SR:Business process improvement by Danae Mentrep

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Food Trip OLO - Camille A. Dela Cruz Spentrep

ENTREP S20

Mr. Jorge Saguinsin

Food Trip - OLO

  

Camille A. Dela Cruz

Last March 5, 2013, the whole ENTREP S20 class went to three restaurants/establishments for the food trip – a food market, a Korean restaurant and Goldilocks. Below is the OLO report for the three establishments/venues.

I. What is the business concept; how is it different, unique and how it is delivered to the customers?

A. A-Venue Food Market

The business concept of A-venue Food Market is to provide the most authentic Filipino food to the consumers other than different available nation food. It is different and unique because the food market tried to provide diverse famous Filipino delicacies that come from different parts of the country. Some of the offers were the famous street foods one can find in the Philippines – isaw, fish ball, Betamax, kwek-kwek, etc.

It was a nationalist kind of experience because the market greatly demonstrated the excellent culinary craftsmanship and talent of our Filipino brothers. I also enjoyed the food because it was sumptuous and flavorful; two adjectives that prominently and consistently described Filipino cuisine. The venue was quite casual since it only provided a tent where customers can eat the food they bought. To increase the casual sense, customers were to eat their food on plastic chairs and tables using plastic utensils. The vibe and feel was fun since loud music was played and a stage was provided for a band to entertain the customers. Some stalls cooked the food in front of the eyes of the hungry consumers far much different to a restaurant setting. The foods were also displayed in each stall and no menu is provided to the consumers. Other than Filipino cuisine, the food market also provides famous different Filipino drinks like sago't gulaman, buko pandan, etc. The whole set-up was very similar to the current food market trend in the Philippines like Mercato and Soderno. However, what stood out from the A-Venue food market is the extremely colorful and out of the ordinary lighting in the tent which also added to the fun and exciting vibe of the place. The lighting was actually lamps that were made in the Philippines. The other reason that separates A-venue from the rest is that it not only offers different kinds of food but also a "tiangge" to the customers. The several tiangges sell shoes, clothes, bags, lamps and some were also made in the Philippines. Customers can now shop and relax before or after they eat the delicious food the market offers.

B. Korean Restaurant

The business concept of the Korean restaurant is to offer genuine and original Korean cuisine to those who want to experience it. A lot of Korean restaurants have opened over the past few years around the country but what makes the restaurant different and unique is because it used authentic and fresh ingredients to create the expected sumptuous Korean food. For example, the beef we ate is USDA grade/ type of beef to provide customers the highest quality beef.  The sauces and seasoning were also imported from S. Korea.

Eating in the restaurant actually felt we were in South Korea. The tables were specifically made to follow the manner or way how Korean food is cooked and eaten. There were built-in grills on all the tables so that customers can grill/cook their food like how it is done in South Korea. Korean letterings and pictures were posted on the walls. The menu was in Korean writing but provided English translation. The plates, utensils and cups were similar the things used in Korean restaurants. I was specifically surprised with the "tea water" because in all the Korean restaurants I've eaten this was the only restaurant that offered that product.  I also observed the friendliness the owner of the restaurant showed us. She made small conversations with the customers and cooked some of our food, one quality of owners I rarely see in a dining experience. I've been to many Korean restaurants but this was the only restaurant that really made me feel that I was actually in South Korea, and this I believed was the one thing that separates the restaurant apart from the other Korean restaurants.  The concept was definitely delivered to the customers through the place, things and food; it really felt like the best Korean food experience!

C. Goldilocks

Seeing the products being offered by Goldilocks, I believe its current business concept is to be a one-stop food store, wherein customers can buy food for their families to bring home. Goldilocks has existed for so long and has definitely evolved over the years. Before it used to be a cake/bakery shop but now it doesn't only offer cakes but also pastries and ready to eat meals in packs.

Since it's a one-stop food store, you don't expect the place to have tables and chairs to eat on. That's why when the group decided to have coffee and eat cake, the place could not provide a seating place for us to eat or plates where we can eat on. The dining experience felt awkward and forced hence I don't recommend anyone to bring to Goldilocks if they want have a total dining experience. However, since it's a one-stop food store and not a restaurant, I can say that the selling position of Goldilocks is very unique and different. Other than the usual cake offering, the establishment has changed and offered more on-the-go and take home foods or product lines like ready to eat meals and different kind of pastries.

II. What is the innovation/ new about the food stall or venue?

A. A-Venue Food Market

As mentioned above, the one thing that sets A-venue Food Market apart from other food markets in the Philippines is that the place provides live band entertainment and the lights were more lively and colorful.  They also had tiangges that sell clothes, shoes, lamps, etc. Other than that it had the same business concept as the other food markets.

B. Korean Restaurant

There was nothing really new about the Korean restaurant we went to comparing it to other Korean restaurants. What was new was new about it though was the total Korean experience which I believed could not find in any other Korean restaurants!

C. Goldilocks

What sets Goldilocks apart from it's used to be main competitor, Red Ribbon, is that it changed its position to one-stop food store but other than that the retsurant is the same with its other competitors.

