Food Trip Report - Jenny Liquete

Food Tents in A-Venue

Our first stop for the night is at the open area of A-Venue. It has the same 'food market' business concept as any Banchetto: 1) it has low cost (open parking, tents, monoblock chairs, plastic tables, limited space and lighting), 2) offers a variety of affordable, quick-to-serve meals and desserts, and 3) it is only available at night. Its low price and nightshift schedule target young professionals especially call center employees. Because of its popularity and creative 'food market' approach, even those who are not young professionals or call center agents go and eat there.

  

In comparison to typical food establishments, the food tents in A-Venue (and other Banchetto-type food bazaars) have a very unique approach to dining. Its two major differences from the usual food establishments are its ragged location/setup and its nightshift schedule. While the typical food establishments do their best to improve the comfort, convenience and satisfaction of its customers, the food tents in A-Venue (and other Banchetto-type food bazaars) are located in open parking areas with only tables and chairs to accommodate the customers. Although it does not give the same comfort as the typical food establishment, it exudes a unique feeling which positively puts the customers out of their comfort zone.

Its nightshift schedule also differentiates itself from the typical food establishments because the latter strictly closes at around 9-10 PM. Food bazaars, on the other hand, have just opened at this time. Employees who have a nightshift schedule would rather go there instead of the usual limited 24/7 stores (ex. McDo, Jollibee, 7-Eleven) because it has food variety. Its unique schedule also makes people view it as a 'food trip' or a happening unlike the typical food establishments where people dine because they need to eat.

These kinds of experiences give the food tents in A-Venue (and other Banchetto-type food bazaars) an advantage because people find it exciting. They love to experience something new and different.

The food tents in A-Venue, unfortunately, have very low differentiation when compared to other Banchetto-type food bazaars. They have the same layout, setup, tables, chairs, and even the menu and vendors. What I saw and experienced during the food trip are also the same during the times I ate at other food markets (Libis and Technohub). All of them have isaw, barbeque, grilled seafood, empanada, sausages, and baked desserts. In addition, there are some food tents in the same location that sell exactly the same food at the same price. During the food trip, there are more than three vendors that sell isaw, pork barbeque and other kinds of grilled dish. What differentiated one stall from another are its presentation of the dishes and impact of the vendor. I noticed that cleanliness, volume and impact of the vendor are three major factors that we consider when choosing which stall to buy from. We buy from the stall that has dishes which look clean and full. We also go back to the stall whose vendor has made a positive impression on us.

Because of the similarity in the products, the management of the food market should streamline their vendors so that there will not be any duplication in the products. It is confusing for the customers and the space can be used for a different product. This will significantly improve the experience of its customers.

If there is one thing that would differentiate A-Venue from other Banchetto-type food bazaars, it would be the live band. Unlike most of the food bazaars, A-Venue provides entertainment for its customers and it works because during our food trip, there are many customers who went there to unwind and have fun.

In terms of its delivery to the customers, the service ends once the customer pays for the food. This is understandable because we do not pay for any service charge. The serving process is also quick which is good because it is more convenient for the customers.

The food stalls that we have bought from are those that sold isaw, vegetable kebab, and regular empanada. The only innovation that I can observe is from the isaw and vegetable kebab stall. It has vegetables in its menu which are cooked in a unique way – as kebabs. Even though grilled is the staple cooking method in this stall, it found an innovative way to use it to their advantage. They were able to use this method to create a different kind of vegetable dish.

Given the volume of people who were eating that night, I can say that the business/food stall is still a success. However, it is already in the stagnant stage. There are only few things that differentiate one food stall from another. Soon, if the variety in food does not improve, less and less people will eat there. It will become another one of the typical food establishments that cannot provide any excitement or satisfaction to its customers. It is important for the vendors to continuously change and improve their menu and stores.

Dona Dona Korean BBQ Restaurant

Next stop is Dona Dona Korean BBQ restaurant. Its business concept can be summed up into three words – authentic Korean restaurant. It offers authentic Korean dishes and experience to its customers. Upon entrance on the establishment, the guard welcomed us with a Korean greeting. We then chose from a menu that was filled with authentic Korean dishes. Appetizers came next and, yes, they are still authentic Korean. Similar to how it is served in Korea, there was an almost endless supply of Korean appetizers in small servings. The main dish followed and we had a first-hand experience in the Korean method of cooking and serving the dishes. To top it all off, we were entertained by the owner who is Korean also.

