51

Week 4

POLARIS Sotanghon

P61

12

MOON CRUST Bacon & Cheese Pizza

BLAST Canneloni

OZONE LAYER Ham Club Sandwich

P59

P55

P39

Lunch Week 1

CENTAUR Beef Salpicao

AQUARIUS Daing na Bangus Belly

Chicken ROCKET Shots

KRYPTONITE Pork Sisig

P65

P70

P44

P62

Week 2

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YODA’S Creamy Beef Steak

THE KRAKEN Calamares

APHELION Chicken Pandan

AEROLITE Pork Skewers

P61

P64

P66

P61

Week 3 ERIHELION Beef Caldereta

CALYPSO Tilapia Fish Croquette

GALATEA Chicken Sisig

BELATRIX Garlic Pork Adobo

P68

P56

P46

P60

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Week 4

SIRIUS

P57

Chili Con Carne POSEIDON’S Bangus Sisig

VIRGO Chicken Kiev

APOLLO Cheesy Liempo

P54

P65

P70

Figure 2.2 Menu The whole menu is comprised of mixed international cuisines both locally and internationally that is to give our target market an opportunity to experience each one without the need to go to any fancy restaurants. The name of the dish has given a unique twist that is somewhat relevant to the space theme that the business is proposing to give it more of a creative and innovative approach in catering the dish. Breakfast meals are expected to be served around 06:30 AM to 09:00 AM which is usually the time workers are on their way to their jobs. AM snacks are expected to be served around 09:00 AM to 10:30 AM. This is the time wherein grade school to high school students takes their recess breaks. Lunch meals are expected to be served at around 11:30 AM to 1:30 PM which is the usual time range for breaks here in the Philippines. The business would want to maximize 15

profit gain and sales through this meal break that is why lunch is served 2 hours. PM snacks to be served at 2:30 PM to 4:00 PM. b.

Market

Strategically located right in the middle of the City Hall and City Jail of Marikina, the Mobile Kusina targets mostly its city government and district office workers, city/civil workers and laborers. The menu offered is specifically tailored, adapted and adjusted to the needs of the workers, to cater to them food that would satisfy their appetite. There are a lot of laborers and city workers along the target location. One which can be classified as a laborer could be the tricycle drivers by the side of the city hall. Their work is usually on-the-go and always unscheduled, similar to taxi driver’s job, thus, catering them with packed meals is the best strategy of the business as well to provide them the meals they want and when duty calls. It will not be that of a problem finishing their meal as they could just pack it again and deal with it later. With the target location being near a city jail, people who would be visiting someone who are in jail can also buy Mobile Kusina’s products in which the visitor can give to them as a sort of “pasalubong”, a traditional Filipino custom, served always fresh and packed with nutrients. The secondary target market includes students, specifically grade school (grades 1-7), high school (from 1st-4th year) and college students (from 1st-4th year). The Mobile Kusina is situated also near a number of public schools and colleges that would most likely be high potential markets of the business especially during break and dismissal times. The business offers a number of selections of AM and PM snacks considering that students of ages 6-17, according to the survey conducted by the researchers, usually prefer buying snacks rather than full rice meals. Teenagers, in relation to the food industry, prefer buying goods which can be eaten right away with ease where they would usually consume while walking or being with their social companions. It is also of great importance to provide and offer students service and food as its age group 16

is the second largest population, next to the working class with ages 30-50, that can be a great contributor for the sustainability of the business. The primary purpose of this study is to cater commissary service also, to offer an alternative cafeteria experience and to give a different perspective of the traditional setting of cafeteria. The business aims optimize money usage and budget for customers and at the same time providing them with quality food and exceptional service. c.

Money

The initial capital used for starting up the Mobile Kusina is P670, 000. The major contributor in the capital is the mobile food truck which costs P520, 000, customized specifically for the business. Exactly P27696 is needed for the business permits, and P76675 for the furniture, tools and equipments and lastly, marketing costs P5217. Considering the opening week of the business, P38733 is added in the initial capital. Refer to the Initial Capitalizations table under the appendix for a more detailed breakdown. d.

Management

The researchers agreed to have a sole proprietorship over the business. Partnership involves all the members, but only for one main account and all the other members acting out as shareholders. Each member has equal power and authority in the business same as the other. Fewer burdens maintaining the business is one of the great advantages of having a partnership over the business. This may also give a leeway in maximizing the growth potential of the mobile food truck. The researchers decided this type of management for it is still a small scale, new and uprising business comprising of 8 members, still open for greater improvement and change.

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III.

Method This study was conducted as part of idealizing a mobile food truck establishment to the market for the intention of providing and engaging concessionary services to industrialized offices both public and private sectors. The focus of this study was primarily on gathering information which can be a useful tool for progress and development and also sustainability. Descriptive and Observational method of research were used in this study. Photos were also taken on the layout and the physical appearance of the proposed location for the establishment.

The original concept of the business is to have different locations for different time frames but then decided to stick to only one location, directly beside the Marikina City hall. It is the perfect and ideal location for the business as the primary purpose of the business is to serve traditional lunch fare, and act as the concessionaire for the government office. The researchers are getting the business’ main supplies and ingredients needed from the nearest affordable market in Marikina, this will help the employees of the food truck to prepare the food and all necessary tools and equipments for the operation.

