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>