Its differentiation from other Korean restaurants is its authenticity. There are already many Korean restaurants established in Manila but only few provide a complete and authentic Korean experience. It could have greatly improved the experience, however, if the staff are Koreans also. All of the hairstylists of Tony and Jackey salon, for example, are all Korean. This adds to the whole Korean experience. In addition, the restaurant must redesign its look outside to differentiate itself among the sea of Korean restaurants within the same vicinity. If it was not the first Korean restaurant we have passed, we might not have eaten there because there is nothing catchy about its look or name.

The service of the restaurant, from entrance to exit, was good. The staff and the owner were attentive to our requests and they were able to provide the food within a reasonable time. They helped us cook and serve the food. The dining experience could still be improved by adding vents on top of the grillers like those in Bulgogi Garden Restaurant. When the meat was already being cooked, it was uncomfortably hot for us, especially those near the grills, and it reduced our satisfaction. It was also evident that the restaurant was not frequently maintained even though the prices in the menu suggest that it has budget to maintain the restaurant. Since we are paying a high price for the food and the experience, we are expecting the restaurant to always maintain its establishment.

Unfortunately, there isn't anything new or innovative in this restaurant aside from the personal interaction of its hospitable owner to our class. It would be better if they innovate further by incorporating more Korean culture to this restaurant such as popular Korean songs and Korean paintings.

Aside from these, I can say that the restaurant is successful. Although it has several areas to improve on, there were still many good things in the restaurant. First, there were several customers who were also dining despite its expensive price. Second, the food we ordered tasted delicious especially the marinated meat. Third, the servings were sufficient enough to satisfy our hunger. Lastly, the customer service was excellent.

Goldilocks Bakeshop

Our last stop is for drinks and desserts at Goldilocks. Its business concept is to provide affordable but delicious, since it caters to the Filipino tastes, desserts and take-out meals for those who are on the go. This is evident on the lack of chairs and tables as well as the limited space of the store. In addition to these, only desserts were displayed in the store and meals that are already in packages were being sold.

This is different from other restaurants because its main products are desserts. The to-go meals are just minor products of the store. Usually, meals are the main attraction while desserts are the options. Another differentiation is its to-go concept. It is mainly for those who need to quickly buy cakes for an event or those who need quick-cook meals.

Unfortunately for the store, our class was persistent in eating our cakes there. We also had a long list of orders because we were a large group. It took the cashier and the staff a while before they can finalize our purchases and serve us the cakes. In addition, although its concept is to-go, the staff processed our orders and moved slowly. It almost defeats the purpose of the store which supposedly caters to customers who are in a hurry. The store was not also flexible enough to meet our group's needs. They did not suggest on how we can eat the cakes inside/outside the store and they did not even provide plates even though they have already seen the size of our group. They should have been proactive enough to think ahead for their customers.

Its to-go concept and desserts as the main product are the two innovations of the store. There are limited stores that have these features. Usually, there is a dine-in section in the store. This is a good strategy to get those who are pressed in time because it should already guarantee that there will not be a long queue.

During the food trip, I was not able to see any other customers aside from our group. This may be because of the time since it was already past 8 in the evening when we arrived at the store. Those who needed to buy a cake for an occasion must have already bought earlier while those who needed the to-go meals must have already eaten their dinner. In my opinion, the business has a high probability of being successful because there really is a market for those who urgently need cakes and desserts for occasions and there is also a market for those who need an affordable quick-cook/microwaveable meal. Although the store is located outside the mall, given the limited time of the market, they would not be able to go around the mall and search for a cake or a to-go meal. However, to maintain and improve the customer satisfaction, the store should still learn how to adapt to another market, like our group, who is persistent in dining in because they cannot just ignore these situations. <good report - JUS>

Food trip - John Paul Eugenio

OLO: Observe Learn Observe. It must contain:

a. What is the business concept; how is it different, unique and how it is delivered to the
customers.
b. What is the innovation / new about the food stall (or A Venue?)
c. Is the business / food stall success or failure? Why or Why not.