Listed on the next page are the suppliers that the researchers made an agreement with to provide the business with the products, ingredients and all other necessary items that are needed to run the production of the business:

AUTOVEYOR PHIL. CORP. Brg. Tunasan Muntinlupa City

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Contact Number/s: (02)897-5770 loc 205 / 09173148253 

Food Truck supplier



Refer to the Appendix to view the quotation made specifically for the business.

San Miguel Purefoods Hormel Plant Brgy. San Roque, Marikina

Contact Number/s: Fax: (632) 914-8751 

Processed meat – cured meat pieces

Cured meat includes ham, longanisa, sausages, tocino,

hotdogs.

Jadd Zedric Packaging and General Merchandise

Unit 1-5 Edsa Central Greenfield District, Mandaluyong City Contact Details: (02)710-78-51 / 09052855338 

Eco-friendly bag (for bulk orders)



Biodegradable Meal box



Paper Cups



Black Trash bags



Plastic Chairs



Plastic Tables

Jason Manufacturing Philippines Corp. 19

100 Old Samson Road, Balintawak, Quezon City Contact Number/s: (02) 361-5636 

Eco-Friendly bags



Biodegradable Meal box

Jason Manufacturing acts as the back-up supplier should the one listed above would not be able to meet the demand of the business for the products.

Marikina City Public Market W. De La Paz St, Brgy. Sta Elena

-

Boy Mariano Fruit Stand Stall

-

Cita’s Veggie Store S-43

#8

-

Linda Vegetable Store

Sweete Fruitstand

-

Boy Nita’s Bangus-Tilapia

Stall #: 7

-

Lita’s Store S-43

Santiago’s Store

-

Edwin Coconut and

Stall A-13

Condiments Store S-42

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

Marikina City Public Market is to be considered the central business trading center for the establishment.

DCresto Trading Corporation 61 J. Changyungko St., Marikina Subd. Contatct Details: (02) 646-6397/98 

Rice grain

DCresto Trading Corp is located very near the location of the business as it would be of much ease to get rice grain supplies.

B. Site Identification a.

Location

The researchers had chosen the location mainly because Marikina, also known as the Shoe Capital of the Philippines, is one of the greater uprising and growing city not only in Metro Manila but throughout the country. Also, the city is considered one of the most populous, multi-awarded metropolitan cities in the world. The researchers took this as a great opportunity in establishing the proposed mobile food truck business. Lauded for its vibrant business life, Sta. Elena is where the proposed business would be. This is strategically located right in the middle of the Marikina City Hall and Bureau of Jail and Penology along Mc Donald’s Avenue corner Mayor Juan Changyungco Street – also recognized as the center point of marketing and exchange and all other business related industries of the city.

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Figure 2.3

Figure 2.4

Figure 2.5

Figure 2.6

Figure 2.7

Figure 2.8 22

The figures above represents the 360 degree view from the actual site, covering a very wide area around the city hall and justice hall and visibility to the public. Marikina is noted as one of tourism and cultural hub in Metro Manila. Many places in the metro are now recognized for its eco-friendly points, balance of industry, people and nature, as the Mobile Kusina highly supports movements to promote a greener and cleaner environment. Basically, the city itself has plenty of room for development that would be of greater advantage to the business. Marikina’s topography is generally characterized by flat terrain, with mildly sloping portion. These topographic characteristics have rendered the city to be suitable for urban settlements and establishments. Demographically speaking at present, the number of barangays in Marikina is 16 in total, upon which at least 2 of the largest are covered by the business namely, Santo Nino and San Roque. Boundaries for the location of the establishment would only cover the municipality of San Mateo, Rizal to the Northern, Pasig City or Municipality of Cainta to the Southern, Antipolo and Quezon City both on the Eastern and Western sides respectively. In summary, the jurisdiction of the business is only limited to the city of Marikina itself.

b. Zoning Requirements Marikina city Planning and Development office is responsible for coordinating the overall growth and physical development of the city. In addition to preparing long range plans for the city’s future growth, the office also oversees the review of development applications such as zoning map amendments and commercial and industrial development. Its spearheaded the completion of the exhibit hall, which provide an easy reference for tourists, visitors, businessmen, prospective investors, as well as Marikina residents to learn about the city’s transformation. 23

Services offered of the office that would be beneficial to the business would be listed below: 

Information or reference materials to researchers, investors, visitors, and others, as well as access to exhibits that depict Marikina’s past, present, and future scenarios, e.g., Socio-economic profile, development plans, zoning ordinances and comprehensive land use plan.



To develop or package project proposals, project studies, project briefing manuals, et. Al., for the city government.

c. Drainage and Sewerage Hook-up Due to the uniqueness of the business as being mobileS, it does not support any drainage and sewerage hook-ups. III.