III. Is the business/food stall success or failure? Why or why not.

A. A-venue Food Market

I do not see A-venure Food Market staying for a long time. I believe that it is one of those food establishments that are in trend now but will soon diminished in the future.

B. Korean Restaurant

I see the Korean restaurant to live longer because it's a place where you would want to always go back to experience the total Korean food experience! Moreover, it's a place you continuously look for or crave for because the food was extremely delicious and the whole package that the restaurant sold was really amazing.

C. Goldilocks

I believe Goldilocks is not a failure since its been in the market for so long. I think what sets it apart from its competitors is that it continuously evolves itself to support changing needs and wants of the Filipino consumer.

Red Crab Group Case Study by Crissy Cruz

Red Crab Group Case Study by Crissy Cruz

The Red Crab Group started as a small restaurant in Clark Pampanga known for its Crab Recipes and Kapampangan and Filipino Food. When the owners decided to expand their business in Manila and set-up shop in Malate, they discovered the shortcomings of the business particularly the brand's lack of identity. In spite of the initial success experienced by the Malate and the Tomas Morato branches, the owners found out that their product offering lacks focus.

After doing some market research, Mr. Raymund Magdaluyo – Red Crab's owner, decided that to reposition his brand and be known as a Seafood restaurant rather than a Filipino restaurant. Soon after, Red Crab's Seafood and Steaks were able to yield success in its three branches in Manila,

The opportunity to open in Greenbelt and Rockwell has pushed Mr. Magdaluyo to think of novel ways of creating a crab and seafood restaurant that would fit the tastes and expectations of the high-end market. For Greenbelt 3. Mr. Magdaluyo came up with Seafood Club, a casual festive themed restaurant. He envisioned a casual seafood restaurant where guests are relaxed and happy while enjoying their crabs. On the other hand, Crustasia in Rockwell, was born out of Mr. Magdaluyo's vision of forming an enchanting and transformative bistro that serves oriental inspired dishes. More than just a seafood restaurant, Mr. Magdaluyo wanted Crustasia to be a classy place where people will not only appreciate the food but the whole dining experience.

After conquering the high-end market, the Red Crab group turned their attention in developing Blackbeard's Seafood Restaurant which targeted not only the families but also the after-work group of works or the barkada crowd. This restaurant became a place wherein groups of friends can hang out for drinks and top quality grilled seafood and barbecue for pulutan.

With the right formula of proper location, good food, ambiance and value for money propositions, the success of the Red Crab group can also be attributed to effective Public Relations activities. Mr.Magdaluyo established good relations with Celebrities and sponsored their shows and events. He banked on the credibility and popularity of the celebrities that once they say rave reviews about his restaurants, they will be able to positively influence customers to try their restaurants. 

The Red Carab Group has successfully developed a One-Product, Multi Concept approach based on the portfolio of restaurants they have developed over the past years. However, based on their most recent venture, Heaven 'n Eggs – an all day breakfast place, the Red Crab Group is moving on and expanding their horizons. They are now looking into becoming more than a Crab and Seafood Group and evolve into a successful chain of top dining restaurants.

This Case Study has notable points in putting up and managing not just a restaurant business but an enterprise in general. The story of the Red Crab Group has established insightful ideologies to follow:

1. It is important that one must identify the market and what he is selling. A brand should have focus and a clear identity.

2.  There is a challenge to create your own segment and answer the following questions:

•        Where are we going operate?
•       What we are going to serve?
•        What influences them to buy my products or get my services?

3. Given clear market segments, we draw out marketing position of the brand.

4. Based on the story of the Red Crab group it proves that it is easier to look for a perfect location, and then develop the product from there.

5. In developing a One-Product, Multi-Concept Approach, prices are differentiated because of the location of your store.

With the success of the Red Crab Group on its Crab and Seafood chain, I think the main concern that the group is facing is their strategy on sustaining and expanding their business. The challenge is creating new concepts outside of the Crab and Seafood chain and capturing a larger market.

With the addition of Heaven 'n Eggs, the Red Crab Group is now faced with developing and implementing new strategies that can duplicate the successes of the Crab an Seafood restaurants to other concept stores.

I feel that the formula used by Mr. Magdaluyo to propel the growth of the Red Crab Group can be applied to other restaurant concepts. However, their strategy of finding a location first and then developing the business idea afterwards can be a double-edged sword. Without having any concrete business plan in mind, all the work only happens once the location is specified and finalized. Now that they are starting to create new business concepts that is outside of the comfort zone of the Crab and Seafood restaurant, Mr. Magdaluyo should extend more effort in doing market research before jumping the gun on a new concept.

I would still encourage Mr. Magdaluyo in expanding his restaurant portfolio and add more non-Crab and Seafood restaurants. Taking a cue from the Friday's group which include, TGIF, Fish and Co, Italliani's, and Crazy Garlic among others, the Red Crab Group also has the potential to develop individually themed restaurants and be a success. If they will continue sticking to Crab and Seafood themed restaurants, the room for growth is already very limited.