Going out with my classmates has never been this fun! Last March 05, 2013, our Tuesday
Entrepreneurship Class had its Food Trip in A. Venue along Makati Avenue in Makati City. This is
quite a mini-team building because we got to know each other more than we expect especially when
it comes to food. We learn that some do not want to eat vegetables, like I do, while others would
want to try everything they can possibly eat under the sun. Moreover, despite our happy bonding
moment, this is also a chance for us to practice OLO: Observe Learn Observe and my learning go
something like this:

“Banchetto” in Makati Avenue

First stop that evening are the stalls inside the A. Venue banchetto. We have tried Vigan
Empanada, Isaw Barbeque, and Roasted Vegetable on Sticks. Definitely, I have nothing to say on the
third choice. J Looking at the Business concepts of the stores found, it’s more of the popular Street
food you can find in the Metro and nearby provinces (if you consider Vigan as nearbyJ). Looking at
the place itself, the location and the set up, their target market as far as I have observed that night
are the foreigners staying in the nearby hotels and condominiums who would like to try something
different and exotic but sumptuous midnight snack. These may be expatriates in different companies
in Makati’s Central Business District or tourists enjoying our humid climate.

Walking and looking at the food offered in the stalls, I must consider that these are mostly
snacks for merienda and very different from viands for heavy dinner that we are accustomed to.
Perhaps, these are considered appetizers or desserts in the courses of the restaurants. Maybe
because there are a lot of restaurants that customers can choose from in the street of Makati Ave,
so if they will offer the same, they may not earn profit at all. What I find unique in this place is that
they are in fact at the heart of their prospect customers and most of their offerings are not in the
“Menu” of the restaurants nearby.

The foods are considered easy to prepare and cook, easy to serve and eat, and at the same
time would definitely not burn a hole in your pocket. Your choices range from Nachos, Breads,
Pasta, Pizza, Roasted and Grilled Pork Chicken or Vegetables, Cakes for dessert and of course the
most popular of all, street foods like Isaw, Betamax, etc. These are served in disposable paper plates
and tray, with disposable spoon and forks as well. White the empanada is simply served inside a
transparent plastic with separate vinegar.

The innovations you can find in these products are the different flavors that vendors are
trying out to serve their customers. More so, the option for the latter to choose whether they want
to be vegetarian on that night or they want to stick out with their carnivorous instinct (this applies
for empanada). The different flavor of sauces and dips add to the well known texture and popular
tastes of the ISAW and Barbeque.

You can enjoy these snacks and chat with your friends al fresco at the tables and chairs set
up under the moon and stars or those under the tents (perhaps, in anticipation of bad weather)
while enjoying the music of your favorite artists or at times with a live band. Lanterns which
decorates the area and are sold separately adds color to the festive ambiance of street food in A.
Venue, which I consider a good touch to feed our eyesight and not just our hungry stomachs. For the
shopaholics out there, mini “Tiangge” was also set up in the area that sells RTW clothes, perfumes,
and so many more.

All in all, I consider this venture a success for all the tenants and the organizers since I can
always see a lot of people enjoying the foods, sights, and sounds they offer every time I pass by the
area from school especially on Friday nights.

“Bona Bona” Korean Restaurant

Second stop in our food trip is our main dinner at a Korean restaurant along Makati Avenue.
Unfortunately, since this is a food trip wherein you should try something different and unusual for
the majority, they have chosen a vegetarian restaurant which made me sad for a moment, little did I
know that they also offer the regular chicken, pork, and beef with rice but we have to try the
common food that our Korean friends enjoy. We ordered Korean Bulgogi, grilled Marinated Beef,
and Grilled Slices of Pork which were served with their popular Kimchi, fresh lettuce, and other
vegetables which I did not bother to ask.

What I don’t like in the restaurant is their not so smokeless grill and perhaps the lack of
ventilation? Or is it because of those grills that I felt warm, uneasy, and thought that the Air
Conditioning Units are broken. But I must give 10 points to the very delicious and flavorful grilled
marinated beef. I did not imagine the simple cutlets of beef will satisfy me for dinner but it surely
did. The Korean bulgogi which tastes like Tokyo Tokyo’s beef mizuno and their grilled porkchop is
just OK for my taste but the beef is just so tasty that I could not forget it. The Tea Water, issomething that I don’t remember, it’s just like water with a tint of tea color with no taste at all.