MARKET ANALYSIS A. Demographic Data The researchers gathered the present total population in the City of Marikina 513,371. Every year there is an increase in population of 1.14 % growth rate. Marikina has exactly 16 Barangays, and the most populated is Barangay Sta. Elena. a. Population Growth

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Figure 3.1 The research based the current year population size in the formula to 2012 since it is only the 1st quarter of the current year 2013. Thru which the population increases by 1.14% annually. Population size will be affecting the overall target market and sales projection of the business.

a. Household Size

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Figure 3.2

Household size capacity of the target barangay is less than 2,000 because primary offices and business centers are located in the barangay itself. So the primary population Sta. Elena has comprises mostly of employees and all other work-related occupancies.

b. Age

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Figure 3.3 Projected Population by Age Group and by Sex The table above shows the overall age population of Marikina. B. Traffic Pattern a. Accessibility The food establishment is very accessible for all government offices, hospitals, and landmarks nearby. The researchers set their food establishment in the center of the Marikina City Hall which is the landmark of Marikina City. The City is 20 kilometers from Metro Manila. From Quezon City, it can be accessed via the Aurora Boulevard. Public transportation like jeepneys and air-conditioned FX has terminals located at Cubao and in Katipunan Avenue. Inter-city’s public transportation is provided by tricycles, shuttles and jeepneys. These are the most popular form of transportation within the city.

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a. Street Routings The streets where the food mobile is located is near tricycle and jeepney terminal where public transportation pass by or directly taking the route near the location. The location of the Mobile Kusina is just a block away from the City Hall, Justice Hall, Marikina Sports Center where the target market is just a few steps away from the place. There are various treet routings going to the site: by private vehicles, customers could take Mayor Gil Fernando Ave going to Sumulong hiway using the sports park as their landmark which is near the site; by tricycles, customers could already direct or instruct the drivers the exact location or just by stopping right in front of the city hall or justice hall; lastly, by jeepneys or mega taxis (FX) , customers could ride an SSS village route when going from from Cubao, Katipunan or Aurora Boulevard then drop by directly in front of the sports park where customers would walk a short distance going to the city hall, which is very visible from the drop-off point. b. Visibility The Mobile Kusina is situated right in the middle of the city hall and city jail. Therefore, the business is very visible to people from all sides. There are no other obstructions of view from the site’s point of view, though he site location is ideally located on a parking lot where in if it is full, it could cause a little obstruction of view depending on the number of cars parked in the lot. The location can only be accessed by mostly private vehicles and tricycles. Jeepneys and mega taxis is a short walking distance away from the site. The table below shows a 2-km radius road map the site has cover and ease of accessibility on. .

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Figure 3.4 2km Radius Map Figure 1: Road map

C. General Evaluation a. Climate Marikina features a tropical monsoon climate. The city lies entirely within the tropics. However, humidity levels are usually very high which makes it feel warmer. It has a distinct, relatively short dry season from January to May, and a relatively lengthy wet season from June up to December. This is due because Marikina is a valley composing of mountains on the sides and it is near Marikina river. Strong rains are of great treat to the city itself as the location becomes easily flooded especially when continuous rain falls. Depending on the degree of rainfall, business may or may not hold if it cannot really be helped.

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b. Commercial Development Commercial Establishments                            

Blue Wave Dry Market Riverbanks Mall Marikina City Hall Marikina Sports Park City Hood Park Marikina Public Bingo Marikina Shoe Museum Teatro Marikina Krung Thai Restaurant Pao Pao Xiao Chi Hungry Juan Roast Barbecue Sushinology 1850 Restobar Pizza’s Smile Bayan Former Dalay’s Kantina Johnnys Fried Chicken Qasa 61: The Dining Studio Max’s Restaurant Isabelo Garden Place Yellow Cab Pizza Co. Starbucks Coffee Lyda’s Lechon Café Kapitan Padi’s Point Red Ribbon Bake Shop Johnny’s Fried Chicken Kusina ni Kambal

Hospitals     

Amang Rodriguez Memorial Medical center Marikina Valley Medical Center Marikina Orthopedic Specialty Clinic Immaculate Concepcion Hospital Victoria Hospital

Schools              

Marikina Catholic School Marikina Polytechnic College Sta. Elena High School IETI College of Science and Technology Marikina Elementary School Algers College of Technology and Science Ama Computer Learning Center Kidstech Learning Center Integrated School for Young Children Future Kids Tree of Knowledge Child-Parent Learning Center Ace Montessori Foundation to Uplift Childrens Education San Rouque Learning Center

Stated above is a full list overview of growing and developing commercial establishments Sta. Elena currently have.

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c. Transportation Public transportation within the city, like in most of the urban areas, it is facilitated mostly using inexpensive jeepneys and buses. Tricycles are the usual transportation used for short distances. Inter-city’s public transportation is provided by tricycles, shuttles and jeepneys. Tricycles and jeepneys are the popular form of transportation within the city since landmarks are close to each other. d. Utilities i. Water supply For the water supply, Manila Water is the city’s supplier of running clear water. Manila Water is Marikina’s top water supplier. It had helped the city by creating new water lines for each barangays or other commercial entities in Marikina. ii. Fuel for the food truck and gas for cooking For the fuel, the researchers chose Power Gas as suppliers. For the LPG, the researchers chose Petron Gasul since it is most trusted among household families. iii. Communications iv. Drainage and Garbage disposal The waste management office (WMO) handles waste segregation on the city itself. 

