1 New Era University College of Business Administration No.9 Central Ave. New Era, Quezon City INTRODUCTION If you know how to cook then starting a small eatery is a good business for you, with your passion in cooking and entrepreneurial spirit you can start a business that can make you earn good amount of cash. But take note that it is not simple to start this kind of business because there are many things to consider in order to become successful. A eatery is an establishment which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many eateries also offer take-out and food delivery services . Eateries vary greatly in appearance and offerings, including a wide variety of the main chef's cuisines and service models. Eateries are established for the customers’ convenience. It makes one’s time more flexible and easy while enjoying what the eatery can more offer. Foods are prepared for you and you don’t
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
INTRODUCTION
If you know how to cook then starting a small eatery is a good business for you,
with your passion in cooking and entrepreneurial spirit you can start a business that can
make you earn good amount of cash. But take note that it is not simple to start this kind
of business because there are many things to consider in order to become successful.
A eatery is an establishment which prepares and serves food and drink to
customers in return for money, either paid before the meal, after the meal, or with a
running tab. Meals are generally served and eaten on premises, but many eateries also
offer take-out and food delivery services. Eateries vary greatly in appearance and
offerings, including a wide variety of the main chef's cuisines and service models.
Eateries are established for the customers’ convenience. It makes one’s time
more flexible and easy while enjoying what the eatery can more offer. Foods are
prepared for you and you don’t have to risk the time you would waste cooking the same
food yet different in taste.
As a result the proponents came up with the idea of putting up a small dining
eatery because this business is one of the most versatile and most solid ideas when it
comes to business. Since food is one of the basic needs of people therefore this
business is considered to have higher success rate. If your passion includes cooking
and marketing then it would really be perfect for you to have an eatery.
New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
cost similar to eateries that have a lock on that place. Economies of level mean average
costs can decrease as an eatery develops, but the higher initial costs pose an entry
barrier for newcomers. Food service needs meeting strict health requirements, and
alcohol service requires a license. These and other regulatory barriers might make life
difficult for new eatery owners, though working with an legal representative experienced
in state and local regulations can relieve the process.
The following are the barriers of the company in entering the market:
Because Chevon Cuisine is a new eatery company it’s tough to gain consumer
acceptance. In order to catch the customer’s attention and interest, Chevon
Cuisine needs a very unique advertisement that will definitely persuade our
target market to take an action or to procure what we offer. But definitely, high
investment is the main barrier.
Another barrier to entry in the eatery industry is overcoming customer doubt.
Building a brand takes time, and customers may be suspicious of your new
eatery when you are first starting off.
Location can be another barrier to entry in the eatery industry. The location of
your business is one of the most important factors to the success of your eatery.
If you are scouting locations and you are not able to secure land or a lease at
your preferred location, you may be forced to consider other less attractive
options.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
ESTIMATED MARKET SHARE
HISTORICAL DEMAND
YEAR
POPULATION
EMPLOYEES PASSERBY TOTAL DEMAND
2008 18,04
0 5,02
0 13,40
0 36,46
0
2009 19,01
0 6,01
5 14,07
3 39,09
8
2010 20,00
6 7,00
4 15,09
4 42,10
4
2011 21,05
5 8,00
0 16,05
3 45,10
8
2012 22,16
0 9,06
7 17,02
4 48,25
1
PROJECTED DEMAND
YEAR
POPULATION
EMPLOYEES PASSERBY TOTAL DEMAND
2013 23,323
10,100
19,033
52,456
2014 24,546
10,997
19,160
54,703
2015 25,823
11,050
20,983
57,856
2016 27,189
11,999
22,086
61,274
2017 28,615
12,070
26,273
66,958
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
HISTORICAL SUPPLY
YEAR SUPPLY
2008
25,522
2009
28,151
2010
30,946
2011
33,696
2012
36,623
PROJECTED DEMANDYEAR SUPPLY
2013
38,843
2014
41,063
2015
43,283
2016
45,503
2017
47,723
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
HISTORICAL DEMAND AND SUPPLY ANALYSIS
YEARS
DEMAND
SUPPLY D-S GAP
UNSATISFIED
2008 36,460 25,522 10,938 30.0%
2009 39,098 28,151 10,947 28.0%
2010 42,104 30,946 11,158 26.5%
2011 45,108 33,696 11,412 25.3%
2012 48,251 36,623 11,628 24%
PROJECTED DEMAND AND SUPPLY ANALYSIS
YEARS DEMAND SUPPLY D-S GAP UNSATISFIEDSHARE FROM
COMPETITORS
TOTAL NO. OF EXPECTED
CUSTOMERS
2013 52,465 38,843 13,622 26.0% 10% 17,507
2014 54,703 41,063 13,640 24.9% 12% 18,568
2015 57,867 43,283 14,584 25.2% 14% 20,644
2016 61,274 45,503 15,771 25.7% 16% 23,052
2017 66,985 47,723 19,262 28.8% 18% 27,852
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
MARKETING STRATEGY
The marketing strategy will be centered on the core idea, and that is the
customer’s contentment, being the main goal of the business. It will be combined
product development, promotion, distribution, pricing, relationship management and
other part to increase sales achieve and sustainable competitive advantage.