The set up of the restaurant I must say is very Korean based on my observation with
Koreanovales popularly shown on television stations nationwide. The upright chairs, tables, and
smokeless / smoke full grill at the center is also like those used in popular buffet restaurants like
Yakimix, Tong Yang, etc.

I really cannot judge whether they have innovations on their Menu since I am not Korean,
perhaps they might have changed some of their flavors to attract local customers and not just those
Korean tourists. But since, the beef have satisfied my hunger, I must say this restaurant is worth the
try.

“Goldilocks” for Dessert

Well, what a way to end our dinner with delectable cakes from the very much popular
Goldilocks. We spent the rest of our fund to enjoy two of their best sellers which are Cherry Torte
and Chocolate Mousse cakes and tried their coffees as well. More so, we bought their classic
“Polvoron” to remind us of our childhood days because this is one of the popular “pasalubong”
other than “munchkins” of Dunkin Donuts. Though there is really no dining area in that Goldilocks
branch in A. Venue for a big group of 12, we just made ourselves comfortable with the available
tables and chairs outside which belongs to Dominos Pizza. We enjoyed the rest of the evening
talking everything about the requirements of our Entrepreneurship subject and of course teasing
two of our classmates to get married after graduation.

Well, our budget of 500 that night was well spent and met the requirements of feeding our
hungry stomach, enjoying the night with friends, and learning to practice OLO. J

Food Trip Paper by Evan Uy - Sentrep

Evan Uy
S100056

Eating and cooking have a very special place in my heart. Ever since I was a young kid I have been
interested in consuming and making food. My mother even enrolled me in summer cooking classes back
when I was in grade school. With those early experiences in the food world, I believe that my taste buds
have been honed well enough.

The Food Bazaar

Last meeting, we embarked on a food trip along Makati Avenue and A.Venue mall. I live in the northern
side of the Metro so going on a food trip in Makati is something I got excited about. Our first stop was
the food bazaar at the open parking space of A.Venue mall. There were lots of interesting eats there
however there were also some dull and unattractive choices. Typical mouth-watering “ihaw-ihaw” like
assorted BBQs were on display to be grilled upon order. The grilling process created appetizing fumes
which made everyone in the place crave for BBQs.

Fiesta-themed Food Bazaar at A.Venue Mall

Just like everyone, the class ordered assorted BBQs – Chicken Isaw, Pork Isaw and Vegetable BBQ. The
isaw tasted ok, nothing remarkable but the price is on the expensive side but still acceptable since
they are leasing out a stall in the mall’s premises. The vegetable BBQ, which consisted of 2 slices each
of bell peppers, red onions and carrots, was a good idea but the execution and actual product was
unsatisfactory. First, the serving was small. I know bell peppers are expensive but those little ones are
not expensive at all. I go to wet markets and our “suki” just gives out free bell peppers. Those BIG (and
branded) bell peppers like the one brought to class by sir Jorge are the expensive kind. Secondly, it

Assorted BBQs

wasn’t cooked very well or wasn't even cooked at all. Eating raw bell pepper and carrots is fine with me
but lightly cooking it is better. A generous slice of red onion, however, when eaten raw really gives a
sharp sting to the point of making one cry. Lastly, the roasted, grilled or BBQ flavor I was expecting was
not there; it was very plain.

I would like to recommend that they use white onion instead of red onion since white onion is not as
sharp when eaten raw. Another suggestion is to marinade or dip the vegetable BBQ in BBQ sauce first
before cooking to give it an extra kick. Grilling the vegetable BBQ well might also give it more flavor and
smoky taste, a perfect complement to the sweetness of the vegetables and the savory flavor of the BBQ
sauce.

Roasted Veggies and Roasted Garlic

Another appetizer we had was Ilocos enpanada which is a fried pastry with vegetable, longganisa
and egg mixture filling. The empanada was good - crispy and hot. The lady cooking and serving the
empanadas was also entertaining and always giving out smile to everyone.

The whole class also had Gulaman drink along with our appetizers. The drink was bland and only had
a few small bits of gulaman, very frustrating to drink. The vendors should regularly taste their items
especially the local refreshments since the ice dilutes the flavor when it melts.