For Biodegradable products procedures and schedules are as follows: Tie a green ribbon on the garbage bag and are expected to be picked up by WMO trucks every Tuesdays and Fridays between 7:00am-11:00 am and 3:00pm- 5:00pm only.



For Non-biodegradable products procedures and schedules are as follows: Tie a pink or red ribbon on the garbage bag which to be picked up 31

by WMO trucks every Saturdays between 7:00am-11:00 am and 3:00pm5:00pm only

v. Fire Protection According to the Marikina Fire Protection office, the Fire protection has three major goals to meet by the business:  

Continuity of operations - on a public scale, this is intended to prevent the interruption of critical services necessary for the public welfare (e.g., a 911 emergency call center). Property protection - on a public scale, this is intended to prevent area wide conflagrations. At an individual building level, this is typically an (e.g., a requirement for financing), or a regulatory requirement.

D. Local Area Evaluation

a. Visual Attractions Stated below is a list of the visual attractions and landmarks in Marikina.

v.

i.

RiverBanks

Shoe Museum

vi.

ii.

Doll Museum

Teatro Marikina

vii.

iii. Marikina River Park

Largest Pair of Shoes in the World

iv. Marikina Sports Park 32

b. Demand Generators Listed below are the various demand generators at an estimated 2kilometer radius from the site. Each are specifically clustered into groups depending on which industry it belongs to: Shopping Centers:

1)

Blue Wave Mall

2)

Marikina Public Dry Market

3)

Riverbanks Mall

Though there are plenty of shopping centers and malls across Marikina, the stated shopping centers above are the ones very near the business. Blue Wave Mall is the nearest from the business which can be accessed through means of walking along Sumulong Ave. going to the direction of Mayor Gil Fernando Ave. Riverbanks Mall, on the other hand, is just a short jeepney ride starting from the site to the going south bound (Cubao).

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Table ii.Business and Entertainment Centers:

Marikina City Hall Main Offices

Employment Services Office

N/A

Marikina Cultural, Tourism, Trade and Investment Promotions Office Worker’s Affairs Office

Marikina Justice Hall

Marikina Public Market Office

Waste Management Office

Marikina Public Bingo

N/A

Marquinton Residences

Sentrong Pangkulturang Marikina

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Name

Table iii. Restaurants and Food Establishments Logo Name

Logo

Krung Thai Restaurant

Kusina ni Kambal

N/A

PaoPao Xiao Chi

Tres Pares

N/A

Hungry Juan Roast Barbecue

Jollibee Food Chain

Sushinology

Greenwich Food Chain

1850 Restobar

N/A

Chowking Food Chain

Pizza's Smile Bayan

Mcdonalds Food Chain

Mexuina Restobar and Grill

N/A

Kentucky Fried Chicken

Former Dalay' Kantina

N/A

Red Ribbon Bake Shop

Johnny's Fried Chicken Qasa 61: The Dining Studio

Padi's Point

N/A

Max's Restaurant Isabelo Garden Place

Café Kapitan

Lydia's Lechon

N/A

Starbucks Coffee

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Yellow Cab Pizza Co.

Listed on the table above are the food establishments located near the Mobile Kusina. Jollibee and McDonalds food chain is the most popular food establishment nearest to the location of the business. These food chains were already internationally renowned in the food chain industry. The researchers can consider them as the biggest competitor.They also serve a variety of value meals like french fries, burgers and chickens. But they are still considered as an indirect competitor because they do not share the same style of business compared to the mobile food truck. Tres Pares and Kusina ni kambal can be considered as another possible threat for the food truck because the researchers can classify them as a direct competitor, they share the same food style of business as the mobile food truck and they also served varieties of food like beef and rice products. Table iv. School, Colleges, University, Academic Institutions Name

Logo

Name

Logo

Marikina Catholic School

Integrated School for Young Children

N/A

Marikina Polytechnic College

Future Kids Tree Knowledge

N/A

EITI College of Science and Technology

Child-Parent Learning Center

N/A

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Marikina Elementary School Kidstech Learning Center Division of Marikina City School Golden Arch School

N/A

N/A N/A

Ace Montessori Foundation to Uplift Childrens Education

N/A

N/A

San Rouque Learning Center Asian Institute of Computer Studies

N/A N/A

The schools Marikina Polytechnic College and International Electronics and Technical Institute are the most nearest school to the food establishment. The advantage of being nearest to food business is to generate more people to patronize the mobile food truck. But the disadvantages are the researchers can consider the schools nearest to the mobile food truck as a direct competitor because the school has its own cafeteria. The students can purchase food products from their own cafeteria because it is within the premises.