PRODUCT LINE
ALL TIME FAVORITES
Adobong Kambing Meal
Served with adobong kambing and one cup
of rice.
Kalderetang Kambing Meal
Served with kalderetang kambing and one
cup of rice.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Kilawing Kambing Meal
Served with kilawing kambing with one cup of
rice.
Papaitang Kambing Meal
Served with papaitang kambing with one cup of
rice.
Sinampalukang Kambing Meal
Served with sinampalukang kambing with one
cup of rice.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
PRICE
A. DISTRIBUTION CHANNEL
SUPPLIERS
DISHES DIRECT COST MARK-UPSRP
Adobong Kambing Meal57.00 41.00 98.00
Kalderetang Kambing Meal57.00 41.00 98.00
Kilawing Kambing Meal57.00 41.00 98.00
Papaitang Kambing Meal57.00 41.00 98.00
Sinampalukang Kambing Meal 57.00 41.00 98.00
Juices 20.00 20.00 40.00
Soft Drinks 10.00 5.00 15.00
Beers 35.00 10.00 45.00
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
A major part of the place decision is selecting the channel of distribution. A
channel of distribution is the route a good takes from its original source to its final
customer. Distribution channels move products and services from business to
consumers. Distribution channels are just one component of the overall concept
of distribution networks, which are the real tangible systems of interconnected
sources and destinations through which products pass on their way to final
consumers.
B. ADVERTISING AND PROMOTION
Personal Selling – the most popular and the most cost efficient tools in
promoting CHEVON CUISINE with a very young population ages 25 years
old and above, it will be a good start to spread the word.
Sales Promotion – being new in the market, CHEVON CUISINE would
offer the most economy meal for the customer to appreciate worth for
money. A loyalty card for regulars will also be given to valued customers.
CONSUMERS
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Advertising – well crafted colorful artwork to get the interest of the market
place, to set trends in the modern period of restaurant business. We will
use the following mediums:
a. Tarpaulin - be posted in strategic public places where people
frequently visit.
b. Flyers – alliance with local broadsheet and tabloid distributors by
inserting CHEVON CUISINE flyers and by selecting points of
distribution wherein traffic patterns.
C. SALES TACTICS
Increases in sales can be achieved through simple eatery promotions. There are
thousands of methods to drive profits both for restaurants with big funds and
shoestring marketers alike. Here are some strategies that could help:
Branding – good eatery branding is more than an eatery’s logo. It involves having a
clear cut definition of what a eatery promises to distribute. To further strengthen a
eatery’s brand, good implementation should come with it.
Menu - the menu list should be analyzed every now and then. To make sure
patronage from customers, new stuff on the menu should target their liking.
Publicity stunts – a simple press release of an updated menu could really effect in
a small write-up. But to attract more attention, something out of the usual like chef
face-off, unique game, and other major events could be prepared.
D. SALES FORCE
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Services will be distributed accordingly to the purposes and role of each
employee in industry.
The Manager has the duty of handling the operation and important
documents of the business.
The Accountant is the only person who will holds the finances of the
business.
The Cook is the one who will take charge on managing the kitchen and all
the matters about the menus such as inventories.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
MANAGEMENT PLAN
ORGANIZATIONAL STRUCTURE
Manager
Cashier Waiter/Waitress Cook
Dishwasher/ Helper
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
BACKGROUND AND PRIMARY RESPONSIBILITIES OF THE MANAGEMENT TEAM
POSITION JOB DESCRIPTION QUALIFICATION
Manager (1)
BENEFITS:SSS, PAG-IBIG, Phil
health,
13th month pay & leaves.
Should be responsible for all aspect of the business.
Responsible for all the functions of a restaurant from opening to closing and they may be required to act as a regular employee to fill in for last minute absences.
Will ensure that the personnel and other staff would do their job properly.
The manager should ensure that the business operation runs smoothly and according to the company policies.