Aside from the food we had in the food bazaar, I saw some interesting finds there. What really caught
my attention amongst all stalls were the healthy Falafel and Pinoy Peri-Peri. Some of my classmates
and I tried the Flafel, a middle-eastern fried vegetable balls. It was made from scratch right there so
you could really see that it’s fresh. It tasted great, a healthier alternative to other fried foods. For 55
pesos you get 5 small balls, a bit expensive but like the others it’s still acceptable for me since they’re

Ilocos Empanada cooked on the spot

leasing a mall space. The Pinoy Peri-Peri, on the other hand, was also cooked on the spot. Peri-Peri is
the Portuguese counterpart of Inasal, grilled Chicken or any other meat marinated in various spices and
herbs. It’s displayed in a chafing dish with the marinade. My only comment against it is that instead of
grilling the Peri-Peri BBQ, it was pan-fried. I wasn’t able to taste it as the cooking time is long. I will try to
drop by their stall next time to taste their unique offering.

Healthy and delicious Falafel also cooked on the spot

The food bazaar was aimed to appeal to young professionals, students and people living nearby who
want quick and affordable meals; the bazaar offered a wide range of food items with prices friendly to
students, yuppies and alike. It is a place where the mentioned target market can go to everyday since
choices are not limited unlike in restaurants. Since it is located in an open parking space surrounded by
high-rise buildings, ventilation can be an issue once summer starts.

Traditional Pinoy meals – Bagnet, Tokwa’t Baboy

Fresh from Korea

Our second stop is a Korean restaurant named Donna-Donna a few minutes walk from the A.venue mall.
It’s owned by a Korean family who immigrated in the Philippines 5 years ago. Upon arriving here in the
Philippines, the mother of the family establishes the restaurant while her son studies and tries to help
the new family business. What’s good is that the mother and son are really hands on in managing their
restaurant. The mother even served and cooked our food which really made us feel welcomed. The son
is the cashier of the restaurant.

Dona Dona Korean BBQ Restaurant

The food is tasty but the serving sizes are small. Prices of the food are also quite expensive considering
the serving size and the ambiance of the restaurant. The three biggest factors in the success of any
restaurant are food, ambiance and service.

Self-cook Korean BBQ (the owner cooked for us instead)

Food was not as spicy as other Korean restaurants, just right for us! Delicious!

I think Donna-Donna’s service is outstanding and the food is great although there’s still room for
improvement. Their current weakest point is the ambiance and atmosphere of their restaurant. The
lighting was not enough or the temperature of the lights is not ideal for restaurants. They could either
brighten up their restaurant or make the light temperature warmer to create a fine dining-like mood.

Not so attractive interior design

Their utensils were also not matching. I have nothing against old and mismatched spoon and fork but for
a restaurant charging a base price of 300 pesos for a meal, I expect more than that. The interior design
was also half-baked. There’s a nice accent wall showing a Korean inspired design but the other half of

Mismatched and old utensils

The target markets of the Donna-Donna are Korean tourists and immigrant and social classes A and B.
Dining here really costs a hefty sum of money so yuppies and students are rarely seen dining in Donna-
Donna.

Korean inspired design in one side of the restaurant

The Sweet Ending

We went back to A.venue mall for some after-meal coffee and sweets. We ordered two cakes from
Goldilocks– chocolate mousse and chocolate cherry torte. I ordered Milo since it is the only available

decaf hot beverage. The Goldilocks store we went to was only a take-out store without any dine-in
facility. Fortunately, the establishment beside it, Domino’s Pizza, was a sister company so they allowed
us to use their tables and chairs.

The cakes tasted just as what I had expected them to be– spongy and sweet. Since the cake was spongy,
it was light and easy to eat; it wasn’t overpowering. The sweet cream-based filling was artificially
flavored but was still delectable. The cakes were not really gourmet choices but for its price tag, it’s not
bad at all. It’s a comfort food you can eat any time of the day.

Sweet ending at Goldilocks take-out store in A.venue mall.

As the biggest bakery in the country, Goldilocks targets a very vast market – from classes A to D, kids to
the elders, professionals to home makers and so on. They have a wide range of food items, from cakes
to assorted Filipino pastries to instant Filipino meals like dinuguan and lechon paksiw. The interior of
the take-out store in A.venue is very refreshing to my eyes. The modern interior design is brightly lit
with accents of pastel blue and yellow colors. Quality of the food items are consistent with every other
branches I’ve visited so far.  <very critical and observant;  detailed>