Name

Hospitals, Clinics Name

Logo

Amang Rodriguez Memorial Medical Center

Marikina Valley Medical Center Marikina Orthopedic

Logo

Victoria Hospital

Immaculate Conception Hospital N/A

37

Center

The hospitals as detailed in the table above, near the food Mobile Kusina can generate potential customers to dine in, Doctors, nurses, staffs, and visitors. All the professional doctors and nurses observe time consciousness because they need to attend to their patients’ needs and the Mobile Kusina can give them fast and accurate service. For the visitors they can make use the food products as “pasalubong” for their relatives confined in the hospital. Table vi. Churches

Every Sunday the churches nearest to the establishment can be a good demand generator because every after the Sunday mass they can dine in the Mobile Kusina. Most passer bys’ coming from these churches will pass by near the moving Mobile Kusina. All the church-goers who pass by the moving food

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truck are mostly group of families. It can attract them whenever they pass by the food truck after hearing mass

Table vii. Drugstores These drugstores scattered around the Mobile Kusina can become one of the least demand generators from the moving food truck. All the employees can have their own food with them. The researchers can consider the transportation segment as the establishments greatest demand generator because the terminals are very near the Mobile Kusina. The advantage of the food establishment is they serve packed lunch which is very appropriate for the driver’s convenience of eating.

Table viii. Transportation Terminals

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There are many government agencies around the vicinity of the food establishment. The advantage of these government agencies can become a great demand generator for the Mobile Kusina. It is only a walking distance away from these government agencies and they can receive their packaged meal fast.

With all these information at hand, the preparation of the business will be made easier through the eyes of the researchers - as to know what to expect for the potential markets would be like, the advantages and disadvantages of the business to the market, as well as the possible competitors the business would have. c. Competitors Analysis Guided by a vision of creating a modern and liable city, Marikina has successfully laid the foundation of a flourishing community. Marikina is very populated and is a center of business, trading and exchange. It is wildly known for the being noted as one of the tourism and cultural hub in metro manila. It is a

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multi-awarded city, often lauded for its vibrant business life, highly skilled workforce, and a responsive local government that puts a premium on governance, sustainable urban development and public service, it is very advisable to put up a business in Marikina City. Table 1: Direct competitors Direct Competitors

Indirect Competitors

Name

Logo

Name

1. Tres

N/A

1.Jollibee

N/A

2.Mcdonalds

N/A

3.Greenwich

N/A

4.Kentucky Fried

Logo

Pares 2.Kusina ni Kambal 3. Dalay’s Kantina 4.Hospital Cafeteria 5. School

Chicken N/A

5. Max Restaurant

Cafeteria

The list above showed the top competitors of the business. On the other hand, the table below lists a more detailed overview of the specific details relevant to the Mobile Kusina.

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d. SWOT ANALYSIS STRENGTHS 

Latest type of food establishment



Flexible to the market and



WEAKNESSES 

Competitors with cheaper food value around the area

location



Lack of experience

High quality of food and service



Limited accommodation

but affordable OPPORTUNITIES 

Has room for improvement to

THREATS 

compete with other large food

preference 

business 

Trend-setter



Easy to widen and branch-out or

Diversity of customer food

Idea of the Mobile Kusina is still limited or foreign to the market



Natural Calamities

franchise the business

e. Survey Analysis a. Demographic Data

Particulars

# (100)

(%) 100

Age 18 – 27

37

37%

28 – 37

22

22%

38 – 47

20

20%

48 – 57

13

13%

7

7%

Single

53

53%

Married

43

43%

4

4%

21

21%

58 and above Civil Status

Other Employment Status Student

42

Employed

41

41%

Self employed

20

20%

Retired

8

8%

10

10%

High school Graduate

33

33%

College Graduate

57

57%

Undergraduate

5

5%

Others

5

5%

10,000 - 20,000

63

63%

20,001 - 30,000

23

23%

30,001 - 40,000

7

7%

40,001 and above

3

3%

Unemployed Educational Attainment

Monthly Household Income

b. Core Data Particulars Attractiveness of having a mobile truck Idea of buying packed meals for lunch

Menu Rating

Verbal Interpretation Strongly Agree Strongly Agree

3.68 3.78

Recommendation to co-workers

2.73

Convenience of the location

3.75

Agree Strongly Agree

Eating at the food truck

3.12

Agree

Particular Preferred price range for a full lunch meal

(%) 100

# (100)

40 - 45 pesos

30

30%

46 - 50 pesos

20

20%

51 - 55 pesos

11

11%

56 - 60 pesos

17

17%

61 - 65 pesos

13

13%

66 and above

9

9%

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Particular Expected dishes to find in a mobile kusina

(%) 100

# (100)

Beef

26

26%

Chicken

31

31%

Pork

23

23%

Fish

20

20%

a. Marketing Strategies The researchers carefully set plans for strategic marketing for Hyperion Mobile Kusina to ensure its success for the long runtime of business. The heart of every business depends on the customer on how the company promotes and advertise to the public their products and services and how the business will gain the customers’ trust and loyalty. The researchers came up with different marketing strategies suited for the business. Since the business is a Mobile Kusina, the researchers make use of its full strength and opportunity to attract the public to buy the products. Marketing strategies of the researchers are as follows: 