Male/Female, 25-35 years old
Must be a graduate of BS HRM or BS Business Education, or other related courses
Must have at least 4 years restaurant management experience
Must have good communication skills, both orally and written
Must have excellent leadership skill who are able to motivate their staff
Cook (1)
BENEFITS:SSS, PAG-IBIG, Phil
health,
13th month pay & leaves.
This person is responsible for all
that goes on in the kitchen.
They are responsible for the
menu, buying supplies and
equipment.
Male/female With at least 2 years work
experience as a cook Knowledgeable in goat
meat recipes.
Waiter/Waitress (3)
BENEFITS:SSS, PAG-IBIG, Phil
health,
13th month pay & leaves.
Greets our residents and informs them of daily menu choices; takes food and beverage orders and conveys to kitchen staff; promptly picks up and serves food selections
Performs food presentation such as dishing up and preparation of dish up stations.
Sets up tables for meals; refills condiments as needed; buses and wipes down tables.
18 to 25 years old with pleasing personality At least high school
graduate, experience on food server or waiter/waitress
must be multitasking and Pro active
Have to alert and courteous all the time.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Bringing customers the food they ordered directly from the kitchen.
Cashier (1)
BENEFITS:SSS, PAG-IBIG, Phil
health,
13th month pay &
leaves.
In charge of the register. This
would include cash, tipping out
wait staff, and balancing the
register at the end of the shift.
Female, 22-27 years old
Must be at least high
school graduate.
At least 1 year
experience in food
service desired.
Knowledgeable in
computing and can
operate cash register.
Must have a good oral
and written
communication skills
Dishwashers/ Helper (1)
BENEFITS:SSS, PAG-IBIG, Phil
health,
13th month pay & leaves.
Washing dishes Besides washing dishes, an
eatery dishwasher has to clear plates and ensure food scraps and paper debris end up in the correct receptacles.
Stacks clean dishes and cooking vessels in an orderly fashion and correctly stores silverware and cooking utensils.
Male/Female, 20-25 years old
At least high school graduate
Must have understanding of the basic kitchen sanitation
TOTAL NUMBER OF EMPLOYEES 7
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
REQUIREMENTS: Applicants are required to submit the following requirements:
Bio data-to gather information and check the background of the applicant.
SSS number-for the salary of the applicant and formal legal requirements.
Barangay Clearance-to determine the residency of the applicant.
Health Card-to if the applicant is free from any communicable diseases or ailments
HIRING PROCEDURE
1. Posting of job vacancies and qualifications before the opening.
2. Interested applicants may submit their bio data through walk-in. Either
way; applicant will have to go through some procedures.
3. After passing all the requirements, the applicant will go through a
Interview. This is for the initial screen of the applicant’s qualifications.
More details about the certain role or position will be discussed as a part
of the recruiting process.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Hiring Procedure
Posting of job vacancies and qualifications before the opening (Durations: 2
Interested applicants may submit their bio data.
(Durations: 3 days)
Interview
Failed
Passed
Hired
Orientation
End
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
EMPLOYMENT RIGHTS, RESTRICTION AND POLICIES
RIGHTS
a. Prohibits discrimination in employment based on race, color, religion, sex or
national origin.
b. Safety and healthy workplace condition.
c. Employer allows having their rest days and absences if needed.
d. Fair Labor Standards establishes minimum wage and overtime standards.
e. Equal Pay requires employers to pay employees who perform substantially
equivalent work the same wage regardless of the whether the employee is
male or female.
f. Overtime Pay
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
RESTRICTION AND POLICIES
a. Relation to Customers. Treat each customer as you would treat a guest at
home. Show respect in word and in action regardless of physical appearance,
age, sex, status, etc.
b. Safeguarding partnership’s reputation. It is everyone’s responsibility to
protect the name and reputation of the business. Furthermore, each should
have a proper conduct and etiquette for the employees themselves speaks of
the quality the company posses.
c. Hygiene & Grooming. All employees of Chevon Cuisine eatery are expected
to project positively and are encouraged to be neat and well-groomed at all
times.
i. Wearing of Slippers, sandals, sando and shorts are not allowed
ii. Maintain a degree of neatness at all times.
iii. Employees must be in their proper uniform
d. Smoking Policy. Smoking is prohibited inside the working place. It is only
allowed during break time outside of workplace.
e. Attendance and Working hours.
i. All are expected to report in their respective work on the scheduled
time.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
ii. Break time schedule is strictly implemented.
iii. There is a grace period of ten minutes given to all employees.
iv. Absences without prior knowledge of the management shall be
deducted from the salary.
