Entrep Food Trip Report by Arlo Cristobal

Entrep Food Trip

By Arlo Cristobal

A-Venue Tent

                I have always been a fan of Banchetto style food exhibits. It's a place where you can find a wide array of food choices that are relatively affordable compared to restaurants. It is also a good avenue to try out innovative food products for vendors since the capital is smaller compared to renting a space for a restaurant.

                For the food concept, there is a variety of offerings, ranging from isaw to different pasta dishes. Besides the food option, what makes this place unique is the experience itself. A lot of times, we find ourselves deciding which place to eat, often thinking of the food offered in the restaurant. In the A-Venue Tent, you can just opt to go there without planning and simply decide which food to buy without the need to break-up the group. For this reason, this had attracted a lot of young professionals who want to enjoy different types of food, while keeping the cost down. I also noticed a lot of foreigners in the area, which can be attributed to the location.

                To add to the variety of food, there was also a stage set-up for a band. This also gives the place a restaubar feel, where you can hang-out for an extended period of time. This set-up creates a lot of interest to passers-by and, in my opinion, is successful in pulling customers in.

                This venture is definitely a success if the product that you sell caters to the interest of the crowd. Also, since this isn't a high-end place, the price of your food should also be affordable. Another proof of its success can simply be traced to the volume of people in the area, which is quite significant given that we visited on a Tuesday.

Dona Dona BBQ

                Normally, I stay clear of Korean restaurants in Manila. The main reason being the cost. The concept of the Dona Dona BBQ restaurant is quite straight forward – bring the Korean food experience in the Philippines. Although the ambiance of the place doesn't feel very Korean, the food certainly did. Being served by the owner, Dona from Korea, also pushed the experience to the next level.

                The innovation part of this restaurant would have to be the price. For me, authentic Korean restaurants are relatively the same in terms of the food they offer. The main differentiator for Dona Dona BBQ would be how they managed to lower the cost, yet still offer authentic Korean food. Lower price in this case is relative to other Korean restaurants both in the Philippines and in Korea. I'm actually quite interested on how they source and make their ingredients. If it's imported, they are doing a really great job to keep the price down. If it's sourced locally, then they are doing a really good job transforming it to a Korean delicacy.

                Given that the restaurant had been there for 5 years, it's obviously a successful venture. However, success is really subjective, and it seems that the success that they are getting is quite limited to their view of success. They may be profitable, but their profitability may be limited. They are located in a good venue where traffic of people is high. But still, competition in the area is also very high. If they really intent to maximize profit, they should differentiate their restaurant from the competition by starting with the ambiance. They may offer authentic restaurant food, but I would not have known that from the outside. To add, the place looks a bit shabby and would greatly benefit from a good scrubbing.  

Goldilocks

                To cap the night off, the group ordered cake and coffee in Goldilocks. Goldilocks had already made a name for itself so we can't really argue with their success as a dessert chain. One thing that could be noted in the branch, however, is that it was the only dessert place I saw in the area. It's also quite convenient since it's along the street.

                Aside from location, the convenience of buying in the place is also quite genius. They were able to maximize the small place, placing a shelf in the middle, while still allowing customers to browse through their products. Their range of offering also doesn't compete with the surround restaurants, but instead complements it. They have cheap, but good coffee. They have snacks, desserts and even cakes that you can buy to surprise the birthday celebrant in the neighboring restaurant. They aren't renting a big space because they don't need to. It won't surprise me if they are generating better profit compared to some of the restaurants in the area.

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