Internet



Newspaper ads/ Flyers Through advertising online, it is advisable to campaign online if your

business is still new. Campaigns through Facebook, Twitter and other websites are the priority of the business. Providing the website with pictures, menus, information and Services offered. In this way the customers can receive every detail of your company and possibly attract them even without seeing the company in person. No money is spent in this kind of advertisement, which is 44

good for new business with low funds for promotions .Maximizing the use of website allows the business to spread and become visible to the public. A seasonal rotation of promotions of flyers is also one factor the researchers came upon to update the market from time to time. IV. FINANCIAL COMPONENTS A. Pro-forma Statement a. Income Statement For the Mobile Kusina, the sales revenue has a steady value rate of 89.29% which shows that the gross sales and net sales are stable And like any other business the first year is the struggling year, it is shown on the data that the first year is a decline but it would fluctuate and the business would show increase for our income. B. Initial Capitalization a. Breakdown for the initial captialization C. Source of Funds D. Sales Projection The sales projection depends on lean and peak months of one whole operational year; Hyperion Mobile Kusina has 8 months of peak season from June-late January primarily because these are the month that the target market would likely be present around. The business has 4 lean months; these months include the rainy season from late March till April. The business has 51% cost of sales on year 1 and declined on year 2 but increased on the next coming year same goes for the gross profit. The return of investment at the end of the year was -130.50% because every pioneering business since it is new to the public E. Selected Percentages a. Cost of sales 45

b. Gross Profit c. Net income d. Return on Investment . V. TECHNICAL COMPONENTS A. Physical Components Table 5.1 Side view of

the

mobile

food

truckTableTable

46

Table 5.2: Front and back view of the mobile food truck A Volkswagen Kombi Microbus 1987 model is the choice of van due to its high convertibility aspects. The microbus is not the cheapest the business can choose, but it is economically justified in comparison to a new commercial vehicle. The overall dimensions are indicated into the quotation the researchers got from Autoveyor Company, stating that the microbus is intended to be sold as “one-lot” meaning the necessary equipments are included and the expenses are covered as a whole. (refer to the appendix for the quotation). The disadvantage of the model of the microbus is maintenance. The availability of the parts is limited and this is due to the out-datedness of the model. B. Electrical Layout I.

Space Allocations

Basing from the floor plan, the total interior size is 4280mm. An approximate of 1420mm is allocated for the workspace of the crew. 450mm is allotted for the storage of perishable goods containers. Another 300 mm is allotted for vegetable sink and the cupboard Interior Design. The remaining

47

700mm from the back is specifically designed to be an extendable service table in which customers could also dine. At the same time, either the table is extended or not, the space will be used as an additional room for storing mostly dried goods and ingredients. At the end of the day, the space is then cleared for the table to be brought back inside the truck. The picture below

II.

Interior Design

48

The interior design is specifically adjusted to the nature of the mobile kusina. The breakdown of the appliances is inscribed explicitly on the quotations which the researchers could use as the reference. III.

Acoustics

The mobile kusina produces the stereotype engine sound produced by any Volkswagen car. IV.

Motif

Physical theme The researchers chose dark and bold blue colors to give emphasis on the truck especially when under direct sunlight. Its contrasting color to the sunlight will give it more emphasis as it stands out

49

V.

Furniture and fixture

Furniture in the Mobile Kusina is minimal because most of the allotted space is for the equipments and appliances needed for the operation. The table and chairs that are used are portable so it takes less space for storage and less time for preparation. VI.

Lighting

Lighting is not given much importance as for the operating hours are from the morning until afternoon only. The sunlight or daylight is the pirimary source of lighting of the mobile kusina. Exceptions would be if the climate is raining or having a nimbus clouds wherein visibility and sunlight is reduced. VII.

Decibels

The sound produced by the mobile kusina is very minimal. The engines, when operating hours, is turned off and the only sound produced will be basically the searing of the stoves when cooking.

VIII.

Uniforms

The uniform is a polo shirt that gives an impression of a more presentable service to the costumers. It is colored white which symbolizes neatness. It has black stripe with the business’ name printed on it which symbolizes uniqueness among other business around the area and definitely stands out with other establishments. The logo is located at the back of the shirt and name printed on

50

the left side of the polo shirt. It comes with a black cap printed with logo, and long apron for the kitchen staffs and short apron for the service staff. The researchers have chosen a polo shirt instead of a regular shirt because the researchers wanted their target market to notice the staff’s cleanliness and neatness and the business as a formal eating establishment. Apron, Pants and clogs – protection form dirt and stains caused by food preparation and cooking. It is also used for sanitation purposes against food contamination. The importance of using the apron is to protect the uniform of the crew from food spillage like sauces, oil and the like, also to avoid physical contamination to the food and to observe safety to the service crew. The use of black pants and kitchen clogs as a standard uniform for the crew is to observe safety in the kitchen while doing multiple tasks. Like working inside the kitchen, the use for kitchen clogs is to avoid accidents like slipping. As well as using a black pants to avoid cuts, insect bites and bruises. The cap represents as a protection of the head to avoid physical contaminants to the food like hair and parasites. Relevance of the uniform to the business – the relevance of uniformity to the business is to promote cleanliness and neatness when it comes to food service. It also shows that uniformity reflects on how serious the business is when it comes to sanitation and operation.