Sanctions
Rules and regulations inside the business should be observed through the
operation to protect not only the business itself but as well as the employees serving the
business. Rules are not only meant for the workers and lower position but also apply to
the workers in the higher level. If the employees do not follow the rules and regulations,
operation of the business is affected including the co-workers, especially the customers.
Violations can be considered as minor, but in the case of a serious offence, the
owners are entitled to give sanctions to the offended employee to keep the operation of
the business in smooth flow.
Violations are classified according to the seriousness or extent on the effect on
the business and the customer, namely:
GRAVE VI
MAJOR “V”, “VIII” and “IX”
MINOR “II” and “VII”
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
How are some cases that shall be acted upon by the owners.
Grave Offense
Category “VI”
Threat arises to the integrity and reputation of the
Action to be taken
Immediate Dismissal
* Any unacceptable behavior that will affect the welfare of the business.
*Use of violence or any physical force.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Major Offense
Category “V” and “VII”
Offenses that hamper safe and smooth operation of the
business and can cause major harm.
Category “IX”
An act that causes considerable disruption within the workgroup.
Action to be takenAction to be taken
First Offense
3 days suspension
Second offense
Dismissal
First Offense
Written warning
Second offense
3 days suspension
Third offense 6 days suspension
Forth Offense
Dismissal
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
Minor Offense
Category “II” and “VII”
In minor cases, immediate penalty is not necessary. The management should call the attention of the
offended employee before serious violation takes
place.
Action to be taken
First Offense
Oral reprimand
Second Offense
Written warning
Fourth Offence
6 days suspension
Fifth offence
Dismissal
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
CORPORATE GOVERNANCE/ CODE OF ETHICS OF EMPLOYEES
The purpose of Code of Ethics is to provide guidance and set common ethical
standards each of us must adhere to on a consistent basis. It governs the actions and
working relationships of officers, managers and all other employees of Chevon
Cuisine’s in dealing with fellow employees, guests, competitors, vendors, suppliers,
governmental and self-regulatory agencies, the media, and anyone else with whom
Chevon Cuisine’s has contact. These relationships are essential to the continued
success of Chevon Cuisine.
Chevon Cuisine strives to promote a model of best practice through a commitment to
professionalism within the hospitality industry.
To be honest and trustworthy in all aspects of their business.
To deliver what you promise - to clients, staff and suppliers.
To treat all clients equally regardless of race, religion, nationality, creed, gender
or budget.
To run and sustain a profitable business.
To value ongoing professional development for staff and management.
To protect the safety, health and welfare of employees and the public through a
program of hazard management.
To maintain a privacy policy and respect client confidentiality.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
To promote best practice in matters of compliance – tax, industrial relations,
Work cover, superannuation.
Chevon Cuisine will:
Make every effort to resolve complaints and grievances in good faith through
direct communication and negotiation and within reasonable timeframes.
Endeavour to assist new members in acquiring a full understanding of the ethics,
processes, responsibilities and competencies of the profession and keep them
informed of significant advances or changes in the areas of compliance.
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
OPERATIONAL PLAN
DAILY OPERATION PROCESS
Operation Hours
OPENING
5:01pm - 6:00pm 1 Checking inventories for day operation
6:01pm - 7:00pm 2 Cleaning and sanitation
7:01pm - 8:00pm 3 Checklist for kitchen, dining and management concern
8:01pm - 9:00pm 4 Attendance
9:01pm - 10:00pm 5 Change funds and petty cash
10:01pm - 11:00pm 5 Sales report
11:01pm - 12:00am 4 Clip board report for tomorrow’s operation
12:01am - 1:00am 3 Attendance
12:01am -1:00am 2 Arrangement of kitchen, dining and office records
1:01am - 2:00am 1 Inventory Check
CLOSING
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City
OPERATING CYCLEDining Operation Cycle
Procedures Person in Charge
Welcome GreetingsWelcome all arriving customer pleasantly waiter/waitress
Offer Seat to the Customers Lead them to their seats waiter/waitress
Present the Menu
Offer the menu and suggest special offers
waiter/waitress
Get the Ordered FoodsList down the ordered
foods and verify all details collected
waiter/waitress
Serve the ordered foodsServe first the drinks
followed with the ordered menu
waiter/waitress
Collection of PaymentsWait for the customer to take their bill then collect
waiter/waitress
Cleaning
Clean the table and prepare for another set of
customers
waiter/waitress
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New Era UniversityCollege of Business AdministrationNo.9 Central Ave. New Era, Quezon City