C. Floor Plan The Mobile Kusina Floor plan indicates all the appliance, tools and equipment that would be placed inside the Mobile Kusina. It shows how much space the Mobile Kusina has inside for the researchers will have an idea on what type of materials to be used. It also gives an idea to the researchers on how

51

much space is allotted on every tools and equipment is used. It gives the researchers the opportunity to experiment on the arrangement and placement of the equipment on the truck. The floor can be a reference for the researchers in the near future for their placement of the equipment. D. Equipment Layout and specifications AA.

AUTOVEYOR PHILIPPINES CORP. Bgy. Tunasan, Muntinlupa City Email add: [email protected]/ Mobile: 09152974488 Date:

QUOTATION REF: 33-2013

January 28, 2013 Prepared for: Mr. Vittorio Jeremy J. Doinog 31 Hereford St., Rancho Estate 1, Concepcion Dos, Marikina City Telefax: 948-7479, email: [email protected] _____________________________________________________________________________ _______ Greetings! With reference to the above subject requirement, we hereby submit to you our quotation for the supply and installation as per given technical specification. Please find the attached herewith following price schedules for your kind approval.

One (1) Lot:

1982 VW VANAGON KOMBI, WOLFSBURG EDITION, WESTFALIA CAMPER, COMPLETE_______________________________________P520,000.00

(negotiable)

Greetings!

1. Flood free, always garaged; 2. 2ltr (1970cc) MANUAL, 4SPEED, AIR-COOLED, FUEL INJECTED ENGINE, 100% ORIGINAL , TOTALLY GERMAN (INCLUDING MUFFLER); U.S. AFTERMARKET AUXILIARY OIL COOLER & FAN INSTALLED (OEM VDO GAUGES, oil-temp and cylinderhead-temp, installed for peace of mind); 3. This Concession van contains the following: 52

Espresso Machine w/built-in Espresso Grinder(frothing pitcher,thermometer,2shot cups , spoons), 2 Blenders, Bunn Coffee Brewer, 3 2.9L Coffee Airpots, 3 Micro-waves, 2 Door Coke Merchandiser, Samsung Cash Register, Water Heater, Lot’s of Counter Space, Stainless Steel Sinks, Evaporative Cooler, Back of House Fencing, 100’ of 100 Amp Power Cord, 50’ Fresh Water Hose, 50’ Grey Water Hose; 4. WORKING SINK & FAUCET W/ ONBOARD 50ltr WATER TANK 5. 2 BURNER LPG STOVE W/ UNDERBODY LPG TANK ORIGINAL ELECTROLUX REFRIGERATOR POWERED BY LPG, 12VOLTS OR 110AC (w/ original outside power cable) 6. ORIGINAL PRIVACY CURTAINS FOR ALL WINDOWS, INCLUDING WINDSHIELD, PLUS ORIGINAL DETACHABLE BUG SCREENS FOR 2 REAR WINDOWS, SLIDING DOOR & TAILGATE FULL KTICHEN ACCESSORIES BRANDING SERVICES FULL BODY PAINTING STICKERING BASED ON CLIENT'S BRAND/CAMPAIGN THEME LICENSE AND REGISTRATION Order Options Option 1: 50% downpayment, 50 upon delivery. Leadtime 90days. Option 2: Financing thru AMA bank, with monthly add-on rate of 1.20%. Note: Please contact seller thru email only, address will be given on formal meeting only to avoid bulk inquiries. Sincerely yours, WJJ

Inside appearance of the Kusina Mobile

53

E. Establishment Layout

VI.

OPERATIONAL COMPONENTS A. Mission – Vision Statement Mission Our Company will inspire its employees to be the best they can be. We will engage in sustainable practices and anticipate the needs of our customers. We will maximize return to the stockholders while still maintaining quality in our products. Our company intends to provide excellent service and unforgettable experience from the beginning to end, with a friendly and extraordinary service from our staff with unique dishes to satisfy our customers. To constantly focus on innovating and participate in markets we can make specific contribution. And frankly, we don’t settle for anything less than excellence in providing quality food and service to our dear customers. To improve all aspects of te world we operate

54

Vision Our vision is to expand our locations both domestic and abroad by being the leading and most profitable food mobile company to realize and exceed the customer expectations. And to be a food company that employs the most industrious and dynamic work force to guarantee that only the best food and service are delivered to its customers. Consequently, we endeavor to be one of the top food companies known and patronized by many, and to become a globally competitive food company that will truly showcase its unique characteristic and its potential to be successful in the food industry. B. Organizational Chart

Owner

Management

Tournant

Cook

Service

55

Mobile Kusina follows a single 3-branched organizational structure which best fits the business. The crew or staff should consist of 4 employees with each of its own responsibilities and duties.

The management is in charge of all cash and other transactions as well as keeping track of the supplies and ingredients of the business. Billings, reports, plans, requisitions and all other paper works are also being handled by the management. He/she has all the authority to run the business on site from its opening and closing times, and may directly contact the owner if there would be the need. An important role the management should have is the ability to comply or handle the task supposedly assigned to the crew member should one of them is unable to perform the task or is physically unavailable for the day. He/she should possess the knowledge and skills in running the business. The management also is the only one responsible for maneuvering the vehicle on and off the site at all times. Under the Management, the crew is then divided into 3 basic cluster tournant, service and cook. The tournant is in charge of the entire mise en place – referring to organizing and preparing all the ingredients and all other necessary things the cook will require for the menu items. They are also responsible for marketing all the necessary ingredient and or other supplies needed in preparing the dish to our nearest suppliers. The cook is responsible for providing good quality dishes and ensuring that the food which is to be served is at the right portion size. The tournant would then gather all the necessary cooked dishes per meal and organize them to each box containers in a Bento style of the meal. If the business has little or no customers, meals that are prepared and finished are then stored to a cupboard shelf and then preheated when needed to be served. Preheat time and temperature may vary depending on what type of dish it would be. Both the 56

tournant and the cook are in charge of food handling. The whole crew is responsible as for the marketing of the ingredients and other supplies on the day before the opening times. The service is responsible for maintaining the cleanliness of the whole establishment – from washing all the tools and equipment used in preparing the bento meals to sweeping the grounds around the area of the establishment. Their task is to bus out the tables after the customers are done eating should they decide to dine in the establishment.

Listed below are the Qualifications that the crew should possess in working in the said business establishment..

Overall Qualifications: 

Should be 18 years old or above



Pleasing personality and good communication skills



At least a High school diploma and College degree



Knowledge on proper food handling



Familiarity with all kitchen tools, utensils and equipments



Basic knowledge on cooking



Ability to work independently and within a team



Ability to work under pressure



Physical effort



Health certificate approved by Marikina city health office

57

Below is a list of specific qualifications for each crew member: Tournant: 

Ability to work fast and accurate



Familiarity with all kitchen tools, utensils and equipments



Demonstrated ability to



Familiarity with basic cooking procedures



Able to cook foods simultaneously



Demonstrated ability to cook foods simultaneously and

Cook:

accurately 

Familiarity with all kitchen tools, utensils and equipments

Management: 

Valid driver’s license



Planning and organizing skills for weekly and monthly reports.



Knowledge on and ability to preparing day to day supply and/or requisition reports.



Advanced knowledge in accounting.



Overall knowledge on to run the business.

Salaries are to be given twice a month on the 15 th and 30th day of the month and salary deduction imposed depending on the number of absences the employee had incurred during the 15th and end date of the month basis and follow Per Wage Order# NCR-17 of the National Wages and Productivity Commission (NWPC). A basic wage of PHP389.00 according to NWPC is the

58

minimum, but basing from the work to be done in the business, the researchers have decided to give each crew a salary based on their work allocation. PHP450.00 for the service and for the management this is to compensate for the work to be done and a 2-hour break schedule.

C. SOP and Control Policies

Proper food handling is a safety and health measure that any food service or business needs to follow in order for them to serve their customers the best way possible. Proper food handling is also how any food …. Prepares the dishes and meals in a way that it is not prone to bacteria and it would not cause harm to the person eating the food. Proper menu knowledge is a vital concept to any food service business. It pertains to how menus are design depending on the target market of the business. This is very important because it will serve as a framework where everything else in the business would be based. Listening to customer complaints is a very efficient way to gain knowledge about the services of the business. Customer complaints are very helpful in pointing out the flaws in the services or products. These are the things that employees and owners were not able to determine prior to their complaint. Though it is regarded as a complaint, it is crucial for further improvements of the services and products of the food business. Providing customer needs is the main idea of a food business. A business would always want to please their customers hence the saying “customer’s always right.”. It is the main aim of the business to provide what the customers want and what the customers need. Owners and employees should be very

59

attentive to what their customers need to be able to formulate an effective strategy that would make other people avail of their service. VII.

Socio-Economic Benefit The researchers planned to establish the mobile kusina around the vicinity of Marikina, this step would help not only the researchers but also the people residing within the area. The mobile kusina's target market are the people around marikina consisting of employees, students and the people living there thus making the mobile kusina support the essential needs of that target market. Hyperion mobile kusina supports environment friendly materials and nonhazardous methods which would help maintain the cleanliness of Marikina and to set an example for other food establishments within the area. Hyperion mobile kusina's staff and employees are trained to be filled with Filipino culture of courtesy partnered with respect towards other people, customer or non customer, staff are also trained to bring about excellent and quality service to attract customers and in return customers would carry out vocal advertisement for Hyperion mobile kusina. Another is we serve food bento style or packed food style so that our customers particularly the employees and student would be able to use their short time for eating, the idea is to give them less hassle due to their busy schedule. Still, Hyperion mobile kusina accommodates customer who wants to eat beside the establishment we provide chairs and tables for them intended to provide them time to talk with their friends while they eat.

60

The researchers gave time to study the behavior of the target market of Hyperion mobile kusina, this make the researchers fully understand the importance of giving service and food which would highly give satisfaction to the people.

61

62